Form and FunctionForm and Function
The larger trends in the functional food and beverage market are all about offering convenience and ease to consumers. But, what forms those foods and beverages are taking is proving to be just as important as what is in them.
July 7, 2014
We humans need a variety of nutrients that our bodies simply cannot produce, such as essential fatty acids and minerals. That’s where dietary supplements come into play. But, supplements aren’t always convenient or easy to take. Sure, softgels and capsules are getting smaller, and gummies for adults are becoming more common, but maybe it would be easier to just have the nutrients added to foods and beverages, rather than taking a supplement.
According to the Institute of Food Technologists, consumers who once relied on nutritional supplements are now switching to fortified and functional foods. The functional food and beverage segment of the market is the answer to convenience and on-the-go nutrition.
Protein, probiotics and beverages are proving to be popular in the functional food and beverage market. All three encompass multiple segments, such as weight management, sports nutrition, immune health and energy. But also, consumers want products they know work, like beverages with added vitamins and minerals, and products that offer immediate results, like energy drinks. In this market, both manufacturers and consumers want products that offer convenience and benefits.
For more on trends in the functional food and beverage market, download INSIDER’s free Functional Foods Digital Issue.
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