The functional and food supplement category has now expanded to a range of novel products to meet the expectations of new audiences.
In fact, the market is projected reach around $160 billion by 2029, expanding at a CAGR of 5.1% (Global Data, FSN market data 2025, 51 researched and modelled markets).
Recent research by Tetra Pak conducted to help food producers navigate through recent consumer trends regarding nutrition, found that health-conscious consumers are motivated to purchase food supplement and nutrition products for a variety of reasons. For example, to meet daily nutritional intakes and support immunity or digestive heath.
Mental wellbeing also plays a role, with one in three using these products to feel ‘in control’ of their health and even to boost energy. These motivating factors are driving distinct consumer purchasing decisions in the food supplement and nutrition space. Food and beverage producers should look to leverage these trends, if they wish to take advantage of this booming market in 2026.
Newcomers are reshaping the market
Demographic shifts are shaping demand for food supplement and nutrition products. Where young adults care relatively more about taste and enjoyment, seniors are driven to a higher extent by achieving peace of mind about their health.
As people age, health-related challenges often become more frequent, which may lead to a sense of diminished control over one’s health. In response, many may seek ways to regain that control by turning to solutions such as food supplement and nutrition products that promise support for overall wellbeing.
However, seniors also tend to be more sceptical about the actual benefits of such products. For brands, this underscores the need for transparent, authentic communication and the development of products that are not only relevant but also trusted. Building credibility is essential to engage consumers effectively.
Consumers are hungry for more than protein
Protein is set to remain a core component of many food supplement and nutrition products. After vitamins and minerals, protein is the most popular ingredient, in terms of awareness, consideration and regular usage. The protein boom has opened the door to consumers having a wider awareness of functional products. Plant-based protein sources like whey or soy, have become staples in many products and households, with further headroom for new or emergent varieties like sunflower, rice, hemp and mountain peanut.
Consumers today not only recognise the importance of protein in their diets; they have also developed a deeper understanding of its nuances, becoming increasingly selective about the specific types of protein they prefer. Beverage producers can answer this broadening interest by offering a range of ingredients beyond protein, in novel or function-specific formulations.
For example, fibre is close behind protein as an ingredient catching consumer interest. Fibre may play a role in supporting digestive function and contributes to feelings of fullness, which is why it is increasingly used in products aimed at gut health and weight management. With 27% of those surveyed regularly using protein products and 15% regularly seeking fibre, there is clearly an opportunity room for fibre-focused products to grow.
Following fibre, other emerging ingredients include Omega-3 fatty acids, which are associated with heart and brain health, or biotics (an umbrella term that includes probiotics, prebiotics and postbiotics, all of which can contribute to immune and digestive wellbeing).
These ingredients need to be delivered with the same attention to taste, convenience and stability as existing products. Innovations such as precision micronutrient dosing and advanced processing systems help food and beverage producers create consistent, shelf-stable products without compromising flavour or mouthfeel. As competition intensifies, producers that pair credible functional benefits with pleasurable sensory profiles will stand out.
The role of glocalisation
Local tastes and regional preferences are becoming more influential in determining product success, particularly as food supplement and nutrition formats move into daily consumption and lifestyle occasions. For example, North Americans strongly favour proteins, whereas consumers in Brazil express interest in collagen, those in China generally opt for biotics, while Western Europe shows a wider range of preferences.
Flavour also varies according to local tastes. Consumers in Japan show a preference for coffee-forward flavours, while consumers in India or Saudi Arabia are increasingly drawn to spicy profiles and European markets have more fragmented preferences such as coconut in Italy, banana and fruit punch in the Netherlands and dessert-inspired combinations in Spain.
Finally, insights from our Product Development Centres underscore that differences also apply to textures. Asian consumers tend to prefer thicker and smoother textures, whereas Europeans often choose more natural and less processed mouthfeels.
For food brands, this reinforces the need for regional formulation strategies. Investing in sensory expertise, pilot testing and localised R&D helps de-risk innovation and improve product fit for specific markets. When global products can’t be guaranteed to perform equally everywhere, regional nuance becomes a decisive factor in consumer uptake.
How F&B producers can meet the opportunity
By acting on these trends now, food manufacturers can unlock new opportunities and build fresh revenue streams by pushing into categories that were previously not considered.
From reimagining formulations to serve specific demographic needs, to creating regionally tailored flavours and textures to excite local consumers, the opportunity for genuine innovation is ripe.
Indeed, consumers are not only seeking clear health benefits, but are increasingly willing to pay a premium for products they trust to support their wellbeing.
