According to Innova Market Insights, four of the top 10 trends in 2008 indicate how functional foods and beverages have entered into mainstream consumers' lifestyles: Going natural, condition-specific foods and beverages, novel functional applications and beauty foods.
In the beverage category, immunity-enhancing waters are becoming commonplace. Other industry trends involve increased funding for research to fuel ingredient innovation for the functional food and beverage industry.
One ingredient on the rise is whey protein, whose use has been popularized by studies showing it promotes satiety and lean muscle mass. Heart-healthy phytosterols are also finding their way into more mainstream products like nutrition bars. Overall, weight management continues to be a focus for functional foods and beverages.
Food Technology article (pdf)
A growing number of nutraceutical companies are offering ingredients that add health value to finished food and beverage products.