Food Technology Magazine | Market Trends
The Top 10 Functional Food Trends
Consumers are re-prioritizing wellness goals, seeking out healthy hydration, and pursuing new approaches to weight loss—all of which have the potential to ignite functional food and beverage sales.
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Nearly three-quarters of global consumers are now aware of functional foods and beverages—products that provide a health benefit beyond nutrition—and just over half plan to increase their use, according to HealthFocus International’s 2024 Global Trend Study.
In the United States, retail sales of healthy food and drink reached $320 billion in combined mass, convenience, and natural channels in 2024, and they are estimated by SPINS to top $384 billion by 2028.
Six in 10 U.S. consumers agree that foo…
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