More Consumers Want Foods and Drinks with Functional, Better-For-You Benefits
Protein continues to be a key area of interest among consumers, with protein content driving food choices across a wide range of food and beverage categories
Nutrition is becoming a central pillar to a healthy lifestyle for a growing number of consumers. They are seeking products that not only taste good but also offer additional health value. In 2018, an Innova Market Insights consumer survey reported that one in 10 US consumers wanted “to be healthier” and—compared to the previous year—they increased their consumption of products with functional benefits and active ingredients.
This trend has continued. About 11.5% of US food and beverage launches tracked by Innova Market Insights in 2019 used active or functional health claims of some kind, illustrating their growing significance, although they continue to trail behind passive claims (low calorie, sugar free, natural, etc.), used on more than half of all new products.