The Top Functional Priorities for Consumers
Today’s food and beverage innovations go far beyond new taste varieties. As the demand for functional products grows, we are actively shaping the transition towards Better Human Nutrition – combining science and technology with consumer insights to create Multi-Sensory Experiences and support Nutritional Excellence.
Functionality is the key to success – but which benefits are consumers actually looking for?
As the market evolves, understanding which functionalities truly resonate with consumers is essential for meaningful and future-ready innovation. Our Sensory & Consumer Science team has gathered insights from consumers across markets worldlwide – offering knowledge that supports brands to prioritise, position and differentiate with confidence.
Discover the key insights now.
From digestive wellbeing to immune function and mental balance: gut health plays a central role for our energy, mood and immunity, making it essential for people’s overall well-being. Our global consumer study shows that over 50 % of respondents actively seek gut-related benefits – especially in yoghurt drinks, juices and plant-based snacks.
Perceived relevance increases notably with age: while about one third of 18–29-year-olds associate dairy and plant-based yoghurts with gut microbiome benefits (32%) and digestive health (34%), this share rises steadily across generations – reaching 47 % (microbiota) and 50 % (digestive health) among 60–65-year-olds.
Probiotics, prebiotic fibre, ginger and berries are natural, recognisable and science-backed ingredients that global consumers trust. They play a key role in meeting the growing demand. However, there are some regional differences, depending on what has been learned in the respective cultures or what successful functional products already exist on the market. In South Africa, for example, aloe vera is credited with having a strong effect on digestive health, whereas in all other tested countries it is only considered to have a minor importance.
Get in touch with our GutHealth experts and discover which applications resonate most with consumers in your region.
Once a seasonal focus, immune health has become a year-round concern for consumers across the globe. According to our study, consumers worldwide prioritise the positive effects of immunity when it comes to their functional needs. This is especially true in Europe – with Italy (57 %), Germany (56 %), France (48%) and the UK (55 %) – as well as in South Africa (67%) and China (62%) ranking immune support as the most desired functional benefit in food and beverage products.
Consumers associate this benefit strongly with products like fruit & veggie snacks, yoghurts, juices and food supplements – and trust citrus fruits (56 %), ginger, red berries and acerola as effective, natural ingredients.
Additionally, women are more likely than men to choose supplements such as capsules and tablets (preference levels of 50 % vs. 42 %) as well as shots and ampules (38 % vs. 31 %).
Contact us to find out which natural ingredients and applications convince your target group the most and support health-conscious choices with our ImmuneHEROES.
Energy has long been a staple in functional food and beverages. Today’s consumers want energy that fits their lifestyle: long-lasting and without compromises. According to our latest global study, an energy boost is the second most wanted functional benefit (53%) for worldwide consumers and the most important by far in Latin America, particular in Brazil (70%) and Mexico (63%).
GenZ (57%) and Millenials (54%) show the strongest preference for extra energy, but even among 60–65-year-olds, interest remains relatively high at 45% – although other health benefits such as heart health are becoming more important in this age group. Ingredients such as ginseng, green tea and guarana are seen as most effective – especially in familiar formats like energy drinks, sports drinks and food supplements.
Get in touch today to find out which concepts resonate most with your target group – and how to energise your portfolio with our Natural EnergyHEROES.
Our Sensory & Consumer Science team surveyed a total of 3,437 consumers in twelve key markets. Consumers shared their views on functional priorities across food, beverages and life science & nutrition applications – and identified the ingredients they trust most. Learn more about how our Sensory & Consumer Science team supports you in creating successful multi-sensory products that meet today’s consumer expectations.
