Next-gen Functional Food and Drinks: Compelling, Craveable, Convenient

After a proliferation of claims, functional food and drinks are entering a new phase where success means delivering clear, credible benefits - gut health, sustained energy, emotional balance - in formats suited to modern lifestyles. Those blending scientific credibility with indulgence and convenience, especially via snackable and portable options, will make functionality enjoyable and accessible.

The pivot: from claim overload to effortless outcomes

After years of stacking multiple claims, consumers now want functionality without jargon. The next wave is simplified, all-in-one nutrition blending gut, energy, and brain benefits in credible, convenient formats; think stick sachets, pouches, and ready-to-drink bottles for at-home and on-the-go occasions. Asia Pacific leads in functional claims, while the UK and India stand out for mood and cognitive propositions. For brands, clarity beats complexity: product design should be around occasions and life stages with holistic wellness in mind.

Fortified/functional food and drink sales are forecast to rise by USD 39 billion over 2024–2029

^{Source: Euromonitor International}

Gut health: central, indulgent, and portable

Digestive health is now the gateway to broader outcomes, with biotics (pre-, pro-, post- and also synbiotics) leading the charge. The opportunity: fuse credibility with pleasure. Calcium offers regulation-compliant digestive enzyme claims where probiotics face tighter scrutiny, opening space for gut cues with satisfying textures and flavours. Arla’s launch of Cultura in the UK illustrates this, with lactose-free yoghurt blending vitamin D, fibre, live cultures, and calcium; indulgence with smart claims.

Portability shines with Nomadic’s Yogurt & Oat Bar, bringing probiotics to a chilled snack, and Danone’s Oikos Fusion, targeting GLP-1 users with 23g protein and 5g prebiotic fibre; mainstreaming sports-nutrition benefits in dairy. Single-serve packs (pouches, bars, small bottles) lead growth as consumers seek portion-controlled, on-the-move gut support.

Energy reimagined: cleaner, occasion-led, and sustained

Energy is evolving from short spikes to sustained vitality. Natural actives like L-theanine, yerba mate, and emerging metabolites like paraxanthine are replacing heavy stimulants. Precision dosing is the new battleground; from hydration sticks to complete mini-meals. Gatorade Hydration Booster moved into 13.5g stick sachets in the UK and promises to reduce tiredness via electrolytes, carbs, and B-vitamins. In the US, Jarritos Taste Salud launched 6g stick sachets blending nostalgic flavours with energy, hydration, immunity and focus.

Complete drinkable meals are rising too: in the UK, Nomadic Fuel Up delivers 33g protein and 26 vitamins/minerals in 500ml cartons for satiety and recovery; in Singapore, Yeo’s Super Sprouts Soy Milk stacks protein, calcium, vitamin D, B6, and zinc for children’s growth and immunity; proof that energy and resilience are widening beyond classic beverages.

Brain and mood: the next mainstream frontier

Post-pandemic, consumers want calm focus and emotional balance across everyday moments. Launch activity in cognition and mood-related claims is surging, with RTD tea set to grow by 15% CAGR over 2024–2029, while smaller premium cans and functional shots thrive for quick rituals.

Two signals show what’s next: Hue in Singapore blends tiger milk mushroom, moringa, and omega-3 into mood-boosting chews and gummies; supplement benefits in joyful confectionery formats. In the UK, Acqua Catalyse “Life drinks” pair L-theanine and adaptogens like ashwagandha and reishi with elegant flavours to promise relaxation in a luxury, evidence-led can. Both reframe indulgence as emotional wellness.

What food and drink leaders should do now

1. Build credibility before creativity. Anchor claims in approved mechanisms (e.g., calcium for gut health) or robust partnerships (e.g., Jarritos and Taste Salud). Use biotics where regulations permit and postbiotics where cold-chain is limited. Trust and education are key.
2. Design for rituals and portability. Win with stick sachets for hydration, shots for calm focus, pouches/bars for gut support, and cartons/bottles for mini-meals. Offer intuitive dosing and pleasurable experiences.
3. Simplify the story. Shift from stacked microclaims to a single, outcome-led promise per occasion (such as “evening calm” or “post-workout recovery”). Use natural ingredients with clear roles and premium flavours.
4. Prioritise markets with momentum. Double down on Asia for gut health scale; pursue the UK and India for mood and cognition; and watch America’s openness to innovation while managing compliance risk.

Functionalisation is no longer a niche add-on; but the organising principle of everyday food and drink. Brands that blend proven science with sensorial delight, and deliver it in formats people love, will set the pace of growth in the next five years.

Learn more about the functionalisation of food and drinks in our report, Functional Food and Drinks: Winning Claims and Formats, to guide strategic decisions and capture emerging opportunities in this dynamic market.