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Functional Foods & Beverages Market Research Reports & Industry Analysis

Functional food and beverages are first and foremost healthy foods, but it’s differentiated from your average fare by claims of specific health-promoting or disease-preventing properties.

A functional food has to do more than the basic function of supplying nutrients. The basic category of functional foods includes processed food or foods fortified with additives, like "vitamin-enriched" products. Fermented foods with live cultures are considered functional foods with probiotic benefits.

Health-conscious consumers have supplied the demand to make functional foods an emerging field in food science. Yet, as consumers seek healthy choices, they are often skeptical about the benefits claimed by the companies developing new functional foods and beverages. The fact is the benefits are simply difficult to detect.

The industry suggests the establishment of a health claim regulating agency, which may increase consumer confidence. However, strict examination of some of the functional food claims may discourage some companies from launching their products.

The burgeoning industry was also impacted by poor global economic outlook. Many companies were forced to reposition themselves in response to the global economic downturn by lowering prices, eliminating divisions and rebranding products. Others grew by targeting products that consumers believe make an impact on their health. Product functionality is the most important consumer decision factor, generally outweighing cost sensitivity.

Consumer surveys on a wide range of functional food areas -- such as heart, digestive, immunity, cognitive, joint and bone health -- find that shoppers have high levels of interest, but much lower levels of actual purchase behavior.

Cognitive-health products are one example, as more than two-thirds of Americans say they are interested in products that increase concentration, but less than one in five actually buy such products. Narrowing this gap is crucial for the industry to turn functional foods and drinks from a novelty into a steady growing business in the long term.

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Functional Foods & Beverages Industry Research & Market Reports

  • 2018 Supplement Business Report

    ... to boost sales growth overall. Collagen is on fire, growing at 30 percent, but it hasn’t broken the $100 million barrier yet, coming in at $98 million. Mushrooms had another strong year at 10.1 percent ... Read More

  • Better For You Beverages in Austria

    ... beverages. Consumers are looking instead for naturally healthy drinks or naturally healthy added ingredients instead of something being taken out of the product. Even though many people are increasingly conscious about their health, they still ... Read More

  • Health and Wellness in Canada

    ... faster growth. One area is the expanding consumer base for allergen-free products that originated from the medical needs of certain segments of the population but is expected to reach other consumer segments in the forecast ... Read More

  • Fortified/Functional Beverages in Canada

    ... and therefore enjoyed consistent, strong growth over the review period. Retailers saw growing consumer enthusiasm and high margins and therefore expanded shelf space and offered marketing support for FF energy drinks, contributing to its sustained ... Read More

  • Health and Wellness in Austria

    ... in what they eat and hope to prevent health issues through a better diet. Many companies recognise the opportunity for growth and add value to their products through health benefits. Euromonitor International's Health and Wellness ... Read More

  • Better For You Beverages in Brazil

    ... majority of sales within better for you beverages, playing important roles in the overall performance. Sales of carbonates continued to shrink in 2017, and for both regular and reduced-sugar versions, as consumers were looking for ... Read More

  • Better For You Beverages in Bulgaria

    ... Urban consumers increased the number of daily cups of coffee following the modern dynamic lifestyle trend and the growing need to sustain high energy and focus. Growing health awareness fostered demand for reduced caffeine products ... Read More

  • Fortified/Functional Beverages in Brazil

    ... a third of all sales. Both recorded lacklustre performances due to consumers’ limited purchasing power, leading to less-frequent sales of non-essential products. Consumers considered both types of drinks could be replaced by more-natural or healthier ... Read More

  • Fortified/Functional Beverages in Bulgaria

    ... healthy and tasting pleasant. FF drinks with detoxifying effect and delivering extra endurance during sports were popular. Common functional ingredients were Zn, B complex and Mg because they are associated with stress relief, delivering energy ... Read More

  • Fortified/Functional Packaged Food in Belgium

    ... products. For instance, probiotic dairy was once embraced by health-conscious consumers and is now less popular. Aside from scepticism, the perception that fortified/functional packaged food is heavily processed is a negative factor. Indeed, as seen ... Read More

  • Fortified/Functional Packaged Food in Brazil

    ... 2022, mostly due to the higher participation of other categories, such as better for you packaged food and free from. Fortified/functional products should continue to enjoy popularity amongst Brazilians, as in general, FF dairy products ... Read More

  • Naturally Healthy Beverages in Austria

    ... especially appreciate natural ingredients in drinks. Hence, NH tea and 100% juice also play an important role as they have simple ingredients. Naturally healthy beverages continued to attract consumers and performed well in 2017 despite ... Read More

  • Fortified/Functional Packaged Food in Austria

    ... consumers in their efforts to achieve their aims in this regard. This gained publicity through the latest Austrian Nutritional Report (Österreichischer Ernährungsbericht), published in 2013 but still valid. Especially in more urban areas where many ... Read More

  • Fortified/Functional Packaged Food in Bulgaria

    ... believe in the brands presented and their claims and that these products are good for their healthy lifestyle. Euromonitor International's Fortified/Functional Packaged Food in Bulgaria report tracks the developments of health-associated product types and the ... Read More

  • Health and Wellness in Belgium

    ... is constantly deteriorating because of the long list of additives the products contain and the unnatural perception they have. As a result, Belgians are reducing their consumption of packaged food and drink. To compensate, they ... Read More

  • Naturally Healthy Beverages in Bulgaria

    ... consumers’ lifestyles. Devin AD focused on promoting the benefits of bottled water consumption to maintain healthy weight and high energy levels during sports and outdoor activities. Pirin Spring and Coca-Cola HBC Bulgaria focused on promoting ... Read More

  • Organic Beverages in Bulgaria

    ... premiumisation. Growing coffee and tea culture in the biggest cities raised consumer awareness about the benefits of premium brands and organic products, delivering exceptional experience and quality. Euromonitor International's Organic Beverages in Bulgaria report tracks ... Read More

  • Naturally Healthy Beverages in Brazil

    ... growth in 2017 compared to the average for the review period, sales of still bottled water continued to grow, as consumers better understood the importance of being hydrated. Carbonated versions, on the other hand, continued ... Read More

  • Naturally Healthy Beverages in Belgium

    ... a rising concern in Belgium and health has growing importance. Consumers wish to drink healthier beverages, and NH bottled water seems to be the perfect drink to address the problem that often comes with soft ... Read More

  • Health and Wellness in the United Kingdom

    ... they eat and drink. Free from products saw especially strong growth in current value terms in 2017 with growing awareness about food allergies, while demand also extended to those looking to restrict their intake of ... Read More

  • Health and Wellness in Brazil

    ... reinforced the movement towards pursuing a healthier lifestyle in the country. This followed the premiumisation megatrend as analysed by Euromonitor International, resulting in consumers prioritising products that they perceive as essential for them, while reducing ... Read More

  • Better For You Beverages in Belgium

    ... is a mainstream topic in the media. As a result, regular carbonates and other soft drinks with a high sugar content are declining, as Belgians turn to soft drinks that naturally contain little or no ... Read More

  • Fortified/Functional Beverages in Austria

    ... and RTD tea saw the highest value growth in 2017. In FF RTD tea, the all i need brand is the sole product available and sees great success. Brands such as Isostar and Gatorade with ... Read More

  • Fortified/Functional Beverages in Belgium

    ... popular among the young generation, but the development of new flavours is attracting new consumers, as the taste has often been a major barrier to widening the consumer base. Also, flavoured energy drinks are somehow ... Read More

  • The 2019-2024 Outlook for Nutritionally Enhanced Food and Beverages in the United States

    ... States. Latent demand (in millions of U.S. dollars), or potential industry earnings (P.I.E.) estimates are given across some 12,600 cities in the United States. For each city in question, the percent share the city is ... Read More

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