Functional Food and Beverage Trends

Functional Foods for the Multitasking Consumer: Where Nutrition Meets Narrative

In today’s world, consumers are juggling more than ever. They expect their products to do the same. That’s why functional foods and beverages are booming. They are multitaskers bringing multiple benefits in every bite or sip. From mushroom coffee that boosts energy and focus, to collagen bars that support beauty-from-within, to gut-health gummies and CBD-infused seltzers that promise balance and calm, these products are reshaping how consumers fill their shopping carts and fuel their days.

Today, taste and convenience are table stakes. According to the International Food Information Council (IFIC), more than 60% of U.S. consumers say they are interested in foods and beverages with added health benefits. Top health benefit drivers include: gut health, immunity support, energy and focus, stress and sleep support, hydration and electrolyte balance, weight management and metabolic health, brain health, and beauty-from-within for skin, hair and nails.  

What are the trends and movements driving the popularity of functional foods and beverages?

• Food as Medicine – Consumers increasingly view food and beverages as tools for proactive health management, seeking functional ingredients that prevent illness and support long-term wellness.  

• Sober Curious – A lifestyle choice where people choose to reduce or abstain from alcohol. This is fueling demand for non-alcoholic beverages that still deliver social and sensory experiences.  

• Clean Label Expectations – Shoppers expect transparency, simple ingredients and minimal processing, pushing brands to higher purity standards.  

• Personalized Nutrition – Advances in technology and data are driving demand for nutrition tailored to individual needs, from DNA-based plans to products designed around a specific health goal.  

• Blue Zones – Interest in the diets of the world’s longest-living populations, which focus on whole foods, are plant-centric, contain whole grains, nuts, seeds and healthy fats, and are low in sugar and processed foods.

Today’s consumers expect food and beverages to do more than one job by providing convenience, value and multiple health benefits in every serving. Functional foods and beverages are truly the multitasking products that fit seamlessly into busy lives. Even foodservice operators are jumping on the bandwagon. Panda Express introduced Balanced Protein Plates featuring meals high in protein served with a generous side of greens. Peet’s Coffee chain rolled out a lineup of three protein lattes and two sparkling drinks developed to support immune health. Chipotle Lifestyle Bowls are designed for adherents of grain-free, paleo, keto, and/or Whole30 diet plans.

According to Circana’s Complete Food & Beverage™ research, health-focused consumers drive $638 billion in total food and beverage spending power. The opportunity is clear, yet science on its own isn’t enough. The real magic happens when functional health benefits are translated into compelling and credible stories that inspire consumer trust and preference.  

We’ve seen firsthand how functional foods can capture consumer share of cart. Our work with food and beverage clients demonstrates how thoughtful integrated marketing programs can elevate commodities and brands into functional food and beverage leaders.

How does Padilla leverage functional food trends for our food, beverage and nutrition clients? We apply three core principles for functional food communications:

1. ‍Ground in Science, Elevate with Storytelling – We ensure that credible science is turned into engaging content and stories. With 15 registered dietitians at FoodMinds and an award-winning creative team, we are the leading experts in building narratives that will resonate.  ‍
2. Activate the Right Channels – It’s not about reaching everyone everywhere, but reaching the right people, in the right place at the right time with the right message, whether it’s through earned media, social media or ads. At Padilla, we have access to the world’s most robust data cloud, capturing 94% of all U.S. adults. Through the power of AI, we can truly customize how our ads are served to move them across the path to purchase. ‍
3. Connect to Culture and Lifestyle – The most successful functional foods insert themselves in culture and daily rituals in authentic ways that stay true to their ethos. When brands connect to culture, they become part of self-expression and create deeper relevance for loyalty with their customers.  

Looking ahead to 2026, the functional food and beverage category will only continue to grow. Consumers want multitasking products that support not just physical health, but also mental wellness and longevity. At the same time, greater scrutiny is on the rise. The brands that succeed will invest in science, tell authentic, human stories, and connect to the cultural zeitgeist while staying true to your brand or company values.

To learn more, connect with us.