Consumer interest is moving beyond protein, prompting food and beverage makers to explore a wider range of functional nutrition options. This shift is encouraging brands to rethink formulation strategies and consider new ingredient categories that can meet evolving consumer expectations.
Growth in the functional supplement market
Global sales of food supplement and nutrition products reached 18.5 billion litres in 2025, according to market research. The same study highlighted that the sector has attracted investment from both established producers and emerging startups, all hoping to capture a share of the booming market.
Emerging ingredients after protein
Research identifies fibre, omega-3 fatty acids and biotics as the next-in-line ingredients gaining consumer attention. Fibre is praised for digestive benefits, while omega-3 is linked to heart, brain and eye health. Biotics cover probiotics, pre-biotics and post-biotics, and they are valued for supporting gut balance and immune function.
More than a third of surveyed shoppers express interest in fibre, yet only 13 percent regularly purchase fibre-based products. This gap suggests a sizable unmet demand for suitable offerings. Companies see the disparity as an opportunity to develop convenient formats that can bring fibre into everyday meals without compromising taste.
A similar proportion of respondents look for omega-3 sources in their daily intake. Interest in biotics stands at 46 percent in China, the highest among surveyed markets. These figures illustrate that regional preferences are shaping the next wave of product development across the globe.
Companies partnering with established product developers can lower the risk of launching new ingredients. Such collaborations help manufacturers align novel components with specific consumer segments. By sharing expertise, they can accelerate time-to-market while ensuring regulatory compliance.
Regional taste and texture preferences
Consumer priorities differ by country. In Brazil, 49 percent of participants favor fibre-rich options. German shoppers show the strongest pull for omega-3, while Chinese consumers lead the demand for biotics. These variations show the need for localized marketing strategies that speak directly to the tastes of each market.
Texture expectations also vary. U.S. buyers tend to like sweeter, indulgent mouthfeel, whereas Asian consumers prefer thicker, smoother, creamier textures. European shoppers generally seek natural, less processed sensations. Brands that tailor texture profiles to regional expectations are more likely to achieve repeat purchases.
Emotional cues and packaging impact
Beyond functional benefits, buyers are drawn to products that deliver peace of mind, stress relief or a quick mood lift. Younger adults prioritize enjoyable flavors, while older consumers value control over health outcomes. This emotional dimension adds another layer for marketers to consider when positioning new items.
Clear, authentic packaging messages build trust. Carton packaging offers extensive printable surfaces, making it stand out on both physical shelves and online storefronts. When labels convey transparent ingredient information, they reinforce credibility and encourage shoppers to try unfamiliar formulations.
Convenient formats matter for active lifestyles. Ready-to-drink solutions that require no mixing fit easily into gym visits, commutes or home routines, increasing the likelihood of repeat purchases. Brands that combine portability with appealing taste profiles are positioned to capture the attention of on-the-go consumers.
This extensive coverage supports the confidence in the growth trajectory and highlights the breadth of opportunities for producers across diverse geographies, and shows the importance of tailoring products to local taste and health preferences. By combining health-led ingredients, convenient formats and great taste, producers can better connect with consumer demand. With the door opened by protein, food and beverage producers can now go further.