What Are Functional Foods and Why Should You Care?

Functional foods are nutrient-dense foods or ingredients that have recognized health benefits. Functional foods, also known as nutraceuticals, come in many forms, such as fermented foods and beverages and supplements, to help consumers meet their daily nutritional needs. Apart from being rich in nutrients, these foods also offer other benefits such as improved gut health, improved digestion, better sleep, optimal mental health and improved immunity, thereby preventing the risk of various chronic diseases.

Consumers are increasingly focused on improving their health and fitness, leading many nutraceutical manufacturers, including Danone SA, Nestlé SA, General Mills and Glanbia SA, to introduce functional ingredients, foods and beverages to help consumers achieve their daily goals. Nutritional goals.

Japan: the birthplace of functional foods

The concept of functional foods and beverages first emerged in Japan in the 1980s, when government agencies approved nutritious foods and beverages. These approvals are intended to improve the health and well-being of citizens. Some of the most popular examples of these foods and drinks include milk fortified with vitamins A and D, probiotic yogurt, folate-rich bread, and iodized salt. The concept is now a mature market that is booming every year.

In fact, Fortune Business Insights, a well-known market research organization, estimates that the functional food and beverage market is expected to be worth US$793.6 billion by 2032.

The rise of functional foods

Since their introduction in the 1980s, functional foods have grown in popularity as consumers' annual disposable income has grown significantly. Functional foods are more expensive compared to other foods, so consumers can purchase these foods more freely. Additionally, the demand for convenience foods has also increased significantly, especially in the wake of the COVID-19 pandemic, which has further strengthened the demand for functional foods.

Generation Z: Pioneers of the health food trend

With lifestyles changing rapidly on an almost daily basis, physical and mental health has become a primary concern for the global population, especially the younger generation. Because Gen Z was exposed to social media platforms earlier, they have greater access to different types of information than previous generations. These platforms are reshaping how Gen Z views the relationship between food and health.

In fact, this generation of the global population has become a pioneer in several health trends, such as adopting plant-based and sustainable diets. Functional foods take center stage in these diets, as nuts, seeds, and plant-based animal product alternatives are widely used to help people with dietary restrictions meet their daily nutritional goals.

The role of functional foods in health and wellness

Better management of nutritional deficiencies

Various diseases such as osteoporosis, anemia, hemophilia and goiter are caused by nutritional deficiencies. Patients suffering from these diseases are asked to add more nutrients to their diet. That’s why functional foods are favored by healthcare professionals for their ability to help patients overcome nutritional deficiencies. These foods are rich in various nutrients such as fiber, vitamins, minerals and healthy fats. Adding a combination of natural and modified functional foods to the daily diet can help clients meet nutritional goals and speed recovery from a variety of illnesses.

Gut health

Functional foods also contain ingredients such as prebiotics, probiotics and fiber to help improve digestion and promote intestinal health. As fast food consumption continues to grow, consumers are paying more and more attention to gut health, as most diseases stem from an imbalance of good bacteria in the gut. Maintaining optimal gut health and adequate physical activity can also help people better manage their weight and achieve ideal health goals.

Enhance immunity

Functional foods play a vital role in reducing people’s risk of chronic diseases such as hypertension, cardiovascular disease, diabetes and cancer. Many nutraceutical manufacturers are launching a variety of products that contain ingredients that boost consumers’ immunity and protect them from life-threatening health problems.

For example, in July 2023, U.S.-based Cargill launched three new solutions - Himalayan Pink Salt, Go! Drop and Gerkens Sweety cocoa powder - focused on meeting customer demands for higher nutritional value in food. These products will help reduce added sugar, fat and salt content in foods and protect consumers from chronic diseases such as diabetes, hypertension and obesity.

Improve sleep quality

Good sleep quality has been proven to help people reduce their risk of chronic disease, strengthen their immunity, and boost brain function. A variety of functional foods and drinks can improve people's sleep quality without taking medications! These include chamomile tea, kiwi fruit, fatty fish and almonds.

Myland Pharm: The best business partner for functional foods

As an FDA-registered health food raw material supplier, Myland Pharm has always been paying attention to the functional food track. In recent years, functional foods have been deeply loved by consumers for their convenience and functional diversity. The market demand continues to expand. The functional foods we provide The raw materials are also favored by functional food manufacturers due to their advantages such as large quantity, high quality, and wholesale price.

For example, ketone esters are suitable for fitness, urolithin A&B for healthy aging, magnesium threonate for soothing the mind and improving sleep quality, spermidine for intelligence, etc. These ingredients help functional foods become more attractive and competitive in different functional tracks.

Functional food popularity: regional analysis

Functional food is still a new concept in developing countries such as Asia-Pacific. However, the region has begun to embrace convenience foods containing healthy functional ingredients.

Countries in the region are increasing their reliance on dietary supplements as consumers focus on overall health and well-being. It is now a major producer and supplier of functional foods and nutraceuticals. In addition, more and more young customers are patronizing fast food chains, which also increases their likelihood of contracting diseases such as obesity and diabetes. This factor was key in popularizing the concept of nutraceuticals in the region and around the world.

North America is another major consumer region for functional foods, as a large portion of the population in countries such as the United States and Canada is health-conscious and takes various measures to improve their quality of life. More and more people are turning to a vegan diet for a variety of reasons, such as reducing the environmental impact of their dietary choices and achieving health goals faster.

Increasingly, customers are looking to enhance their physical and mental health through nutrient-dense diets, which could boost sales of functional foods across the region.

Functional foods: Just a fad or here to stay?

Today, there is an overall shift in the concept of health, with young fitness enthusiasts looking to achieve their health goals without neglecting their mental health. The saying “you are what you eat” is popular among Gen Z, inspiring previous generations to invest more in overall health. Nutritional bars packed with functional ingredients are becoming a must-have for those looking for healthier ways to snack and avoid the temptations of added sugar and artificial flavors.

These factors will be critical in increasing the popularity of functional foods, making them a mainstay in many people's dietary habits in the coming years.