Top Trends Shaping the Future of Functional Foods in 2025

To thrive in the functional food market over the next five years, focus on capitalizing on proteins—especially those derived from animal sources—along with probiotics and postbiotics. Additionally, addressing the increasing consumer concerns about health and wellness can be a fruitful approach.

The most effective marketing strategy would involve taking traditional foods and transforming them into more convenient and tastier versions. It’s advisable to avoid alternatives and technological shortcuts, particularly avoiding areas like “animal-free dairy protein,” which do not meet consumer expectations and could pose significant alignment challenges and risks.

The chart below shows the percentage of consumers who choose foods that enhance their mood and mental well-being, broken down by age group.

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