From wellness shots to probiotics, functional foods are promising more than addressing nutritional needs – busting stress and anxiety, reducing fatigue, and improving immunity, Are they well worth the hype?

Functional foods are getting more popular by the day.  Market analysts and trend-setters are calling them the future of food. Propelled by the pandemic, and getting amiable nods among the health and wellness industry circles, will this rising wellness trend get bigger, and skyrocket as predicted? We’re all excited to see where it is headed.

The demand for functional foods, or food products that go beyond nutritional benefits, started in 2020, when the pandemic hit the world.

People more than wanted to stay safe from the COVID-19 virus. Health became the number one priority. Everyone was ready to embrace a healthier lifestyle, lock, stock, and barrel.

Picking up from this wellness-driven trend, functional foods go beyond basic nutrients. These are food products that are fortified, enriched, or enhanced, providing other health benefits, or other “functions,” such as improving mental health, boosting energy levels, or improving immunity.

The following are some of the most popular functional foods that have piqued the interest of consumers. A word of caution, though, most of their health claims haven’t been proven yet. That said, it won’t hurt to try, if it means helping you jumpstart and sustain a healthier lifestyle.

Similar to smoothies, wellness shots are more concentrated, and come in small servings. They are concentrated juices containing ingredients said to have beneficial properties. Ingredients such as ginger, turmeric, wheatgrass, citrus, echinacea, cayenne pepper or apple cider vinegar typically make up these immune-boosting wellness shots.

Ginger recently enjoyed a revival in popularity, with people touting it as a super food that can help reduce inflammation, soothe digestive issues, and enhance immune function.

A popular brand in this space is Vive Organic, carrying the tag line: fresh-pressed immunity in a shot.

Probiotics are live bacteria and yeasts that are good for the digestive system. We’ve known of probiotics for quite a while, especially for those who make it a point to consume yogurt regularly. They’re not only good for gut health, they’ve also been linked to mental health and the immune system.

Word has it that “branded probiotics” is a rising food trend, making way to new and innovative food products.  All probiotics like kefir, kombucha, and kimchi have experienced an uptick in sales in both the U.S. and Europe, and food entrepreneurs and innovators are quick to catch on.

An example of this innovation is Chobani Probiotic, a fermented, plant-based and probiotic drink. For dessert-lovers, Biotiful Dairy offers probiotic-enhanced Kefir ice cream and other frozen desserts. Biotiful is said to be driving fermented dairy into the mainstream.

Along with people wanting to fight viruses and infections is the desire to take care of their mental health. More and more people are aware that stress and anxiety have a moderate and severe impact on health. This is supported by data from the Euromonitor International Survey that shows 73% of global consumers have their eye out on this.

Euromonitor, a London-based market research company, sees this as an opportunity for product innovations that help consumers relax, or manage and lift their mood. As an example, Euromonitor cites cannabis-packaged foods. Other emerging mood-enhancing ingredients are psychedelics like mushrooms and peyote.

Some brands to check out in this space are Know Brainer and Mindright. Know Brainer was founded by Shari Leidich, who’s on a mission to educate people about eating right. The company started with functional coffee creamers and beverages. Their newest product, Max Sweets, is a sugar-free marshmallow said to uplift moods, minus the guilt.

Mindright (brain food) was founded by Zak Williams, the late comedian and actor Robin Williams’s son.  Zak himself suffered from depression and prolonged stupor.

Through a period of exploration and healing, Zak discovered the “transformational” effects of botanical adaptogens and amino acid complexes on his mental health. With the help of an R and D team, Zak Williams created and launched Mindright, plant-based bars that are low in sugar, high in fiber and infused with adaptogens and nootropics, including ashwagandha, cordyceps, and ginseng.

Gut health has gained popularity over the past year, opening growth opportunities for products, such as this fruit powder rich in polyphenols and antioxidants. Simple Reds is a very new product by Layer Nutrition. High in fiber, it contains a robust blend of phenols, or five simple reds said to be great good for good the bacteria in the gut, such as bifidobacteria and akkermansia muciniphila.

The five simple reds are organic whole beet root powder, organic whole cranberry powder, organic goji berry powder, organic whole strawberry powder, and organic apple peel powder.

It’s a very clever product. It cuts out the need to source for hard-to-find ingredients (the red berries, for example), as well as prepare them. Imagine the time you’ll consume peeling four apples, and the food wastage that occurs.

Also, if consumed fresh, these fruits will contain too much fruit sugars, such as fructose and glucose, which we know have several negative effects on the body. With a functional powder such as Simple Reds, you get to consume only the good stuff – the beneficial compounds of these fruits.

There’s a lot of room for the functional food trend to grow. Still at its infant stage, functional foods carry the double burden of fighting for space in the mainstream, as well as proving their health claims. Are they really effective?

There is no magic bullet for improved immunity and overall great health. For doctors, there is no substitute for balanced diet, regular exercise, adequate sleep, and low stress.

There’s no harm either for giving functional foods a try. Anything that can encourage positive changes in your life is well worth a shot. As for entrepreneurs, better brace yourself, do your homework, and stake your claim in this wellness economy.

https://insights.figlobal.com/trends/tapping-latest-trends-probiotics

https://www.foodcircle.com/magazine/food-industry-trends-2021-immunity-health-functional-foods

https://www.newfoodmagazine.com/article/163783/the-growth-of-functional-foods-post-pandemic/

https://www.forbes.com/sites/daphneewingchow/2020/07/31/the-latest-trends-in-immunity-boosting-what-works-and-what-doesnt/?sh=63704d907945

https://www.euromonitor.com/article/emerging-trends-in-functional-food