Protein for beauty, recovery, and healthy ageing
Protein remains the leading functional ingredient in global food and beverage innovation, particularly across beauty, sports nutrition and healthy ageing applications.
“Ranked as the top choice, there has been a year-over-year growth of more than 32% in new food and beverage launches carrying a high-protein claim,” according to Innova Market Insights.
This rise is fuelled by demand for energy, stamina, weight management and immune support, according to Global Opportunities in Functional Ingredients by Innova Market Insights.
“Many characteristics can define products sold across the market with health and wellbeing in mind, but delivering a substantial energy boost, maintaining muscle growth, and building a strong defense mechanism against diseases have been top of mind for consumers.”
In APAC, protein and collagen have been identified as functional ingredients with growth potential in APAC, particularly in beauty and healthy ageing categories.
Vietnam’s seafood producer Vinh Hoan has expanded into collagen supplements by upcycling lesser-consumed parts of pangasius fish.
Fish collagen and gelatine are often considered more culturally acceptable than bovine or porcine alternatives, which some consumers avoid for religious reasons.
Furthermore, freshwater fish imparts less odour and flavour off notes, making them ideal for supplements or food and beverage applications that focus on bone, joint, and skin health.
Beyond fulfilling health and beauty needs, protein has been shown to support overall health.
In Japan, Morus Inc produces protein powder from silkworms, which are naturally rich in protein and contain all essential amino acids that the human body cannot produce on its own.
Silkworms consume a unique diet of mulberry leaves, which, according to Kaiko’s research, imparts key nutrients such as 1-deoxynojirimycin (DNJ) and silk protein. DNJ helps regulate post-meal blood sugar levels, while silk protein supports gut health.
Alongside protein, fibre is also featuring prominently in recent functional food and beverage launches, particularly for gut health.
Fibre for gut health
Fibre is gaining momentum as a functional ingredient, driven by its role in gut health and supported by strong safety credentials that bolster consumer trust.
“For consumers surveyed in the past 12 months, gut health has overtaken weight management as a top priority,” Innova noted.
“Fibre is widely seen as the key ingredient for gut health, outperforming alternatives such as vitamin D.”
BARLEYMAX is an Australian firm that focuses on elderly nutrition, infant formula, and high-fibre bakery products.
Developed by Australia’s Commonwealth Scientific and Industrial Research Organisation (CSIRO), BARLEYMAX is described as a “super barley grain” rich in prebiotics and protein, and is designed to support healthier gut microbiomes in both young and elderly populations.
In East Asia, Japanese snack and cereal company Calbee are exploring prebiotics for a personalised approach to gut support, with emerging evidence linking gut health to sleep quality and stress resilience.
The snack giant believes that prebiotics can provide a novel approach to improving sleep quality, which will in turn increase resilience to stress.
Indeed, mental health is also increasingly in the spotlight.
Nootropics for mental health
Consumers are set to see more food and drink options targeting mental wellbeing, as new product launches carrying brain health claims continue to grow.
“For 36% of consumers, feeling mentally and emotionally well is their primary health goal, so by exploring rapidly growing functional ingredients for mental health, brands can appeal to these preferences,” according to Innova’s trends insights.
From snacks and confectionery to staples such as rice and beverages, brands are increasingly positioning products around mental wellbeing and daily stress support.
New Zealand’s Ārepa recently launched sparkling beverages designed to tackle fatigue and support mental performance.
In Singapore, Oatside has launched a matcha oat latte designed to boost mental wellness, while Hue taps gap in mood wellness to launch science-backed candies using traditional Asian botanicals.
Japan’s Food Base – a retail arm of Sankyo Foods – recently launched a series of microwavable rice infused with GABA, which is known for supporting relaxation and sleep.
The GABA-infused rice targets holistic wellness, spanning sleep, mental wellbeing, gut health and healthy ageing.
The idea is to address daily stressors and discomforts while still enjoying food – a concept that is increasingly embraced by consumers worldwide as they continue to prioritise overall wellness.
Antioxidants for hydration and immunity
Vitamins and antioxidants are expected to see continued innovation as brands respond to consumer demand for hydration, immunity and overall wellbeing.
Hydration has been in the spotlight with hyaluronic acid gaining traction.
In our list of 5 functional beauty drinks driving innovation, we featured British wellness drinks brand Catalyse, which focuses on clinically supported functional drinks. Its beauty offering, Mizu Beauty Blend, provides biotin, zinc and retinol to offer hair, skin and nails a boost, plus hyaluronic acid, in a ginger and hibiscus flavoured ready-to-drink format.
It also includes Dr. Sturm Beauty Tonic, a collaboration between German luxury skincare brand Dr. Barbara Sturm and California-based Pressed Juicery. It is said to include 400% of your daily vitamin C and 100% of biotin to promote healthy skin from within and naturally improve skin glow and radiance.
In the Middle East, Shake Your Plants (SYP) aims to address dehydration and nutrient deficiency issues among the UAE population, while actively seeking global expansion.
Earlier in January, Korean firm Suchang has also announced its plans to expand its citrus-based business into Japan, developing mandarin peel products to tap rising wellness demand.
Mandarin peel contains vitamins and flavonoids reported to support digestion and provide antioxidant benefits, driving growing interest among functional food developers.
With “food as medicine” emerging as a key growth category, functional ingredients are set to remain central to food and beverage innovation as consumers increasingly seek everyday wellness through diet.
Functional ingredients broadcast
Want to find out how functional ingredients are shaping product innovation today?
Join us on 19 February or watch on catch-up after the event.
In this webinar, we will explore how consumers think about nutrition and their wellbeing as well as how CPG brands are leveraging science-backed bioactives, reformulating with purpose, and aligning product development with public health priorities.
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