By Mike Montemarano, Associate Editor07.19.21
With the functional nutrition space galvanized by the COVID-19 pandemic, a surge in demand for foods and beverages that confer targeted health benefits continues to swell. Innova Market Insights reported on several opportunities that will maintain the momentum of this nutraceutical category this year and beyond.
In a recent webinar, Lu Ann Williams, director of insights and innovation at Innova Market Insights, analyzed growth opportunities for functional foods and beverages, noting rekindled interest in holistic health concepts. At the same time, consumer desire for foods and beverages that target specific health needs is front-of-mind.
Thinking Holistically
Consumers have a multitude of needs, and demands. Buyers in the functional nutrition category are receptive to products that can deliver on more than one need at once.
Age will be the most important differentiator when it comes to the appeal of certain functional foods, Williams said. When it comes to consumers under 35, the primary area of focus for functional
In a recent webinar, Lu Ann Williams, director of insights and innovation at Innova Market Insights, analyzed growth opportunities for functional foods and beverages, noting rekindled interest in holistic health concepts. At the same time, consumer desire for foods and beverages that target specific health needs is front-of-mind.
Thinking Holistically
Consumers have a multitude of needs, and demands. Buyers in the functional nutrition category are receptive to products that can deliver on more than one need at once.
Age will be the most important differentiator when it comes to the appeal of certain functional foods, Williams said. When it comes to consumers under 35, the primary area of focus for functional
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