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Function (Health & Wellness)
The trend towards functional food and drinks is the strongest driving force for innovations. Globally, the market for products with a health-promoting factor is growing continuously, driven by two main issues. First, there is the topic of overweight and obesity, which is on the rise around the world. Increasing awareness of this problem is creating more demand for low-calorie and low-sugar products. Secondly, there is a focus on food and drinks with functional ingredients, or products enriched with vitamins and minerals, like the currently en vogue Vitamin Water or Coconut Water drinks. Just how promising this market is can be seen in the growing number of new products with health-promoting factors, as reviewed by Innova Market Insights.