Food as Medicine: 2021 Nutrition & Supplement Trends

April 2021

A growing focus on health and wellness is driving new opportunities for innovation in the functional foods and supplements market. Consumers are striving to make more conscious food choices and are gravitating toward products that meet their personal health and nutrition goals.

Here are three consumer trends shaping new product development in functional foods
and supplements:

1. Food as medicine

Consumers are increasingly turning to food and beverages to meet their functional nutrition needs. Half of global respondents in Euromonitor International’s 2020 Health and Nutrition Survey selected food over supplements as their primary source of vitamins and nutrients, and half of respondents who use supplements for treatments and prevention also consider food to be an important source of vitamins and nutrients. Euromonitor forecasts retail sales for the fortified and functional packaged food market to exceed $200bn USD by 2024 as consumers pursue healthier lifestyles through food and beverage.1

2. Strengthening immunity
Interest in immunity-boosting products continues to surge as a result of the COVID-19 pandemic. According to Innova Market Insights, six out of ten global consumers are increasingly looking for food and beverage products that support their immune health, with one in three say concerns about immune health increased in 2020 over 2019.2
In response, manufacturers are increasing innovation with fruit and vegetable ingredients, which are natural sources of vitamins, minerals and antioxidants. Ginger, beets, and oranges are among the most popular fruit and vegetable ingredients for nutrition and supplement products.
3. Focusing on body and mind

Consumers are learning more about the relationship between diet and mental health, which is driving growth for functional products that target both body and mind. Examples include products fortified with protein to improve energy or to boost cognitive focus.
There is also significant innovation with mood-boosting products as well as snacking products that can help improve sleep.3

With no added sugars, artificial preservatives or carriers, freeze-dried fruit and vegetables can help food and beverage manufacturers take advantage of growing opportunities in the food and nutritional supplements market, adding important nutrition while maintaining a simpler label.

We offer a wide selection of freeze-dried fruit and vegetable ingredients in a variety of formats to suit any application need. Learn more about the benefits of innovating with freeze-dried, or contact us today at

1“Health and Nutrition Trends: In Search of a Healthy Life,” Euromonitor. October 2020
2“Innova Identifies Top 10 Food and Beverage Trends to Accelerate Innovation in 2021,” PR Newswire. October 20, 2020.
3“Functional food: A holistic approach toward health and wellness,” Natural Products Insider. December 3, 2020

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