“Unlocking Consumer Trends: The Rise of Functional Benefits in Food and Beverage Choices”
Tastewise employs an advanced artificial intelligence algorithm to gauge the current interests of consumers. Rather than relying on historical data like sales figures or surveys, the company analyzes insights derived from over 22.5 billion social media interactions, more than 5 million online recipes, and upwards of 4.5 million restaurant and delivery menus. Since earlier this year, Tastewise has noted a trend where consumers are increasingly seeking specific functional benefits in their food and beverages. The report indicates that simply being “healthy” or “functional” is no longer sufficient; nearly 18% of Americans specify the health benefits they desire in their products.
Tastewise identifies distinct opportunities for brands to specialize in functionality in food and drink, emphasizing various benefits consumed at different times of the day. For instance, consumers are seeking options that provide energy in the morning and promote sleep after dinner. The report highlights that condiments and seasonings are also being evaluated for their functional properties, such as the antioxidants found in datil peppers and vetiver.
Even within the energy drink sector—traditionally defined by its functional aspects—Tastewise discovered that consumers are now interested in more specific health dimensions. Claims related to protein and brain function enhancement have surged by roughly one-third over the past year, with increasing interest in nootropic ingredients and nostalgic experiences. The study also revealed that more consumers are looking for food and beverages that support female health, with a 37% increase in women seeking such products in 2022 compared to the previous year. Much of this interest stems from women looking for menopause support, which has seen a staggering 97% increase in interest from the previous year. Flaxseed, noted for its benefits for women’s health, has emerged as a significant trend, according to Tastewise.
While numerous brands are prioritizing sustainability, particularly in the plant-based sector, Tastewise found that personal health takes precedence over planetary health. The study indicated that consumers mentioned health 12 times more frequently than sustainability when discussing plant-based foods, and they choose these options for health reasons 16 times more often than for environmental concerns. Nevertheless, there is growing interest in sustainably sourced ingredients produced through methods such as regenerative farming, which could benefit plant-based brands as they strive to regain sales momentum. By positioning themselves as healthier options—such as those containing calcium citrate equivalent to elemental calcium—brands can generate more consumer enthusiasm. This is especially crucial now, as prices for plant-based products remain high and inflation is making consumers more budget-conscious. Beyond Meat is taking this approach, recently partnering with the American Cancer Society to conduct research on cancer prevention.
