What does the functional market require of plant foods?

Functional foods have other health benefits beyond basic nutrition, including improved physical and cognitive health, and reduced disease.

According to research firm MarketWatch, the global functional food market was worth $153.6 billion in 2018 and will reach $260.4 billion by the end of 2025, with a compound annual growth rate of 6.8 percent between 2019 and 2025.

People's growing concern about their health, along with advances in science and technology, are among the many factors sustaining consumer interest in functional foods, a market that is arguably booming.

With data showing that the global plant-based market is expected to be worth $38.4 billion by 2025, many companies are aware of the opportunity to combine these two booming industries.

FoodBev introduces consumers to some of the key functional areas and studies how plant-based markets are innovating new products to accommodate these functions.

I. Functional Health

From heart health to immune health, and the prevention of cancer and other diseases, many products with functional health benefits are emerging on the market.

Antioxidant-rich products are a key example of functional foods that promote overall health. Antioxidants are substances that protect cells from free radicals, which may play a role in heart disease, cancer and other diseases. There are many antioxidant-rich plant-based foods on the market, such as pecans, strawberries, artichokes and kale.

Immune system function is another hot topic, with consumers looking for ways to boost their immunity by consuming food and drink. Many foods are known as "immune boosters," especially those that contain vitamin C, such as citrus fruits and red peppers, and those with anti-inflammatory properties, such as ginger.

For example, US plant-based functional drink maker Rebbl has launched a line of Super Herbal products containing four antioxidants-rich medicinal mushroom products that together provide a powerful immunity and defense boost.

As Covid-19 continues to spread around the world, consumers are increasingly concerned about their immune systems and overall health. So it will be interesting to see how plant brands react to this.

II.Brain Health

In recent years, there has been a significant increase in research on the relationship between diet and cognitive benefits. For example, foods rich in omega-3 fatty acids, B vitamins and antioxidants are thought to aid brain health, and incorporating them into a healthy diet can help improve mental function.

Many food and beverage brands are responding to consumer demand for products that help with brain function. A formula from Koios, a Canadian energy drink company, for example, claims to boost short-term brain function and improve long-term memory. Its ingredients include L-theanine (an amino acid), which has a calming effect on the brain.

Fatty fish is the main functional food associated with improved brain health. As a result, plant-based food and beverage companies have explored the use of alternative ingredients that can provide beneficial omega-3 benefits to vegetarians and flexitarians. Chia seeds are a good source of ALA omega-3 fatty acids.

Another important cognitive superfood in recent years is CBD. According to Grand View Research, the global CBD market was valued at $4.6 billion in 2018 and is expected to grow at a compound annual rate of 22.2 percent over the period. CBD is known to have a variety of benefits for the human brain, including helping with epilepsy, sleep, anxiety and depression.

With the rise of CBD products and plant-based foods, countless new functional CBD products have appeared in the plant-based market. Examples include Navistas' vegan functional CBD drink and Good Hemp's plant-based CBD milk.

III.Intestinal Health

The Duggar Wellness study claims that 60-80% of our immune system is in the gut, and if the gut is out of balance, it often leads to further health problems. As a result, many consumers turn to food and drink to aid intestinal digestion.

Certain foods such as mint, fennel and ginger are known to have digestive boosting properties. Probiotics and prebiotics are also one of the most common AIDS to gut health. Probiotics are living microbes similar to the good ones in the human gut, and prebiotics promote the growth of these good microbes.

One of the most common and popular sources of probiotics is yogurt/kefir products, but these are not suitable for a plant-based diet. As a result, many companies have developed plant-based products so that more consumers can reap the same benefits.

Rebbl is debuting a line of plant-based, prebiotic fiber-rich sodas to support digestive health. In addition, Tyson's frozen protein fast food, which also contains probiotics, prebiotics and fiber, are just some of the products that address this problem.

In addition to probiotics and prebiotic products, there has been some reaction in the functional plant market. For example, Wow has launched a "Dark Detox" drink that contains activated charcoal to help detoxify and clear toxins from your digestive tract.

With Transparency Market Research forecasting that the global market for digestive health products will grow to $83.5 billion by 2022, there is no doubt that the plant-based market will continue to play an important role in this sector.

IV.Energy

From sports drinks to coffee-based products, beverages with features related to energy levels have long been popular. Recently, there has been a growing number of products that derive energy benefits from natural energy boosting ingredients, catering to health-conscious consumers.

For example, a foreign company called DRGN has launched a soft drink containing a variety of vitamins, electrolytes and amino acids, which can help the body reduce fatigue and replenish water. These products are often marketed as "vegan-friendly" to ensure they meet the growing demand for natural ingredients.

Caffeinated beverages have long been thought to have functional benefits, with coffee products being one of the main forms. Recently, cold-brewed coffee has become a major trend, with the size of the market expected to grow by $1.12 billion from 2020 to 2024, according to Technavio.

With that kind of market potential, it's no surprise that many companies have introduced plant-based cold brew products that use dairy-free alternatives. Danone's Stok Cold Brew, for example, is expanding its portfolio with dairy-free cold brews using almond and oat milk.

V. Beauty Products

What if food and drink products made you look and feel good? With the rise of health-conscious consumers, the idea of using food for self-care offers plant-based businesses an opportunity to go beyond physical and mental health.

One of the main trends is the rise of "beauty drinks". The market is expected to be worth $1.4 billion by 2022, according to research firm Technavio. Technavio said the 11% compound annual growth rate is largely due to shifting consumer aspirations and will be driven by a convenience-led model.

A good example of this is Vital Protein's instant Collagen drink, which improves skin, reduces wrinkles and dryness. Their vice president says the RTD format will help the collagen market penetrate a wider audience.

According to market research firm NPD, 62 percent of women between the ages of 35-54 and 65 percent of women over the age of 55 consider anti-aging benefits to be most important when buying beauty products, which can be extended to beauty drinks. Curcumin, derived from turmeric, fits the botanical trend seen in many beverage products currently on the market.

There is no doubt that the market for functional beauty products presents an opportunity for plant-based companies, as many products are sourced from all natural sources, so it is not difficult for the plant-based market to offer further innovation.