Consumers are increasingly turning to a variety of nutrients beyond just protein in their quest for healthier products. While protein remains a popular choice due to its well-known benefits, the functional health trend is leading consumers to seek out other nutrients, benefits, and functionalities in the products they consume.

According to Ananda Roy of Circana, one of the main reasons for the popularity of protein is that consumers are well-informed about its benefits. However, other nutrients such as antioxidants, amino acids, and collagen are not as widely recognized. As the industry continues to evolve and prioritize functional health, consumers are looking for a broader range of nutrients to support their well-being.

A survey conducted by Circana found that consumers are also interested in fiber, vitamins, and minerals to make their snacks healthier. Euromonitor’s Karine Dussimon predicts that fiber will play a significant role in the future, particularly with the rise of foods like chickpeas and faba beans. Additionally, consumers taking GLP-1 medications are seeking meals that can help them replenish lost nutrients, with products like Nestlé’s Vital Pursuit catering to this specific need.

While nutrients are important, consumers are ultimately seeking products that offer tangible health benefits. Euromonitor reports that a growing number of consumers are willing to pay more for foods with health and nutritional properties, indicating a shift towards prioritizing health benefits over affordability. Gut health, weight management, and immune support are among the key health benefits that consumers are seeking in their products.

According to Nielsen IQ, consumers are also focused on avoiding ingredients they perceive as negative for their health, such as processed foods, sugar, and fat. However, there is still a desire to increase intake of beneficial nutrients like fiber, protein, and probiotics. As consumers become more health-conscious, they are looking for products that not only avoid harmful ingredients but also provide key health benefits.

In conclusion, the functional health trend is driving consumers to seek out a wider range of nutrients and health benefits in the products they consume. While protein remains a popular choice, consumers are increasingly interested in fiber, vitamins, and minerals, as well as products that support gut health, weight management, and immune function. As the industry continues to innovate and cater to consumer preferences, the focus on functional health and nutrient-rich products is likely to grow.