How is the plant-based food market responding to the demand for functionality?

In addition to basic nutrition, functional foods have other health benefits, including improved physical and cognitive health, as well as reduced disease.

According to research firm MarketWatch, the global functional food market was valued at $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% over the 2019-2025 period.
People’s growing concern for their own health, along with advances in science and technology, are among the many factors sustaining consumer interest in functional foods, and it can be said that the functional food market is booming.
With data showing that the global plant-based market is expected to be worth $38.4 billion by 2025, many companies are recognizing the opportunity to unite these two booming industries.
FoodBev introduces consumers to some of the key functional areas and examines how the plant-based market is innovating new products to accommodate these functions.
Functional health
From heart health to immune health, and the prevention of cancer and other diseases, many products with functional health benefits are appearing 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 today, such as pecans, strawberries, artichokes, and kale.
Immune system function is another hot topic, and consumers are looking for ways to boost their immunity by consuming food and beverages. Many foods are known as “immune boosters,” especially those that contain vitamin C, such as citrus fruits and red peppers, and those that have anti-inflammatory properties, such as ginger.
For example, American plant-based functional drink producer 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 becoming increasingly concerned about their immune systems and overall health. So it will be interesting to see how plant brands react to this.
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 contribute to brain health, and incorporating them into a healthy diet can help improve mental function.
Many food and beverage brands have responded to consumer demand for products that help with brain function. For example, the formula from Koios, a Canadian functional drink company, claims to enhance 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 a major 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-3s 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 growth rate of 22.2% during this 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 on the plant-based market. Examples include Navistas’ vegan functional CBD drink and Good Hemp’s plant-based CBD milk.
Intestinal health
According to Duggar Wellness research, 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 drinks to aid intestinal digestion.
Certain foods such as mint, fennel and ginger are known to have properties that promote digestion. Probiotics and prebiotics are also one of the most common AIDS to gut health. Probiotics are living microbes that are similar to the beneficial microbes in the human gut, and prebiotics can promote the growth of these beneficial microbes.
One of the most common and popular sources of probiotics is yogurt, and many companies have developed plant-based products. For example, Rebbl launched its first line of plant-based, prebiotic fiber-rich sodas to support digestive health. In addition, Tyson Foods’ frozen protein fast food also contains probiotics, prebiotics and fiber, which are just some of the products to solve this problem.
In addition to probiotics and prebiotic products, there are several other products in the functional plant market. For example, Wow has launched a “Dark Detox” drink that contains activated charcoal to help detoxify and remove toxins from your digestive tract.
With Transparency Market Research predicting 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 space.
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 turmeric 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 that the growing demand for natural ingredients is met.
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 market size of cold brewed coffee expected to grow by $1.12 billion from 2020 to 2024, according to Technavio.
With such market potential, it is not surprising that many companies have launched products using plant-based cold brew. Danone’s Stok Cold Brew, for example, is expanding its portfolio with dairy-free cold brews using almond and oat milk.
Beauty products

What if food and beverage 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 the opportunity to go beyond physical and mental health.
One of the main trends is the rise of “beauty drinks”. According to research firm Technavio, the market is expected to be worth $1.4 billion by 2022. Technavio said the 11% CAGR is largely due to a shift in consumer aspirations and will be driven by a convenience-led model.
Vital Protein’s Collagen instant drink is a good example of how collagen improves skin and reduces wrinkles and dryness. According to their vice president, the RTD format will help the collagen market penetrate a larger audience.
According to market research firm NPD, 62% of women between the ages of 35-54 and 65% of women over the age of 55 consider anti-aging benefits to be most important when buying beauty products, and these products can extend to beauty drinks. Curcumin, extracted from turmeric, fits the botanical trend seen in many beverage products currently on the market.
There is no doubt that the functional beauty products market 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.