A part of this study shows that the functional-nutrition market is experiencing significant growth, driven by a global consumer shift towards viewing food as preventative medicine. Roughly half of consumers in the US, UK, and Germany, and an even higher percentage in China (especially among Gen Z and millennials), purchased functional-nutrition products last year. This trend has led to a surge in innovative products like fortified foods and supplements, with energy, gut health, immunity, and muscle/bone/joint support being the most desired benefits. Consumers are increasingly seeking foods that actively contribute health benefits, rather than simply being “free from” undesirable components. The market now encompasses a wide range of products, from fresh produce and fermented foods to protein powders and emerging categories like super greens and adaptogens, with the most successful future products expected to bridge the gap between supplements and everyday food items, while still prioritizing taste and texture.
Source: The Future of Wellness trends survey 2025 | McKinsey