Functional nutrition is changing as consumers become more aware of the link between digestion and overall health. Today, many people look for protein to support energy and muscle health, and they also choose products that support digestion, gut comfort, and long-term wellness. For this reason, fibre and gut-friendly ingredients are becoming more important in functional food and beverage development.
Rising Demand for Fibre and Digestive Support
In markets such as France, fibre intake remains below recommended levels, while interest in gut health continues to grow. This reflects a global pattern, as consumers increasingly see digestive health as the foundation of overall wellbeing. Product developers now have an opportunity to combine high-quality protein with functional fibre to support satiety and digestive comfort. This approach is especially relevant for weight management products, medical nutrition, and GLP-1 related product concepts, where digestive tolerance and sustained fullness drive consumer acceptance.
Balanced Formulations as the Next Innovation Focus
At the same time, brands are giving more attention to fermented ingredients and prebiotic components to position products as easier to digest and more supportive of gut health. Even when regulations limit direct health claims, brands can communicate a clear focus on digestive wellness through ingredient selection and formulation. This strategy is becoming important not only in consumer wellness products, but also in beauty drinks and functional dairy-based beverages, where gut health is often linked to skin health and overall vitality.
Looking ahead, brands will focus innovation in functional nutrition on balanced formulations that combine protein, fibre, and gut-friendly ingredients in ways that are both effective and enjoyable to consume. For B2B brands, success comes from developing ingredient solutions that are easy to apply across different product formats while meeting growing demand for products that support digestion, metabolism, and overall health in a simple and credible way.
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