Shift happens, especially when it comes to the health food and beverage landscape. Marketing insights into the evolving attitudes and expectations of health-conscious consumers are the reminder that brands, operators and manufacturers need if they want to appeal to this robust — and growing — consumer segment in the new year.
Sixty-three percent of operators consider it important to stay on top of trends and innovation in the health space, and 68% think consumers in general want their foods and beverages to do more than just provide sustenance.1
Functional Food for Thought
The market’s appetite for functional food options has grown, resulting in “even more menu items and retail products that promise a wealth of functional health benefits,” as Datassential states in its 2025 Trends Report.1 Fifty-three percent of consumers favor foods and beverages with immediate, short-term benefits, while 47% are more interested in those with long-term benefits.1
From Mena protein bars with plant oestrogens for menopausal women, to MITA ManGreens, an organic superfood powder formulated for men, new products for specific health needs, life stages and consumer demographics are emerging.
Functional ingredients and supplements are trending, including sea moss for gut, heart and thyroid health, and colostrum, the initial form of mammal milk after giving birth, promoted as an immunity booster.1
While younger generations in particular are interested in trying next-level functional products,1 they may view some claims with a healthy dose of skepticism. As functional foods and beverages become more prescriptive and medicinal, the messaging needs to be more transparent and straightforward.
“Currently, there is no legal definition for functional food,” said Meghan Flynn, director of public relations at The Food Group. “The FDA allows food manufacturers to make ‘structure/function claims’ about the effect of a food on the structure or function of the body, as long as the statement does not claim to diagnose, cure, mitigate, treat or prevent a disease. It is imperative to have sound scientific evidence from independent researchers to back up any statements used in the marketing of your product."
The Plant-Based Category’s Regrowth Spurt
Plant-based alternatives are sure to flourish in 2025 as a go-to for responsibly sourced foods that combine function, flavor and environmental friendliness.
As we explored in “Seeing Green: How Messaging Can Keep Plant-Based Market Momentum Growing,” plant-based alternatives are regaining ground as an emphasis on improved taste, texture and nutritional value take root. We expect the trend to continue in 2025 as clean, minimally processed plant-based foods take center stage, with a focus on whole foods.
Clean label messaging and marketing that highlight minimal or zero processing will grow to communicate brand commitment to preserving the natural state of food. As Innova Market Insights noted: “Besides health, ingredient transparency is progressively important, with 3 in 4 consumers wanting companies to be transparent.”2
Plant-based foods that are good for you and make you feel good about the way they’re sourced are becoming powerful selling propositions at a new crop of sustainable food companies, including Patagonia Provisions and Thrive Market. Given that a plant-based diet yields one-fourth as much heat-trapping gas as a diet rich in meat, according to an exhaustive new analysis,3 it makes sense that companies like these would cater to plant-based eaters.
“The rise of sustainable food companies represents a crucial shift towards more ethical and environmentally responsible practices within the food industry,” reported Food Chain Magazine.4
In a Nutshell: 3 Key Takeaways for Health Food Marketers
Given the above trends, food and beverage marketers must be mindful in 2025 to spoon feed consumers clear, concise and credible communications about the wholesomeness and nutritional value of their products.
Consider the following 3 pillars when crafting your marketing strategy:
- Wellness: Beyond broad nutritional claims, the marketing must be mindful of medicinal purposes, functional benefits and personalized prescriptive recommendations for specific health needs.
- Sustainability: Ethical sourcing, eco-friendly practices and plant-based diets are becoming central to food marketing. Think wellness for the planet as well as people — and remember the two are intertwined. (For insights into how eco-friendly packaging feeds the need for a healthy planet, check out our post “Leader of the Pack: How Packaging Can Maximize Market Impact.”)
- Transparency: Clarity is the key to credibility. The onus is on marketers to not only adhere to regulatory requirements but also to meet increased consumer demand for clear, honest labeling and ingredient transparency.
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1 Datassential 2025 Trends Report
2 Innova Market Insights, Global Trends in Clean Label Products, 2023
3 Yale Environment 360, “Vegan Diets Have One-Fourth the Climate Impact of Meat-Heavy Diets, Study Finds,” E360, July 21, 2023
4 Food Chain Magazine, “Top five sustainable food companies,” October 6, 2023