The Pursuit of a Longevity Lifestyle through Functional Foods and Beverages
Today’s consumers are increasingly seeking scientific substantiation in their dietary choices, aiming not merely for nourishment but a scientific approach to longevity. The lines between food ingredients and nutraceuticals are blurred, as consumers are gaining knowledge on the importance of good nutrition. Functional foods and beverages are becoming a top trend, appealing to consumers who seek foods that contain ingredients with specific health benefits.
The consumer quest for a longer, healthier life is shaping market demands, presenting brands with a distinctive opportunity to meet these needs with scientific precision. The pandemic has accelerated the trend towards healthier diets and lifestyles. At the same time, consumers also want convenience in terms of nutritious foods that support their health.
A 2023 Innova Market Insights report on “Global Trends in Functional Foods and Drinks” has named the sports nutrition sector as leading the functional beverage category. This insight further highlighted Millennials as a key demographic with a pronounced preference for positive nutrition and functional ingredients. The same report stated health and well-being is no longer limited to the body. Support for holistic health of body, spirit and mind contributes to the rising popularity of multifunctional vitamins in functional foods and beverages.
Ergothioneine, a ‘longevity vitamin’ found naturally in mushrooms and known for its wide-ranging health benefits, offers a versatile answer to the white space. Blue California’s ErgoActive ergothioneine has garnered attention for both its science-driven health benefits and precision fermentation manufacturing that enables quality and consistency in ingredients. ErgoActive is shown to have powerful antioxidant activities and can help mitigate hallmarks of aging. ErgoActive can also support aspects of cognitive function and sleep in older adults with subjective memory complains, which is backed by a recent randomized double-blinded placebo-controlled study. This study shows that small dietary incorporations of key ingredients can improve health status.
With its association to sleep support, immune health, cognitive function, cellular health, and telomere support, brands can leverage ErgoActive to create food and beverage products that surpass traditional offerings. In doing so, brands can not only address the health needs of consumers but also position themselves as innovators in the functional nutrition space. Another example is the emerging science supporting ergothioneine in immune support, which taps into the growing trend towards unique antioxidants to support immune health.
Projected to grow at a compound annual growth rate (CAGR) of 8.5% from 2022 to 2030, the global functional foods market, valued at USD 280.7 billion in 2021, mirrors a significant shift in consumer behavior towards products that deliver tangible health advantages, reflecting a deeper commitment to personal health. A 2023 Innova Market Insights’ Global Trends in Supplements report stated Asia represents a 45% share of global value sales of vitamins, ahead of North America with 31%; The US ranks as the largest single market, worth US$40.4 billion, ahead of China and Japan. Vietnam and Pakistan rank as the top growth markets.
In addition to functional health benefits, Blue California's ErgoActive stands out for its ease of incorporation into various food and beverage formulations. Its formulation-friendly profile as a water-soluble powder, coupled with neutral taste and exceptional stability, ensures its compatibility across a range of products without affecting their sensory qualities. This aligns with Innova Market Reports’ findings that taste, alongside low calories and nutritional value, is paramount for functional beverages.
Scientific innovation is pivotal in shaping the future of functional foods and beverages. Our ongoing innovation and commitment to clinical research build trust in ingredients that consumers depend on for a healthy and an active lifestyle.
The growing consumer interest in functional foods and beverages signals a lifestyle shift. Incorporating ErgoActive ergothioneine into product formulations represents more than just a market trend. It is a profound recognition of the value placed on scientific evidence for nutritional benefits.