Insights Into Why The Functional Food/Beverage Market Is Booming

Consulting firm Abunda says there are seven key drivers, or “consumer platforms”,  behind the booming – $176.7 billion – global functional food and beverage market. Nothing that “consumers don't think in terms of ‘functional foods’” but more in terms liking or disliking particular products, based on experience with it and a perception of concept simplicity. The seven consumer platforms include: lifestyle antidote (products that provide a health solution and are also flavorful); healthy, fast, convenient breakfasts; anti-aging cosmeceuticals that include topical products and dietary supplements; healthy snacks; energy and mood boosting nutraceuticals; trendy ethical and cultural foods; and foods that reflect concerns for the environment.