Health and wellness claims, once confined to niche products, have become central to food and beverage innovation as consumers increasingly look to what they eat and drink to support both physical and emotional well-being.
While protein-dominated product launches over the past year, industry experts say it has now become a baseline expectation rather than a differentiator. In its place, a new wave of functional ingredients is gaining momentum, including fibre and colostrum for gut health, collagen and sea moss for skin and hair benefits, and adaptogens such as ashwagandha and lion’s mane for energy and mood support.
“People are just thinking more and more about what they’re consuming,” said Scott Dicker, senior director of market insights at consumer data firm Spins. “There’s still room for indulgence, but consumers are becoming far more intentional about when and how they indulge.”
Fibre emerges as the next big focus
Diet trends such as “fibermaxxing” and growing awareness around gut health are propelling fibre into the spotlight in 2026, according to industry analysts. Lu Ann Williams, president and co-founder of Innova Market Insights, said fiber is fast becoming a key pillar of holistic wellness, particularly in beverages, where prebiotic sodas and fortified drinks are seeing strong traction.
Nearly half of global consumers link improved gut health to benefits such as higher energy, better immunity and healthier skin, according to Innova surveys. Over 50% say gut health is critical to overall wellbeing, positioning fibre as a gateway ingredient for broader wellness claims.
Fibre is also gaining relevance among users of GLP-1 weight-loss medications such as Ozempic, which can cause digestive side effects and reduce overall food intake. “As people eat less, especially those on GLP-1s, they will need more nutrient-dense foods,” Williams said, adding that fibre and protein will play a critical role.
Protein is still dominant, but evolving
Despite fibre’s rapid rise, protein is expected to retain its dominance, albeit with more nuanced positioning. “Protein remains a wellness powerhouse,” Williams said, noting that brands now need to go beyond simply adding protein and instead communicate its functional benefits, such as improved absorption, muscle recovery or weight management.
Industry experts also point to opportunities in combining protein and fibre, particularly for consumers focused on satiety, metabolic health and long-term nutrition.
Emotional wellness enters the mainstream
Beyond physical health, emotional and mental well-being is emerging as a major driver of innovation. Adaptogens, nootropics and minerals such as magnesium are increasingly being incorporated into beverages positioned for stress relief, sleep support and mood enhancement.
According to Innova, 60% of Gen Z and millennial consumers are concerned about their mental health, with energy, focus and anxiety topping their list of priorities. This shift is reshaping categories such as energy drinks, which are evolving from high-caffeine party beverages to multifunctional products supporting performance, hydration and beauty.
As alcohol consumption moderates, analysts see growing interest in low-caffeine, decaffeinated and alternative energy solutions, including mushroom coffee and “crash-free” stimulants such as paraxanthine.
While mood-support beverages present a significant opportunity, experts caution that long-term success will depend on whether brands can deliver noticeable benefits and achieve mainstream acceptance. “It takes a few brands to really execute and catch lightning in a bottle,” Dicker said.
Together, these shifts signal a broader transformation in the food and beverage sector, where holistic wellness—spanning gut health, nutrition density and emotional balance—is shaping the next phase of consumer demand.