Interest in the food as medicine movement has been gradually trending upwards over the past decade. But the recent rise in popularity of all things health and wellness, has led to a surge in sales for food and beverage products promoting wellbeing.
Worth a “healthy” $25bn, the food as medicine market is projected to grow at a CAGR of 4.3%, reaching $36.6bn by 2034, according to Prophecy Market Insights.
Now, that rise looks set to revolutionise the food and beverage industry as manufacturers step up innovation and new product development to meet mounting consumer demand.
“The global expansion of functional foods is expected to outstrip that of traditional foods in both developed and emerging countries,” says a spokesperson for Prophecy Market Insights.
So how will this trend evolve in 2025 and how can the food and beverage industry engage with it?
What’s next for the food as medicine trend?
Consumer interest in the food as medicine trend is rising fast. Gut health, in particular is proving exceptionally popular, with consumers and food and beverage manufacturers, taking a keen interest.
“Gut health really is an important area within food and drink, particularly functional food and drink,” says Rick Miller, associate director for specialised nutrition at Mintel.
But, while the food as medicine trend is big in the gut health sphere, food and beverage manufacturers have been slower to respond to other health interests, resulting in a still-limited offering. This is particularly true of functional foods aimed at supporting energy levels.
“Increased stress levels mean consumers are keen to turn to their diet for their energy needs,” says Amrin Walji, senior innovation analyst for Mintel.
In spite of this, she says launch activity for functional foods and beverages designed to increase energy levels, remains “niche” in Europe.
But demand is there and manufacturers are finally starting to take notice.
“There is growing recognition of the idea of food as a medical intervention,” says Dani Dudeck, chief corporate affairs officer for Instacart.
Sleep is another area which looks set to soar in the next twelve months, with Mintel noting a rise in consumer demand for beverages that promote better sleep.
“Beverages are well-placed to capitalise on this,” says Walji.
What does this mean for the food and beverage industry?
The continued and strong growth of this trend offers big opportunities for food and beverage. From innovation, to new product development, we expect to see significant engagement from manufacturers. But what types of products should manufacturers be focusing on?
“Consumers will be increasingly looking for food and drink products, which are packed with nutrients and inherent health benefits,” says Edward Marshall, co-founder and creative director at Motive Exhibitions.
What’s more, the food as medicine movement is not limited to those who avoid the use of medications. In fact, functional foods and beverages could be used as a complementary aid to weight loss, for patients taking weight-loss drugs, such as GLP-1.
“Due to the popularity of weight-loss drugs, such as Ozempic and Wegovy, those who have a reduced appetite are looking for easy-to-understand products that have a strong health claim,” says Marshall.
This is certainly something for the food and beverage industry to consider in new product development, and could be a huge growth area, with the GLP-1 market currently valued at $37.4bn and growing at a CAGR of 33.2%, according to Markets and Markets.
It’s also something manufacturers should make abundantly clear, to consumers, in their marketing.
“If your products are packed with protein, fibre, vitamins and minerals, the messaging needs to be clear and on full show,” he adds.
Manufacturers are clearly resorting to certain formats, to create new products, with snack bars and cereals featuring regularly in new product development
“Snack bars and cereals are among the formats used, as brands aim to answer needs,” says Mintel’s Walji.
This leaves huge opportunity to delve into other potential product types, including ready meals, drinks and snacks.
What is 'food as medicine'?
Food as medicine is the concept of eating and drinking to promote health and wellbeing.
Foods and beverages consumed can have a profound effect on overall health and wellbeing, with research showing that dietary habits influence risk of certain diseases. While some foods may lead to chronic health conditions, others can offer therapeutic and protective qualities.
