In today’s food and beverage landscape, health and wellness claims have moved beyond a niche market to become a fundamental aspect of innovation. Consumers are increasingly seeking products that offer more than just sustenance.
The influence of health-focused social media personalities, changing diet trends, and the emergence of GLP-1 medications for weight management have given rise to numerous micro-trends. Specific ingredients are now being promoted for their mood-boosting properties and targeted health benefits.
While protein dominated the market in recent years, it has now become a standard requirement for the general population. New functional ingredients like fiber, colostrum, sea moss, collagen, lion’s mane, and ashwagandha are gaining traction for their potential benefits in gut health, skin, nails, and energy support.
“Consumers are becoming more mindful of their food choices,” said Scott Dicker, senior director of market insights at consumer data company Spins. “There’s still room for indulgence, but it’s about being intentional in how and when you indulge.”
The Rise of Fiber and the Continued Popularity of Protein
According to Lu Ann Williams, president and co-founder of Innova Market Insights, fiber is set to take center stage in 2026 due to trends like “fibermaxxing” and growing awareness of gut health. However, protein will remain a key player in the wellness industry, with many major brands already incorporating protein into their products.
The beverage sector, in particular, is seeing a surge in fiber-infused offerings, following the success of prebiotic sodas like Poppi. Consumers now perceive fiber as more than just a digestion aid, linking it to benefits such as improved skin, reduced inflammation, and enhanced mood.
“Everything now is about taking this more holistic approach. It’s not just protein.”
Lu Ann Williams
President and Co-Founder of Innova Market Insights
Williams emphasizes the need for a holistic approach in marketing both protein and fiber. Brands must go beyond simply adding protein to their products and focus on incorporating functional ingredients that offer specific health benefits.
While fiber is gaining momentum, it is unlikely to surpass the popularity of protein due to practical limitations in food formulation. However, combining fiber and protein presents a significant opportunity, especially for consumers using GLP-1 medications for weight loss.
The Focus on Emotional Wellbeing
Consumers are not just seeking physical health benefits from their food and drinks but are also turning to products that support their emotional and mental wellbeing. Mood-enhancing ingredients like adaptogens and nootropics are gaining popularity for their potential to improve overall wellbeing.
Brands like Recess are incorporating ingredients such as magnesium to promote better sleep, catering to consumers’ holistic wellness needs.
With a growing concern for mental health among Gen Z and millennials, there is a demand for products that address issues like anxiety, focus, energy, and memory. Energy remains a top priority for consumers, leading to new innovations in the category.
As the perception of energy drinks shifts towards functional beverages that support active lifestyles, companies are adding specific nutrients to offer health benefits and attract a broader consumer base. The market is also witnessing the rise of decaffeinated options and ingredients like paraxanthine for a “crash-free” energy boost.
While hemp-based products targeting stress and emotional wellbeing have gained traction, regulatory challenges may impact their future availability. The mood support category in beverages is expanding, driven by consumers seeking alternatives to traditional alcoholic beverages for relaxation.
Looking ahead, the success of products addressing emotional wellbeing will depend on their ability to achieve mainstream acceptance and deliver tangible benefits to consumers.
Correction: This story has been updated to reflect Unwell Hydration’s rebrand to Unwell Beverages.