Meeting the Demand for Health-Conscious Consumers: What’s Next in F&B Ingredients?

Have you noticed? Consumer habits are changing fast, especially regarding food and drink. 

People aren’t just looking to eat; they want to feel good about what they eat. Health, transparency, and sustainability are the new essentials, and the demand for “food with purpose” is reshaping how products are made, marketed, and enjoyed.
‍

The Future of F&B Ingredients: Health and Sustainability First

Today’s consumers have a clear message for brands: sustainability matters. According to research by the World Economic Forum, a striking 66% of global consumers and 75% of Millennials say sustainability influences their purchasing decisions.

For the food and beverage sector, this shift has major implications. For the first time, concern for the planet’s health is just as important as personal health, reflecting consumers' call for food brands to prioritise environmental impact. Businesses that demonstrate a genuine commitment to sustainability and natural, functional ingredients that enhance health are more likely to build trust with increasingly discerning, green-conscious buyers.
‍

Natural Food Colours: A Healthier Palette

Consumers are increasingly wary of synthetic dyes, and food companies are taking notice. The recent FDA approval of Jagua Blue, a vibrant blue derived from fruit, marks a turning point in using natural over artificial colouring. Companies like Oterra and Ecoflora lead this change, offering natural colours that align with clean-label goals. For manufacturers, it’s an opportunity to enhance visual appeal without synthetic ingredients; for consumers, it means more natural choices.
‍

Accelerating Ingredient Innovation 

Many formulators face the challenge of maintaining recipe consistency across different markets, as ingredient standards and consumer preferences vary globally. Platforms like Foodology by Univar Solutions allow businesses to respond more efficiently to clean-label and health demands. 

Foodology addresses this with a global network of food scientists, test kitchens, and a diverse ingredient portfolio. Its specialised support helps brands streamline “free of” claims, meet regulatory standards, and bring products to market faster. For brands focused on clean-label solutions, Foodology provides a competitive edge in rapid, reliable innovation.
‍

Functional Ingredients: Meeting the Demand for Health-Driven Nutrition

According to the Department of Primary Industries and Regions, South Australia, a functional ingredient is a bioactive compound used in manufacturing foods that provide health benefits beyond basic nutrition. Functional foods, such as fortified cereals, probiotic yoghurts, and vitamin-enriched beverages, deliver specific health advantages, meeting the growing demand for wellness-driven products​. Advanced extraction methods like supercritical CO2 and membrane distillation ensure cleaner, solvent-free ingredients, appealing to health-conscious consumers seeking wellness-oriented products​. 

In the Asia-Pacific, this demand is forecasted to grow as ageing populations and lifestyle-related health concerns increase. Integrating functional ingredients is a strategic move for brands, allowing them to address specific health needs while positioning their products within a premium, health-driven market​.
‍

How Should F&B Ingredients Companies Respond?

With health-conscious consumer expectations, rising demand for transparency, and growing regulatory standards, the food and beverage industry faces both challenges and exciting potential. To capture these growth opportunities, brands must stay adaptable and proactive by investing in sustainable practices, clean-label innovation, and ingredient transparency. Companies that align with these shifting priorities are more likely to build lasting trust and drive success. 
‍

Growing your team?

Are you seeking support with scaling your Food & Beverage Ingredients team? Or keen to discuss the topics covered in this article in more detail? Get in touch with Tore on LinkedIn or here.

‍