Functional food and beverage is now a $92 billion industry projected to grow incrementally and reach $106.93 billion in 2026. Although sales have leveled off considerably after record growth during the pandemic, the market looks poised for plenty of expansion.

This report combines NBJ’s proprietary market-sizing data with consumer and manufacturer research to help you fully understand the opportunities and challenges you face as you innovate in today’s market. It not only looks at the types of food and beverages and ingredients consumers are seeking and will seek in the future—but also how manufacturers are meeting consumer needs and how the two could better align to build a more robust market.

This data culminates in four key themes and opportunities within those categories: Affordability, convenience, health conditions, and ingredients.

Armed with this knowledge, you will be able to more adeptly—and profitably—guide strategy around both formulation and marketing, whether you’re building functional food and beverage brands or supplying the ingredients that power them.