The nutrition category continues to evolve as consumer demand rises for tailored solutions that align with individual health goals and lifestyles. This year, personalized nutrition will become the focus and at the heart of this shift are functional ingredients.

From supplements and probiotics to nootropics and adaptogens, these ingredients are enhancing the nutrition profile of products and enabling consumers to address specific needs like age, weight, energy levels, gut health and mental focus. We’ve rounded up the 5 Trends to Watch that dive deeper into how these consumer needs will be seen in the category this year.

Check out our 5 Trends to Watch in 2025 featuring Nutrition:

1. Personalized Nutrition

With increasing awareness of individual health needs, consumers no longer accept a one-size-fits-all solution to their dietary needs. From Gen Z’s pursuit of mental wellness and Baby Boomers’ focus on longevity to women’s health seeking advancements in hormonal balance and bone health support, nutrition is now deeply personal.

2. Appeal of Agelessness

Agelessness is defined as timeless, self-defined and fearless. The focus of this trending consumer need is collagen, cellular health and longevity. Supplements like creatine will come into greater focus this year as it helps with muscle growth and performance.

3. Weight Management

With the rise of GLP-1 for obesity treatment, the demand for foods that support satiety and prevent nutritional deficiencies is increasing. Products focusing on high protein and fiber content, as well as those tailored to smaller portions, are likely to gain popularity.

4. Functional Food & Beverage

Consumers continue to focus on what they’re putting in their bodies and the functional benefits they receive from it. While energy drinks are the most widely purchased, additional consumer needs like antioxidants, protein and immunity continue to rise in demand. Functional foods enriched with vitamins, minerals, and now green vegetables and probiotics — such as collagen-infused drinks or daily supplements — are on the rise.

5. Global Flavors

There’s a growing appetite for bold and unique flavor combinations.  Ingredients considered superfoods, such as ancient grains and exotic fruits, are being integrated into products for their health benefits and unique flavors.

Let’s Chat

To help deliver on consumer expectations for bold and unique flavors in functional products, Synergy’s nutrition experts will help you every step of the way. From masking off-notes to introducing global flavors, our collaborative environment will help you create great-tasting food and beverage with our natural flavors, extracts, essences and taste modulation solutions.

Contact us to learn more about our nutrition expertise.

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