Our world is changing. Our society is evolving. Just like organic products, let's celebrate consumers' growing interest in nutrition and health!
Market players are also convinced: nutrition has its place in their innovations. We are now talking about democratization of nutrition. This creates a continuum of nutrition, where the boundaries between product categories are becoming thinner to create markets that merge.
Foods are moving towards nutraceuticals, nutraceuticals are becoming food-like, pharmacies are borrowing the codes of mass distribution... Finally, the nutrition-health professions tend to borrow similar codes.
Food, food supplements, medicines: will the borders fall? What will this growing market look like tomorrow?
Towards more nutrition!
Innovations in the nutrition market increasingly incorporate nutraceuticals, that is to say food supplements,functional foods ornutritional ingredientsThe existing offer is either supplemented by a food supplement providing a additional action ; is enriched in its formula with nutritional ingredients providing a high value-added action. This concerns food and drinks on one side; the drugs on the other.
Why? Or rather, to address what challenges? Some seek greater efficiency, a health guarantee, and credibility. Others want to integrate more asperity into the act of consuming.
They are talking about nutraceutical transitionLet's see how this relatively small but very dynamic nutra market is a source of inspiration for much larger sectors such as agri-food, health and even cosmetic !
Evolution of daily foods towards more health
At the corporate level
The phenomenon of "nutraceutication" is increasing as it operates on the side of companies through promising investments. Agri-food players in consumer products strengthen their health position and develop new expertise through strategic choices in terms of acquisitions.
On the product scale
Some everyday foods are becoming more complex to offer health benefits to consumers looking for functionality or even care, without taking food supplements or medication. We are talking abouthealth or functional foodsThese foods take different forms and adapt to the specific needs of their targets.
Estimated at €249 billion in 2025 with a CAGR of 7,9% between 2019 and 2025[1], the global functional foods market is larger than the global food supplement market, estimated at €176 billion in 2025, with a CAGR of 7,8% between 2019 and 20251.
Who are the most ardent consumers of functional foods? Generation Z and millennials are particularly fond of these product categories, eager for new experiences. Their fast-paced lifestyles require them to eat quickly, efficiently, conveniently, and healthily. Preserve their health long term is a consideration that previous generations did not have.
Among the popular categories, we can cite the snacks which never cease to renew themselves by surfing on the trends: high protein (plant-based), seeds, prebiotics or even ingredients of marine origin, all with health promises; as well as functional drinks energy, or water (one of the most promising markets in the health and well-being sector driven by the search for naturalness).
How to differentiate yourself?
Nutraceutication ranges from foods simply improved with the idea of gaining nutritional quality or practicality, to foods promoting an ultra-targeted health promise. Differentiation is played out on the originality of the ingredients, the particular production techniques and the precision of the resulting health benefits.
A more recent phenomenon, but one that goes a step further, is the appropriation of complete ranges of food supplements by agri-food giants.
Evolution of nutraceuticals towards more pleasure
The advantage of pharmaceutical laboratories
The product ranges launched by laboratories tend towards food supplements, driven by several reasons:
- Landing at refunds of certain OTC or medications,
- Suggest a natural alternative, particularly in the face of certain drugs suspected of having side effects (cardiovascular, anti-inflammatory promises)
- Have a growth drivers in the short term, thanks to simpler and faster product development when it comes to a food supplement (vs. a drug)
- Touch a younger target users
- GIFT a complementary action, between medicine and food supplement.
Some laboratories have also integrated a Nutra BU, measuring the full potential of investment in this sector.
Democratization of nutrition
At the same time, in the era of democratization of nutrition, nutraceuticals are inspired by the world of food to bring more simplicity and “lifestyle”: we are talking about foodification.
They offer galenics inspired by the food industry : capsules, fruit pastes, chocolate, gummies or even chewing gum.
These formats are appealing, even seductive... at the risk of generating some confusion among consumersIndeed, these forms are strongly associated with sweet products which should be limited in daily consumption.
Cosmetics become nutricosmetics!
The nutra transition goes off the beaten track with the nutricosmetics. This market benefits from real dynamism, fueled by the growth of In & Out. In this configuration, the food supplement reinforces the image of naturalness andefficiency of the topic.
In the era of changes in the nutrition and health professions, the problem for all stakeholders is not to lose the consumer, and especially of convince him of the interest, of theusefulness and effectiveness of their services or products.
Today, many people are convinced that food, drinks, and dietary supplements could partially replace medications in a preventive context. What do you think? The debate is on...
[1] Grand View Research, Functional Foods Market Size, Share & Trends Analysis Report By Ingredient, By Product, By Application, And Segment Forecasts, 2019 – 2025, 2019
Article written by our partner Culture Nutrition