A New Era of Proactive Wellness
Wellness is no longer limited to short-term goals or occasional lifestyle changes. As consumers look ahead to 2027, many are taking a more proactive approach to supporting their long-term well-being through the foods, beverages, supplements, and daily routines that they choose.
The primary goal for consumers is simple: Stay healthier for longer.
According to Innova Market Insights, 29% of consumers globally plan to spend extra money on their health during the next 12 months, making health their second-highest spending priority after savings. At the same time, 59% say healthier food and beverage choices are worth paying more.
These priorities are opening new opportunities for food and beverage brands to develop products that deliver meaningful and recognizable benefits.
Top Five Health and Nutrition Trends for 2027
From metabolic support and targeted energy to multifunctional ingredients and dietary diversity, below is a high-level summary of “Top Nutrition Trends 2027,” curated by Innova Market Insights. The insightful webinar led by Innova President and Co-Founder, Lu Ann Williams, offers an exclusive glimpse into the future trends expected to shape 2027.
1. Metabolic Health
Supporting the body’s interconnected systems.
Metabolic health is becoming an increasingly important part of conversations surrounding food, fiber, functional ingredients, and everyday wellness.
Weight management and GLP-1 use are major drivers of this trend, but the conversation extends beyond the number on a scale. Consumers are also connecting metabolic health with healthy aging, sports performance, blood sugar support, satiety, and energy metabolism.
In fact, 40% of consumers globally associate metabolic health with weight management, making it the leading association, just ahead of gut health
Brands are responding by incorporating ingredients and messaging related to:
- Satiety and appetite support
- Blood sugar support
- Energy metabolism
- Healthy aging
- Active and performance-focused lifestyles
For food and beverage development, metabolic health represents an opportunity to create solutions that address several consumer priorities at once. Products featuring fiber, protein, and other wellness-oriented ingredients may help brands build more complete nutrition stories that appeal to consumers.
2. Targeted Energy
Energy designed for the moment.
Consumers are becoming more intentional about how they manage their energy throughout the day. Rather than looking only for a quick boost, they are seeking solutions tailored to specific needs, activities, and stages of life.
This shift is being influenced by several factors, including growing metabolic awareness, GLP-1 use, the desire to maintain consistent energy, and the increased use of tracking technology such as smartwatches and fitness rings.
Globally, 42% of consumers want food and beverage products to provide energy that helps them focus and concentrate.
Looking ahead, targeted energy innovation may increasingly focus on:
- Cellular energy support
- Focus and concentration
- Energy solutions for different hormonal stages
- Products aligned with fitness and wellness data
- Sustained energy for work, exercise, and daily routines
This creates room for brands to move beyond general energy claims and develop products with a more specific purpose. Beverages, snacks, powders, and other convenient formats can be designed around when, why, and how consumers need energy.
3. Feel-Good Function
Multiple benefits in one convenient product.
Functional foods and beverages are becoming part of consumers’ regular wellness routines. Instead of turning to functional products only when a specific need arises, many consumers are looking for convenient options that support everyday health.
Common areas of interest include:
- Sleep and stress support
- Immunity and gut health
- Energy and hydration
- Skin and beauty
This trend can be seen in the growth of products that combine several ingredients and benefits into one format.
59% percent of consumers globally look for products that combine different ingredients to provide multiple health benefits.
For brands, the opportunity lies in developing multifunctional products without making the experience overly complicated. Consumers still expect products to be enjoyable, accessible, and easy to incorporate into their routines.
4. Food Synergy
Ingredients that work better together.
Consumers are showing greater interest in how ingredients can be combined to optimize nutritional benefits. This concept, known as food synergy, focuses on selecting complementary foods or ingredients that work together as part of a larger health and nutrition strategy.
The trend is particularly relevant to younger consumers, who frequently consider nutrition when making food choices. It is also gaining attention within gut-health innovation, where brands are combining ingredients such as probiotics and prebiotics. Rather than relying on unfamiliar technical language, brands are often communicating this concept through straightforward messaging, such as
- “Contains probiotics and prebiotics”
- “Made with complementary, research-backed ingredients”
- “Ingredients that work together within the gut ecosystem”
Global product launches with co-formulation synbiotic claims have experienced five-year compound annual growth of 23% in food and beverage products and 10% in supplements.
For formulators, this trend highlights the value of looking beyond individual ingredients. A thoughtful combination of fibers, cultures, proteins, vitamins, minerals, and other functional components can create a more cohesive product story while addressing multiple consumer needs.
5. Dietary Diversity
More variety, more opportunities for nutrition.
Consumers are increasingly interested in using diet and lifestyle choices to support their health. For many, this means preparing simple, cost-effective meals and eating a wider variety of foods rather than relying solely on medication or supplementation.
Globally, 63% of consumers try to eat a wider variety of foods to receive different health and nutrition benefits.
Brands are helping consumers increase dietary and plant diversity through:
- Superfood blends
- Products featuring a variety of grains and seeds
- Fiber-rich foods and beverages
- Convenient products with multiple plant-based ingredients
- Messaging inspired by the growing “fibermaxxing” conversation
Dietary diversity gives brands the opportunity to introduce consumers to new ingredients while keeping products approachable. Familiar applications can serve as an accessible starting point for incorporating different ingredients.
Conclusion
Turning Health Trends into Product Opportunities
The health and nutrition landscape is becoming more personalized, proactive, and interconnected. Consumers are not simply looking for products labeled “healthy.” They are seeking solutions that align with specific goals, deliver understandable benefits, and fit conveniently into their lifestyles.
At IFPC, our in-house IT&A team helps manufacturers translate consumer demand into product innovations. Through ingredient sourcing, sensory testing, and formulation support, IFPC can help identify the ingredients and technical solutions needed to bring health-focused concepts to market.
Ingredients are our business; loyalty is our legacy.
For more information about our products
Contact IFPC today to begin developing your next health and nutrition innovation.
Sources:
Innova Market Insights. (2026). Top Nutrition Trends 2027. Nutrition Insight. Top Nutrition Trends 2027 Webinar. https://www.nutritioninsight.com/webinars/top-nutrition-trends-2027.html
