Beyond Protein: Designing Fortification Systems that Stand Out

Today’s consumers are no longer passive participants in their wellbeing journey: they are actively engineering their own health. The modern concept of “health” encompasses a wide spectrum of practices that include personal and aesthetic care, nutraceuticals, holistic wellness routines and, of course, food choices.

Wellbeing is then increasingly viewed as a balance between both physical and mental health, shaping a more comprehensive and proactive lifestyle approach. Over the past year, consumers have actively transformed their lifestyles in pursuit of healthier living, and 77% agree that healthy nutrition is a fundamental pillar of overall wellbeing and long-term quality of life.

Within this evolving landscape, consumers are no longer satisfied with simply eating fruits for vitamins or vegetables for fibre; they are becoming far more intentional about the nutritional value of the products they choose. This growing awareness is reflected in purchasing behaviours, with 60% of consumers stating that they regularly check product labels before buying, looking for foods that offer enhanced nutritional benefits and functional value. 

Recognising the growing consumer focus on "Purposeful Nutrition with Performance", IMCD has spotlighted four of the most sought-after ingredients, and developed innovative solutions that combine functional nutrition with the delicious taste and enjoyable texture consumers expect:

When consumers are asked which ingredients they actively include in their diets, 58% mention protein. Protein has evolved beyond a simple nutritional component to become a symbol of health, vitality, and balanced living. They not only bring key physical benefits such as sport performance, immunity, and weight management, but also mental benefits such as improved focus, clear thinking and higher energy levels.

As demand for protein continues to rise, brands are making protein claims more visible across packaging and communication. Clear ingredient lists and natural positioning have become essential purchase drivers, with consumers increasingly seeking products that combine functionality with authenticity. Reflecting this trend, product launches featuring both protein and natural claims grew by 29% in 2025, reinforcing the importance of positioning products as a “natural source of protein.”

This shift toward protein delivering both physical and cognitive benefits creates a key opportunity for manufacturers to develop innovative “natural” products that address emerging consumer needs around mental wellbeing, energy, and focus.

Watch our on-demand session "Protein of the Future, Solutions for Today".

Among proteins, collagen is becoming increasingly prominent in the food and beverage industry, driven by growing consumer interest in skin, joint, and bone health. Modern lifestyles, characterized by stress, aging populations, and increased exposure to environmental aggressors, are accelerating demand for functional ingredients that support overall well-being. As a result, collagen is increasingly recognized for its role in improving skin elasticity and supporting joint health, two key concerns linked to contemporary anti-aging trends.

Consumer awareness is high: around 75% of global consumers actively seek collagen in products such as food, beverages, or supplements. While supplements remain the dominant format due to perceived efficacy, this creates a clear opportunity for F&B manufacturers to innovate and position collagen-enriched products as convenient, everyday health solutions.

Vitamins are increasingly central to food and beverage choices, especially among younger consumers who view naturalness in a holistic way - focusing both on what to include and what to avoid. In this context, vitamins stand out as a priority, with 55% of consumers actively seeking them in their diets.

At the same time, older adults rely on vitamins to support healthy aging. Multivitamins and minerals are the most common choice (62%), while 55% opt for single vitamins, with vitamin C being particularly important. Vitamin C is widely associated with boosting energy levels, addressing one of the key mental health concerns among consumers.

Beyond energy, vitamins also play a role in improving sleep and recovery. Sleep is the top physical health concern (46%), and many consumers turn to food, beverages, and supplements for support. Notably, one in four consumers globally uses supplements to improve sleep, and 34% of them rely on B vitamins. Overall, vitamins are actively sought to enhance vitality, energy, and essential restorative functions like sleep.

Fibre is gaining significant momentum as consumers increasingly recognise gut health as a cornerstone of holistic wellbeing. More than ever, people understand the connection between digestive health and broader wellness outcomes, including energy levels, immunity, skin health, weight management and mental wellbeing. In fact, 44% of consumers report experiencing benefits beyond digestion when improving their gut health. This growing awareness is driving innovation across the food and beverage industry, with fibre emerging as one of the most sought-after functional ingredients. Reflecting this trend, 38% of products launched in 2025 with a digestive or gut health claim also featured a high-fibre claim.

Beyond digestive wellness, fibre is valued for its multifunctional benefits, including enhanced satiety, blood sugar management and support for balanced nutrition. As consumers increasingly seek foods and beverages that help them achieve their health goals, fibre is becoming a key ingredient in product development, appearing in a growing number of launches focused on digestive health, sugar reduction and overall nutritional improvement. Despite recommendations to consume at least 25 grams of fibre per day, many consumers still fall short of this target, creating a significant opportunity for fibre-enriched products that help bridge the nutritional gap and support healthier lifestyles.

We know that formulating fortified products can come with technical challenges in replicating great taste, texture and viscosity. Our expert team is here to support you overcome your formulation challenges. Get in touch with IMCD today.