Functional foods and beverages are no longer just a niche wellness opportunity, according to the 2026 Functional Foods and Beverages Report from HealthFocus International. Consumers increasingly see food as an active tool for managing health and they expect everyday products—like their milk, cheese, yogurt and even ice cream--to deliver more than basic nutrition.
The report identifies the shifts shaping functionality, all which are innovation opportunities for dairy processors. For starters, consumers today have more personal control over their health and a stronger preventative mindset. They are placing a greater emphasis on diet as a health tool and have a growing belief that food can actively support health.
Beverages are a particular hotspot for consumers who want to make every sip matter. We saw this trend starting with poppi and similar better-for-you sodas. These beverages are made with natural ingredients and have clean labels, along with one or more functional ingredients associated with on-trend health and wellness benefits.
“Consumers are increasingly looking for beverages that feel both beneficial and exciting,” said Sandra Heidrich, vice president of marketing at Health-Ade, which markets a namesake brand of kombucha.
Just before the Labor Day holiday—hope you had a great one if you are in the U.S.--Rise Wellness grew its canned ready-to-drink protein beverage range with Protein Pop Balance. It is a sparkling, clear prebiotic soda. Each 12-ounce can contains 15 grams of protein (10 grams of clear whey protein isolate and 5 grams of collagen) and 5 grams of fiber. It comes in four flavors--lime slush, tropical pineapple, watermelon lime and fruit punch—and contains 0 grams of sugar. It is sweetened with a premium stevia leaf extract blend.
“Protein Pop Balance is all about giving people a lighter way to stay on track,” said Darin Perry, chief executive officer of Rise Wellness. “It’s a smart way to support your gut and your protein goals at the same time, without it feeling heavy. Balance brings together prebiotics, protein, collagen and fiber in one can that’s easy for consumers to grab and go.”
To read more on this topic, link HERE to a Food Business News article I recently wrote titled: Functional beverages - Making every sip matter.
New research from the National Frozen & Refrigerated Foods Association (NFRA) finds that consumers using GLP-1 medications are bringing new expectations to the grocery store, creating opportunities across frozen and refrigerated categories for products that deliver protein, portion control, nutrition and convenience. This poll was conducted by Morning Consult from June 25 to 27, 2026, among a sample of 2,003 U.S. adults, including 241 current GLP-1 users.
More than half (52%) of respondents report purchasing more high-protein dairy products. Nearly half (48%) say they are buying more single-serve or portion-controlled foods.
Rather than simply buying less, many GLP-1 users appear to be reshaping what they purchase and why. The research points to shoppers who are becoming more intentional about food choices, placing greater emphasis on satisfaction, nutritional value and convenience, with growing demand for products that fit smaller, more purposeful eating occasions.
“GLP-1 users are changing more than what they eat. They’re changing what they expect from food,” said Tricia Greyshock, president and CEO of NFRA. “As consumers become more selective, products that clearly appeal to health, convenience and lifestyle needs will have an advantage.”
The NFRA research shows that grocery shopping habits are changing as consumers adapt to new eating patterns. Beyond the items they purchase, 44% are also spending more per grocery trip and 41% are increasing overall grocery spending despite purchasing food more selectively. At the same time, impulse purchases are declining, suggesting a shift toward more purposeful decision-making.
The findings reinforce that GLP-1 users are not simply eating less; they are placing greater importance on foods that feel practical, manageable and aligned with their health goals.
Products that help consumers feel satisfied, support nutritional goals and deliver value in smaller portions are becoming increasingly important. In addition to high-protein dairy products, purchases are also increasing for protein drinks (43%), frozen proteins (42%), soups and lighter meals (41%) and frozen vegetables (40%), reinforcing the growing importance of foods that deliver nutrition and satisfaction in smaller eating occasions.
When choosing frozen and refrigerated foods, GLP-1 users place greater importance on high protein (81%), feeling full and satisfied (84%), lower sugar (79%), digestive ease (79%), fiber (75%) and gut health (75%) than consumers overall.
The research points to a growing focus on “right-sized nutrition”, foods that provide meaningful nutritional benefits while fitting into smaller, more flexible eating occasions.
For dairy foods innovators, this highlights opportunities around portion-controlled formats, resealable packaging, pre-portioned meals and products designed to support nutritional goals without creating excess.
As consumers become more selective, product communication takes on greater importance. GLP-1 users say simple ingredient lists, high-protein claims, high-fiber messaging and clear calorie and serving-size information are among the most valuable package cues.
The research also suggests that “GLP-1-Friendly” messaging is most effective when paired with concrete nutritional benefits. Protein, fiber, portion guidance and easy-to-understand nutrition information provide consumers with practical reasons to consider a product, while trusted validation from healthcare professionals and nutrition experts helps strengthen credibility.
There’s a huge opportunity for dairy-based beverages to experience accelerated sales growth the next few years. Let’s do it!
No comments:
Post a Comment