LONDON — As functional benefits become more ingrained in commonly-purchased products, consumers are raising their purchasing standards, according to the market researcher GlobalData.
A survey conducted by the market researcher found that 66% of consumers base their purchasing decisions on a product’s perceived health impact. Consumers are shifting their focus to “better-for-you” products that contain smaller portion sizes and may be eaten on-the-go while still meeting their need for an increase of nutrients that promote wellness goals such as digestive health, energy management, muscle growth and satiety.
“Functional benefits are no longer a niche differentiator in foodservice — they are quickly becoming a baseline expectation,” said Savitha Kruttiventi, consumer analyst at GlobalData. “Brands are winning by integrating protein, gut health, and sustained energy into familiar formats, enabling consumers to ‘upgrade’ everyday routines without sacrificing taste, convenience, or affordability.”
Restaurant operators are leaning into the functional foods trend, with “better-for-you” menu items becoming increasingly available, such as Starbucks’ protein foam or Tropical Smoothie’s protein smoothie line, transitioning foodservice locations into convenient health-and-wellness pit stops.
“The commercial relevance of functional foodservice is reinforced by consumer sentiment,” Kruttiventi said. “According to GlobalData’s 2025 Q4 consumer survey, 61% of respondents stated that they prioritize ‘How well the product/service aligns with my time and money constraints,’ highlighting the need for functional benefits to be delivered in convenient, accessible formats.”
The market researcher also said consumer packaged goods brands are adding protein to familiar everyday products to encourage healthier choices when snacking or drinking.
Food companies are launching reformulated varieties of classic products such as protein Doritos, protein Kraft Mac & Cheese and protein Pop Tarts to keep up with consumer demand for innovations with added health benefits.
“Everyday consumption is being redefined through functionality, with brands gaining share by embedding measurable health benefits into habitual, convenient formats,” Kruttiventi said. “As this trend scales, the future of foodservice will increasingly be shaped by menus that deliver purpose, performance, and pleasure — while making it easier for consumers to add protein and other functional benefits seamlessly into the foods and drinks they already buy.”
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