Functional foods boom as consumers prioritise protein and gut health in 2026
The demand for functional foods is surging as more people prioritise health, digestion, and long-term wellness. Nearly six in ten global consumers now actively seek out protein-rich diets, while gut-friendly products like probiotics and prebiotics are gaining traction. This shift is reshaping the food industry, with major brands expanding their offerings to meet new expectations.
Protein remains the leading priority for consumers in 2026, but not just for muscle growth. Research shows that 59% of shoppers want protein for sustained energy, satiety, and overall well-being. At the same time, digestive health has become a key concern, with the same percentage believing gut health directly impacts their general wellness.
Major companies in the USA, including Danone, Nestlé, General Mills, and Yakult Honsha, are already marketing probiotic foods designed to support gut bacteria. These products, often containing butyrate-producing strains, are linked to benefits like improved concentration and long-term health. The digestive health market is set to expand further, with probiotics, prebiotics, and fibre-rich foods in high demand. Younger generations, particularly Gen Z and millennials, are driving much of this change. They increasingly view food as part of a daily wellness routine rather than just fuel. As a result, meals that combine protein, fibre, and gut-friendly ingredients are becoming more popular. The global functional foods market reflects this trend, with projections showing growth from $246.5 billion in 2025 to $419.1 billion by 2035.
The food industry is adapting to meet rising consumer interest in protein, digestion, and functional nutrition. With gut health and protein intake now central to many diets, brands are likely to introduce more products that align with these priorities. This shift suggests a long-term change in how people approach eating, focusing on both immediate satisfaction and lasting health benefits.
