‘Healthy’ doesn't mean much anymore – at least, not on its own. Consumers want to know about specifics. Will a product help me recover faster, make me sharper in meetings, give me better skin without needing to buy another cream?
We saw this shift playing out at the Food Ingredients Europe (FI Europe) expo in Paris last month, where the conversation kept returning to functional benefits and targeted solutions. The ingredients gaining traction in 2026 answer precise questions like this. They're targeted, functional and often working across several wellness goals at once. Here are seven worth watching.
1. Recovery-first nutrition
The sports nutrition conversation has changed to focus on recovery. Collagen peptides, creatine and targeted amino acids are showing up in protein bars, ready-to-drink shakes and regular snacks. Worth $62.8 billion globally in 2025[1], the sports nutrition segment has seen recovery products grab an increasing slice. Another interesting observation is how the line between serious athlete supplements and everyday wellness is fading. Plenty of people who would never call themselves athletes now approach fitness with that same recovery-first mindset.
2. Cognitive performance goes mainstream
Brain fog used to be something you'd grumble about. Now people want to fix it. Phosphatidylserine, citicoline and postbiotics are moving from specialist supplements into everyday foods and drinks, the goal being to stay sharp when work gets demanding. Demand for brain health supplements will grow from $12.6 billion in 2025 to $35.94 billion by 2035[2], nearly tripling in 10 years.
3. Ingestible beauty takes off
Topical skincare has its limits. What you eat matters for how you look, and consumers know it. Hyaluronic acid, astaxanthin and collagen are being added to drinks, snacks and functional foods that promise better skin, hair and nails. The beauty ingestible market will jump from $4.2 billion in 2024 to $13.1 billion by 2034[3]. Less than 1% of US food launches make beauty claims right now, so there's space to grow.
4. Postbiotics unlock gut-brain benefits
Probiotics could become old news soon. Postbiotics are gaining more and more attention. These are the compounds created when gut bacteria break down prebiotics, and they're being studied for benefits that go beyond digestion, particularly around the gut-brain connection. This was a theme echoed at FI Europe in Paris, where speakers noted gut health now connects to immunity, energy and mood, not just digestion. It's still early days in food applications, but postbiotics give brands a way into both gut health and cognitive performance with one ingredient.
5. Protein diversification accelerates
Whey and soy have dominated for years, but consumers are branching out. Oat protein is having a moment thanks to its clean label appeal, low allergen risk and sustainability credentials. This clean label focus was reinforced at FI Europe, where discussions highlighted how value is being placed on transparency over price. We’re seeing it pop up in drinks, bars and recovery products. As a broader category, alternative proteins are on track to grow from $22.95 billion in 2024 to $50.22 billion by 2030[4].
6. Functional hydration evolves
The drinks category has moved past simple thirst-quenching. Yes, beverages still need to hydrate you, that's the baseline. Now, brands are layering in ingredients for focus, recovery and skin health. Electrolytes get paired with nootropics to help mental clarity, or mixed with adaptogens and collagen to work on stress and skin elasticity together. These ideas work because consumers tend to prefer one product that does multiple jobs over managing several throughout the day.
7. Longevity-focused formulations
People want to stay sharp and capable as they age, not just look younger. The wellness conversation has shifted from appearances to sustained function over decades. Ingredients aimed at cellular protection, inflammation control, keeping your brain and body functional – these are everywhere now. Antioxidants, neuroprotective compounds, anti-inflammatories appear in products targeting cognitive health, skin quality, joint function.
Telling your story in the right way
These trends are presenting real opportunities for food and beverage brands. For new ingredient innovations to land, the science needs translating into benefits that make sense to consumers, without exaggerating claims or burying the value.
We work with food ingredients companies on communications that connect with their target audiences. Launching a new ingredient, repositioning an existing one, entering a different market,… the specifics vary, but clear messaging always matters.
Want to discuss how EMG can help tell your ingredient story? Get in touch with our team.
