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Health and wellness claims once aimed at niche consumers are now central to food and beverage innovation as shoppers demand more from what they eat and drink.
Health-focused social media influencers, evolving diet fads, and the rise of GLP-1 drugs for weight loss have led to dozens of micro-trends in which specific ingredients are touted as ways to boost your mood or solve specific health problems.
The proteins that saturated the market last year are now on the public’s plate. Entirely new functional ingredients are starting to dominate the market, including fiber and colostrum for gut health, sea moss and collagen for healthy skin and nails, and lion’s mane and ashwagandha for energy support.
“People are thinking more and more about what they spend,” said Scott Dicker, senior director of market insights at consumer data company Spins. “There’s still this idea of indulgence, but it’s just about being more intentional about when and how you get indulgence.”
Fiber is increasing, but protein has not peaked.
Diet trends like “fibermaxing” and greater awareness of gut health are pushing fiber to the forefront in 2026, but protein will remain a “wellness powerhouse,” Lu Ann Williams, president and co-founder of Innova Market Insights, said during the webinar.
Almost every major brand has jumped on the protein trend with products like protein pop tarts and protein-fortified yogurt. Fiber is quickly getting the same treatment in the beverage sector, where there has been a boom in innovation, especially with the success of prebiotic sodas like Poppi.
“Now it’s all about taking a more holistic approach. It’s not just protein.”
Lou Ann Williams
President and Co-Founder of Innova Market Insights
Consumers believe that fiber goes beyond simply improving digestive health and is linked to improved skin, reduced inflammation, and improved mood. According to an Innova survey, more than half of consumers believe gut health is important to their overall health. Another 44% said they noticed that improving their gut health also improved their energy, skin or immunity, according to Williams.
This layered benefit positions fiber as the “gateway to overall health” for food companies, Williams said. Additionally, the digestive properties of fiber provide an opportunity to appeal to GLP-1 users as the drug may cause gastrointestinal side effects.
Williams added that companies need to take a similar holistic approach when marketing proteins, and that it’s not enough to just “put protein in something.” To stand out, brands must add other functional ingredients in addition to protein or explain how their protein source can provide specific benefits for weight management or muscle mass recovery.
“Now it’s all about taking a more holistic approach,” she said. “It’s not just about proteins. It’s about proteins that are better, easier to absorb, or that are associated with other benefits that are really important.”
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Even if fiber gains momentum, it’s unlikely to exceed protein’s popularity, in part because of its low “ceiling,” Dicker said. “You can definitely tell if there’s too much fiber,” Dicker says, noting that only a limited amount of the ingredient can be added to foods.
However, combining fiber and protein together represents a significant opportunity, especially for consumers taking GLP-1 for weight loss. Drugs like Ozempic suppress your appetite, so you need more nutrient-dense foods to make up for your lower consumption.
“As people eat less food, especially those taking GLP-1, they will need to consume more nutrients,” Williams said. “Protein and fiber are going to be really important.”
Emotional health is in the spotlight
The health and wellness movement encompasses more than just physical health, with consumers looking to food and beverages to support their emotional and mental well-being.
Mood-boosting chemicals such as adaptogens and nootropics are intended to improve chemical function and overall well-being. Meanwhile, brands like mocktail maker Recess are using magnesium and other ingredients to promote sleep.
Innova found that 60% of Gen Z and millennials are concerned about their mental health, with most wanting to improve areas including anxiety, focus, energy and memory. Energy is a top concern for consumers, and this has paved the way for new innovations in the category.
Although it is not always marketed this way, the energy category is one of the original “functional beverage” segments, Dicker said. Dicker said the perception of the category has now changed from a party drink to one that supports active sports and performances.
Energy drinks are now adding more features, including specific nutrients, to achieve specific health benefits and attract more women. For example, podcaster Alex Cooper’s Unwell Beverages is including biotin for hair health in its Better Energy Drinks.
As consumers begin to broadly moderate their alcohol intake, Dicker hypothesizes that the next step may be to reconsider their caffeine intake, which could bring more opportunities for companies to differentiate caffeine levels or introduce alternatives. Decaffeinated products, mushroom coffee and “crash-busting” ingredients like paraxanthin have all grown in popularity, he said.
Williams says there is a surge of interest in new ingredients that address other elements of emotional well-being, such as stress. Hemp-based THC products have grown to fill this niche, but their future remains uncertain due to the looming ban that will take effect this fall.
The mood support category of beverages has been growing for a long time, but its growth has accelerated as people drink less and seek alternatives to bedtime alcohol, Dicker said. However, it is unclear whether this trend will continue, as it often takes several weeks of consistent intake of magnesium or other ingredients before you notice results.
“I think it’s still a very big opportunity, but people want to get that edgy feel from it,” Dicker said. People may not have the patience to drink the product daily for long before experiencing results, he adds.
He said the future of this emerging sector will depend on which brands can reach mainstream acceptance.
“It takes a few brands to really execute and really bottle lightning,” Dicker said.
Correction: This story has been updated to reflect Unwell Hydration’s rebranding to Unwell Beverages.
