Precision Nutrition, Active Lifestyle Trends, and Immunity-boosting Ingredients are Driving this Market to $846.58 by 2032

The market is being reshaped by rising consumer focus on digestive health, immunity, cardiovascular wellness, and performance nutrition, alongside strong investments from global F&B leaders.

Over the past three years, demand for functional nutrition has accelerated dramatically.

DataM Intelligence notes several quantifiable signals of this shift:

• Nearly two-thirds of global consumers now purchase functional foods at least once a week.
• Probiotic beverages, fortified cereals, and plant-protein drinks all recorded double-digit YoY growth.
• Online sales for functional foods expanded 28% in the last 12 months, driven by personalized nutrition subscriptions and digital retail platforms.
• More than 40% of all new F&B launches in 2023–2024 carried functional health claims.

The result is an industry that is not just growing—it is structurally evolving toward health-as-default consumption, according to DataM Intelligence.

The report analysis found the following results by segment:

• Functional dairy products lead the market with 28% share ($102 billion in 2024), driven by probiotic yogurts, kefir, fortified milk, and fermented drinks.
• Functional cereal and grains account for 22% ($80 billion), supported by high-fiber, whole grain, and omega-enriched breakfast products.
• Functional bakery products hold 18% ($66 billion), boosted by protein-added bars, fortified breads, and low-sugar formats.
• Functional fats and oils (10% share) are rising due to omega-3 fortified spreads and MCT-based oils.
• Other categories, including nutrient beverages and fortified snacks, contribute the remaining 22%.