Health and Wellness

Elevate Your Journey with Innovative Wellness Solutions

At IFF, we harness cutting-edge ingredients and flavors to craft nutritious, delicious food and beverages that support the health and wellness of both people and the planet.

*Sources: Euromonitor, August 2024 & Euromonitor, Voice of the Consumer

In 2023,

the global health and wellness market reached $871 billion across food and drinks, marking a 7% growth from the previous year.*
While 35.6%

of survey respondents in 2024 were willing to increase spending on health and wellness in the future, 48% of participants wished to grow their savings going forward.*

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Health & Wellness Trends and Consumer Insights

Health and wellness are central to modern life, with consumers prioritizing holistic well-being across physical, mental, social, emotional, sexual, and financial aspects. It touches every part of daily life and is deeply interconnected with the world around us.

Proactive Self-Care

Consumers are focusing on diet, exercise, and personalized nutrition as part of a broader self-care trend, driving demand for tailored food and beverage options across all age groups.

AI is making this personalization more accessible, especially in areas like women’s health. At the same time, there’s a growing demand for transparency, sustainability, and cleaner labels.

1 out 2 of global consumers say

they make proactive health and wellness choices on a regular basis with the top two reasons being to live a longer and healthier life and avoid preventable diseases.

Source: Nielsen, 2022

Sensorial Delights

Consumers are increasingly seeking health and wellness products that offer both nutritional benefits and sensory delight. They desire foods and beverages that are healthy yet indulgent, providing multi-sensory experiences through taste, texture, aroma, and visual appeal.

This trend is driving innovation to create products that satisfy the senses while meeting health goals, expanding variety for every eating occasion throughout the day.

45% of consumers say

they plan to live more in the moment and not plan for the long term, driving a no compromise to the present and enjoyment as a priority.

Source: EY, March 2022

Weight Management & Dietary Restriction

Weight management is becoming a key focus in the health and wellness space, with consumers seeking solutions for both weight loss and overall health maintenance through balanced lifestyles. This has fueled demand for nutritious, low-sugar, low-carb, and simple-ingredient products, while interest in sweet, high-carb foods declines.

The rise in awareness of modern lifestyle diseases like obesity and diabetes is driving innovation in medicine and adapted food and beverage offerings to support healthier choices.

60% of consumers are looking

for effective ways to manage their weight with over half aiming to lose ten or more pounds.

Source: McKinsey, Consumer Trends in Health and Wellness, 2024

Fortified Functional Products with Results

Fortified and functional products are a growing trend in the health and wellness space, designed to offer additional health benefits through targeted ingredients.

Consumers seek practical, natural options with proven results, relying on advancements in science and technology. These products often feature ingredients like probiotics, antioxidants, protein, and essential vitamins and minerals to support overall well-being.

Diving Deeper into Health & Wellness with IFF

Salt Reduction

In 2013, the World Health Organization (WHO) set a 30% sodium reduction goal by 2025, but progress has been slow, extending the target to 2030. Global salt intake averages 10.8 grams per day—over double the recommended 5 grams—posing health risks like high blood pressure, cardiovascular disease, and stroke.

Despite these risks, many consumers struggle to reduce their salt intake, fearing low-sodium foods lack flavor. To address this, the World Health Organization recommends food reformulation, public health campaigns, and clear labeling to guide consumers toward healthier choices without compromising taste.

At IFF, we leverage consumer insights, nutritional science, and flavor expertise to help you create delicious, low-sodium products that meet your goals in the health and wellness space.

Source: WHO, 2023

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Sugar Reduction

Blood sugar management is a key focus in health research, especially regarding diabetes, obesity, and metabolic syndrome, with growing consumer interest in better health. Countries like the US, Germany, and the Netherlands consume far more sugar than the WHO’s recommended 25 grams per day, leading to serious health risks like obesity, type 2 diabetes, and heart disease.

Consumers, especially older adults, are becoming more aware of these risks and switching to reduced-sugar options. For instance, 46% of Italian consumers have moved to lower-sugar juices, and in the U.S., 41% say healthier sodas taste as good as regular ones, reflecting a rising demand for better-tasting, nutritious drinks.

At IFF, we help reduce sugar in foods and beverages without compromising flavor. Our technologies improve sweetness perception and mask off-notes, allowing for reduced sugar while maintaining taste. Partner with us to meet the growing demand for healthier, reduced-sugar products.

Source: WHO, 2023

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Plant-Based

Consumers are increasingly drawn to plant-based foods, especially vegetables, for their health benefits, and convenience is key to success. With 60% of plant-based dieters motivated by health (IFIC, 2023) and most omnivores eating both animal and plant proteins (NNB 2024), there’s a growing demand for tasty, convenient plant options.

We tap into this trend with our “Cuisine Redefined” initiative, offering an interactive Greenfield Design Virtual Festival where customers explore plant-based concepts, global flavors, and creative chef-driven dishes. Our solutions cater to the demand for nutrition, affordability, and variety, helping brands create innovative, plant-based products that meet today’s health-conscious consumers’ needs.

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Protein-Enrichment

Muscle health is as vital as immune and gut health, particularly for healthy aging and weight loss. Over time, the body loses muscle mass, affecting strength, mobility, and activity levels, but this can be mitigated with a balanced diet and regular activity.

Consumers across all age groups—from older adults to Millennials—are looking for products that support muscle maintenance. In Thailand, for example, a third of consumers are increasing their daily protein intake for better muscle health. Protein preferences vary by age, with younger generations like Millennials and Gen Z often choosing plant-based sources, while overall, protein is linked to improved energy and disease resistance.

As a supplier, we offer high-quality protein sources and flavor solutions to meet these diverse needs. Our flavor experts also help mask off-notes in protein-rich products, making them more enjoyable across all demographics.

By partnering with us at IFF, you’ll create products that not only meet nutritional needs but also excite and satisfy consumers and help you achieve business goals.

Sources: Harvard Health, WebMD, Food Insight, smartproteinproject.eu

Digestive Wellness

Consumers’ focus on digestive wellness has been one of the biggest drivers in food and nutrition and will continue to play a major role. It’s no surprise, as digestive health is a significant concern. According to the WHO, 1 in 3 people will experience a digestive issue, from bloating to conditions like IBS, at any given time.

Digestive wellness spans several key areas:

Probiotic Dairy: Probiotics are now a household term due to their fermentation benefits. Asia leads the way, accounting for 75% of new probiotic launches in 2023, mostly in dairy.

Gluten-Free: Starting 25 years ago, the gluten-free trend remains strong, attracting consumers focused on managing digestive health.

Fiber-Rich Foods: Labels like “source of fiber” are widely recognized and associated with digestive health, with about 25% of consumers increasing fiber intake.

Lactose-Free Dairy: Global demand for lactose-free options is rising, with 14% of consumers avoiding lactose, and even higher rates in Spain (16%) and Brazil (22%).

Plant-Based Dairy Alternatives: Naturally lactose-free, plant-based dairy alternatives continue to grow, although there was a slight slowdown in 2023, signaling the need for fresh positioning.

As a supplier, we offer innovative ingredients like high-quality probiotics, fiber-rich solutions, and plant-based proteins.

Our flavor experts also craft customized profiles to enhance the taste and appeal of digestive wellness products, ensuring they deliver both nutritional benefits and a satisfying experience based on consumer insights.

Weight Management

Weight wellness, digestive health, and “feeling better” drive consumer choices. By 2035, over half the global population may be overweight, with 1.3 billion projected to have diabetes by 2050.

As weight management gains attention, new medications are raising awareness but come with side effects and high costs, prompting a shift towards healthier eating habits. In the US, anti-obesity drug sales hit $1.1 billion in one quarter of 2023, and nearly half of adults are interested in these treatments—a trend likely to grow globally.

Around 30% of consumers seek diets for weight management, offering companies an opportunity to add health benefits to their products.

At IFF, we provide proteins, fibers, probiotics, and flavors, along with insights to co-create satisfying, high-protein foods that support weight management. Let’s co-create to make every bite and sip count!

Sources: CDC Newsroom, Forbes Health, NHI.gov

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Health & Wellness

Elevate Your Journey with Innovative Wellness Solutions

Health & Wellness Trends and Consumer Insights

Proactive Self-Care

1 out 2 of global consumers say

Sensorial Delights

45% of consumers say

Weight Management & Dietary Restriction

60% of consumers are looking

Fortified Functional Products with Results

Diving Deeper into Health & Wellness with IFF

Salt Reduction

Transform Ideas into Market-Ready Innovations