Health Continues to Shape Spending

Health continues to shape how consumers spend. 1 in 3 say it is a top priority beyond essentials, and 59% take a proactive approach to healthy living. Functional food is moving into daily routines, covering mental, physical, and metabolic needs rather than occasional use.

Mental wellbeing is gaining weight. 2 in 3 consumers link feeling well to being mentally positive, while 2 in 5 cite stress and anxiety as key concerns. Yet only 1 in 4 have purchased functional F&B for stress or anxiety in the past year, indicating room for growth. Expansion is seen in:

• Vitamin-enriched formats

• Botanicals for sleep support
• Mood-linked indulgence across beverages and dairy

Physical health remains the main driver. Weight and metabolic concerns continue to shape choices, with 54% of consumers limiting sugar citing weight as the reason. Immune health also remains strong:

• More than 1 in 4 consumers purchase functional products for immunity
• +10% CAGR growth in immune health claims within beverages

Drinks are leading this space.

Function now sits alongside label expectations. Digestive and gut health claims are growing (+5%), supported by wider recognition of their link to overall wellbeing. At the same time, the following are no longer differentiators:

• Sugar reduction

• Minimal processing
• Naturally occurring sugars

Products that deliver function and meet these expectations will move faster.

Explore the next wave of wellness at THAIFEX – Anuga Asia.