Functional Health Claims Rise in Global Food and Drink Launches
According to new data from Mintel, nearly 24% of new product launches in the global food and drink sector now include functional health claims. This marks a significant rise from 17.1% in 2022 to 23.8% in 2025, as reported by Mintel’s Global New Products Database. Within the UK, 10% of food and non-alcoholic drink launches in the 12 months leading up to May featured such claims, up by two percentage points compared to the previous year.
The most prevalent claims in new product development (NPD) cover energy, muscle and weight management, immune support, digestive and bone health. In particular, claims related to energy, gut health, and the brain and nervous system have shown the fastest growth over the year to May. In the UK, energy and digestive health claims appeared on 3% and 2% of food and non-alcoholic drink launches, respectively, an increase from 2% and 1% the year before.
A notable trend is the increase in non-alcoholic drinks featuring claims about the brain and nervous system, which rose to 7% of launches in the year to May 2026, up from 4% in the previous year. Emma Clifford, Mintel’s associate director for UK food & drink, noted that functional claims provide brands a way to demonstrate value and justify their place in consumer shopping baskets amid financial strain and low consumer confidence.
Hydration and Beauty Claims
Hydration claims, particularly those mentioning electrolytes, are also on the rise, with 6% of UK non-alcoholic drink launches including such claims, doubling from the previous year. Clifford pointed out that electrolytes have expanded beyond traditional sports drinks into carbonated soft drinks.
Additionally, 3% of new product launches involved claims related to beauty, skin, hair, or nails, up from 2% the year prior. Clifford mentioned there is considerable potential for further growth in the 'beauty from within' sector.
The trend of promoting gut health has led to increased interest in products like Warburtons' Fibre Fix, which caters to consumers looking to increase their fibre intake. However, some brands, such as Poppi with its soda range, have faced criticism for claiming health benefits without sufficient fiber content to support probiotic claims.
Clifford emphasized the need for brands to go beyond simple 'high fibre' claims to differentiate themselves in the competitive gut health market.
