For some time, health-conscious shoppers have been driving demand for functional food and drink, and what was once a niche category has firmly entered the mainstream. The Natural & Organic Food Show has been at the heart of this movement for 30 years. Formerly known as NOPEX, we’ve been connecting retailers with the best functional food and drink brands on the market, platforming the innovation that continues to grow year on year. For retailers and trade buyers, the opportunity has never been greater. Here’s what you need to know 👇
What is Functional Food and Drink?
In a nutshell, functional food and drink are products designed to deliver a specific health benefit beyond standard nutrition. Whether that’s supporting gut health, boosting energy, aiding recovery or simply maintaining everyday wellness – these are products built with purpose!
Picture this: it’s mid-afternoon, your energy is dipping and your focus is fading. Instead of reaching for a coffee, you grab a nootropic drink designed to sharpen concentration. Or perhaps you start your morning with a gut-health shot before a long day of meetings, or wind down with a magnesium-infused snack to help you sleep. These aren’t niche wellness rituals anymore, they’re everyday habits for a growing number of consumers.
Why Retailers Should Be Paying Attention
The commercial case for stocking functional food and drink has never been stronger. The UK functional beverage market is now worth £2.2 billion and has grown at a rate of 5.6% year on year (according to Ibis World) and that trajectory shows no sign of slowing. Across the broader food and drink category, consumer appetite for products with a clear health purpose is consistently outpacing the market average, and that gap is widening.
What’s driving it? A generation of shoppers who treat what they eat and drink as an active investment in their health. These consumers are reading labels, researching ingredients and seeking out brands that can demonstrate real, tangible benefits. They’re also willing to pay a premium for products they trust, which means higher basket values and stronger margins for retailers who get their ranging right.
For retailers, the ones generating real buzz are still being discovered in independent and specialist settings first. Stocking them early isn’t just good for sales; it signals to your customers that you’re ahead of the curve.
The Trends to Watch
Gut health, from probiotics to postbiotics Gut health is now a mainstream priority, with many consumers optimising this for overall wellbeing. Innovation has moved well beyond probiotic yoghurts, with fibre-infused sparkling water, fermented shots and an emerging wave of postbiotic ingredients all gaining ground. As understanding of the gut-brain axis grows, so will this category.
Adaptogens and stress relief Adaptogens like ashwagandha, reishi mushroom and rhodiola rosea have crossed over from specialist supplements into everyday food and drink formats, including sparkling teas, functional coffees and snack bars. Stress relief is now one of the top global drivers of food and beverage innovation, according to Innova Market Insights.
Nootropics and cognitive performance Consumers are increasingly turning to food and drink to support focus and mental clarity. Ingredients like CBD, lion’s mane mushroom, L-theanine and magnesium are appearing in nootropic drinks, functional coffees and mood-supporting snacks.
Sleep and recovery Sleep or improved sleep is fast becoming one of the most-wanted functional benefit among UK consumers, with 42% wanting to see it better addressed in functional drinks. Magnesium-rich formats, adaptogen-infused wind-down drinks and botanical nightcap alternatives are becoming part of consumers night time rituals,
Where to Discover the Best Functional Food and Drink Brands
Finding the right brands to stock shouldn’t mean endless cold outreach and sampling packs. The Natural & Organic Food Show brings the best of the functional food and drink world under one roof, giving buyers and retailers direct access to the innovators shaping what consumers will be reaching for next.
Whether you’re looking to strengthen an existing range or identify the next breakout brand, the show is the most efficient and inspiring way to do it – with expert-led talks, curated exhibitors and a community of like-minded trade professionals to connect with.
Join us at the Natural & Organic Food Show – now part of the NEW London Food & Drink Festival on 16-17 September. Register your interest in attending HERE.