Functional foods and beverages are continuing to trend upward, but emerging trends are differing from the past bestsellers like probiotics and ketogenic fats. Now, consumers are looking for something different.

To capture current consumer trends, The Fresh Factory examined emerging food and beverage statistics in February 2026 to see what consumers are actually buying—and the results are somewhat predictable but also surprising.

According to The Fresh Factory, consumers today are increasingly looking for high-protein functional foods in order to support GLP-1 use, build strength, and promote energy support. Protein is also finding its way into combination products, often paired with probiotics or fiber.

Nootropic foods are also on the rise, according to The Fresh Factory, with younger consumers looking to improve focus, boost their mood, and reduce stress. Some of the brain food ingredients that are growing in popularity include magnesium L-threonate, citicoline, ashwagandha, lion’s mane and L-theanine.

For the full list of functional food and beverage trends, visit The Fresh Factory.

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