More and more people around the world are turning to food and beverages that offer them functional added value and are tailored to their personal needs. This growing demand is also reflected in a survey conducted by Innova Market Insights: 42 % of respondents said that a product’s health benefits were a key quality criterion for them. According to the survey, one in five is willing to pay more for functional ingredients that address specific health issues (Innova Market Insights: Global Ingredient Trends 2025).
How manufacturers score in the marketplace
This opens up a wide range of innovation opportunities for food and drink manufacturers. By highlighting certain ingredients on the packaging, the functional added value of a product can be better communicated and health-conscious target groups appealed to. The micronutrient experts at SternVitamin help manufacturers to develop innovative products that are tailored to specific target groups and at the same time enable health claims to be made. Based on nutritional trends, the company develops customized micronutrient premixes that reflect current market demand in line with trends.
Personalised nutrition as a key topic
Personalised nutrition was highlighted as one of the key themes in Innova’s Nutrition Trends 2025 study (Innova Market Insights: Top 10 F&B Trends 2025). “Consumers are increasingly attaching importance to products that are specifically tailored to their stage of life or their specific health needs. This applies to dietary supplements as well as to food and beverages,” explains Anna Schäfer, Junior Product Manager at SternVitamin. SternVitamin’s focus is particularly on women’s health. Hormonal changes during pregnancy and menopause mean that women of different ages and stages of life want to actively support their bodies. With premix solutions such as SternWoman 45+, which contains plant extracts such as green tea and blackcurrant extract in addition to various vitamins and minerals, SternVitamin supports interested companies from idea generation to product development.
From nutrition trends to functional products – focus on micronutrients
As Innova’s nutrition trends show, there is growing interest in a wide range of health trends, and increasingly in products with functional added value. With an annual growth rate of 6.4 %, this trend is also reflected in the market for new products enriched with vitamins and minerals (Innova Market Insights, CAGR 2020-2024).
The “beauty from within” trend represents a holistic approach to health that aims to enhance beauty from within. For example, vitamins such as A, C and E are important for a strong skin barrier, while various B vitamins are important for beautiful and healthy hair.
In addition to physical health, consumers are also interested in mental health. Globally, 36 % of respondents cite mental and emotional wellbeing as a primary health goal (Innova Lifestyle & Attitudes Survey, 2024). In line with this, SternVitamin has developed the Matcha Wafer Snack with the SternPowerUp premix, which supports cognitive performance with a blend of B vitamins, vitamin C, zinc and matcha powder, and can reduce the occurrence of fatigue.
The gut is also increasingly becoming the focus of health-conscious nutrition. Scientific research shows that a healthy microbiome is essential for the immune system, digestion, and even mental wellbeing. Manufacturers offering innovative solutions for holistic gut health are thus tapping into another growing market segment. Anna Schäfer: “With SternGutFeeling, SternVitamin has an innovative premix solution consisting of short-chain fructooligosaccharides, vitamins C, D, E, zinc and selenium in its portfolio, and supports manufacturers in product development with scientific expertise in micronutrients.”