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02-December-2025 | Kayt Sukel
Desired Benefits, Functional Ingredients
What ultimate function consumers seek can and does vary. Datassential’s current trends put heart health at the top of the list, followed by immune support, energy, gut health, and hydration. But many consumers are also interested in cognitive support, as well as foods that can help with stress or balance hormones.
That said, Hannah Ackermann, vice president of marketing & nutrition affairs at ingredients company COMET, says one of the biggest trending functional ingredients right now is protein. It seems that new products, as well as old standards, are hitting grocery store shelves with added protein every day.
While protein is great, the vast majority of Americans meet their protein goals without the addition of protein to products.
– Hannah Ackermann, COMET
“It feels like protein is everywhere right now. There’s a huge demand,” she says. “And while protein is great, the vast majority of Americans meet their protein goals without the addition of protein to products. In fact, many Americans are likely over their protein goals.”
Joanne Slavin, a professor in the Department of Food and Nutrition at the University of Minnesota, Twin Cities, who specializes in dietary fiber and protein needs across the life cycle, agrees.
“Protein is definitely having a moment right now, both in supplements and food products, but, for most people, it’s just extra calories,” she says. “And when we think about functional foods, we should be asking ourselves what people need, what nutrients they are actually deficient in so we can create the foods that are as functional as possible for people.”