With years of experience collaborating with innovative brands, Applied Food Sciences (AFS) has identified the top trends that will shape the natural products industry in the coming years.
1) The Shroom Boom!
Functional mushrooms are no longer just a wellness trend—they’re emerging as a staple ingredient in products that promote cognitive health, stress relief, and immunity. According to market research, the global functional mushroom market is projected to reach $24.85 billion by 2029, driven by increased interest in products that support cognitive health, immunity, and stress relief [i]. Mushrooms like lion’s mane, reishi, and cordyceps are particularly appealing for their clinically backed benefits and versatility in various applications. With consumers increasingly seeking holistic, plant-based solutions, incorporating mushrooms offers a unique way to meet this demand while differentiating product offerings.
Solution: MycoThrive™ functional mushrooms – a premium line of high-quality, research-backed functional mushroom extracts. Made using only 100% fruiting bodies, MycoThrive™ ensures purity, free from grain fillers or growth medium byproducts. AFS’ state-of-the-art extraction process maximizes potency and bioavailability, delivering higher levels of active compounds. Additionally, AFS is conducting ongoing clinical research to further demonstrate the exciting benefits of each of its MycoThrive™ varietals and give functional mushrooms more credibility in the market.
Learn More: AppliedFoods.com/MycoThrive
As consumers seek holistic ingredients like functional mushrooms for cognitive health and stress relief, they’re also looking for energy solutions that offer more cognitive benefits like focus—especially those that go beyond conventional caffeine.
2) Focused Energy with Fewer Jitters
Consumers are seeking energizing ingredients that sharpen focus without the jitters—enter the next generation of caffeine. The average U.S. consumer will have around 220 mg of caffeine per day [ii]. However, conventional forms of caffeine can have unwanted side effects, like anxious, jittery feelings that make it hard to sit still and focus [iii]. This is because caffeine traditionally stimulates the release of epinephrine in the body (better known as adrenaline), which can produce a similar experience to our “fight or flight” response [iv]. While the sudden muscle tremors and an accelerated heartbeat may be helpful in life-threatening situations, those jittery sensations are not beneficial when studying for a college midterm or preparing a TPS report for Mr. Lumbergh (cue the Office Space memes).
Solution: AmaTea® Max organic guayusa extract – a clinically studied ingredient that enhances cognitive performance, including focus, working memory, and mental processing speed… all with fewer jitters than other forms of caffeine! AmaTea® Max comes from Guayusa (Ilex guayusa), hailed as an Amazonian “super leaf” thanks to exceptional antioxidant properties and unique caffeine content. AFS developed a patented extraction process to enhance the plant’s naturally occurring compounds to provide a nootropic ingredient for mood & daily focus.
Learn More: AppliedFoods.com/AmateaMax
As consumers prioritize jitter-free focus and mental clarity, they’re also seeking natural solutions to boost their immunity, especially in organic and plant-based forms.
3) Organic Immunity Moves
While organic, plant-based immune support is becoming a cornerstone of consumer health routines, it may come as a surprise that most vitamins are synthetically derived. Strange considering U.S. organic sales are ascending to new heights year over year, surpassing $62 billion in sales in 2020 [v]. Vitamins are one of the last ingredient segments to align with this trend, even though more than 70 fruits and vegetables contain nutritious levels of vitamin C that can contribute to a healthy diet. The recommended value of Vitamin C for adults is 90 mg daily [vi]. Unfortunately, many natural sources are not potent or stable enough to reach those levels in most beverage applications. Thanks to ongoing efforts in ingredient discovery and new extraction techniques, companies have been working to develop vitamin C extracts derived from nature.
Solution: PurC® organic vitamin C – a water-soluble acerola extract standardized to 25% vitamin C (ascorbic acid). Acerola is one of the highest concentrations of natural vitamin C on the planet, containing 70 times more vitamin C than other fruits and vegetables by weight [vii]. Meaning a little of this water-soluble 25% vitamin C extract packs a healthy punch. This innovative ingredient adds a deliciously light tart flavor with a hint of sweetness to beverages, gummies, foods, and supplements. Available in Natural and Organic.
Boost your organic vitamin C here! AppliedFoods.com/PurC
While immunity is a key focus, many consumers are also becoming more aware of the importance of liver health and detoxification in maintaining overall wellness.
4) Rejuvenate, Revive, and Recover
With rising awareness of detoxification and liver health, consumers are looking for ingredients that actively support the body’s natural ability to eliminate toxins. Our liver plays an important role in many health functions. One of its primary functions is to filter and eliminate toxins at the cellular level. From excess hormones impacting our health to synthetic chemicals and plastics, these substances need to be effectively processed by the liver and eliminated from the body. It’s time to give the liver the active ingredients it needs to do the job right.
Solution: Preventium® D-Glucarate – a powerful ingredient that helps remove harmful toxins, chemicals, and carcinogens from the body. D-Glucarate fortifies our detoxification pathways by supporting liver function. Other benefits include hormone balance, immune health, detoxification, and support for healthy aging.
Learn More: AppliedFoods.com/Preventium
While detoxification plays a critical role in maintaining overall health, many consumers are also exploring natural ways to enhance digestion and wellness through powerful ayurvedic spices like turmeric and ginger.
5) Indian Spices for Flavor & Health
The fusion of bold Indian spices like turmeric and ginger into beverages is bringing both functional health benefits and exotic flavor profiles to the forefront of product innovation. According to Mintel, consumers associate Indian spices, like ginger and turmeric, as comforting and functional, making them ideal for expansion into beverage applications [viii]. Turmeric brightens the beverage experience with a vibrant golden-orange color and an on-trend aromatic flavor. Ginger remains a trusted digestive herb that provides a comforting, warming spice. These flavors pair perfectly with fruits and floral essences to bring over-the-top notes back down to earth and add complexity to any beverage. The only problem is that gingerols and curcuminoids, the active compounds in these ayurvedic ingredients, are hydrophobic, meaning they tend to settle and fall out of liquid applications.
Solution: PurTurmeric® & PurGinger® are organic ginger and turmeric extracts designed for beverage use. PurGinger® and PurTurmeric® inspire beverage formulations with bold, spicy flavors and vibrant colors that are highly water-soluble. These two shelf-stable ingredients are especially appealing for brands looking to scale and add consistency to their formulas.
Request a sample: AppliedFoods.com/PurGinger, AppliedFoods.com/PurTurmeric
About Applied Food Sciences
As the functional food and beverage market evolves, AFS remains at the forefront, driving innovation and delivering high-quality, science-backed ingredients that meet consumer demands for efficacy, transparency, and sustainability.
Citations:
[i] Functional Mushroom Market Size, Share & Trends Analysis Report By Product Type (Reishi, Shiitake), By Application (Food & Beverage, Pharmaceutical), By Region (EU, APAC, North America), And Segment Forecasts, 2024 – 2030
[ii] Fredholm, B. , Battig, K. , Holmen, J. , Nehlig, A. & Zvartau, E. Actions of Caffeine in the Brain with Special Reference to Factors That Contribute to Its Widespread Use. Pharmacol. Rev. 51, 83–133 (1999).
[iii] Mayo Clinic Staff Writers. Caffeine: How much is too much? 2021
[iv] Krieger DR, Kalman DS, Feldman S, et al. The Safety, Pharmacokinetics, and Nervous System Effects of Two Natural Sources of Caffeine in Healthy Adult Males. Clin Transl Sci. 2016;9(5):246-251. doi:10.1111/cts.12403
[v] McNeil, Maggie. Organic Trade Association survey says swing to home cooking in pandemic ignited sales. May 2021.
[vi] FDA, Daily Value on the New Nutrition and Supplement Facts Labels. 2022
[vii] Morton J. Barbados Cherry. In: Fruits of Warm Climates. Miami: Julia F. Morton. 1987;204-207. 2014
[viii] Allmann, Emma. Mintel. U.S. Menu Trend Spotting: Indian-Inspired Beverages. 2022
