What's Happening?
In 2025, protein and fibre have been dominant in the functional ingredients market, with consumers heavily investing in products that boast high levels of these nutrients. The trend, known as 'fibremaxxing,'
has been particularly popular, driven by social media influences. However, market analytics company Mintel forecasts a shift in consumer behavior for 2026, where the focus will move from maximizing nutrient intake to diversifying dietary sources. This change is expected to lead to a decline in the 'maxxing' culture, as consumers start to prioritize a varied diet over sheer quantity. The diversification will involve combining different plant-based proteins to create nutritionally complete profiles, such as the combination of rice and beans. Additionally, ingredients like wheat bran, chia seeds, hulled hemp seeds, legumes, dried fruits, and nuts are anticipated to gain popularity.
Why It's Important?
The predicted shift towards dietary diversity is significant as it suggests a change in consumer priorities from quantity to quality and variety in nutrient intake. This could have broad implications for the food industry, potentially affecting product development and marketing strategies. As consumers seek a wider range of nutrients, companies may need to innovate and offer products that cater to this demand for diversity. Nutritionists emphasize that dietary diversity is crucial for optimal health, as no single food provides all necessary nutrients. This shift could lead to improved health outcomes for consumers, as a varied diet offers a broader spectrum of macro and micronutrients, polyphenols, and beneficial bacteria, which work synergistically for health.
What's Next?
As the trend towards dietary diversity gains momentum, food companies may need to adapt by developing new products that offer a variety of nutrient sources. This could involve reformulating existing products or introducing new ones that combine different ingredients to achieve complete protein profiles. Industry experts and nutritionists are likely to continue advocating for the benefits of dietary diversity, potentially influencing consumer education and marketing campaigns. The shift may also prompt further research into the health benefits of diverse diets, potentially leading to new insights and recommendations for consumers.
Beyond the Headlines
The move towards dietary diversity could have deeper implications for the food industry, including ethical and environmental considerations. As consumers become more aware of the benefits of diverse diets, there may be increased demand for sustainably sourced ingredients and transparent supply chains. This could drive companies to adopt more ethical practices and focus on environmental sustainability. Additionally, the trend may influence cultural perceptions of food, encouraging a broader acceptance of diverse ingredients and culinary traditions.
