How gut health and protein-rich diets are transforming the way we eat

People are changing how they think about food, treating it as part of their daily health routine rather than just fuel. Gut health and protein-rich diets now play a central role in how many approach eating. This shift is reshaping the global food market, with sales of functional foods set to climb sharply in the next decade.

In 2024, younger shoppers—especially Gen Z and millennials in the US, UK, and Germany—began buying more functional foods. They turned to cereal bars for quick nutrients, energy, and sleep support. Mykoprotein-based products also gained popularity for their high protein content and sustainability. Brands like Munk-Pack, General Mills, and Nestlé led the way, with keto granola bars and personalised supplements appearing in major retailers.

Protein has become a top priority for nearly 60% of global consumers. Six in ten now actively add more protein to their meals, seeing it as key to overall health. Small, practical choices—like starting the day with protein or pairing lean meats with whole grains—make healthy eating feel achievable.

The digestive health market, including probiotics and prebiotics, already made up over a quarter of global sales in 2023. Experts expect this sector to keep growing as more people look for foods that aid digestion and long-term wellness. By 2035, the functional foods market could reach $419.1 billion, up from $246.5 billion in 2025.

The way people eat is evolving, with a focus on meals that provide lasting energy, support digestion, and improve long-term health. Younger generations are driving demand for functional foods, moving away from traditional supplements. As this trend continues, the market for health-focused products is set to expand significantly in the coming years.