‘More Per Bite’ Nutrition Drives Functional Ingredient Demand in Europe
European ingredient suppliers are pivoting from single-claim products to multi-functional, holistic formulations, driven by consumer demand for nutrient density and health optimisation. New technologies like AI and advanced fractionation are critical for scaling these innovations while maintaining organoleptic properties.
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London, United Kingdom — 03 June 2026
Food and beverage innovation is shifting towards a 'more per bite' paradigm, where products offer multiple health benefits without compromising taste or affordability. This transition moves beyond isolated claims to focus on holistic wellbeing, encompassing energy, satiety, digestion, mood, cognition, and healthy ageing. Ingredient suppliers such as Valio, Hydrosol, IFF, FrieslandCampina Ingredients, and dsm-firmenich report intensified demand for solutions that enable nutrient-dense, enjoyable, and scalable products.
Annamari Lammi, Senior Vice President for Business Unit Powders at Valio, highlights that consumers increasingly view food as a tool for personal health management, optimising everything from cognitive performance to mood. This trend suggests strong growth potential for 'mood foods' and nutrient-dense, high-protein options, especially as weight management medications gain mainstream adoption. Valio leverages dairy ingredients for their natural combination of high-quality protein and essential nutrients, focusing on applications that deliver multiple benefits, from digestive comfort to metabolic support.
Dr. Dorotea Pein, Director for Technology and Innovation at Hydrosol, confirms the industry's move towards holistic health propositions. Hydrosol prioritises delivering benefits in affordable, palatable products, observing a rise in personalised nutrition, particularly for segments like 'best-agers'. FrieslandCampina Ingredients notes that protein is now a baseline expectation, with 60% of consumers actively seeking to increase intake, driven by healthy ageing and GLP-1 users. Brands must focus on high-quality, convenient, and enjoyable protein formats to meet this demand, solving technical challenges in ready-to-drink, bar, and ready-to-mix applications.
Innovation extends to hybrid protein systems and advanced processing. Hydrosol is developing hybrid concepts that blend plant, yeast, and fermented proteins, reducing animal fat content while adding fibre and plant-based proteins without taste reduction. dsm-firmenich highlights the importance of maintaining flavour and texture in alternative proteins, addressing issues like plant-protein off-notes using technologies like Vertis TVPs with ModulaSense. Valio employs advanced filtration and fractionation to precisely separate and recombine milk nutrients, enabling personalised nutrition and valorising side streams. IFF's Christian Adams and dsm-firmenich's Dirk Lippits underscore the role of biotechnology, AI, and digital sensory science in accelerating ingredient development, screening strains, and optimising formulations to reduce experimental cycles.
What this means for United Kingdom
UK supplement manufacturers face immediate pressure to reformulate product portfolios to align with holistic health trends, particularly for healthy ageing and cognitive support. Procurement leads must secure agreements for advanced protein systems and functional ingredients, anticipating increased MOQs and potentially longer lead times for novel biotechnologies. Regulatory teams should prepare for evolving compliance scrutiny on multi-claim products, ensuring substantiation aligns with MHRA and FSA guidelines. Brands differentiating on nutrient density and sensory experience will gain a competitive edge in a market where taste remains the primary driver for repeat purchases, especially in the competitive Boots and Holland & Barrett channels.
Ultimately, despite technological advancements, consumer acceptance hinges on taste. IFF's Vanessa Bergamini stresses that the most impactful innovation makes healthier choices synonymous with delicious ones. Brands must integrate ingredient and taste partners early in development to ensure nutritional performance does not compromise sensory appeal.
Many leading brands in this category are manufactured in partnership with Supplement Factory.