Category shifts in functional ingredients are already impacting supplement R&D and are likely to extend into food and beverage innovation over the next two years, according to new research from Mintel and Black Swan Data.
The report, “Functional Ingredients to Watch in 2026″, draws on consumer conversation analysis, market data and product launch insights to track ingredient trend evolution.
Mintel and Black Swan’s research has identified muscle recovery, cognitive health and skin support as three spaces of growing consumer interest and opportunity for industry stakeholder investment.
Recovery trumps bulking as fitness goals evolve
The research points to a clear change in how consumers define fitness, “shifting away from building muscle to restoring, repairing and sustaining the body for long-term well-being,” the report stated.
Mintel data cited suggests this shift is already influencing purchasing decisions, with 30% of U.S. consumers surveyed who use sports or performance drinks saying they do so for workout recovery. Among non-alcoholic beverage consumers, 22% say recovery benefits are important when choosing products.
The same change is visible in supplement-related conversations, as products “that boost recovery and aid tissue repair are on the rise,” according to the report, reflecting what the authors described as a wider movement away from performance-driven goals.
Recovery-focused products are already firmly integrated in the food and drink categories, but the report suggests the space is not fully developed.
“When we do a similar analysis in Snacking and Beverages, we see trends related to post-exercise recovery are already well established,” the authors wrote, noting that more specific benefits such as tissue repair and muscle maintenance are currently in less demand.
Innovative applications for collagen, creatine and oat protein
The report identified several ingredients with potential to support recovery-led positioning across categories.
Collagen peptides, which remain closely associated with ingestible beauty claims in the United States, were identified as one example. Mintel’s data shows that 52% of U.S. products featuring collagen peptides highlight skin, hair and nail benefits, while 26% reference high or added protein.
However, “because collagen is linked to bones and joints, there’s potential to use it more in sports nutrition for recovery,” the report noted. Vital Proteins Collagen and Protein Shake launch last year is one recent example of how a brand has successfully cross-integrated collagen peptides into the sports nutrition space.
Creatine was also flagged for its broader application potential as “a simple way to turn products into performance-boosting, recovery-friendly options,” the report stated. Among U.S. creatine launches, 61% highlight energy and 41% focus on weight or muscle gain.
Oat protein, while still relatively uncommon in North America, was also positioned as an option aligned with clean-label expectations.
“For food and drink brands, oat protein is a clean-label option that could power recovery-focused products for athletes and active consumers,” the authors wrote.
Cognitive health extends beyond short-term focus
According to the report, cognitive health emerged as another area of sustained growth as “for more and more Americans, taking care of the brain is becoming just as important as taking care of the body.”
Mintel research shows that 33% of U.S. consumers would ideally like their diet to support healthy brain function. At the same time, 21% say brain support is a feature they would pay more for in carbonated soft drinks.
Long-term cognitive resilience was noted to be a key driver in nutritional supplements as well, with consumers specifically seeking support for “long-term brain health and a desire to be more productive.”
Food and drink products, however, remain more focused on immediate benefits.
“Immediate consumer needs like Improves Focus and Attention are well established in Snacking and Beverages,” the report stated, while noting that benefits linked to neuroplasticity and neuroprotection remain largely confined to supplements.
The report also highlighted a selection of functional ingredients that could help brands bridge the gap between supplements and everyday formats. For example, “postbiotics offer a way for brands to enter the cognitive health space by connecting gut wellness with brain support,” the authors noted, adding that only a small share of global launches currently reference brain or nervous system benefits.
Cognizin, a branded form of naturally occurring brain chemical citicoline, was also identified as an emerging option.
“For food and drink brands, Cognizin offers a way to create cognitive-boosting products that tap into the growing demand for focus and mental performance,” the report stated.
Skin support shifts toward prevention and healthy aging
Skin support was the third wellness space examined, with the report revealing a disconnect between consumer behavior and food and drink innovation.
“Interest in edible and drinkable beauty solutions is growing and growing,” the report said, despite data reflecting that fewer than one percent of U.S. food and drink launches currently feature beauty benefit claims.
In supplements, the conversation is broadening beyond traditional skincare needs as consumers desire “prevention, not perfection—moving from short-term fixes to functional defense and ingredients that future-proof their skin from within."
Hyaluronic acid, astaxanthin and glutathione, all well-known topical ingredient options, were showcased as candidates for beauty-from-within positioning in functional foods and beverages.
Supplements continue to signal what comes next
Across recovery, cognition and skin health, the report positioned supplements as an early indicator of where functional ingredient innovation is headed.
“The Vitamins, Minerals and Supplements category is like an early testing ground for functional ingredients,” the authors observed, with many trends appearing first in pills and powders before moving into food and drink.
As those shifts continue, credibility remains a central challenge, with the report recommendation that brands “bridge the gap between real efficacy, scientific claims and bold branding.”
