The company conducted the online survey from March 1 to 7, 2026, and collected 11,179 responses in total.
It found that 28.4% of respondents have consumed functional foods in the past year. While 15.4% did not take FFCs in the past year, they have used them before.
Additionally, 38.7% said that they “know about functional foods but have never used them”, suggesting a high awareness rate of over 80%.
Notably, both current users of and people with experience taking functional foods are more likely to be women. Among females in their 30s to 70s, around 50% of them have consumed FFCs, which is slightly higher than other age groups.
On the other hand, the percentage of those “unaware of functional foods” is slightly higher among men in their teens to 40s.
The categories of FFCs purchased in the past year include tea-based beverages, health teas, coffee or black tea beverages, cocoa and dairy products, each accounting for slightly less than 20%, while soft drinks, carbonated drinks, and fruit or vegetable juices made up 9.6%.
Among respondents who are aware of FFCs, over 30% expect to see results. This figure rises to over 60% among those who have used them in the past year.
Based on the respondents’ comments, their reasons for purchasing FFCs include “it seems good for the body” and “a source of reassurance or comfort”. Nonetheless, of those who purchased in the past year, slightly less than 20% felt an effect and over 30% did not.
Approximately 26% of respondents intend to purchase FFCs in future. This number increases to over 30% among women and nearly 40% among people who have purchased functional foods in the past year. Those who have no intention of buying constitute slightly over 30%, signaling a gap between awareness and uptake.
Needs and demands
The survey also asked the respondents who purchased FFCs in the past year on the functionality of products that they seek.
The results showed that 40.4% bought FFCs for reducing triglycerides and decreasing body fat, 29.6% for improving intestinal environment, regulating bowel movements and enhancing digestive health, and slightly over 20% for cholesterol management and maintaining immune function respectively.
Specifically, gut health and immune support have greater demand among women in their 60s while bone health and joint health support are more sought after by women in their 70s.
As for the male respondents, weight and waist reduction and improvement of body mass index is more popular among men in their teens to 50s. Additionally, men in their 60s are looking for blood pressure management products.
Importantly and in line with global trends, stress reduction tends to be a bigger purchase driver among the younger age groups.
