The global store shelf will soon offer American consumers foods that move beyond addressing health concerns to those which improve their mood, firm their skin and sharpen their intelligence.

According to the Emerging Health and Wellness Culinary Trend Mapping Report, from the Center for Culinary Development (CCD) and Packaged Facts, the next wave of functional food and beverage trends appeal to aging boomers, anxious to maintain a youthful appearance and healthy body, as well as to younger generations hoping to feel and look their best.

“What better way to reach consumers than through something that tastes good, while speaking to our deepest need to take control of our own health and happiness?” proclaimed Kimberly Egan, CEO of CCD.

The report charts global wellness trends that target niche functions such fending off facial wrinkles and increasing satiety. It discovers that unique ingredients, like collagen, amino acids, newly developed fibers, and even age-old herbs like ginseng, are transforming familiar foods into wellness products. Juices, smoothies, soups, marshmallows and even frozen vegetables are getting a makeover so consumers can, too.

One of the trends noted was that of “Heutrition”, or nutrition by color, which encourages consumers to eat fruit and vegetables which have a variety of different colours. The report also finds that there is a range of new options from the more scientific, such as brain enhancing foods fortified with specific nutrients, to immunity foods, offering more health related benefits, and mood foods, which claim to improve the consumer’s day.

The study established that Americans were beginning to embrace cuisine from Western Europe and Japan and, despite the recent emergence of the health and wellness trend, the average American already spends $90 a year on functional foods and beverages leading to total sales of $27b last year.

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