Get expert insights on USA Functional Food Market, size at USD 92 billion in 2023, showcasing growth opportunities and future trends.

The timeline presents the dollar sales of probiotic ingredients in the United States from 2014 to 2024. U.S. dollar sales of probiotic ingredients amounted to 370.84 million U.S. dollars in 2017 and are projected to grow to 2.638.77 million U.S. dollars by 2024.

The revenue generated by the functional food market worldwide is expected to increase substantially between 2013 and 2022, from about *** billion U.S. dollars to about *** billion U.S. dollars. What are functional foods? The Mayo Clinic defines functional food as food that potentially has an added benefit beyond basic nutrition. An example of a functional food is sardines, which provide nourishment but also are rich in omega-3 fatty acids which could help prevent heart disease. Functional foods also include dietary supplements such as vitamins, minerals, and dietary fiber. Between 2015 and 2024, global sales of vitamins are expected to nearly double. Vitamin market in the United States Vitamin supplements are a great way to make sure one is getting enough essential nutrients that might be missing from one’s diet. There are many different types of vitamins on the United States market, but the type with the highest category penetration is adult multi-vitamins which contain more than one type of vitamin in a single pill. In terms of brands, private label multivitamins had higher dollar sales than any name brand, at ***** million U.S. dollars in 2018.

The U.S. functional food market is set to grow at more than 5.23% CAGR from 2025 to 2030, driven by rising health awareness and demand for fortified foods.

The functional food ingredients market is projected to grow from USD 12.06 billion in 2025 to USD 23.06 billion by 2035, implying a 6.7 % CAGR during the forecast period.

Top Countries Manufacturing, Formulating, and Commercializing Functional Food Ingredients

The United States functional food market was valued at USD 77.58 Billion in 2024 and is expected to grow at a CAGR of 6.00%, reaching USD 138.93 Billion by 2034. The market is driven by the rising health consciousness and demand for nutrient-enriched foods across the region.

Key Market Trends and Insights

• Proteins and amino acids continue to gain traction due to rising fitness trends and demand for muscle-repair functional foods.
• By ingredient, prebiotics and probiotics led the market share in the historical period.
• By product type, dairy products accounted for a market share of around 35% in the historical period.

Market Size and Forecast

• Market Size (2024): USD 77.58 Billion
• Projected Market Size (2034): USD 138.93 Billion
• CAGR (2025-2034): 6.00%

In 2019, the worldwide functional food market had an estimated size of around *** billion U.S. dollars. Among other products, this covers vitamins and minerals, proteins, amino acids, probiotics, prebiotics, and dietary fibers. In 2027, the market size is expected to reach around *** billion U.S. dollars.

This statistic shows the estimated market volume of functional ingredients in the United States and worldwide in 2020.That year, the market size of fuctional food in the U.S. amounted to about ** billion U.S. dollars.

The Functional Food Market Report is Segmented by Product Type (Baby Food, Confectionery, Dairy Products and More), Cateogry (Conventional and Organic), Distribution Channel (Supermarkets/Hypermarkets, Specialist Retailers, and More), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

In 2021, the global functional foods and beverage market was worth ****** billion U.S. dollars. The market is predicted to grow at a compound annual growth rate of about *** percent between 2021 and 2028. For 2028, the market is forecast to be worth over **** a trillion U.S. dollars.

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US Packaged Food Market Size 2025-2029

The US packaged food market size is forecast to increase by USD 582.3 million at a CAGR of 7.7% between 2024 and 2029.

The Packaged Food Market is experiencing significant growth, driven by the increasing demand for food products with longer shelf lives and the rising consumer awareness towards clean-label products. This trend is particularly prominent in the US market, where strict food regulations ensure a high level of consumer safety and trust. However, companies operating in this market face challenges such as increasing competition and the need to comply with evolving regulatory requirements. To capitalize on these opportunities, companies must focus on innovation and product differentiation, leveraging clean labeling and extended shelf life technologies. This trend is particularly evident in the demand for functional foods, which offer health benefits beyond basic nutrition.
Strategic partnerships and collaborations can also help companies navigate the complex regulatory landscape and expand their reach in the market. Overall, the Packaged Food Market presents a compelling opportunity for companies seeking to meet evolving consumer preferences and regulatory requirements while navigating a competitive landscape.

What will be the size of the US Packaged Food Market during the forecast period?

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The packaged food market encompasses a wide range of products, including convenience foods, organic offerings, ready-to-eat meals, frozen foods, snack items, dairy products, meat alternatives, plant-based options, gluten-free items, and various specialty and ethnic foods. This market continues to evolve, driven by consumer preferences for healthier, more convenient, and more diverse food choices. Key trends include a growing focus on food labeling and nutritional information, as well as the rise of functional foods catering to specific health needs. Food allergies and dietary restrictions have also fueled demand for gluten-free and other specialty products. These include fortified dairy products, meat alternatives, and plant-based offerings.
The packaged food industry's size is substantial, with continued growth driven by the convenience and versatility these products offer. As consumers prioritize health and wellness, there is a growing emphasis on food quality and brand loyalty. The supply chain remains critical to ensuring the timely delivery of these products, with logistical challenges and sustainability concerns shaping industry discussions. Overall, the packaged food market is dynamic and diverse, reflecting the evolving needs and preferences of consumers worldwide.

How is this market segmented?

The market report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Method

  Packets
  Bottles
  Boxes
  Cans
  Others


Distribution Channel

  Offline
  Online


Type

  Bakery and cereals
  Dairy products
  Snacks and nutritional bars
  Beverages
  Others


Geography

  US

By Method Insights

The packet segment is estimated to witness significant growth during the forecast period. Packaged food continues to be a significant market, catering to consumers' demand for convenience, portability, and extended shelf life. The trend toward single-serve and individualized packaging has gained momentum, driven by consumers' preference for smaller portions and minimized waste. This is particularly prevalent in categories such as condiments, sauces, and snacks. For instance, single-serve coffee packets from brands like Folgers, a subsidiary of J.M. Smucker, have gained popularity for their quick and convenient brewing. Food safety, sustainability, and health and wellness are key factors influencing the packaged food market. Sustainable packaging solutions, such as eco-friendly materials, are increasingly being adopted to reduce waste and promote environmental responsibility. This trend has also led to the growth of private labels, as retailers seek to differentiate themselves and offer unique, high-quality options. The packaged food market encompasses various categories, including convenience foods, ready-to-eat meals, frozen foods, snack foods, dairy products, meat products, plant-based foods, and specialty foods. Efficient and effective logistics are essential for ensuring freshness and minimizing waste.

Functional foods, organic options, and dietary needs catering to various health concerns are also driving market growth. Consumers seek transparency in food labeling and nutritional information, which has led to an increased focus on clean labeling and natural flavors. The packaged food market encompasses various categories, including convenience foods, ready-to-eat meals, frozen foods, snack foods, dairy products, meat products

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Health and Wellness Food Market Size 2025-2029

The health and wellness food market size is forecast to increase by USD 627.6 billion, at a CAGR of 9.8% between 2024 and 2029.

The market is experiencing significant growth due to the increasing adoption of healthy eating habits among consumers. This trend is driven by the growing awareness of the health benefits associated with consuming nutritious food. A notable development in this market is the rising popularity of prebiotic and probiotic foods, which offer additional health advantages beyond basic nutrition. However, the high cost of health and wellness food poses a significant challenge for both consumers and manufacturers. Despite this obstacle, opportunities exist for companies to capitalize on consumer demand by offering affordable and accessible options.
To succeed in this market, businesses must focus on innovation, cost optimization, and effective marketing strategies to attract and retain customers. By addressing these challenges and leveraging market trends, companies can position themselves for long-term success in the market.

What will be the Size of the Health and Wellness Food Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, driven by consumer demand for innovative, nutritious, and ethically sourced products. Direct-to-consumer brands have gained traction, offering personalized nutrition solutions and convenient subscription services. Fruits and vegetables remain at the forefront, with a focus on reducing food waste and ensuring food safety through advanced technology like blockchain. Product innovation spans various sectors, including herbs and spices, nutritional labeling, health claims, and cognitive function-boosting foods. Dietary supplements cater to diverse needs, such as weight management, sports nutrition, and dietary restrictions. Plant-based options, including dairy-free and vegetarian foods, are increasingly popular, as are organic foods and those free from genetically modified organisms.

Food safety regulations continue to shape the market, with a growing emphasis on transparency and ethical sourcing. Precision nutrition and gut microbiome analysis offer tailored solutions for individual health needs. Food processing techniques advance to extend shelf life and improve nutritional value. Digestive health, immune support, and energy levels are key concerns, driving demand for functional foods and supplements. Consumers seek out natural flavorings and whole grains, while food allergies and sensitivities necessitate careful ingredient sourcing and labeling. Online grocery shopping and e-commerce platforms streamline access to these offerings, with data analytics and machine learning enabling personalized recommendations. Protein powders, vegan foods, and meal replacement shakes cater to diverse lifestyles and dietary preferences.

The health consciousness trend persists, with a focus on reducing food waste, improving food processing, and promoting ethical sourcing. Consumers demand transparency and precision in their food choices, driving ongoing innovation and evolution within the market.

How is this Health and Wellness Food Industry segmented?

The health and wellness food industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Naturally health food
  Functional food
  BFY food
  Organic food
  Food intolerance products


Distribution Channel

  Offline
  Online


Ingredient Type

  Animal-Based Ingredients
  Plant-Based Ingredients


Fat Content

  No fat
  Low fat
  Reduced-fat


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Product Insights

The naturally health food segment is estimated to witness significant growth during the forecast period. In the dynamic and evolving the market, consumer demand for naturally healthy options continues to rise. Food companies prioritize minimal processing and exclude hormones, antibiotics, and artificial flavors to cater to this trend. Examples of naturally healthy foods include zero trans-fat oils, whole grains such as whole wheat and multigrain bread, and baked potato chips and wedges. Transparency in labeling is crucial for these companies, with clear statements explaining the natural designation. This includes no added coloring, artificial ingredients, or extensive processing. Ethical sourcing and food sa

The global marine nutraceutical market size is expected to expand from US$ 3,965.4 million in 2024 to US$ 9,606.7 million by 2034. Overall sales of marine nutraceuticals are likely to soar at 9.3% CAGR during the assessment period.

Country-wise Insights

Category-wise Insights

Global Marine Nutraceutical Market Report Scope

The United States probiotics market size was valued at USD 15.2 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 27.8 Billion by 2033, exhibiting a CAGR of 6.93% from 2025-2033. The market is experiencing steady growth, driven by increasing consumer awareness of gut health, expanding applications in food and beverage, and rising interest in preventive healthcare. Innovation in product formulations and the popularity of functional foods further support demand. The market also benefits from advancements in microbiome research and personalized nutrition trends. These dynamics continue to shape the competitive landscape of the United States probiotics market share.

IMARC Group provides an analysis of the key trends in each segment of the United States probiotics market, along with forecast at the regional, and country levels from 2025-2033. The market has been categorized based on ingredient, distribution channel, application and form.

In 2023, the global functional and natural health food market was valued at **** billion U.S. dollars and is projected to increase to **** billion U.S. dollars by 2033. Superfoods The term “superfoods” has been used to describe nutritionally dense foods, or foods that are especially high in essential nutrients. A few common examples of superfoods include salmon, kale, blueberries, and quinoa. Between 2016 and 2017, retail sales of quinoa grew by **** percent in the United States, as its health benefits became more well known. Chia seeds, another popular superfood, saw a **** percent increase in retail sales in that time period. Healthy eating behavior in North America American consumers have tried a wide variety of different diet and lifestyle changes in order to improve their health, the most common of which involved increasing water intake, making small changes in one’s diet, and eating more fruits and vegetables. The top motivating factor for these eating habit changes was weight loss, followed by preventing future health conditions. When Canadian consumers were surveyed what they believed a healthy meal consisted of, more than half responded that more fruits and vegetables made a meal healthier.

The U.S. functional beverage market is expected to grow at a 5.70% CAGR from 2025-2030, driven by increasing consumer demand for health-conscious options.

The North American nutraceutical market, valued at approximately $XX million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 6.40% from 2025 to 2033. This expansion is fueled by several key drivers. The rising prevalence of chronic diseases like cardiovascular issues, diabetes, and obesity is driving consumer demand for preventative healthcare solutions. Increasing health consciousness and a growing preference for natural and functional foods are further propelling market growth. Consumers are actively seeking products that improve their overall well-being, leading to a surge in demand for vitamins, minerals, probiotics, and other dietary supplements. The increasing availability of nutraceuticals through diverse distribution channels, including online retail, supermarkets, and specialty stores, also contributes to market expansion. Furthermore, the burgeoning popularity of personalized nutrition and functional foods tailored to specific health needs is fostering innovation within the industry. However, stringent regulatory frameworks and concerns regarding the efficacy and safety of certain products pose challenges to sustained growth. Segment-wise, functional foods (cereals, bakery, confectionery, dairy, and snacks) and functional beverages (energy drinks, sports drinks, and fortified juices) are anticipated to capture significant market share. The dietary supplements segment, encompassing vitamins, minerals, botanicals, and other supplements, will also witness considerable growth due to rising consumer awareness about micronutrient deficiencies and the benefits of targeted supplementation. Geographically, the United States will likely remain the dominant market within North America, followed by Canada and Mexico. The competitive landscape is characterized by a mix of established multinational corporations like PepsiCo, Nestle, and General Mills, alongside smaller specialized companies focusing on niche nutraceutical products. The continued focus on product innovation, strategic acquisitions, and expansion into new distribution channels will shape the future trajectory of the North American nutraceutical market. Recent developments include: Sept 2022: Gatorade, a division of PepsiCo, entered into the energy drink category with a caffeinated spin-off called Fast Twitch. The company claims that the energy drink is designed to provide an extra boost to athletes before their workout., Jun 2021: General Mills, Inc. launched Good Measure, a brand of snacks. The new line includes three varieties of bars, Peanut & Dark Chocolate, Blueberry & Almond, and Almond & Dark Chocolate. The company claimed that the snack bars contain ingredients that don't spike blood sugar, to cater to the demand of diabetic and prediabetes consumers., May 2021: PepsiCo launched a functional sparkling water brand named Soulboost. The company claims that the new product is infused with functional ingredients such as panax ginseg and L-theanine. The company aimed to enhance its product portfolio with the launch of functional beverages to cater to the demand of wellness-focused consumers.. Notable trends are: Growing Efficacy of Functional Foods and their Botanical Active Ingredients.

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Diet Food And Beverage Market Size 2024-2028

The diet food and beverage market size is forecast to increase by USD 48.5 billion at a CAGR of 4.1% between 2023 and 2028.

The demand for diet foods and beverages continues to grow as consumers prioritize healthy lifestyles and weight loss programs. Key trends include the development of low-calorie and low-sodium options, as well as the increasing popularity of meal replacements and dietary supplements. The geriatric population, particularly those with high blood pressure, also represents a significant market opportunity.
Large supermarkets dominate the retail landscape, offering a wide range of dietary solutions. The market growth is driven by the high prevalence of obesity and the increasing awareness of the health risks associated with unhealthy diets. Companies are responding with new product launches to meet the evolving needs of consumers. This market analysis report provides an in-depth examination of these trends and the challenges they present to market participants.

What will be the Size of the Market During the Forecast Period?

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The market is witnessing significant growth due to the increasing awareness of healthier consumption choices among consumers. With the prevalence of obesity, diabetes, high blood pressure, and other non-communicable diseases, there is a growing demand for nutritious and diet-friendly options. Teenagers and the elderly population are two significant demographics driving the demand for diet food and beverages. Teenagers are becoming more health-conscious and are looking for low-calorie and nutrient-rich foods to maintain an active lifestyle. The elderly population, on the other hand, requires dietary modifications due to age-related health issues and chronic conditions.



The market for healthy diet food and beverages is expanding, with an emphasis on nutritionally balanced options. Low-calorie, low-sodium meal replacements, and dietary supplements are gaining popularity among consumers looking to manage their weight and maintain optimal health. Nutritional beverages, such as fruit juices, are also in high demand due to their convenience and nutritional benefits. Functional food and fortified products are becoming increasingly popular in the diet food and beverage market. These products offer additional health benefits beyond basic nutrition, making them an attractive option for consumers seeking to improve their overall wellness. Healthy snacks, such as low-calorie, non-GMO food options, are also gaining traction as consumers look for convenient and nutritious alternatives to traditional snack foods.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Product Type

  Diet food
  Diet beverage


Distribution Channel

  Offline
  Online


Geography

  North America

    Canada
    US


  APAC

    China
    India
    Japan
    South Korea


  Europe

    Germany
    UK
    France
    Spain


  South America



  Middle East and Africa

By Product Type Insights

The diet food segment is estimated to witness significant growth during the forecast period.

The diet food sector within the market is experiencing significant growth due to increasing consumer preference for nutritiously balanced dietary choices that cater to active lifestyles and disease prevention. This trend is reflected in the latest innovation from Medifast, which launched new high-protein, low-calorie meal replacement bars in August 2023. These bars offer a convenient solution for individuals following weight loss programs, seamlessly integrating with Medifast's 5 & 1 Plan.

Further, Consumers can replace up to five meals per day with these bars, complemented by one Lean and Green meal consisting of lean protein and fruits and vegetables. This plan ensures a balanced diet while supporting weight loss goals. Grocery stores, specialty retailers, online sales, and direct sales channels continue to be key distribution channels for diet food and beverage products in the United States. The prevalence of non-communicable diseases such as obesity, diabetes, and cardiovascular diseases further fuels the demand for nutritiously balanced dietary options.

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The diet food segment was valued at USD 120.90 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 43% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

The global nutraceutical products market, valued at $488.41 million in 2025, is projected to experience robust growth, driven by a rising awareness of health and wellness, increasing prevalence of chronic diseases, and a growing preference for natural and functional foods. The market's Compound Annual Growth Rate (CAGR) of 5.09% from 2025 to 2033 indicates a significant expansion over the forecast period. Key drivers include the rising popularity of functional foods and beverages, such as fortified cereals, protein-enhanced drinks, and probiotic yogurts, catering to consumers seeking to improve their health and well-being through their diet. The demand for dietary supplements, encompassing vitamins, minerals, and botanicals, further fuels market growth, as individuals increasingly supplement their diets to address specific health needs or deficiencies. Growth is also fueled by the increasing availability of nutraceutical products through various distribution channels, including specialty stores, supermarkets, online retailers, and pharmacies, enhancing accessibility and convenience for consumers. While the market is fragmented with a range of established players and emerging brands, the presence of major players like PepsiCo, Nestlé, and General Mills indicates significant market consolidation and investment. However, regulatory hurdles and concerns about product safety and efficacy could pose challenges to market growth. Regional variations in consumer preferences and market penetration will play a key role in the future distribution of market share. The Asia-Pacific region, given its large and growing population and increasing disposable incomes, is likely to witness substantial growth in the nutraceutical market during the forecast period. The market segmentation offers diverse opportunities. The functional food segment, including cereals, bakery items, dairy products, and snacks, represents a considerable portion of the market, propelled by the integration of functional ingredients into everyday consumables. Similarly, the functional beverage segment, encompassing energy drinks, sports drinks, and fortified juices, shows strong growth potential. The dietary supplement segment, offering various options to cater to diverse health concerns, further contributes to the market's expansive nature. Distribution channels vary, with specialty stores focusing on premium and niche products, while supermarkets and online retailers cater to a broader customer base. Competitive landscapes are characterized by both established multinational corporations and smaller specialized companies, leading to innovation and diversified product offerings. Future growth will be influenced by continuous technological advancements in product formulation, evolving consumer preferences towards personalized nutrition, and the rise of e-commerce and direct-to-consumer sales channels. Recent developments include: June 2022: Kellogg's Special K released new Protein Snack Bars containing 6 grams of protein and 90 calories. The snack bar is offered in two delectable flavors, sweet Berry Vanilla and rich chocolaty Brownie Sundae, and provides a simple on-the-go protein grab without compromising taste., February 2022: PepsiCo's Rockstar Energy brand launched a hemp-infused drink in the United States. The energy drink, branded "Rockstar Unplugged," contains hemp seed oil, B vitamins, spearmint, and lemon balm. The beverage includes only 80 mg of caffeine, significantly less than the caffeine content of most Rockstar Energy drinks. The hemp-infused drink contains no sugar or calories and will be available in three flavors: blueberry, passionfruit, and raspberry cucumber., April 2021: Nestlé NIDO 3+ announced its new and improved recipe, tailor-made for the nutritional needs of children aged between three to five years. The latest and enhanced Nestlé NIDO 3+ recipe contains optimal levels of Vitamin A, Zinc, and Iron, which are the most prevalent micronutrient deficiencies in this age group in South Africa.. Notable trends are: Increased Demand From Healthy & Functional Foods.

United States Soluble Dietary Fibers Market was valued at USD 491.22 Million in 2024 and is expected to reach USD 714.58 Million by 2030 with a CAGR of 6.45%.