When ‘Functional Food’ Becomes a Buzzword
Walk into any grocery store or scroll through Instagram and you’ll see them: collagen cookies, mushroom coffee, and “smart” snacks that promise everything from better focus to glowing skin. Functional foods are everywhere—and in theory, that’s a good thing. The idea of getting health benefits from what we eat isn’t new. But lately, “functional” has started to feel more like a marketing buzzword than a meaningful descriptor. So where’s the line between innovation and misinformation—and how do we navigate it?
What Is a Functional Food—Really?
According to Wikipedia, a functional food is a “food claimed to have an additional benefit beyond just nutrition (often one related to health promotion or disease prevention) by modifying the cultivation of the native food or by adding ingredients during manufacturing.” To boil it down, a functional food is one that’s modified to provide added health benefits. Plenty of everyday foods can be considered functional—but is all the current hype really warranted?
The Marketing Explosion
Labeling and claims on a product affect purchasing behavior. We know this. But how much influence does a functional claim really have? A small study in Uruguay conducted by Oliveira et al. found that information dense labels lost the attention of many consumers while labels with attractive health-related designs were more likely to grab consumers’ attention. People are paying attention to functional claims like “calcium builds strong bones” or “fiber maintains bowel regularity,” and the food industry is adapting. There are a multitude of functional beverages on the market – like mood blends with calming magnesium or protein water with added collagen. They’re often designed to grab your attention with bold claims, even if the science behind them is thin or the dosage is minimal.
While there are many factors that influence someone trialing a new product, Topolska et al. found that one of the most important factors is nutritional knowledge of consumers. As a dietitian, I know how important reliable nutrition education can be. Food is powerful — and we have the ability to better our health through our choices. Ares et al. found that consumers with the highest nutrition knowledge level were more willing to consume products with added fiber or antioxidants. Maybe the key is providing some form of reliable nutrition information along with a functional product…
Evidence vs. Expectation
But even when consumers are paying attention, there’s a bigger issue at play: not all functional claims are created equal. A nutrition professional’s job is to promote truth in the functional benefits of food. That includes calling out exaggerated or misleading claims and spotlighting brands that get it right—those who use effective doses, science-backed ingredients, and prioritize the consumer’s wellbeing.
That being said, there are still challenges with inconsistent labeling regulations and guidelines for CPG companies that may cause consumers to gravitate towards trends without significant scientific backing. An adaptogen-filled soda claiming to reduce stress, a fiber-filled GLP-1 booster prebiotic mix aimed at weight management, and mushroom chocolates marketed for mental clarity are all trying to thrive under the functional trend. Some of these may hold promise, but many lack strong empirical evidence to support their claims.
As a dietitian, I hope to see brands connect their messaging to science—or at the very least, to meaningful consumer outcomes backed by transparency. I make it a point to highlight the brands that are doing it right: those that are backed by science, transparent about their ingredients, and truly have your best interests in mind. For now, I encourage you, the consumer, to take power into your own hands, evaluating the claims and products on your own.
Why This Matters
If you’re looking into functional food, whether a supplement, a food product with added functional ingredients, or something else, do a quick Google search. Look for articles written or reviewed by RDNs – sites like Today’s Dietitian, Healthline (check for expert review), or academic institutions are great places to start. Take nutrition knowledge into your own hands and use that knowledge to make an educated decision about a functional product after digging into the nutrition label. If you ever find anything that you want more guidance on, feel free to reach out on my Contact page and I can do some research for you!
What to Watch For
Before buying a “functional food,” ask yourself:
Is the health claim specific or vague?
Does the ingredient have proven benefits—and in the right dose?
Could I get this benefit from a whole food?
Is this product nutritious overall, or just dressed up?
Is the product claiming to treat or prevent disease without being a medication?
My Take
Functional foods can be a great addition to your diet—but they’re often pricey and not always necessary. If you can get the same benefit from whole foods, go with that first. By “whole foods,” I mean fruits, vegetables, whole grains, legumes, nuts, and other minimally processed ingredients that naturally provide health-supportive nutrients. Think: citrus fruits for vitamin C, lentils for fiber, or salmon for omega-3s. Functional products can be fun extras, or helpful in specific cases (like orange juice fortified with calcium and vitamin D for bone support).
After reading this article, I’m curious: What functional food products would you go out of your way to purchase?
References
Ares, G., Giménez, A., & Gámbaro, A. (2008). Influence of nutritional knowledge on perceived healthiness and willingness to try functional foods. Appetite, 51(3), 663-668. https://doi.org/https://doi.org/10.1016/j.appet.2008.05.061
Oliveira, D., Machín, L., Deliza, R., Rosenthal, A., Walter, E. H., Giménez, A., & Ares, G. (2016). Consumers' attention to functional food labels: Insights from eye-tracking and change detection in a case study with probiotic milk. LWT - Food Science and Technology, 68, 160-167. https://doi.org/https://doi.org/10.1016/j.lwt.2015.11.066
Topolska K, Florkiewicz A, Filipiak-Florkiewicz A. Functional Food-Consumer Motivations and Expectations. Int J Environ Res Public Health. 2021 May 17;18(10):5327. doi: 10.3390/ijerph18105327. PMID: 34067768; PMCID: PMC8156986.
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