A quick Q&A with Ingredion experts on building products that deliver real benefits and a great experience in the same bite or sip.

At a glance

• Protein and digestive wellness are now mainstream purchase drivers
• Sugar awareness is accelerating and shoppers are paying close attention to on-pack claims
• Formulation wins happen when ingredient systems balance function and sensory

Key insights

• 50% of  shoppers say health and nutrition claims guide their purchase decisions¹
• 73% say high protein claims are important¹
• Over 70% are willing to pay more for both reduced-sugar and zero-sugar products¹

Inside the functional food shift

Consumers expect foods and beverages to support energy, digestion, satiety, muscle maintenance and more, and they expect all of that without losing the flavours and textures they love. Two forces are driving increased urgency.

1. Growing fluency in metabolic health among everyday shoppers
2. A steady shift toward protein, fibre and sugar reduction as signals of better choices¹

In the quick Q&A that follows, experts from Ingredion’s insights, nutrition science and applications teams answer the questions we hear most from innovators. We focus on what functional ingredients are, which consumer shifts matter right now and the practical plays that keep taste and texture front and centre while you reduce sugar or add protein and fibre to your formulations.

Q&A

1) What are functional ingredients?

Functional ingredients are tools that add perceivable benefits to everyday products. Think protein for satiety, fibre for digestive wellness or low-calorie sweeteners for sugar reduction. One in two consumers consider health and nutritional claims important when deciding which food or beverage product to buy. This can be even higher for claims like high protein, with 73% of global consumers saying it influences their purchase decision.¹

2) Which consumer shifts are fueling demand right now?

Three shifts stand out.

• Protein continues to be important to consumers, and they’re willing to pay a premium for it
• Digestive wellness is moving into the centre of holistic health; according to global research firm Innova, approximately 60% of all consumers believe gut health is very important for the entire body²
• Sugar awareness is accelerating as well, with more shoppers choosing reduced-sugar or no-added-sugar items year over year

3) Do brands really need to go all the way to zero sugar to win over consumers?

Not necessarily. Sugar awareness is quickly rising, with 40% of consumers saying they bought more products with reduced-sugar or no-added-sugar claims in 2025 than in 2024. At the same time, there is a useful implication for brands: willingness to pay does not meaningfully change between “reduced-sugar” and “zero-sugar” label claims, with about 60 percent saying they would pay more for either.¹

That gives manufacturers room to focus on smart, stepwise sugar reduction that protects taste, texture and cost-in-use. In many categories, a reduced-sugar target can be the fastest path to a compelling claim and strong consumer acceptance, especially when paired with cues consumers already value, such as no artificial ingredients.

4) What are some common myths or mistakes when balancing taste and texture with sugar reduction or protein/fibre fortification?

One of the biggest missteps is trying to make a product everything to everyone — sugar free, fat free, gluten free, high protein, high fibre — all at once. Successful products start with a clear value proposition and a focused set of nutritional priorities based on what matters most to the target consumer.

Another common mistake is pushing for the perfect nutrition panel on paper before doing any hands-on formulation work. Hitting aggressive targets without tasting along the way is a fast track to concepts that meet the numbers but miss the mark on enjoyment. Iterative tasting helps teams stay grounded in what ultimately drives repeat purchase: great taste and pleasing texture.

It’s also important to start with a strong control formula. If the base product isn’t delicious, any reduction or addition — no matter how well-intentioned — will only amplify the flaws. And when reducing sugar, choosing the right tools matters. Fibre-based bulking agents, for example, can help replace both sweetness and structure without compromising mouthfeel.

At the end of the day, people want healthier options, but they still want to enjoy their food. Keeping that simple truth at the centre of development helps avoid many of the common pitfalls.

5) What are the common challenges when reducing sugar or adding protein and fibre, and how do we avoid them?

Sugar reduction challenges and fixes

• High-intensity sweeteners can bring out bitterness or metallic notes; sweetener blends and flavour modulators help smooth the profile
• Reducing sugar can also remove bulk and texture, especially in baked goods; bulking agents, fibres or polyols can help keep the right bite and mouthfeel
• Lower sugar levels may affect browning, moisture and shelf life; humectants or alternative browning tools can help maintain performance
• Natural sweeteners and supporting ingredients can increase cost or complicate claims; multifunctional ingredients help keep formulas efficient and clean

Protein challenges and fixes

• Solubility and dispersibility can cause sediment in beverages; manufacturers can improve dispersion with processing tweaks and by blending protein sources
• Chalkiness or beany notes can appear in bars or bakery; flavour modulation and texture systems can help smooth the profile

Fibre challenges and fixes

• High fibre levels can lead to density, grit and processing stress; choose fibre types by solubility and particle size, manage water binding and pair with stabilisers to rebalance viscosity and mouthfeel
• Rapidly fermentable fibres can cause discomfort as inclusion rates climb; consider consumer tolerance at higher use levels when setting targets

6) What development processes move teams faster from insight to prototype?

Start with the specific job to be done for the eater and the occasion. Explore market comparables, then prototype quickly. Keep a strong control formula so you can measure trade-offs. Avoid trying to deliver every claim in one build. Pick the primary value proposition, taste as you iterate and let enabling technologies deliver the desired nutrition and texture.

7) Can function and indulgence truly coexist in the same format?

Yes! Consider how innovators reframed protein snacks by moving from dense, powdery bars to lighter, candy-like textures with preferred flavours and meaningful protein. A similar shift is happening wherever brands use smart coating systems and oven and air fryer technologies to deliver crisp textures with a lighter approach. The common thread is simple: use functional systems to protect joy and familiarity.

The takeaway: Focus on benefits that deliver and experiences that sell

Delivering function without compromise is now the standard, not the exception. If you are exploring sugar reduction, fibre fortification, protein enhancement or the right pairings to bring it all together, Ingredion can help you move from brief to bench to build. Explore our Healthful Solutions portfolio, ask our team to review a target formula or schedule a formulation consultation to pressure-test your next concept. The fastest way to win is to pair meaningful benefits with unforgettable eating and drinking experiences. Let us help you do both.

Meet the experts

Related content and resources

Consumers want foods and beverages that deliver more — better texture, digestive support and less sugar — without compromising taste. Functional ingredients are key to meeting those expectations. Explore the resources below to see how Ingredion’s experts can help you create products that feel great, support wellness and stay delicious.

Sources:

1. ATLAS proprietary global consumer research study, 2025
2. Innova’s Top Ten Food and Beverage Trends Report, 2026