COVID-19 highlights a role for functional foods in combatting anxiety

Discusses the idea that brands will need to engage with a different set of benefit propositions around food and beverages: how they aid wellbeing.

Why it matters

COVID-19 has had a significant impact on the mental health of people everywhere, and they’re looking for ways to reduce stress and anxiety and improve sleep. A new generation of functional foods (and drinks) is promising to deliver on that score.


  • Research indicates that – conceptually at least – consumers are open to brands innovating in the mental health space beside physical health.
  • New products are using adaptogens and nootropic ingredients that straddle the space between medicine and food to induce relaxation and sleep or promote mental alertness and focus.
  • These products are headed towards the...
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