The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

As consumers increasingly embrace holistic health, the concept of wellness is extending far beyond nutritional panels and ingredient lists; it’s becoming a full sensory experience. In today’s functional food and beverage landscape, flavour and colour are no longer mere enhancements but powerful cues

that help shoppers intuitively navigate their wellbeing goals. From calming blues and soothing honey notes to the energising brightness of citrus and greens, emerging research shows that people are not just tasting health, they are seeing it, seeking it and selecting it on shelves.

Jennifer Zhou, global senior director product marketing, flavours and citrus at ADM, explores how sensorial signals are shaping modern wellness products, and why the future of functional innovation lies at the intersection of science, emotion and design.

Does health have a flavour? Do wellness foods and beverages have colours in common that are recognised intuitively and thus more likely to be reached for on the shelves? As healthier lifestyles are becoming the norm for many, research indicates that there are flavours and colours associated with specific benefits in different health and wellness categories.

In the current landscape, functional foods and beverages must appeal to the entire person, nourishing both physical and emotional well-being, which is often influenced by taste and appearance. For instance, relaxation and sleep quality are at the top of health priorities, as 70% of consumers globally are proactively trying to manage both. In this environment, flavour and colour have emerged as powerful tools that guide health-conscious consumers and shape their perception of a product's benefits. Interestingly, the colour blue is highly connected to this wellness area, as is the flavour of honey.

The power of pigment and palates

“We eat with our eyes first” is a common phrase in the food and beverage industry. The colour of a product often sets the stage, influencing expectations long before the first bite or sip. For example, orange and green are highly associated with vitality and natural wellness, consistently appearing in products linked to immunity, energy, hydration, cognitive health and weight management. A vibrant orange hue, much like the fruit itself, signals a product rich in vitamin C and immune-supporting properties. Green, on the other hand, is widely connected to digestion and weight management, with consumers associating it with fresh, natural ingredients.

When it comes to flavour, citrus profiles are in a league of their own. Flavours like orange and lemon consistently rank highly across a wide range of wellness categories, including immune function, hydration and cognitive health. This isn't a coincidence; it's because consumers have a deep-seated connection to citrus. Whether it's the nostalgic taste of orange juice or the tanginess of a lemon, these flavours are familiar and versatile, making them a natural fit for functional food and beverage innovation. Citrus can be perceived as energising or comforting, depending on the application use, ultimately lifting one’s mood.

There is an emerging trend that focuses on "authentic well-being," which centres on simple, natural ingredients that provide genuine nourishment. This trend is expected to bring a greater focus on yellow and orange colours, along with flavours like citrus, apple and honey. Honey is a key player in the movement toward simple, wholesome ingredients because of its association with immunity, digestion and relaxation.

Intentional choices and evolving formats

Today's consumers are highly intentional about what they eat and drink, seeking a balance between wellness and enjoyment. They want products that are both wholesome and delicious, addressing their physical and emotional needs. This has led to the rise of specific formats that feel indulgent and nourishing.

Hot beverages, for instance, are a staple for many, with 80% of global consumers drinking them at least once a week to support their health. This format feels inherently wholesome and relaxing. Similarly, creamy dairy yogurts are popular, with 72% of consumers reaching for them weekly to support their health goals. Yogurt's association with gut health and its comforting texture make it a go-to choice for those seeking some familiarity with its functionality.

Relatedly, savoury snacks have also moved into the wellness spotlight, offering a new frontier for sensorial and nutritional innovation. Globally, 70% of consumers eat savoury snacks at least once a week for their health. The UK market shows an even stronger preference, with 75% of UK consumers using savoury snacks to support their wellness goals. This trend presents a unique opportunity for brands to create tasty, health-forward options by incorporating wholesome ingredients like seeds, nuts and protein into savoury formats.

An opportunity for strategic innovation

The shift toward proactive, holistic wellness presents a significant opportunity for the food and beverage industry. Consumers are not just buying products; they are making a statement about their commitment to nourishing their whole selves. To resonate with them, brands must think strategically about how they use flavour and colour to tell a product's story.

This involves using vibrant colours from nature to signal specific benefits and pairing them with familiar flavours that evoke comfort and nostalgia. Whether it’s a zesty orange drink for an energy boost or soothing blue-hued gummies for relaxation, the right combination can bridge the gap between functionality and enjoyment.