Consumers want to address health concerns
As consumers continue to navigate health challenges day-to-day, many are turning to functional, high nutrient products to help them bridge the gap between aspiring to be healthy and altering everyday routines. Green powders and superfoods are emerging as convenient solutions that align with consumer priorities. This includes several aspects of their health, general energy, and mental wellness. However, consumers don’t want to compromise on taste, value, or transparency.
Rising barriers to healthy living increases demand for functional solutions
Maintaining a healthy lifestyle is proving difficult for some consumers. According to FMCG Gurus’ insights, 65% of global consumers say eating healthy is expensive, while 35% admit time scarcity pushes them toward convenience foods. As the cost-of-living crisis continues to shape purchasing behaviors, consumers are seeking cost-effective and time-saving solutions that still deliver nutritional benefits.
This is reflected in the rising demand for functional products. Over half of consumers (57%) now say they regularly consume functional or fortified food and drink, signalling a shift toward everyday products that offer an extra health-boost.
A niche with mainstream potential
Currently, 15% of global consumers purchase green powder supplements. Among these users, 58% believe these products positively impact their health, while only 10% dismiss their benefits, highlighting a niche but promising market. This suggests the challenge for brands is not skepticism, but education around their benefits to health.
Green powders, which are often blends of greens, superfoods, and adaptogenic ingredients, are perceived as convenient, versatile, and high in nutrients. However, many consumers remain unfamiliar with their specific health benefits. This emphasizes a need for clear, science-backed communication around efficacy and functional outcomes.
Multifunctional benefits
The leading motivations for green powder use shows the popularity of their multifunctional appeal. 70% of consumers use green powders to support general health and wellness. Whilst, 64% use them to boost energy, and 61% to aid gut health. These priorities align with broader wellness concerns, particularly fatigue, digestion, and immunity. These are all areas where consumers seek natural and effective solutions.
Alongside this, green powders target a variety of consumers. Both those who may be looking to improve specific health areas, or several at once. Placing them as a popular health product for most.
Taste, transparency, and trust
When choosing green powders, consumers balance practicality with sensory and ethical expectations. Price (74%) and taste (71%) rank as top drivers in consumer purchase decisions, alongside health claims and benefits (74%). The emphasis on taste and efficacy underscores a key challenge, delivering functional nutrition that’s both enjoyable and trustworthy.
Clean labels also matter. With 59% of consumers valuing environmentally friendly claims, transparency over sourcing, formulation, and ingredient naturalness will help brands differentiate and build long-term trust.
Moving forward
Green powders and superfoods are no longer confined to a niche group of consumers. As consumers seek holistic ways to manage energy, digestion, and general wellness within busy, cost-conscious lives, these products offer a compelling option between nutrition, convenience, and functionality, with multiple health benefits.
For brands, success will depend on making these products accessible, yet tasty. Ensuring credible ingredients, prioritizing clear communication, and transparent clean-label formulations will be key. In doing so, green powders have the potential to evolve from a niche supplement into a mainstream wellness essential.
Explore further into green powders and superfoods with FMCG Gurus’ Trend Report: The Role of Green Powders and Superfoods in Modern Wellness Routines – 2025. For more details, contact us at [email protected].
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