Signals that can become products.

Current 2026 indicators across Europe, the United States and Australia, interpreted through the lens of functional food, beverage and supplement innovation.

Europe

Protein is mainstream. Fiber is accelerating.

European consumers are moving from single-nutrient protein positioning toward broader functional nutrition, especially gut health, fiber, naturalness and stacked benefits.

~50%actively looking to incorporate more protein

+52%growth in new launches with gut/digestive claims, 2024→2025

~1 in 10new F&B launches carry high/source of protein claims

Territory	Signal	NPD implication
Protein	Mainstream high	Differentiate through format, quality and complementary benefits.
Fiber & gut health	Accelerating	Strong white space in everyday foods, beverages and protein+fiber combinations.
Clean label / naturalness	Structural	Formulation credibility matters as much as headline functionality.
Functional Asian food	Emerging	Opportunity to combine familiar Asian formats with modern nutritional value.

United States

Protein, convenience and GLP‑1 are reshaping everyday eating.

U.S. behavior is moving toward protein-forward, smaller, convenient and nutritionally denser occasions. Fiber remains a material nutrition gap.

48%of adults are seeking more protein

8.5%of adults report GLP‑1 use in 2026

<50%of recommended daily fiber is consumed by adults, according to Circana's report

Territory	Signal	NPD implication
Protein	Mainstream high	Move beyond shakes into meals, snacks, beverages and breakfast.
GLP‑1 adjacent nutrition	Accelerating	Smaller portions with protein, fiber, healthy fats and micronutrient density.
Creatine	Accelerating	Opportunity beyond bodybuilding: everyday performance and active aging.
Functional beverages	High	Hydration + protein/electrolytes/function is a strong crossover territory.

Australia

Supplementation is already an everyday behavior.

Australia combines high supplement penetration with a strong wellness culture, creating a natural bridge from capsules and powders into food and beverage functionality.

74%reported supplement use in the past year

41%reported taking supplements daily

A$6.3Bforecast complementary medicines sector value in 2025

Territory	Signal	NPD implication
Supplements	Embedded	Consumers already understand functional ingredients and daily routines.
Women’s health	Priority	Need-state products can cross supplement, beverage and food formats.
Hydration / active nutrition	High	Strong fit with convenience, sport and outdoor lifestyles.
Asian-inspired functionality	White space	Regional proximity and flavor familiarity create differentiated opportunities.

Cross-market signal

Snacks are becoming nutrition occasions.

Circana reports 2026 snack sales of US$231B in the U.S., €186B across the EU6 and A$30B in Australia. Functional goals increasingly include energy, digestion and weight management, while snack-as-meal behavior continues to expand.

$231BU.S. snack sales · +3.2% YoY

€186BEU6 snack sales · +5.5% YoY

A$30BAustralia snack sales · +6.9% YoY

Source discipline

Primary market sources.

Figures shown above are selected public indicators, not a full market-size model. “Signal” labels and NPD implications are Wok Foods strategic interpretation.