What’s next for unstoppable ‘food as medicine’ trend?

Chronic diseases like diabetes and heart disease make up a huge portion of healthcare spending, with research showing that better nutrition can cut those costs by up to 40%, while also decreasing hospital admissions and re-admissions (S2G Investments).

Enter ‘food as medicine’.

Worth an estimated $25bn (€23bn), the food as medicine market is growing fast, with a projected CAGR of 4.3% over the next decade (Prophecy Market Insights).

What is ‘food as medicine’?Food as medicine is the concept of eating and drinking to promote health and wellbeing.

“There is good evidence that an unhealthy diet is a big contributor to heart disease, diabetes, many forms of cancer, bowel problems and many other conditions besides, and that following a healthy diet can help to prevent these conditions, to slow down their progress if you already have them, and sometimes even reverse them.”

Dr Sue Kenneally, Nutritionist

Functional foods and beverages are a major player in the ‘food as medicine’ trend. (Image: Getty/Maria Korneeva)Key themes of food as medicine trendOne of the strongest categories within the food as medicine trend is personalised nutrition. Already worth $11.3bn and growing at a CAGR of 15.5% (MarketsandMarkets), it covers everything from supporting gut health to improving energy.

At the same time, companies in the healthcare space are taking a more clinical approach to food as medicine, developing dietary solutions aimed at managing specific diseases.

“We’re seeing a shift in how we think about combining medicine and nutrition as part of treatment,” says Dan Ripma, VP at S2G Investments.

Faeth Therapeutics is one of a growing number of healthcare providers prioritising nutrition. The US-based company is developing precision nutrition plans that align specific diets with tumour genotypes and treatment plans to improve cancer therapy outcomes.

And far from being a niche subject, manufacturers are also shifting focus towards the idea of food as medicine, with Ripma explaining that pharmaceutical companies, grocery retailers, and major food brands are all exploring ways to integrate nutrition into their business models, signalling broad validation of this trend.

One such brand is Big Bold Health, a nutrition and supplement brand focussing on immune health, through the use of functional ingredients. These include Himalayan Tartary Buckwheat, a ‘superfood’ associated with significant shifts in key pathways related to immune aging, brain health, and longevity. It is also linked to a 47% reduction in biological aging in rapidly aging individuals.

F&B focussing on food as medicineThe surge in consumer interest in food as medicine has led to a sharp rise in new product development (NPD) as brands rush to meet demand.

“We’re seeing more companies entering the space, with offerings that span functional foods, clinically backed supplements, medically tailored meals, and personalised nutrition powered by technology,” says S2G Investments’ Ripma.

Recent months have seen Ocean Spray launch its functional dried fruit blends, Marks & Spencer launch its Brain Ball, and Coca-cola launch its first prebiotic soda named Simply Pop.

And technology is helping them do it, with advances in nutrition science and technology making it easier to create evidence-based, scalable food solutions.

The ‘food as medicine’ trend is expected to boost direct to consumer channels. (Image: Getty/Milos Dimic)The future for food as medicine“We expect the food as medicine trend to accelerate as the demand for cost-saving, scalable health solutions grows,” says S2G Investments’ Ripma. “The medical foods and clinical nutrition sector is already worth billions, with the medical food space alone expected to become a $39bn market by 2030. We expect this to only grow as more healthcare spending shift toward food-based solutions.”

Functionality is already popular in the space, a trend that is expected to continue, as manufacturers reformulate to add functional ingredients. Such is its success, the global functional food and beverage market has been valued at over $281bn and is forecast to be worth over half a trillion by 2028 (Statista).

It’s also expected that the category will boost direct to consumer channels, as manufacturers capitalise on the rise of online shopping for health foods.

And it’s not just limited to those who avoid the use of medications. It has potential to be used as a complementary aid to weight loss, for patients taking weight-loss drugs, such as GLP-1.

“This is likely just the first generation of GLP-1s, but they are already influencing consumer shopping behavior,” says S2G Investments’ Ripma. “Their impact on diets will be just as significant. They could shift demand toward smaller portions or more nutrient-dense foods, creating new opportunities for innovation.”

And last, but by no means least, technology is predicted to play a pivotal role in the future of the trend, with AI-driven nutrition recommendations, wearables that track metabolic health, and platforms that connect food and healthcare systems all playing a significant role. Mealogic, for example, is building a platform that connects patients to medically tailored meals and nutrition support through their health plans, helping to improve outcomes while reducing overall healthcare costs.