Functional nutrition is no longer for niche sport products. Claims for improved immunity and digestion continue to receive most attention from consumers and manufacturers: the pandemic has obviously motivated consumers to look for immunity boosters, while good digestion is linked to many health benefits, including mental and emotional. Another growing functional trend is “beauty from within” with focus on ingredients that have positive effect on skin and hair. The driver is once again the holistic approach where beauty is connected to overall health. Beauty and anti-ageing ingredients like collagen, biotin, zinc and others are some of the fastest-growing functional ingredients in proteins bars, flavoured waters and snacks.