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For many organisations, uncertainty is viewed as a reason to delay investment. In reality, it is often the organisations with the best market intelligence that
July 13, 2026
The rising popularity of high-protein foods and plant-based options is shaping the global and South African Functional Foods market as consumers are increasingly seeking products that support active lifestyles and align with ethical and sustainable eating habits. This shift in demand has led to an increase in innovation across the Functional Foods category, with manufacturers formulating nutrient-rich, plant-focused solutions. Additionally, as health awareness grows, especially among younger and fitness-conscious demographics, the market is responding with tailored offerings that reflect the evolving priorities of modern South African consumers.
Insight Survey’s latest Functional Foods Market Insights Report 2025 carefully uncovers the global and local Functional Foods market, based on the latest intelligence and research. It describes the latest global and local market trends, innovation and technology, drivers, and challenges, to present an objective insight into the South African Functional Foods industry environment and its future.
In 2024, the global Functional Foods market reached an estimated value of approximately US$349.2 billion. Furthermore, the market is forecast to increase at a compound annual growth rate (CAGR) of 6.8%, to reach a value of approximately US$672.0 billion by 2034, as illustrated in the graph below.
Source: Precedence Graphics by Insight Survey
This global growth is reflected in the South African market, where the Functional Foods market witnessed a significant 8.8% year-on-year increase in retail value in 2024, and is anticipated to continue this upward trajectory, with a forecast CAGR of 7.1% between 2025 and 2028.
The growth of the global and local Functional Foods market can, in part, be attributed to the demand for high-protein and plant-based products, which cater to a market that has largely been underserved until now. Specifically, players are focusing releasing new and innovative high-protein and plant-based products, making this trend a win-win for health-conscious consumers and major market players.
As an example of global market innovation, global cereal giant, Kellogg’s, recently launched its new High Protein Bites, designed to meet the increasing consumer demand for nutritious, protein-rich breakfast cereal options. Similarly, General Mills has expanded its portfolio with Cheerios Protein, with each serving delivering eight grams of protein, while Italian company Pasta Rummo launched Maxima, a high-protein pasta line designed for consumers seeking more protein without sacrificing taste or texture.
Additionally, UK-based company Pep & Lekker has introduced a new line of functional savoury cracker biscuits that are both plant-based and all-natural, while KelpEat has launched innovative, high-protein crackers made with EU-farmed seaweed. Similarly, Profusion has introduced a new line of clean-label, plant-based protein snacks tailored to health-conscious consumers, providing 12g of protein per serving without any artificial additives, emulsifiers, or seed oils.
The trend towards high-protein and plant-based products can also be observed locally, with the release of a variety of new products into the South African market. Demonstrating this, On The Green Side, a pioneering South African brand launched a new range of plant-based tenders including varieties such as classic, creamy, and sticky BBQ tenders offering valuable source of protein and dietary fibre. Additionally, Fry’s has launched its new plant-based Flexi-Forward Range which offers high-protein, and fibre-rich alternatives to traditional meat.
Similarly, Vital Health Foods announced its strategic entry into the rapidly expanding plant-based snack market, with a new line of plant-based protein and snack bars. Each bar is formulated to provide a substantial source of plant-based protein and fibre, making them an ideal choice for health-conscious individuals seeking convenient, high-protein plant-based snack solutions. Meanwhile, global high-protein, low-sugar snack brand FULFIL has officially entered the South African market, with its functional chocolate bars.
Interestingly, the rise of plant-based eating is not limited to packaged goods but is also making significant inroads into South Africa’s fast-food industry, as major players increasingly embrace plant-based menu options. For example, Simply Asia, introduced an array of Thai-inspired plant-based dishes, and Nando’s now offers diverse plant-based meals and meat alternatives to its customers.
The South African Functional Foods Market Insights Report 2025 (56 pages) provides a dynamic synthesis of industry research, examining the local and global Functional Foods from a uniquely holistic perspective, with detailed insights into the entire value chain – market sizes and forecasts, industry trends, latest innovation and technology, key drivers and challenges, as well as a manufacturer and distributor overview, retail, and pricing analysis.
Some key questions the report will help you to answer:
For more information, and to view the brochure: South African Functional Foods Market Insights Brochure 2025
If you require further assistance, please email info@insightsurvey.co.za, call our Cape Town office on (021) 045-0202, or Johannesburg office on (010) 140- 5756.
About Insight Survey:
Insight Survey is a South African B2B market research company with more than 15 years of heritage, focusing on business-to-business (B2B) and industry research to ensure smarter, more-profitable business decisions are made with reduced investment risk.
We offer market research solutions to help you to successfully improve or expand your business, enter new markets, launch new products or better understand your internal or external environment.
Our bespoke Competitive Business Intelligence Research can help give you the edge in a global marketplace, empowering your business to overcome industry challenges quickly and effectively, and enabling you to realise your potential and achieve your vision.
From strategic overviews of your business’s competitive environment through to specific competitor profiles, our customised Competitive Intelligence Research is designed to meet your unique needs.
For more information, go to www.insightsurvey.co.za
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