From gamer-friendly snacks to chocolate for the lactose intolerant
4 Jan 2026
Nearly 7 in 10 consumers now select foods for the health benefits they offer, according to our global consumer survey. And this is not just true for fruits and vegetables, pastry and chocolate now also need to deliver a clear wellness advantage. For chocolate, benefits linked to energy balance are among the most desired.
As this functional foods trend matures, benefits are becoming more specialized: even highly particular digestion-supporting chocolate has experienced a remarkable +94% growth in online interest over the past year. This rising demand signals a growing opportunity for brands to differentiate through smart, targeted functionality.
Curious where the functional treat trend is heading next? Discover some of the most interesting front-runner concepts and niches:
Female focused
Glow-boosting treats or treating hormonal disbalance
The market for women-targeted functional foods is expanding quickly, with brands positioning chocolate as a daily wellness ritual. Clever Chocolate for example, offers medicinal-like jars filled with “chocolate supplements” aimed at immunity or calmness. Their Glow Chocolate – enriched with collagen, biotin, zinc, coenzyme Q10, hyaluronic acid, and vitamins C, B6, and E – promises support for skin, hair, and nail health, showing how indulgence can seamlessly merge with beauty-from-within innovation.
Other brands go even deeper into niche needs. Bloody Delicious markets a “daily hormone ritual” for alleviating menstrual discomfort. Using ingredients like magnesium bisglycinate, chasteberry extract, turmeric extract, and prebiotic fiber, their product should support muscle relaxation, gut health, and overall hormonal balance. The brand even claims its chocolate is superior to pills, because it “melts in your mouth, so ingredients like magnesium, chasteberry, and turmeric absorb faster and more effectively”. Additionally, they claim that the cacao itself opens up blood vessels. They market their indulgent functional treat so cleverly, consumers might even think it is unhealthy not to consume a daily dose of chocolate.
Diet control
A new product landscape takes shape
With the rise of GLP-1 medications such as Ozempic, consumer eating patterns are rapidly shifting. In the USA, about 1 in 8 adults is already using the drug for weight loss and diabetes, but across markets the popularity of the medication is going up. Users typically experience reduced appetite and hunger cues, causing them to consume smaller portions at a slower pace. Their , as overly sweet or fatty foods may cause nausea. These behavioral changes are driving the emergence of a new category of GLP-1-compatible snacks and treats.
TRUBAR responds with GLP-1-friendly protein bars, boasting 12 grams of protein and 11 grams of fiber. The bars come in dessert-inspired flavors like strawberry shortcake and key lime pie, so users get a way to enjoy familiar indulgences in a format that better matches their nutritional needs. One bar is even aptly called ‘Daydreaming about donuts’, to appeal to people who can’t enjoy the high-fat, high-sugar treat anymore.
Another standout example is Happy Cow, who claim to help consumers digest dairy more comfortably through chocolate infused with lactase. As more than 70% of people worldwide produce insufficient lactase enzymes naturally, this format claims to allow them to enjoy foods like ice cream and milk shortly after eating the chocolate. By placing the product in the dairy aisle, the brand highlights how enhanced confections can add real value in everyday eating moments.
Gamer foods
Functional snacking for 2.7 billion players
The drinks category often acts as the testing ground for new flavors and wellness concepts. And among functional drinks, there is one trend on the rise: products geared towards gamers. This group depends on quick reflexes and sustained focus, but isn’t catered to by classic athletic food and drink brands yet.
That gives ample opportunity for new brands such as Res, a fruit punch-style beverage with 8 grams of drinkable protein, designed to support attention and recovery. Similarly, Gamer Supps’ GG Energy delivers caffeine, L-theanine, goji berry extract, and vitamins to enhance alertness and in-game performance, with flavors developed in collaboration with YouTube-famous gaming influencers.
Given that there are about 2.7 billion gamers globally, the leap from functional drinks to functional snacks seems imminent. Quick, convenient treats – like adaptogen-enhanced chocolates, nootropic protein bars, or focus-supporting cookies – fit naturally into gaming routines. This is reinforced by the fact that 16% of heavy gamers (those playing 7+ hours per week) report skipping at least two meals in a row during the past six months, underscoring a real need for nutritious, fast, and functional snacking solutions.
Medical bonbons
Chocolate becomes part of healthcare
Most people with a sweet tooth will agree that chocolate soothes them and maybe even offer comfort. But some innovators are exploring its therapeutic potential far beyond emotional wellbeing. Belgian chocolatier Julius Persoone collaborates with doctors and researchers to create medicinal chocolates with targeted health applications. In 2019, together with Dr. Thomas Moors, he developed a chocolate designed to help throat cancer patients regain taste after chemotherapy. The highly sour, triple-fermented chocolate with mineral salts stimulated saliva production and offered many patients their first taste sensation in months.
This year, Persoone created two specialized medical chocolates in partnership with a hospital. One is a praline used to support throat cancer detection, replacing the traditionally unpleasant barium bread with a barium-infused key lime gel encased in umami-rich chocolate with koji grains to encourage swallowing. The second chocolate assists patients with chewing or swallowing difficulties, combining chamomile and blood orange gel in low-fat white chocolate with activated carbon to support digestion and helps patients enjoy taste and nutrition again.
These examples demonstrate how chocolate can serve as both an enjoyable experience and an effective vehicle for targeted functional benefits, opening new possibilities for brands exploring the intersection of indulgence and health.
Growing opportunities for product differentiation
These functional treats show how profoundly consumer expectations for indulgence are evolving. Wellness is no longer a separate category but a baseline requirement, even within pastry and chocolate. As functionality becomes more personalized and niche, opportunities are growing for brands to differentiate through targeted benefits and very carefully pinpointed audiences. Those who innovate now with science-backed wellness propositions will win in the years to come, when value-driven indulgences will become ever more important.
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