Functional ingredients are defined as foods that serve a purpose besides nourishment. For example, turmeric. Not only does this spice add flavor to your meal, but some say it fights inflammation and may even end wars. OK, maybe that last one isn’t true, but you get the point. We’ve been thinking a lot about functional ingredients marketing lately because we see it as an opportunity to differentiate a brand and to SELL products.
Turns out we aren’t alone.
Google released a report that showed a significant rise in search engine queries for functional ingredients. There were six of them in particular: erythritol, high-protein snack, cumin, kefir, ginger, and manuka honey. According to the report, most of the web searches for these ingredients are done on Mondays and about half of searches are done from a mobile device.
Examples of Functional Ingredients
- Soy
- Oats
- Psyllium seed
- Peas
- Ginger
- Beans
- Carrots
- Barley
- Kale
- Pumpkin
- Sweet potatoes
- Flaxseeds
- Berries
- Cocoa
- Tree nuts
- Canola oil
- Olive oil
Here’s the content tip: Talk up the functional ingredients in your recipes and in your marketing. Your customers will pay attention, and you might get a few new customers, too.
We’d love to know what functional ingredients marketing your business uses? Comment below or reach out to us!
About Sara Lancaster
Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.
