15−18 September 2026
Moscow, Crocus Expo, Pavillion 3
Consumer demand for food that supports energy, digestion, immunity, and active ageing is driving functional foods trends across global grocery categories. For suppliers, distributors, and buyers, this shift is no longer a branding exercise. It directly affects assortment planning, product positioning, and market entry strategies across Eurasian trade channels.
Functional foods are everyday food and drink products that offer a health benefit beyond basic nutrition. That can include yoghurt with live cultures, cereal with added fibre, protein-enriched dairy, or beverages with added vitamins. Nutraceuticals are food-derived products intended for a specific nutritional or physiological purpose, straddling the line between food and supplements. They often appear in capsules, powders, shots or concentrated formats.
The distinction carries commercial weight. Functional food and beverage products are designed for frequent purchase and everyday consumption, while nutraceuticals rely on stronger claims, stricter labelling, and tighter regulatory checks. Buyers track both categories as health-led demand expands across retail, convenience, and HORECA channels.
Functional foods trends are being shaped by a simple shift in buyer behaviour: health claims now need to feel specific, credible and easy to fit into daily routines. Global health and wellness sales reached USD 942 billion in 2024, growing 8% year on year. This signals that functional positioning is moving into mainstream retail rather than remaining a premium niche.
Digestive support has become a clear demand signal across both nutraceuticals and everyday food categories. Probiotics, prebiotics, and fermented products are now widely present in dairy, snacks, and beverages, supported by strong consumer recognition and repeat purchase behaviour. Recent product tracking points to digestive comfort and low-bloat positioning gaining wider attention in 2025 and 2026.
Protein-led demand now extends beyond sports nutrition into everyday consumption. It is increasingly present in breakfast products, snacks, and ready-to-drink formats, reflecting broader consumer interest in convenient, functional nutrition. Category analysis shows protein claims expanding across packaged food, dairy, and both soft and hot drinks, while functional beverages tied to energy, protein, and digestive support continue to gain shelf space.
Plant-based demand remains, though buyers are becoming more selective. Plain meat-free positioning is giving way to fortified products that deliver protein, fibre, vitamins, or digestive support. Growing interest in less-processed food and drink made with nutrient-dense ingredients is shaping product development across categories. This shift rewards suppliers that combine plant-based positioning with measurable nutritional value. Products that clearly communicate protein content, fibre levels, or micronutrient benefits are more likely to secure listings and repeat orders.
Across Eurasia, religious compliance, ingredient traceability and label clarity carry real commercial weight. Certification, traceability, and labelling clarity are increasingly shaping buying decisions across Eurasia. Halal certification, organic status, and non-GMO claims often influence listings, particularly in markets serving diverse consumer groups. This is one reason the health food exhibition segment is drawing sustained interest from suppliers trying to enter the region with better-for-you formats.
For exporters, these shifts change the sales conversation. Buyers are no longer asking only whether a product is healthy. They are asking which function it serves, whether the claim is easy to explain at the shelf level, and whether the supplier can support compliance, pack translation and repeat volume. That is where the food trade in Eurasia becomes more complex. Product-market fit now depends on verified claims, certification readiness, and alignment with target distribution channels, rather than flavour or price alone.
For buyers, demand is rising faster than sourcing confidence. Functional claims may look similar across products, though differences in formulation, shelf life, certification and consistency can be significant. Procurement teams need suppliers that can meet volume requirements, support compliance, and deliver consistent product quality across markets.
Face-to-face evaluation helps buyers compare formulations, validate claims, and review documentation more efficiently. In structured trade settings, this reduces sourcing risk and shortens the path from supplier discovery to listing decisions.
Demand for functional products is becoming more specific, and buyer expectations are rising accordingly. Suppliers that combine credible health positioning with consistent supply and compliance readiness are better placed to secure distribution. To connect with qualified buyers and move into active trade discussions, submit an exhibit enquiry and engage directly with decision-makers across Eurasia.
