Functional foods that promise various health advantages are gaining popularity on social media platforms, yet very few of these claims are supported by scientific evidence.

Many firms use social media platforms to advertise “functional foods,” which allegedly help your skin appear better, enhance sleep quality, strengthen immunity, aid digestion, elevate sports performance, lessen stress and much more.

Collagen shakes and complexion-improving teas come with options like probiotic-packed cookies, antioxidant-filled superfood gels, and magnesium-enriched hot cocoa, catering to virtually every preference.

The worldwide market for functional foods was valued at US$186.2 billion in 2023 and is projected to reach US$212.9 billion by 2028, as reported by market research firm Mordor Intelligence.

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However, what exactly are functional foods?

Although there isn’t an official definition, this term generally encompasses food items that have been altered or improved to offer additional health advantages beyond standard nourishment.

“As per the definition provided by the US-based Academy of Nutrition and Dietetics, functional foods include not only whole foods but also those that have been fortified, enriched, or enhanced. These foods can benefit one’s health significantly when incorporated into a balanced diet over time, backed by substantial scientific proof,” explains Hong Kong-based dietitian Sally Poon.

They support health assertions on food packaging that have been backed by stringent scientific studies endorsed by the U.S. Food and Drug Administration.

Functional foods promoted on social media might provide convenience, but what makes them so prevalent otherwise?

Dr Laurena Law, a Hong Kong-based general practitioner who specializes in nutrition and lifestyle medicine, outlines four key motivations behind why individuals are eager to embrace these trends. Her insights are derived from research featured in the 2022 edition of the International Journal of Environmental Research and Public Health.

Initially, health assertions attract various types of customers, according to Law. Products with higher price points, such as those typically found among functional foods, might allure certain purchasers who are already inclined towards maintaining their well-being.

Secondly, individuals aged 65 and above show greater interest in functional foods. Given the swift aging of the world’s populace, this segment constitutes a substantial and expanding market. Additionally, these products attract women who have higher earnings.

Thirdly, the impact of social or peer pressure along with the belief in the wellness advantages of these items and the aspiration for better health serve as key drivers.

Fourthly, the study indicates that an increasing number of individuals with health issues—particularly those dealing with cancer, diabetes, being overweight, or obesity—are more inclined to buy functional foods.

Poon further notes that social media has significantly contributed to making these food items more popular, frequently highlighting individual narratives and interactive promotions that focus on improving one’s quality of life.

“This synergy of convenience and perceived health benefits makes these products particularly attractive to today’s health-conscious consumers,” she says.

However, do these foods actually deliver on their promises, or are their health assertions merely promotional fluff?

Laws state that only limited claims can be supported by scientific evidence. In the United States, food items making health benefit assertions must adhere to stringent criteria and require validation through scientific research. Nonetheless, certain businesses discover loopholes to promote their goods, according to her observations.

I could benefit from a nutrient function statement about calcium, such as, ‘This item contains high levels of calcium. Calcium aids in building sturdy bones.’ Although these are separate statements, together they suggest that the product can prevent osteoporosis without directly claiming so. Hence, this represents an exploitation.

Paradoxically, these so-called “health” items might pose health hazards. According to Poon, they frequently have large quantities of sugar, potentially leading to obesity and type 2 diabetes. Additionally, consuming excessive sugar has been associated with various health issues.
hypertension
, chronic
inflammation
and a heightened chance of
heart disease
.

Furthermore, these items might have elevated levels of trans and saturated fats. Such fats are detrimental and can lead to increased cholesterol.
LDL (unhealthy) cholesterol levels while reducing HDL (beneficial) cholesterol
, elevating the chances of heart conditions.

Poon mentions that heavily processed food items frequently include artificial additives, preservatives, and flavor enhancers, whose long-term health impacts are still unclear.

She also points out another danger related to possible nutrient imbalances.

Even though certain items come packed with added vitamins and minerals, they might not include the fibre and phytonutrients present in natural foods, crucial components for overall well-being. Over-reliance on packaged choices could result in nutritional shortfalls.

“Most people don’t read
nutrition labels
“And they are frequently influenced by packaging, leading to an excessive dependence on such foods rather than opting for whole foods, which offer verified health advantages,” states Law.

I have personally discovered shockingly high amounts of sodium in a product that claims to boost immunity. This could be detrimental to individuals with hypertension.

Certain functional foods and drinks can benefit your health, according to Law. Here are some instances she provides:

• Items that come enhanced with an added component like vitamin C boosted orange juice or folic acid-added bread.

• Specialty dietary items like phenylalanine-free options designed for individuals with the uncommon metabolic disorder known as phenylketonuria.

• Items for particular eating requirements, such as gluten-free or lactose-free goods

Law mentions that most whole foods — which undergo little to no processing and do not include artificial additives — can also be considered “functional.” These items often possess bioactive food components: beneficial natural elements like resveratrol, quercetin, sulforaphane, and lycopene, providing advantages beyond simple nourishment.

Except for a few processed items with verified health benefits—like probiotic yogurt, spreads infused with plant stanols, fortified plant-based beverages, and whole grain cereals—Poon advises that your diet ought to primarily include fresh fruits, veggies, whole grains, lean protein sources, healthy fats, and fermented dishes.

Doing this guarantees you get a wide range of vital nutrients while reducing your consumption of unhealthy additives.

She recommends thoroughly examining the nutritional information on any packaged items before purchasing them.

Seek out food items that have minimal amounts of added sugars, salt, and unhealthy fats like saturated and trans fats to ensure your selections promote good health.

What do the pros eat to enhance their appearance and well-being?

To maintain healthy skin, hair, and nails:

Poon:

Fruits high in vitamin C, including citrus fruits, strawberries, and bell peppers, along with foods that contain zinc, such as oysters, pumpkin seeds, and legumes.

Law:

For instance, olive oil, sesame oil, and fatty fish like salmon and cod—which are excellent sources of omega-3 fatty acids—aid in skin healing.

For gut health:

Poon:

Foods such as yogurt and natto that undergo fermentation.

Law:

High-fibre veggies, fruits, entire grains, along with seeds such as chia and flax.

For better sleep

:

Poon:

Foods abundant in the neurotransmitter GABA (gamma-aminobutyric acid), like sprouted brown rice and longan fruit, can aid in promoting relaxation.

For stamina:

Poon:

Starchy carbs such as quinoa and brown rice combined with low-fat proteins for lasting energy.

For muscle strength:

Law:

Protein derived from soy products along with proteins obtained from pig meat, fish, and chicken.

For setting the mood, boosting motivation, and enhancing concentration:

Law:

“Crispy” carbohydrates such as toasted bagels and rice cakes.

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The article initially appeared on the South China Morning Post (www.scmp.com), which is the premier source of news covering China and Asia.

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