AgencyUK's Amy Stobie Featured in FoodNavigator on the Future of Functional Health

A recent feature in FoodNavigator explores one of the biggest debates in health right now: as functional food and drink booms toward a $1 trillion market, what does that mean for the supplements industry?

Our Commercial Director, Amy Stobie, shared her perspective in the piece, offering insight into how both categories are evolving and where the real opportunities lie.

The health market is shifting fast. Brands that once sat neatly in either food or supplements are finding those boundaries increasingly blurred, with gummies, fortified drinks and snackable supplements becoming the norm. Rather than competing, the two categories are converging and savvy brands are already diversifying to keep up.

For retailers, Amy sees a clear opportunity to evolve beyond simply stocking products. VMS retailers in particular could become integrated wellness destinations, where shoppers can browse supplements alongside functional food and drink, and get expert guidance all in one place.

But whatever space a brand occupies, one thing is clear: vague claims won’t cut it anymore. As Amy puts it, “consumers are wiser about their health and want clarity on how products address gut health, protein, hydration, mood, metabolic support and longevity.”

The brands that will win are those willing to be transparent, back their products with credible science, and genuinely deliver on their promises.