This year, FrieslandCampina Ingredients believes brands that focus of building credibility and truly helping consumers get the most out of life, at every stage, will stand out from the crowd.

The five key trends shaping consumer habits in the specialised adult nutrition sector are:

1. Building trust for planet-first nutrition

2. Resilience and the power of positive nutrition

3. Alternative proteins find their own feet

4. Going for gut health

5. The era of active ageing