Throughout the various cycles of life, people have different needs and food requirements, not only as distinct nutritional and dietary needs, but also to reflect group or individual health status, environment and social prestige. For example, formulating lifestyle foods, which cater to the young and energetic people, is crucial. These consumers want to feel that they are engaging in healthy practices through consumption and in a way that differs from other groups. Therefore, foods and beverages targeting this market must emphasise highly scientific benefits rather than adopting ‘suitable-for-all’ ethos and mainly serve as a building block in leading a healthier lifestyle.