Published 06 March 2023
The spotlight of responsibility is firmly on food, beverage, and supplements brands to secure a healthier future for generations to come.
Intrinsic to everyone’s daily lives, these industries present businesses with a plethora of opportunities to innovate and develop products that speak to the health-conscious consumer.
From immunity foods to teetotal living, we explore the health and food trends you need to know below.
Intrinsic to everyone’s daily lives, these industries present businesses with a plethora of opportunities to innovate and develop products that speak to the health-conscious consumer.
From immunity foods to teetotal living, we explore the health and food trends you need to know below.
With influenza pandemics at an annual probability of 3% to 7%, and 52% of American millennials saying their interest in immunity-boosting foods has increased since the Covid-19 pandemic started, it’s clear that immunity is a key growing concern among global consumers.
When innovating convenient immunity foods, beverages and supplements, take inspiration from US wellness brand Protekt’s Immunity liquid supplement, comprising vitamins C and D, zinc and echinacea, that dissolves instantly in hot or cold water. Elsewhere, designed by microbiome scientists, American start-up Kora’s prebiotic sparkling water holds potential – and inspiration – for easy and convenient consumer adoption.
While it’s unknown whether heightened immunity levels can stave off future illnesses, it’s accepted that, when kept in optimal condition, the human body will likely be better able to fight viral threats. As we move forward – and more immune-resistant illnesses emerge – the pharmaceutical and food sectors will benefit from creating more agile product offerings.
With influenza pandemics at an annual probability of 3% to 7%, and 52% of American millennials saying their interest in immunity-boosting foods has increased since the Covid-19 pandemic started, it’s clear that immunity is a key growing concern among global consumers.
When innovating convenient immunity foods, beverages and supplements, take inspiration from US wellness brand Protekt’s Immunity liquid supplement, comprising vitamins C and D, zinc and echinacea, that dissolves instantly in hot or cold water. Elsewhere, designed by microbiome scientists, American start-up Kora’s prebiotic sparkling water holds potential – and inspiration – for easy and convenient consumer adoption.
While it’s unknown whether heightened immunity levels can stave off future illnesses, it’s accepted that, when kept in optimal condition, the human body will likely be better able to fight viral threats. As we move forward – and more immune-resistant illnesses emerge – the pharmaceutical and food sectors will benefit from creating more agile product offerings.
It’s increasingly vital for brands to reckon with the complex and diverse demands of older consumers, considering that by 2030, one in six people worldwide will be aged 60 or over.
Maintaining an optimal digestive system is one key health consideration for older consumers – as well as keeping brain function in good condition. American nutraceutical company BrainMD offers some food for thought: it has created the Brain Boost Plant-Powered Protein Bar, which contains 12g of clean plant protein, 11g of gut-friendly prebiotic fibre, almond butter, antioxidant-rich chocolate chunks and MCT oil powder. Meanwhile, British company Nutrisure launched SuperAge, a superfood brand that makes use of hemp’s easily digestible protein content to help combat age-related muscle loss, with additional ingredients to support immunity, energy and digestion.
Wellness-boosting ingredients are important for this demographic, whether that’s antioxidant-rich cacao or probiotic fibre. Going beyond a food trend, the ageing imperative is calling on businesses like yours to help improve daily life experiences through additional supportive nutritional value.
It’s increasingly vital for brands to reckon with the complex and diverse demands of older consumers, considering that by 2030, one in six people worldwide will be aged 60 or over.
Maintaining an optimal digestive system is one key health consideration for older consumers – as well as keeping brain function in good condition. American nutraceutical company BrainMD offers some food for thought: it has created the Brain Boost Plant-Powered Protein Bar, which contains 12g of clean plant protein, 11g of gut-friendly prebiotic fibre, almond butter, antioxidant-rich chocolate chunks and MCT oil powder. Meanwhile, British company Nutrisure launched SuperAge, a superfood brand that makes use of hemp’s easily digestible protein content to help combat age-related muscle loss, with additional ingredients to support immunity, energy and digestion.
Wellness-boosting ingredients are important for this demographic, whether that’s antioxidant-rich cacao or probiotic fibre. Going beyond a food trend, the ageing imperative is calling on businesses like yours to help improve daily life experiences through additional supportive nutritional value.
With 65% of consumers who suffer from stress and mood issues saying they’ll consider taking probiotics to help challenge this, Stylus’ experts predict that more gut-health supplements will be marketed as mental wellbeing aids. Project Happy, from New Zealand’s Fonterra and US-based Sun Genomics, is in the second phase of its clinical trial, testing how specific probiotics can improve self-reported happiness.
A 2022-published study found that Brits who consumed more fermented foods and fibre reported significantly lower stress levels after only four weeks. It’s important to note that food is not the remedy for serious psychological disorders – or the root cause of social unhappiness – but studies such as this have been spurring interest in ‘psychobiotic’ diets.
With increased attention on mood food, it’s anticipated that more businesses will be adopting mood-focused branding for new product formulations. Take inspiration from Indian start-up Blissful that pitches its line of mindful beverages for when “life gets a little too stressful and you need a short escape”.
With 65% of consumers who suffer from stress and mood issues saying they’ll consider taking probiotics to help challenge this, Stylus’ experts predict that more gut-health supplements will be marketed as mental wellbeing aids. Project Happy, from New Zealand’s Fonterra and US-based Sun Genomics, is in the second phase of its clinical trial, testing how specific probiotics can improve self-reported happiness.
A 2022-published study found that Brits who consumed more fermented foods and fibre reported significantly lower stress levels after only four weeks. It’s important to note that food is not the remedy for serious psychological disorders – or the root cause of social unhappiness – but studies such as this have been spurring interest in ‘psychobiotic’ diets.
With increased attention on mood food, it’s anticipated that more businesses will be adopting mood-focused branding for new product formulations. Take inspiration from Indian start-up Blissful that pitches its line of mindful beverages for when “life gets a little too stressful and you need a short escape”.
Forty per cent of British Gen Zers say they’re teetotal, and just a quarter drink one or two units of alcohol per week. Beyond Gen Z, highlighting this shift towards no-alcohol and low-alcohol lifestyles, it’s reported that global consumption of these categories will increase 31% by 2024.
With communities of teetotal and sober-curious consumers gathering on social media, now is a great opportunity to engage with, and create products for, this cohort. Many choose a no-alcohol lifestyle due to the health benefits of reduced alcohol consumption, with 79% of Americans who participated in Dry January in 2021 doing so to improve their overall health. In the non-alcoholic beverage realm, British ingredients company Uren is pinpointing a move away from sugary drinks towards those with more complex taste profiles – think Shirley Temples or virgin mojitos – with manufacturers expected to experiment with botanicals to add a punch to virtuous tipples.
This growing teetotal and low alcohol consumption crowd presents businesses with an array of new opportunities – but it’s important to remember and respect the sober-curious consumers. Their interest in wellness and mindful living doesn’t necessarily mean they will respond well to an offering that’s too far removed from the rituals and taste profiles they enjoy. Brands are creating mid-strength spirits that allow consumers to continue to drink – but with inbuilt moderation. English spirits brand Decem Drinks produces lighter gin-, rum- and aperitif-adjacent drinks that come in at 10% ABV – rather than the usual 37.5%+ ABV – and yet retain the complex flavour profile of their full-strength counterparts.
Forty per cent of British Gen Zers say they’re teetotal, and just a quarter drink one or two units of alcohol per week. Beyond Gen Z, highlighting this shift towards no-alcohol and low-alcohol lifestyles, it’s reported that global consumption of these categories will increase 31% by 2024.
With communities of teetotal and sober-curious consumers gathering on social media, now is a great opportunity to engage with, and create products for, this cohort. Many choose a no-alcohol lifestyle due to the health benefits of reduced alcohol consumption, with 79% of Americans who participated in Dry January in 2021 doing so to improve their overall health. In the non-alcoholic beverage realm, British ingredients company Uren is pinpointing a move away from sugary drinks towards those with more complex taste profiles – think Shirley Temples or virgin mojitos – with manufacturers expected to experiment with botanicals to add a punch to virtuous tipples.
This growing teetotal and low alcohol consumption crowd presents businesses with an array of new opportunities – but it’s important to remember and respect the sober-curious consumers. Their interest in wellness and mindful living doesn’t necessarily mean they will respond well to an offering that’s too far removed from the rituals and taste profiles they enjoy. Brands are creating mid-strength spirits that allow consumers to continue to drink – but with inbuilt moderation. English spirits brand Decem Drinks produces lighter gin-, rum- and aperitif-adjacent drinks that come in at 10% ABV – rather than the usual 37.5%+ ABV – and yet retain the complex flavour profile of their full-strength counterparts.
With 73% of global millennials and 64% of Gen Zers regularly consuming vegan foods, plant-based nutrition isn’t a food trend that’s breaking news – but it’s certainly one that isn’t going anywhere.
This year will see the sector advancing exponentially as the science, technology and creativity that underscore product development become more sophisticated. “Consumers are tired of being offered heavily breaded, soya-stuffed vegan products that are tasteless and nutritionally lacking,” explains Stylus’ content director Mandy Saven. “The more brands can mimic the exact properties of traditional proteins in their alt-products, the more longevity these products will have with consumers looking for healthier, more sustainable and more climate-positive ways to eat.”
As we progress through the year, and the demand for vegan offerings continues to grow, plant-based iterations could become more affordable than their animal-derived alternatives, further encouraging cost-conscious consumers to embrace them. Permeating categories, take inspiration from the new plant-based paracetamol, and look to vegan bars for how this food trend could redefine nightlife.
With 73% of global millennials and 64% of Gen Zers regularly consuming vegan foods, plant-based nutrition isn’t a food trend that’s breaking news – but it’s certainly one that isn’t going anywhere.
This year will see the sector advancing exponentially as the science, technology and creativity that underscore product development become more sophisticated. “Consumers are tired of being offered heavily breaded, soya-stuffed vegan products that are tasteless and nutritionally lacking,” explains Stylus’ content director Mandy Saven. “The more brands can mimic the exact properties of traditional proteins in their alt-products, the more longevity these products will have with consumers looking for healthier, more sustainable and more climate-positive ways to eat.”
As we progress through the year, and the demand for vegan offerings continues to grow, plant-based iterations could become more affordable than their animal-derived alternatives, further encouraging cost-conscious consumers to embrace them. Permeating categories, take inspiration from the new plant-based paracetamol, and look to vegan bars for how this food trend could redefine nightlife.
The concept of improving health from the inside out will see palates evolve in 2023 to encompass food, drink and supplements that hold greater nutritional value and provide consumers with peace of mind in terms of greater immunity, mood and overall health. Now you’ve had a taste of what’s to come, how will your business satiate these consumer needs?
The concept of improving health from the inside out will see palates evolve in 2023 to encompass food, drink and supplements that hold greater nutritional value and provide consumers with peace of mind in terms of greater immunity, mood and overall health. Now you’ve had a taste of what’s to come, how will your business satiate these consumer needs?
Members can access our extensive reporting on food and beverage trends. Interested in finding out more? Explore our Experts’ most recent posts about the need-to-know food trends.
Not yet a member? Get in touch to find out how your business can harness insights and trends like these.
Members can access our extensive reporting on food and beverage trends. Interested in finding out more? Explore our Experts’ most recent posts about the need-to-know food trends.
Not yet a member? Get in touch to find out how your business can harness insights and trends like these.
