Consumers increasingly seek functional benefits beyond the nutritional component of food. This report focuses on opportunities in the mental wellbeing space, a topic of growing importance in a world beyond the pandemic. It analyses consumer health concerns and habits and explores functional ingredients and their health benefits. The briefing features latest product innovations and takes a deeper dive into brain/memory health, cognitive performance, and mood food/stress management.
This report comes in PPT.
Many consumers have experienced stress, anxiety and mental health problems as a result of the Coronavirus (COVID-19) crisis. Mental wellbeing will be a lot more talked about in a world beyond the pandemic. Consumers actively engage in a holistic concept of wellbeing, seeking natural food and beverage products that meet the purpose of not only providing a nutritious solution, but benefits to the mind too.
There is a whole wave of new product launches making use of functional ingredients to tap into the mental wellbeing space. Blends of superfoods, adaptogens and nootropics gain popularity and promise to boost brain function, memory and mood.
Brain/memory health traditionally has a strong prevalence in baby food and continues to inspire product innovation in this field. Future opportunities and growing interest are seen in the consumer segment of seniors/ageing population where memory health is of growing concern.
Cognitive performance is another feature sought after by consumers. More and more consumers are eager to choose food and beverage products with nootropic properties that promise to increase mental focus.
Pill fatigue and the natural trend are key drivers of consumers increasingly leaning towards food and beverage products with functional ingredients that help to uplift mood and reduce stress. Companies explore different strategies to promote those benefits including the use of the gut-brain axis, botanicals and CBD edibles.
Despite challenges to succeed in the mental wellbeing space, there is growing interest from consumers and companies in products with benefit for the mind. Mood Food and Stress Management hold the strongest potential in the medium term.
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
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