Mindful consumption is on the rise as health has become a top priority in a post-pandemic world. This report highlights emerging trends around functionality, clean label and digital wellness and examines the role of nutritional wellbeing in the context of mindful eating. It explores how food and beverage companies can adapt innovation strategies to win in the growing health segment.
As preventative health has become a primary concern for consumers, functionality is inspiring product innovation in areas like immunity support, gut health and consumer relaxation. Eager to actively manage their physical as well as mental wellbeing, consumers are taking a growing interest in functional ingredients.
Natural continues to be an important value driver in the food market. Consumers increasingly scrutinise ingredient lists and seek simplicity and transparency. “No artificial ingredients” has become a key feature of distinction, encouraging food companies to embrace a clean label approach.
Consumer segments such as children, the elderly, or people following a lifestyle diet have very specific nutritional requirements. Tailored product solutions can tap into these white spaces and seize growth opportunities in this unmet market potential.
Food companies need to embrace digital transformation in order to succeed in the future. Digital apps that support consumers to shop for healthier food products or manage their weight, personalised nutrition recommendations, and DNA tests are some of the examples that are increasingly taking off among consumers.
Front-of-pack nutrition labels and advertisement bans are tools which are increasingly considered to tackle obesity and help consumers to adopt healthier diets. The aim is to put a stronger focus on the nutritional intake of food consumed. This puts companies under pressure to reformulate towards a healthier product portfolio.
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