The pandemic shaped our lives and our habits. During the most restrictive period, there was an increase in unhealthy habits due to problems in the food supply, the need to eat comfort foods and lack of exercise.
Since then, we have all become more aware of the need to take care of our overall health and wellness, and to prevent potential diseases. In fact, 6 out of 10 consumers say they are more aware of their health and wellness in the wake of COVID-19 and of those, 73% confirm that they will try to eat and drink healthier (FMCG Gurus, Global survey 2020).
TAKING CARE OF OUR OVERALL HEALTH
Consumers recognize that all elements of health are interrelated and should not be treated individually, but holistically: immune health allows us to live healthier for longer, taking care of our digestive system is closely related to overall health, and finally, cognitive health allows us to enjoy mental well-being (managing stress, having a healthy sleep cycle, having the ability to concentrate...).
By consuming functional ingredients incorporated in food and drink, or through food supplements, we can take care of our overall health. Let's take a look at the different trends in each market.
"89% of global consumers prefer to take care of their health through food and beverages as they are wary of food supplements, not seeing them as "natural" and believe they may have side effects" (FMCG Gurus, Global survey 2020)
TRENDS IN FUNCTIONAL FOOD
IMMUNE HEALTH
As we discussed earlier, in the wake of the pandemic, consumers intensified their intentions to follow a healthier diet, primarily to keep their immune systems stronger and more resilient. And today, although the immediate threat of Covid-19 has diminished in Europe, consumers are still looking for products to help them take preventive care of their health.
Source: Mintel GNPD, August 2018-July 2022.
This graph shows how launches with functional claims on immunity have progressively increased from 12% in 2018 to 19% in 2022.
Analyzing these launches, we can divide them mainly into two groups:
- Functional products that are fortified with vitamins, minerals or other ingredients.
- Products that include ingredients that inherently boost immunity, such as turmeric. Consumers see this group as more "natural" and therefore have a preference for it.
Featured immunity releases
The launches where this claim is most established are dairy, beverages and sports nutrition. However, we are also seeing an increase in other sectors, such as ready meals and candies.
©Adapto Foods (USA)
This brand has a range of oat flakes supplemented with different herbal ingredients such as Ashwagandha, Ginkgo, Maca and ingredients from mushrooms such as Chaga or Reishi. The combination of Chaga and Ashwagandha mushrooms, help the immune system and stress relief.
Bol Foods - immunity boosting (UK)
The BOL Foods brand in the UK is known for offering soups, smoothies and different types of ready-to-eat ready meals.
In 2022, it launched a soup based on pumpkin, turmeric and chili that aims to boost the immune system.
DIGESTIVE HEALTH
Digestive health is another factor consumers are most concerned about. According to consumer trends platform, FMCG Gurus, nearly half of consumers surveyed in 2020 (20,000), reported that they are dissatisfied with their digestive health. This could be influenced by several factors, such as an aging population, sedentary lifestyle or poor dietary habits.
On the other hand, consumers are aware of the implications surrounding poor digestive health, with bloating and abdominal pain caused by gas, constipation and irritable bowel syndrome (IBS) being of most concern. Therefore, taking preventive measures through products that promote intestinal health has become a priority for consumers.
In parallel, more and more research is corroborating the importance of the relationship between the microbiota and our digestive health . The microbiota not only has a direct effect on the digestive system, but is also indirectly being linked to neurodegenerative diseases, sleep and stress problems, obesity, diabetes, cardiovascular health and even different types of allergies.
Digestive health highlights
Bio&Me - Gut-loving porridge range (UK)
These cereals offer "Happiness" to our inner self, taking care of our digestive system thanks to the prebiotic fiber content.
This product captures very well several market opportunities as it focuses on microbiota care through ingredients recognizable by the consumer and does it through a product easy to incorporate into the diet, mainly during breakfast (one of the consumer's favorite moments).
COGNITIVE HEALTH
In modern life, most people try to do as many activities as possible in the same day. We always seem to be short of hours. This can prove to be a problem in finding moments of rest, relaxation and disconnection, indispensable to take care of our sleep and mental health. According to FMCG Gurus, during 2019, 53% of consumers reported suffering from sleep disorders and 57% reported having stress problems.
On the other hand, recent studies have shown how the gut microbiota can influence our brain and mental well-being through the so-called brain-gut pathway. This opens the door to the possibility of positively influencing our mental health through the digestive system, and therefore, through nutrition.
Cognitive health highlights
© Perennial Daily Gut & Brain Health - Non-dairy drink (UK)
This plant based drink made from pea protein, soy and rice contains a patented combination of prebiotic fiber and Omega 3, which promotes digestive, bone and cognitive health.
© Nighfood - ice cream and cookies (United States)
This is a range of ice cream and cookies that, according to the manufacturer, promote restful sleep and claim to offer an indulgent, guilt-free nighttime snack because, while improving sleep, they contain less sugar and fat than a standard product.
In ice cream, for example, the formulations include more tryptophan, calcium, magnesium and zinc than traditional ice cream. And cookies contain more vitamin B6 and inositol.
TRENDS IN FOOD SUPPLEMENTS
The food supplements sector has been on an upward trend for years.
Source: Mintel GNPD, 2018-2022.
In 2022, the Foods Supplements Europe (FSE) association conducted a Europe-wide study involving more than 13,000 consumers from which they were able to draw important conclusions:
- Spaniards lead Europe in terms of confidence in the food supplement industry, behind only Italy and the Netherlands.
- 88% of European citizens claim to have taken a food supplement at some point in their lives. While 93% of this group say they have done so in the last year.
- The most popular formats are tablets and capsules (approximately 67%), although we are seeing an increase in the gummy format (only 26%).
- The most demanded products are: vitamin D, vitamin C, magnesium.
Source: FDE, 2022
In the same Food Supplements Europe study, the main reasons for food supplement consumption are shared:
- Maintaining good general health
- Maintaining the health of the immune system or other factors such as increased energy
- Hair or nail care
- Improved digestive and cardiovascular health
However, the main reasons for not consuming them are price and distrust due to the lack of knowledge of the ingredients they contain.
Featured immunity releases
Raab Vitafood - Reishi (Germany)
Food supplement in capsule form. Contains reishi mushroom extract (49%) and natural vitamin C from Acerola (29%). Contributes to a normal function of the immune and nervous system.
BeLive - Probiotic (United States)
Probiotic gummy whose main function is digestive care. It is indicated for adults and children. In addition to this reference, the range also has other functional gummies, for example with Omega for cognitive care or multivitamins.
