Consumers increasingly look to their food and drinks as a key to a healthier life. The lines between food and drinks and consumer health are consequently blurring. Interest for appetite control will spur new consumption occasions for GLP-1 ‘companion foods’ and mimickers, whilst gut health propels pre- and postbiotics further. Optimising cognition and mood, including all at once for reaching the ‘flow state’, is a mouth-watering promise for soft drinks players.
This report comes in PPT.
As consumers increasingly invest in their own health through smarter food and drink choices, innovation towards health and wellness food and drinks increasingly draw from supplements and sports and nutrition. All these categories, as well as skin care and other beauty products, are also in closer competition than ever before as the purchasing factor shifts from category to need state.
GLP-1 is only one of various appetite-regulating hormones and buzzwords to come to the fore in food and drinks in the widening space of hunger management. Weight loss drug users will seek solutions for avoiding weight regain post-treatment, whilst non-users seek daily support mostly pre- and post-lunch.
Gut health is here to stay, but avoiding “gut health fatigue” will be key in mature markets as consumers seek simple yet compelling health benefits from such product propositions. Children is one increasing consumer group to serve in dairy; meanwhile postbiotics can help soft drinks gain a microbiome-friendly halo.
Mental wellbeing is top priority for consumers across regions worldwide. Alongside the pursuit for healthier, more natural sources of energy, maximising cognitive functions will be front of mind across most life stages; two key areas of growth in soft drinks and milk drinks. Emotional self care through snacks can also be convincing.
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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