The Evolution of Health-Conscious Eating

June 2023

Consumers are embracing holistic lifestyles, prioritising a nourishing diet that promotes physical and mental wellbeing. As a result, the demand for functional ingredients targeting the gut-brain axis and specific need states like memory, stress and sleep is on the rise. This report analyses the opportunity for functional foods in the need states arena, explores the prospects for lifestage nutrition, with a special focus on ageing consumers and women, and examines the potential of personalised n

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Key Findings

Consumer demand and government regulations shape the health trend in the food industry

Consumers are prioritising holistic lifestyles and recognising the importance of a healthy diet for physical and mental wellbeing. Notably, one in three consumers are willing to pay more for food with health and nutritional properties. In addition, governments continue to implement regulations to promote healthier options, driving innovation and reformulation in the industry.

The evolution of functional foods from a narrow focus to holistic powerhouses

The food industry is shifting from narrower functionalities like digestion and immunity to holistic approaches. Emerging functional foods are addressing specific need states like energy, calmness and cognitive function. The connection between gut health, brain function and mood regulation is also gaining attention, with innovation around pro-, pre-, and postbiotics.

Nourishing life journeys: Enhancing wellness through lifestage nutrition

Targeting different life stages with functional foods is crucial for addressing the specific nutritional needs at various stages of development. Substantial business prospects exist in ageing populations, as well as in women's health, with a growing demand for targeted solutions, incorporating beneficial ingredients into everyday diets.

Moving beyond the one-size-fits-all approach in food and nutrition

Although the adoption of personalised nutrition is influenced by factors such as cost and consumer trust, various tools like mobile apps and fitness trackers are widely used to provide targeted nutrition advice. The fields of microbiome analysis, epigenetics and biohacking can further expand the possibilities of personalised nutrition in the future.

Overcoming challenges, embracing technology, and harnessing lab-grown innovations

The health and wellness food industry is poised for sustained demand, but challenges include inflation and strict regulations. In the medium term, technology will shape the industry and make personalised nutrition more accessible, while in the long term, lab-grown techniques can have a transformative opportunity, enabling the production of bioactive ingredients in the lab.

 

Scope
Key Takeaways
Exploring The Evolution of Health-Conscious Eating
Drivers of The Evolution of Health-Conscious Eating: Consumers and governments
Unlocking the power of food as medicine
The Evolution of Health-Conscious Eating uncovered
Fuelling the body and mind through the rise of functional foods targeting need states
Need states by popular ingredient in packaged foods
The evolving landscape of need states in the food industry
Unlocking the power of the gut-brain axis
MIM Habits postbiotic bread offers a glimpse into the future of gut health innovation
Friesland teams up with Triplebar to create bioactive proteins through precision fermentation
The rise of functional foods and super-ingredients in meeting consumer health demands
From childhood to golden years: Maximising health through functional foods
Empowering women’s wellness: Embracing functional foods for holistic health support
Yili and Mengniu: Nourishing women with targeted powder milk products in China
Megmilk Snow’s breakthrough in yoghurt for cognitive resilience in J apan
Fuelling health and nutrition at every turn through functional food
Personalised nutrition: A revolution in the making
How technology is revolutionising personalised nutrition
Zoe: Gut health to play a pivotal role in consumers’ personalised nutrition journeys
Youniq: Unlocking health and convenience through personalised nutrition
Advancing personalised nutrition through collaboration
Key Takeaways
The Evolution of Health-Conscious Eating: How to win
The Evolution of the Health-Conscious Eating trend
Questions we are asking

Fresh Food

Fresh Food refers only to fresh uncooked and unprocessed foods (packaged and unpackaged). Packaged sugar products and natural sweeteners (e.g. brown sugar, table sugar, molasses) are also included. For Fresh Food, we research total sales across distribution channels including retail, foodservice and institutions. For a selected 18 markets, we have a breakdown of total fresh food sales according to the following formats: • Retail • Foodservice sales • Institutional sales Retail Retail sales is defined as sales through all legal establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. Retail sales excludes sales to hotels, restaurants, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition excludes the purchase of food products from foodservice outlets for consumption off-premises, eg grilled chicken/meat/fish bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. We estimate sales through the following channels: Modern Grocery Retailers • Supermarkets • Hypermarkets • Discounters • Convenience stores • Forecourt retailers Traditional Grocery Retailers • Independent small grocers • Food/Drink/Tobacco Specialists • Other grocery retailers (morning/speciality/open/wet/farmers’ markets, stalls and kiosks, etc) Non-grocery retailers • Health and beauty specialist retailers • Other non-grocery retailers Non-store retailers • Homeshopping • Internet retailing • Vending • Direct selling Foodservice Foodservice sales are defined as sales TO consumer foodservice outlets that serve the general public in a non-captive environment. In other words, this means that the foodservice volumes track sales of all fresh food going into restaurant kitchens, regardless of what the restaurant actually does with that food. Foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semi-captive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. • Retail refers to foodservice units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. • Leisure refers to foodservice units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. • Travel refers to foodservice units based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Institutional sales Institutional sales is defined as sales to captive foodservice units that serve captive populations such as in hospitals, schools, prisons, military camps, hotels, hostels, nursing homes, homes for elderly people, religious houses, etc.

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