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Mood and wellbeing high on the consumer mind

Addressing emotional and mental wellbeing through mood management, stress relief and sleep aids has become a key trend in the food and nutrition space, according to Euromonitor.

Companies are exploring different ways to position their products in this space. For example, CBD-infused food and drinks, the use of adaptogens like ashwagandha and nootropics such as L-theanine are gaining momentum for their stress-reducing and mood-uplifting properties.

Another emerging trend gaining traction is functional food with a beauty positioning. More consumers are taking an interest in products that promise to deliver beauty from within, creating opportunities in edible beauty.

Collagen is one of the functional ingredients that has seen strong growth in recent years, says Euromonitor, largely coming from its links to hair, skin, nails and joints benefits.

According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey, 46% of global consumers are moderately or extremely concerned about their skin health and 52% about joint and muscle pain. With this in mind, leading food and beverage companies have started to invest in this area.

Another trend identified by Euromonitor concerns plant-based cheese, including the improvement of taste and texture of products available. For example, new launches from major player, Bel, include a plant-based version of its Boursin brand and Nurishh, an alternative to Camembert.

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