The report,“Shaping the Future of Nutrition,”found that consumers are tackling the stresses of COVID-19 in unexpected ways, including by recognizing a link between personal and environmental health. The five trends we can expect to see:
- Planet-First Nutrition. 65% of consumers believe food and nutrition brands should do more to protect the planet. Transparency and meaningful, substantial claims and goals are non-negotiable when it comes to building trust with consumers—trust that a brand aligns with shoppers’ ethics.
- Resilience. Building health in body and mind will be a major focus, as people look to recover from the past two years and prepare for the future. 60% of consumers say improving their general health and wellness is their main priority, with sleep, mood, and physical fitness being top of the agenda.
- Flexitarianism. Shoppers are increasingly incorporating plant-based ingredients into their diets alongside traditional protein sources, with over 25% of consumers considering themselves flexitarians. Combining plant and animal protein allows consumers to tick all the boxes—health, taste, and texture.
- Microbiome. Globally, two in three consumers recognize that gut health is key to achieving overall wellbeing. As the science continues to build, consumers will look more and more for foods, drinks, and supplements that support the gut, providing a clear opportunity for formulators.
- Healthy Aging. Consumers are looking to stay healthy as they age—and 90% of what the press release calls “aging consumers” are choosing food and drink over traditional supplements, creating major demand for new and innovative functional food products to support this goal.