The Evolution of Health-Conscious Eating
Food and nutrition are directly linked to wellness. Consumers recognise the importance of a healthy diet to nourish the body and mind.
But the role of food and beverages in the context of wellbeing represents much more than sustenance. Holistic functional benefits, life-stage nutrition and personalised formulations are emerging frontiers.
projected global sales of packaged food and beverages with an all-natural claim in 2024
Source: Euromonitor International, Passport Health and Wellness
of global consumers want to improve their eating habits
Source: Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded January to February 2024 (n=21,323)
of global consumers look for healthy ingredients in food and beverages
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=40,236)
We’ve been seeing this movement [in the food industry] from more physical-oriented positionings … towards more holistic positionings like need states.
María Mascaraque
Global Head of Food and Nutrition
Food as medicine
Consumers understand the critical connection between nutrition and health. In fact, 30% are willing to pay more for healthier food and beverage options1.
Functional positionings that target specific concerns like immunity or digestion continue to gain ground. And these products are now expanding to focus on need states and overall wellbeing.
1Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=40,236)
Source: Euromonitor International, Passport Health and Wellness
New wellness products in food and beverages
Legendary Foods continues to expand its portfolio of high-protein snacks with the launch of Popped Protein Chips that first appeared online in the US last year. The chips are packed with 20g of protein per serving.
new product launches in the salty snacks category were detected online in 2023
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
Bottled water brand Core launched a new line of products in 2023 positioned around wellness called Core Hydration+ for added benefits like immune support (Immunity) or hair, nail and skin health (Vibrance).
The Immunity and Vibrance varieties first appeared online on Pavilions’ website in the US. Core increased national e-commerce distribution of these products through additional retailers like Safeway and Meijer.
new product launches in the bottled water category were detected online in 2023
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
Advancements in food and nutrition
Need states
Four Sigmatic creates mushroom-infused functional coffee products for need states like Focus (mental clarity and energy), Balance (destress and energy) and Protect (mood and immune support).
The brand expanded its product line to include dairy-free, organic coffee creamers with l-theanine and lion’s mane that claim to promote mental focus. This functional benefit complements its primary use case—people drink coffee for energy, then get an additional cognitive boost from the creamer.
Postbiotics
Spanish startup MIM HABITS pioneered postbiotic bread, offering varieties that target stress, immunity, bowel transit and hypertension.
Life-stage nutrition
Megmilk Snow launched a memory care drink in Japan. The beverage is formulated with β-lactrin to support cognitive health, which caters to the country’s ageing population.
Personalisation
Youniq turns health data into personalised nutrition. The app provides customised recipes based on preferences, allergies or goals, then delivers the necessary ingredients directly to their customers in the US.
Recommendations and opportunities
Shift to need-states positioning like energy or focus and expand holistic functional food options.
Develop food and beverage products with formulations to address nutritional needs at different life stages.
Build out capabilities or partner with technology companies to create personalised nutrition solutions and gain valuable data on your customers to inform future product development.
