September 28, 2022

Or wait…


News
Manufacturers
Suppliers
Markets
R&D
Regulation
People
Views
Promotional Features
Site Archive
Multimedia
Sectors
Bakery
Meat
Beverage
Confectionery
Dairy
Healthy Foods
Prepared Foods
Snacks
Site Archive
Multimedia
Trends
COVID-19
Cell cultured meat and milk
Meal kits and prepared meals
CBD and Hemp
FOOD FOR KIDS
Clean label
Sustainability
Food labeling and marketing
Nutrition Facts
Food retail and e-commerce
Plant-based, alt proteins, precision fermentation
Natural sweeteners
Sugar reduction
Health & Wellness
Entrepreneurs to watch
Site Archive
Multimedia
Resources
Type of resources
Events
All Events
Online Events
Editorial Webinars
Shows & Conferences
Events
Podcast
Broadcast Series
By Elizabeth Crawford contact
– Last updated on GMT
Related tags: food as medicine, COVID-19, Innovation, New product development, functional benefits
“We’ve seen unprecedented shifts and pressures on the CPG industry over the past two and a half years. These changes have really influenced consumer demand, and how manufacturers are responding in terms of new product development,”​ said Lisa Maas, principal and innovation practice lead at IRI.
Among the most influential shifts in shopping priorities during the pandemic was a gravitation to products that supported self-care as well as preventive health, including products ranging from mood management to immunity boosting, she told attendees at Prepared Foods’ 20th​ Annual Spirit of Innovation Awards.
“This really translated into a number of growing attributes and benefits … that span general wellness,”​ including functional benefits and low, no or free-from claims within the marketplace, she said.
For example, products making claims about essential vitamins are up 271%, while more specific physical health claims such as liver support are up 28% and immune support are up 14%, she said.
Claims related to emotional wellbeing are also up, but are bifurcated within the marketplace based on consumers’ age, according to Maas. She explained older consumers seek healthy aging support, such as memory retention or cognitive support claims, which are up 18%, while younger and middle age consumers seek mental acuity, sharpness and claims tied to personal and work demands.
“And then relating to brain health, we also continue to see a number of new products that are addressing stress and mood,”​ which are up 8% as well as claims about choline, which are up 50% and associated with brain health and the nervous system, she said.


Before the pandemic, immunity-boosting and mental wellness claims were concentrated on beverages and supplements, but in recent years have expanded to include more categories, said Inri Mouchette, senior director and head of innovation, Campbell Meals & Beverages.
“We are definitely seeing a continuation and need to address food as medicine, and just the role that food has to play in consumers’ lives in order to give them a holistic approach to wellness,”​ she said.
Mouchette explained that Campbell is taking advantage of this trend by leaning into the health benefits of soup, which many people already associate with food as medicine.
“Our Well, Yes brand, whose mission is really to provide those simple, delicious ways to actively nourish consumers’ overall wellness lifestyle … is actively innovating to deliver convenient wellness solutions across the soup and sipping lines,”​ with callouts for digestive health and fiber gaining popularity, she said.
She added on the sipping side of the business “we see a bit more appeal against protein, antioxidants  and … those essential vitamins and minerals within meals.”
Energy also continues to be a high-growth benefit that consumers are seeking, as well as immunity, digestion, and prebiotics for physical well-being, and for mental well-being consumers are looking for claims around calmness and relaxation, she said.
One category that consumers increasingly understand to address physical and mental-well being is fiber, said Barb Stucky, chief innovation and marketing officer at Mattson.
“Fiber is like the last macronutrient that has yet to really have its day in the sun, and as consumers understand and really start to believe in the gut-brain connection, I think you’re going to see a lot more fortification with fibers,”​ including functional fibers and for dietary purposes, such as prebiotic benefits to enhance probiotic health, she explained.
Copyright - Unless otherwise stated all contents of this web site are © 2022 - William Reed Ltd - All Rights Reserved - Full details for the use of materials on this site can be found in the Terms & Conditions
Related topics: Suppliers, Markets, R&D, People, Bakery, Beverage, Healthy Foods, Snacks, Healthy snacking, Food labeling and marketing, Trendspotter, Health & Wellness, Food retail and e-commerce, Manufacturers, Fats & oils, Fruit, vegetable, nut ingredients, Carbohydrates and fibers (sugar, starches), Cereals and bakery preparations
Pectin's
Cargill | 08-Aug-2022 | Technical / White Paper
Familiar, plant-based, highly functional… today's pectin ticks off a lot of boxes for consumers and product developers alike. Learn how this humble...
Sustainable sweetness
Cargill | 04-Aug-2022 | Insight Guide
According to proprietary Cargill research, more than half of consumers indicate they are more likely to purchase a product if it includes a sustainability...
Lower carbon flour sourcing solutions.
ADM | 28-Jul-2022 | Insight Guide
As more stakeholders demand action that can slow climate change, we can help you calculate and reduce GHG emissions from farm to flour.
Adding value as your partner in oils.
ADM | 27-Jul-2022 | Infographic
Download our new oils infographic and learn how ADM’s value added services can help you overcome many of the daily challenges you face. From reducing risks...
Show more
On-demand webinars
More promotional features
Sign up to our free newsletter and get the latest news sent direct to your inbox

source

Leave a Reply