Trend Hunter’s research discovered a variety of food and beverage brands touting health and cosmetic benefits before this movement's popular surge. The concept of consuming food and drink to live longer, become more attractive, heal yourself or enhance your performance is now rampant.
As early as 2006, we discovered that chocolate could be eaten for health and beauty purposes. At the same time, some marketers began claiming that their beverages had health benefits such as BORBA and Nestle’s ‘Glowelle.’ In our 2008 report, we stated, “Dozens of new products are touting their ingredients as beneficial to one’s health, such that food without function or beauty products that don’t have alternate benefits are becoming a thing of the past.” The organic and health food movement was relatively new to consumers at this point.
The market is now flooded with energy and vitamin drinks. Smartwater, Froosh Smoothies, V8 V-Fusion Juice, and Naked Juice are just some of the few products that boast health by consumption. PepsiCo has created several versions of vitamin water: such as Lifewater, Propel, Aquafina Plus+ and Aquafina Plus+ 10-Cal. Coca-Cola’s vitamin water lines include the consumer hits VitaminWater (endorsed by 50 Cent and Ellen Degeneres) and Smartwater (endorsed by Jennifer Aniston). From chocolate to seasonings, organic foods are growing in popularity. Big brands are realizing that acquiring smaller, organic food companies can even out their consumer base. Major retailers have even created billion dollar organic products and entire lines and stores.
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Health & Beauty by Consumption
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