Products that renounce unhealthful ingredients lure health-minded consumers
Implications - With the increase in consumers restricting certain ingredients from their diet including gluten and GMOs, brands are taking a reverse approach to product marketing by promoting what isn't in a product to be as transparent and applicable as possible. Speaking to a customer base that would have traditionally made food by hand, the products enhance an otherwise niche market by changing what the shopping experience entails; instead of avoiding prepackaged options, appropriate choices are quickly identified. This creates a clearer divide between brands that are applicable to healthy living versus those that don't meet stringent criteria of restrictive consumers.
Trend Themes
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Exclusionary Marketing — Brands are using transparency to market what isn't in their products, appealing to health-conscious consumers.
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Gluten & Allergen-free Snacks — The market for gluten and allergen-free snacks is growing, providing a range of healthier options.
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Clean Label Products — More consumers are seeking all-natural products made without artificial colors, flavors or preservatives.
Industry Implications
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Food & Beverage — The food and beverage industry is changing rapidly in response to health-conscious consumers seeking healthier options.
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Retail — Retailers are responding to consumer demand for all-natural products by offering healthier options in-store and online.
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Health & Wellness — The health and wellness industry is incorporating more natural and allergen-free products in response to growing consumer demand.
