Tart cherry extract is becoming increasingly popular in sports nutrition
Trend - Research has strongly suggested that tart cherry extract is useful in enhancing cardiovascular health, sleep, and recovery from sports-induced muscle damage. As a result, brands in the sports nutrition category are updating their formulas with this functional ingredient.
Insight - Contemporary consumers are embracing the health and wellness movement, and as a result, many are looking for products that will support them in their lifestyle choices. Given that there are many options on the market, individuals are increasingly narrowing their search to functional ingredients that will specifically target their needs. In doing so, consumers do not only feel healthier and more energized, but they are also reassured that the purchase will benefit their lifestyle.
Insight - Contemporary consumers are embracing the health and wellness movement, and as a result, many are looking for products that will support them in their lifestyle choices. Given that there are many options on the market, individuals are increasingly narrowing their search to functional ingredients that will specifically target their needs. In doing so, consumers do not only feel healthier and more energized, but they are also reassured that the purchase will benefit their lifestyle.
Workshop Question - How can your brand better target consumer demographics?
Trend Themes
1. Functional Ingredients - Functional ingredients that support specific needs are increasingly in demand by contemporary consumers in the health and wellness movement.
2. Natural Supplements - The popularity of natural supplements without synthetic chemicals and GMOs is on the rise for reducing inflammation, promoting healthy sleep and more.
3. Sugar-free and Clean Label Products - Health-conscious consumers are seeking clean label products like sugar-free sports drinks and prebiotic sodas.
Industry Implications
1. Sports Nutrition - Sports nutrition brands are updating their formulas with functional ingredients like tart cherry that enhance cardiovascular health, sleep, and recovery.
2. Clean Nutrition - Clean nutrition product creators are introducing all-natural supplements and plant-based sports powders with functional ingredients that appeal to ingredient-conscious consumers who support an active lifestyle.
3. Better-for-you Beverages - Prebiotic soda brands like VINA aim to disrupt the better-for-you beverage industry by offering functional ingredients that strengthen brain-gut connections and low-sugar and vegan-friendly options.
