Soft chews adopt nutritious, health-enhancing ingredients
Trend - Brands are offering edible self-care products in chewable form, with products that range from performance-enhancement to those that claim to enhance the appearance and strength of skin. This simple form of ingesting nutritious ingredients provides a taste and experience-led motivation for health-minded consumers to purchase.
Insight - For consumers who are choosing to prioritize their health, what they consume is of great importance. However, frequent barriers to achieving fitness and nutrition goals include having to balance those with all the social and professional responsibilities of daily life, leaving little time in the day for many consumers to prioritize their health in a disciplined manner. Products that these consumers can receive the benefits from on-the-go, then, are extremely valuable.
Insight - For consumers who are choosing to prioritize their health, what they consume is of great importance. However, frequent barriers to achieving fitness and nutrition goals include having to balance those with all the social and professional responsibilities of daily life, leaving little time in the day for many consumers to prioritize their health in a disciplined manner. Products that these consumers can receive the benefits from on-the-go, then, are extremely valuable.
Workshop Question - How could your brand provide simpler on-the-go solutions for its customers?
Trend Themes
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Edible Self-care Products — Brands are offering edible self-care products in chewable form, providing an on-the-go nutrition experience to health-minded consumers.
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Functional Chews — Functional chews offer a convenient and tasty option for busy health-conscious consumers looking to achieve fitness and nutrition goals.
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Natural Chewing Gum — Chewing gum is becoming a functional way for consumers to receive a variety of wellness-boosting benefits, as natural ingredients continue to gain popularity.
Industry Implications
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Food and Beverage — Companies such as Ocean Spray are expanding into the supplement industry, offering new and unique products to consumers.
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Health and Wellness — Consumers are increasingly focused on achieving fitness and nutrition goals, making the health and wellness industry a prime market for functional chews and edible self-care products.
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Oral Care — Innovation opportunities exist within the oral care industry to incorporate prebiotic technologies and natural ingredients into products, such as BasicBites' chocolate soft chews.
