Foods that always included collagen are highlighting it as an added benefit
Implications - Food items like broth and jerky have always included collagen for the very fact that they're meat-based, but with the continued collagen "craze," brands that create such items by highlighting the fact that they have collagen in them. This shift in marketing plays on the popularity of fad diets and allows for brands to reframe how their traditional products are perceived by consumers.
Workshop Question - How could your brand change the way in which one of its product/services is perceived by consumers?
Trend Themes
1. Collagen Marketing - Highlighting collagen in traditional food items is a new marketing trend that takes advantage of the popularity of fad diets.
2. Bone Broth Beverages - The trend of bone broth beverages continues to grow, with new innovations, such as Brodo's Brothies, offering consumers a new way to enjoy the drink's immune-support and healing compounds.
3. Animal Protein-based Wellness Products - Wellness food items like Bonafide Provisions' bone broth soups and turkey bone broths are a new product category that targets non-vegetarians who are looking for animal protein-based health and wellness products.
Industry Implications
1. Food and Beverage - The trend toward highlighting functional, healing compounds in food and beverage products continues to grow.
2. Health and Wellness - The popularity of bone broth products highlights the importance of gut health, immune-support, and overall body nourishment.
3. Marketing and Advertising - Collagen marketing trend provides an opportunity for advertising and marketing professionals to reframe traditional products and appeal to health-conscious consumers in new ways.
