Category
Lifestyle
Assisted Choices
Trend cluster
Category
Free-From
Performance
Performance-boosting food and beverage items tout “free-from” labels.
3.3
Trend score
Trend
What is the Free-From Performance trend?
Free-From Performance: Brands that specialize in fitness-enhancing food and beverage products are prioritizing “free-from” formulations that boost the perceived nutrition of their products. This shift comes as the health food industry responds to health-conscious consumers’ desire for holistic, “clean” diets.
Insight
The consumer insight behind the Free-From Performance trend
Today’s consumer is increasingly concerned with their health, and they’re gravitating toward “natural” items to achieve it—both in the cosmetic industry and in the food and beverage space. For consumers, the appeal of natural ingredients is that they’re familiar, and that they tend to have fewer additives that the average consumer wouldn’t be able to understand right from the label. Thus, consumers are turning to brands (even those that don’t specialize in natural ingredients) that tout not just what their products do contain, but the common, unhealthy ingredients they don’t.
Trend themes
Themes within the Free-From Performance trend
Three behaviours holding the trend together01
Free-From Formulations
Health food industry responds to health-conscious consumers’ desire for holistic, “clean” diets.
02
Performance-Enhancing Food and Beverages
Brands prioritize formulations that boost the perceived nutrition of their products.
03
Natural Ingredients
Consumers are turning to brands that tout not just what their products do contain, but the common, unhealthy ingredients they don’t.
Industry implications
What the Free-From Performance trend means for industry
Where the trend changes the playbookFor
Fitness and Sports Supplements
Free-from, performance enhancing dietary supplements have potential to disrupt the sports nutrition industry by catering to a growing health-conscious consumer base.
For
Functional Beverages
Free-from natural energy drinks can disrupt the traditional energy drink industry as more and more consumers seek better-for-you alternatives.
For
Food and Beverage Industry
Free-from natural products with clean labels have potential to influence and shape the food industry towards healthier and more sustainable offerings.
Workshop question
How could your brand re-formulate its product to enhance its perceived benefits?
Trend signals
Trend signals for Free-From Performance
Trend score 3.3 out of 10, from popularity 45%, activity 45%, freshness 8%.
Popularity45%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Free-From Performance trend
4 featured examples from Nov 22, 2018 to May 17, 2019CategoryLifestyle
Free-From Performance Beverages
'Adrenaline Shoc' is a Smart Energy Drink for Active Individuals
The beverage industry can explore the development of healthier, functional options to cater to the demands of health-conscious consumers.
CategoryLifestyle
Vitamin-Enhanced Energy Waters
The Radnor Plus Energy is Infused with Natural Caffeine
Opportunity for beverage manufacturers to innovate with functional beverages that provide added benefits such as vitamins and natural sources of caffeine.
CategoryLifestyle
Pharmaceutical-Grade Muscle Supplements
The Naked Nutrition Naked BCAAs Improve Your Performance
The fitness and nutritional supplements industry can tap into the trend of clean label and plant-based supplements to offer pharmaceutical-grade muscle supplements.
CategoryLifestyle
Free-From Athletic Supplements
The New Ascent Chocolate Peanut Butter Protein Powders are Tasty
Industry can explore the development of free-from protein powders and alternative flavors to cater to the needs of athletes.
