Performance-boosting food and beverage items tout “free-from” labels
Trend - 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 - 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.
Insight - 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.
Workshop Question - How could your brand re-formulate its product to enhance its perceived benefits?
Trend Themes
1. Free-from Formulations - Health food industry responds to health-conscious consumers’ desire for holistic, “clean” diets.
2. Performance-enhancing Food and Beverages - Brands prioritize formulations that boost the perceived nutrition of their products.
3. 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
1. 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.
2. Functional Beverages - Free-from natural energy drinks can disrupt the traditional energy drink industry as more and more consumers seek better-for-you alternatives.
3. 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.
