# Free-From Performance Performance-boosting food and beverage items tout “free-from” labels. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 20, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/freefrom-performance ## Key Figures - Trend score: 3.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 22, 2018 to May 17, 2019 - Published: May 20, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Free-From Performance trend ### Free-From Formulations Health food industry responds to health-conscious consumers’ desire for holistic, “clean” diets. ### Performance-Enhancing Food and Beverages Brands prioritize formulations that boost the perceived nutrition of their products. ### Natural Ingredients Consumers are turning to brands that tout not just what their products do contain, but the common, unhealthy ingredients they don’t. ## What the Free-From Performance trend means for industry ### For 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 for Free-From Performance Trend score 3.3 out of 10, from popularity 45%, activity 45%, freshness 8%. - Popularity: 45% - Activity: 45% - Freshness: 8% ## Examples of the Free-From Performance trend 4 featured examples from Nov 22, 2018 to May 17, 2019. - [Free-From Performance Beverages](https://www.trendhunter.com/trends/smart-energy-drink): 'Adrenaline Shoc' is a Smart Energy Drink for Active Individuals (Category: Lifestyle) Implication: The beverage industry can explore the development of healthier, functional options to cater to the demands of health-conscious consumers. - [Vitamin-Enhanced Energy Waters](https://www.trendhunter.com/trends/radnor-plus-energy): The Radnor Plus Energy is Infused with Natural Caffeine (Category: Lifestyle) Implication: Opportunity for beverage manufacturers to innovate with functional beverages that provide added benefits such as vitamins and natural sources of caffeine. - [Pharmaceutical-Grade Muscle Supplements](https://www.trendhunter.com/trends/naked-bcaas): The Naked Nutrition Naked BCAAs Improve Your Performance (Category: Lifestyle) Implication: The fitness and nutritional supplements industry can tap into the trend of clean label and plant-based supplements to offer pharmaceutical-grade muscle supplements. - [Free-From Athletic Supplements](https://www.trendhunter.com/trends/ascent-chocolate-peanut-butter): The New Ascent Chocolate Peanut Butter Protein Powders are Tasty (Category: Lifestyle) Implication: Industry can explore the development of free-from protein powders and alternative flavors to cater to the needs of athletes. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)