Findings from global brand building agency Healthy Marketing Team (HMT), considered what is expected to influence consumer choices of food and health products in 2022. It identified categories such as: Food & Supplements, Sports Nutrition , Plant-Based and Climate and Self-Care.
The purpose of the analysis
HMT, which specializes in food and health, compiled the report using market research from various continents. It analyzed new product offerings and also incorporated feedback from food and supplement organizations around the world.
Peter Wennström, founder of HMT, says: “The purpose of our analysis is to draw industry attention to this shift from physical health to mental health, which is THE game changer for anyone working with food and health products and services.
“It means that brand and product developers must understand how to connect with today’s consumers not only with physical benefits and rational claims, but also with emotional benefits. The value chain begins in the mind of the consumer, now more than ever.“
key takeaways
HMT found that in Food and Supplements there is a movement away from a single hero ingredient to “the synergistic power of nutrients”– the combined power of ingredients working together, as well as the increased use of microbiome therapies for mental wellness. He also discovered the rise of plant-based haute cuisine with the aim of helping people feel good through a “vegourmet” experience.
Regarding climate, the report highlighted that the term “eco-anxiety” is now widely used to describe acute anxiety related to climate change. It showed an opportunity for brands to create a safe space where even the smallest actions count and gives people a chance to take pride in their “eco-awareness”.
A focus on mental health
When it comes to sports nutrition, HMT discovered a shift from physical strength and concentration to sharp focus and mental balance.
NutraIngredients has reportedon similar suggestions that an athlete’s mental health is just as important as their physical fitness, and how nutrition has a role to play in improving it.
HMT research highlighted innovative mental health-boosting and performance-enhancing ingredients, including microbiome modulators and cannabinoid (CBD), which were a key focus.
The “it’s okay not to be okay” message was highlighted in personal care, revealing an opportunity for products that aim to address everyday anxiety, stress and mood swings.
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