Views: 5 Author: Site Editor Publish Time: 2022-03-18 Origin: Site
In the past few years, consumers have paid more and more attention to their "health and happiness", especially the new consumers with obvious health concept. They began to pay attention to the formula, composition, label, appeal and environmental sustainability of products. These inherent consumer demands are driving the upgrading and innovation of the whole nutrition and health products industry. The new generation of consumers are more educated, more adventurous and more willing to try different products and services.
An obvious change in market consumption demand is that consumers seek to promote physical and mental food and beverages, choose natural products and nutritional supplements to provide overall nutrition, and hope to have a positive impact on the whole community and environment.
The following are five major business trends in the global nutrition and health industry in 2022. Through these trends, we can better understand the health perception and product demand of this generation of consumers.
01 the popularity of pressure relief and sleep products
Stress and sleep affect each other. In the current fast-paced era, stress is more obvious, and the outbreak of the epidemic is a normalized epidemic of "aggravation". More consumers begin to pay attention to the three sub directions of emotional health, sleep management and stress relief.
Consumer demand for mood and stress relief has driven the rapid development of vitamins and nutritional supplements. According to data released by spins, vitamins and nutritional supplements have an annual growth rate of 43% on Amazon. Although there are many growth drivers in the market, stress and sleep support have increased significantly.
In addition, compared with the older generation, the younger generation is more likely to seek vitamins and nutritional supplements to relieve stress, with 30% of generation Z and millennials taking them, compared with only 20% of generation X.
In terms of specific raw material development, magnesium, MCT, South African drunk eggplant, mushroom, melatonin and other components have increased significantly in the market.
02 carbonated drinks become a new outlet for intestinal health
As consumers become more aware of the fundamental role of intestinal health, the probiotic market will continue to grow. In 2020, the global probiotic market is estimated to be US $54.77 billion, and continues to grow at a CAGR of 7.2% from 2021 to 2028.
At present, the main application category of probiotics is nutritional supplements. The field of plant-based is a relatively new and growing field. It is expected to see many probiotic solutions in the future.
Probiotics are commonly found in various types of fermented foods, such as yogurt, Kombucha, kimchi and kimchi. At present, one of the main contributors to the growth trend of probiotic products is "functional carbonated drinks", which contain prebiotics, probiotics or epigenetics. The main application direction is immunity and intestine. The more popular probiotic drinks are storage resistant functional carbonated drinks in the category of energy and performance.
Functional drinks became the next direction of probiotic growth, and storage resistant energy drinks and other drinks containing probiotics became the main driving force of sales growth, with an increase of 4357.4%. For beverages containing prebiotics, storable soda and carbonated drinks rose 12.8%.
03 the rise of renewable agriculture
Health conscious consumers pay a premium for products that ensure their health and support social responsibility and sustainable development. Many people are interested in sustainable environmental health and support these "future products" through purchasing behavior. In addition, consumers will continue to seek cleaner ingredient labels.
Commercial interest in renewable agriculture has soared 138% since 2019. Renewable agriculture is a global movement to promote biodiversity, carbon sequestration and harmonious operation of life systems. This concept draws lessons from the tradition of cooperation with natural rhythm, and the continuous epidemic has once again introduced it into the vision of consumers.
Renewable agriculture has been booming and plays a key role in shaping the future of agriculture. The strategy of giving priority to soil health, no till cultivation, farmland cover crops and traditional animal husbandry is expected to help improve the sense of responsibility of the food and agriculture sector while attracting conscious consumers. In the future, the claim of "renewable agriculture" will appear on the product packaging label.
Everything is "mushroom"
Mushroom, as a market rookie, has been very hot in the past two years. From cooking to functional nutrition, consumers have shown obvious interest in mushroom products. In order to cater to the emerging trend of consumers, brands are developing various new forms of mushroom products, including mixed seasonings, ready to drink drinks, snacks and coffee. In addition, mushroom raw materials in the form of capsule, powder, tincture or tea are becoming more and more popular in nutritional supplements.
Different types of mushrooms have different active ingredients and application directions. White birch antler, Cordyceps sinensis, Ganoderma lucidum, Hericium erinaceus and Coriolus versicolor are common ingredients in the product formula. The main application directions are concentrated in the immune system, blood pressure management, antioxidant, overall health, etc. in addition, the fields of cognitive health, cardiovascular and skin health are also worth exploring.
Demand for functional mushrooms and nutritional supplements will continue to grow as consumers seek food and beverage innovations that promote benefits beyond basic nutrition.