Consumers are prioritizing health and wellness — for themselves and for the planet — in their consumption choices. NielsenIQ’s most recent Global Health and Wellness report named health and wellness “THE single most powerful consumer force of 2021.”
Today, Presence, a natural products food brokerage and service provider, unveiled their first-ever report on trends and predictions for conscious consumers. The trends reinforce what we’ve seen from NielsenIQ and other recent consumer research: that health and wellness continue to drive consumer behavior as well as food and beverage innovation. Tracy Miedema, VP of business development at Presence, commented: “We’re seeing consumers proactively seek food and beverage brands that promote health and mental wellness, choosing natural products and supplements for holistic nutrition and are looking to make a positive impact on their communities and the environment.”
Among the food and beverage Presence identified, two are related to personal health and two to planet health:
- Carbonated soda for gut health. Consumers have a growing interest in prebiotics, probiotics, and postbiotics for their digestive and immunity benefits. Presence believes that carbonated drinks “are the next generation of functional beverages,” with shelf-stable energy drinks and sodas leading the way.
- Mushroom everything. Mushrooms are being recognized for a variety of health benefits, including blood pressure management and their antioxidant properties. Presence notes that “consumers are showing a new level of interest in engagement in all things mushroom,” from powdered and dried formats to RTD beverages and coffee.
- Regenerative agriculture. On the environmental side, consumers are becoming more interested in and informed about how their food is grown. Interest in regenerative agriculture has grown significantly, and Presence expects this practice will soon start appearing on food labels.
- More sustainable packaging options. Packaging waste is a top priority for consumers, and the industry is responding. Presence has seen the increased use of recyclable pod/cup systems (23% increase) aseptic cartons (9%) and glass (2%).
Overall, the new trends report supports the broad shift we’ve been seeing toward more conscious consumerism. The brands that embrace these now values will be in the best position to meet consumer demands into the future.
