2022 TRENDSETTERS
Wake up to wellbeing
Consumers ’ expectations for the health benefits and sustainability of the products that make up their meals and snacks have never been higher .
Health has been a dominant trend in food and beverages in recent years and this trend will continue to evolve in 2022 , with consumers setting the bar even higher . It ’ s not enough for products to be good for health , they also need to have a bigger , better impact on the planet or on society more broadly . Brands will , therefore , be looking to new ingredients that not only offer natural health benefits but also have less environmental impact , for a greater effect on the wellbeing of consumers .
A BROADER DEFINITION OF ‘ WELLBEING ’ The broader impact of food and beverages on overall wellbeing is an emerging trend that Adriana Heinzen , trends and innovation consultant at market research group Mintel , pointed to ahead of the 2021 Naturally Good expo .
“ We expect food and drink companies to create mental and emotional wellbeing solutions , deliver on new value needs , and use brands to celebrate people ’ s identities ,” Heinzen said .
“ We are seeing some really innovative food and drink formulations that are offering consumers mental and emotional wellbeing , which will evolve the foundation of healthy eating .”
Food and drinks manufacturers are already incorporating substances such as adaptogens and nervines into products to support consumers who are feeling increasingly stressed as a result of the pandemic , Heinzen explained .
Adaptogens are botanical substances such as holy basil , ashwagandha , maca and different types of ginseng , that can help the body restore balance and cope with physical or mental stress . Similarly , nervines are a group of botanical ingredients that are also thought to reduce stress and anxiety levels , but by acting on the nervous system . Well-known nervines that feature in food and drink include lemon balm , valerian and lavender .
“ Stress and burnout have been accelerated by the pandemic and created demand for functional products to help ease the mind ,” Heinzen said . “ Benefits include better sleep , reduced stress , and even improved concentration .”
Heinzen points to immunity through gut health as another key trend , with more innovation expected across fibre , fermented foods , pre- , pro- and postbiotics ( i . e . non-viable bacterial products or metabolic products from micro-organisms that have biologic activity in the host ).
“ There is increasing awareness about how the gut microbiota and the immune system work in a mutual relationship and constantly shape each other ,” she said . ‣