OUTLOOK and marine-based collagen is now one of the fastest-growing ingredients in functional foods ; collagen-based supplements promoting “ beauty from within ” to improve skin health increased sales by $ 2.9 million in the past year . 31
The shift towards supplements designed to improve specific facets of health cannot be underestimated . Pandemic anxiety helped those supplements claiming to help with stress , mood , sleep and emotional wellness add an impressive $ 4.9 million across grocery and pharmacy in Australia . Muscle support ( primarily magnesium ) added $ 9.6 million and female supplements ( mostly iron ) gained $ 19 million in the past year . 32
Age is a state of mind Australians view health and wellness as a holistic , proactive and ongoing pursuit , giving brands a unique ( albeit elusive ) opportunity to capitalise on this . Brands must speak to their specific product benefits rather than target demographic . Innovating and correctly marketing and packaging products supporting conditions like age-related sarcopenia and other protein-enhanced products provides new opportunities . We expect to see a subtle but widespread embrace of positive ageing . Australians will shop for products “ empowering ” their health ( without being reminded of their age ), that help them stay active , ease body pain , support mobility and offer preventative claims .
From zero to hero With seven in 10 Australians drinking wine , spirits , and RTDs ( 69.7 per cent ) 33 , as we look to reclaim our health non-alcoholic alternatives will continue to boom . The no- and low-alcohol market in Australia is expected to grow by + 16 per cent to 2024 34 and is currently valued at $ 94.9 million across grocery and liquor 35 . Nonalcoholic beer ruptured the market , positioned as a healthy alternative to soft drinks and making it the star performer (+ 47.1 per cent in grocery and + 89.9 per cent in liquor ). In wine , Jacob ’ s Creek Better by Half has delivered $ 3.5 million since its launch in Coles and continues to see gains through distribution . 36
Sugar-free products are popular alternatives for well-established dark spirits . Despite only making up 5 per cent of total RTD share , the “ no sugar ” label over-indexes in growth and is likely to take off as NPD continues . Zerosugar options for Canadian Club , Jack Daniel ’ s , Wild Turkey , Jim Beam , Woodstock , and Cougar are experiencing + 48 per cent growth . Those beverages calling out benefits such as immunity and mental performance are also resonating , with cues to be taken from Kiwi brands No Ugly up + 313.6 per cent and Arepa + 250 per cent , while E2 , a long-standing sports drink brand with added vitamins , has grown + 20.2 per cent .
The holistic nature of wellbeing ensures it has a consistent place in brand messaging ; it ’ s just a matter of brands determining where they fit into the current narrative . •
Holistic health and functional food
Treatment to preventation
> 50 % of consumers have spent time educating themselves about immunity since Covid-19
Conscious consumer
65 % of consumers globally are eating more plant-based food & beverages
Everything in moderation
+ 83 %
Increase in sales of non-alcoholic drinks in the past year