Trends to Watch in 2021: Practical Functionality

We can all breathe a collective sigh of relief – 2020 is almost over! Even though there’s still a great deal of uncertainty going into 2021, there are some exciting and innovative food trends on the horizon. Of course, some of these trends have been shaped by the pandemic, but others are being influenced by a new generation of consumers. Over the next few weeks, we’ll be breaking down the top trends to watch for in 2021. We’re kicking it off this week with a look at what’s new and next in functional ingredients.

We know that functional ingredients have been on the rise in recent years as consumers have sought to use food to address their health concerns. With more “natural” diets growing in popularity, consumers have attempted to steer clear of the pharmacy and hit up the grocery store aisles in hopes of finding what they perceive to be a healthier and more natural way to receive certain health benefits. Spices like turmeric have been lauded for their anti-inflammatory properties and perceived health benefits, while chia, flax, and pumpkin seeds have been receiving buzz for being high in fiber. This trend isn’t going anywhere anytime soon, but it is evolving due to the pandemic.

Rather than focusing on proactively preventing certain health conditions that may be concerns down the road, like heart disease, consumers are now focused on preventative measures in the here and now. They are actively seeking out ingredients and foods that claim to boost immunity so as to stave off the coronavirus. Immunity claims witnessed a major boost since the start of the pandemic but expect to see more food companies jump on this trend in 2021. The pandemic has undoubtedly brought health to the front of consumers’ minds, so they’ll be gravitating towards immunity-boosting products long after the pandemic is over. Not only will products high in vitamin C be on the rise, but so will ingredients that are believed to boost the immune system, like green tea, ginger, honey, and mushrooms. Probiotics, fermented ingredients, and superfoods too will continue to gain popularity with a wider consumer base.

Looking beyond immunity, products that claim to offer stress relieving properties will also see substantial growth. Let’s be honest, these are stressful times for a variety of reasons. Consumers will be looking for ingredients and products that will offer reprieve and allow them to unwind. CBD, for example, has been trending in recent years despite its complicated regulatory status, but has really seen an increase in demand since the start of the pandemic. Botanicals, peppermint, and more soothing ingredients will too benefit from this trend and attract stressed out consumers.

While Millennials have largely driven the functional ingredient trend, the uncertain nature of the pandemic has made it so that consumers of all ages will be drawn to products claiming to offer immunity support and stress relief.

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