What’s New in Health & Wellness Trends

With New Year’s resolutions fresh in everyone’s minds, consumers will be on the hunt for new and exciting products to support their health and wellness goals. What consumers are looking for in terms of healthy products, claims, and functional ingredients continues to evolve as overall food trends shift. In this blog, our experts offer their takes on how health and wellness trends are changing – and what matters most to consumers right now when it comes to these products.

Functional Ingredients for Eye, Brain, and Bone Health

Functional ingredients have been trending for the past few years as consumers have turned to the grocery store aisles, rather than the pharmacy, for solutions to their health concerns. In many cases, consumers have been looking for foods and beverages that offer preventative action against future health issues. While immune support was among the biggest concerns that consumers were focused on in recent years, as the pandemic has waned, new concerns are on the top of consumers’ minds. In particular, products that offer support for eye, brain, and bone health are seeing increases in demand, as consumers look to fend off the effects of aging for more vitality in their later years. Younger consumers are getting in on this now, too, seeking to get ahead on building a healthier future for themselves.

All Natural Claims

Interest in clean label and all-natural claims are here to stay, but with consumers becoming more label conscious, it’s becoming all the more important. More than ever, consumers are taking the time to read food and beverage labels and to understand what is in the products they’re consuming. As a result, their expectations for brands to use natural and recognizable ingredients has only continued to increase. According to Mintel, all-natural claims are among the top claims that consumers are seeking out these days, making it imperative that brands try to clean up their labels, as this trend is going to persist for years to come. Consumers perceive clean label products as not only healthier for them but also healthier for the environment. With health and sustainability both being top priorities for consumers, they’re going to reward brands that offer clean label and all natural products.

Supporting Mental Health

Not only is physical health important to consumers, but mental health is too. The past few years have given rise to a mental health crisis and renewed focus on addressing wellbeing more holistically. Consumers in general, but especially Millennials and Gen Zers, report experiencing increased levels of anxiety in recent years, according to Mintel. It’s no surprise that consumers have been turning to food and beverage products to support them from both a functional ingredient perspective and from a comfort food perspective. Brands that can provide products that support mental health from either of these perspectives are sure to win big with consumers as they continue to prioritize their mental health.

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