Over the last 18 months, health and wellness has topped consumer priorities in a way unlike we’ve ever seen before. As the pandemic accelerated the rise of existing trends and introduced new ones at a pace nobody could predict, brands have had to be increasingly flexible to keep in tune with changing times. In short, it’s been a challenging and fast-moving year in the world of health and nutrition.
 
As life begins to open up again, companies face decisions about the trends that are worth investing in for the future. Which concerns are likely to stay top of consumer agendas for years to come, and which will fall by the wayside as COVID-19 (hopefully!) becomes a distant memory? With reference to the latest consumer research, here’s some of the trends that companies should keep tabs on in the coming months and beyond.
 
An Increasingly Proactive Approach
Over the span of a few years, we’ve seen the global population become increasingly health-conscious, but COVID-19 put these concerns front of mind for practically every person on the planet. Consumers who considered themselves healthy overall questioned their potential vulnerabilities and began seeking ways to enhance health and well-being. In fact, half of consumers report, according to FMCG Gurus (2020) that they started taking steps to maximize their health in general and reduce the likelihood of future health complications as a result of the pandemic.
 
The result has been a shift in mindset. Rather than looking to address health areas in isolation, or only when issues arise, consumers are on a quest for overall wellness. In fact, 60% of consumers say their top focus for the next 12 months is achieving overall good health, according to FMCG Gurus (2020), and 61% of supplement users say this is the main reason they use these products.
 
This trend is likely to continue. Why? Put simply, wellness isn’t built in a day. Expect more consumers to think seriously about health with a longer-term view. As is common with any health commitment, the obstacle is making it easy for consumers to not give up and actually achieve this goal. One thing formulators can do to support the journey toward wellness is incorporate multiple health benefits where possible, and communicate the impact products can have on overall well-being clearly and effectively. The growing protein plus trend is a great example of this in action.
 
Keeping in Tune with Immune
This increasingly holistic approach doesn’t mean all concerns are equal, however. The unknowns surrounding long COVID and its implications mean that immunity is likely to remain front of mind for some time. Research suggests that last year, a significant one in three consumers stated their level of concern around immune health increased, according to an Innova Market Insights consumer survey (2020), and three in five were looking for food and drink products that could boost their immunity.
 
The standard immune-boosting vitamins and minerals, like vitamin C and iron, will remain popular—not least because of their validated health claims and the strict regulations around immunity claims across the globe. For brands wanting to achieve differentiation in the immunity market, though, it’s worth keeping tabs on the increasing consumer interest in botanicals. Ingredients like peppermint, blackcurrant, elderberry, ginseng and even dandelion are tipped to grow in popularity as consumers research new and natural ways to boost their immune health in the future.
 
Doing More for Mood
In a year that has been challenging for many, it’s not surprising that part of the movement toward a holistic approach to health also incorporates the mind. Consumers are beginning to realize that good physical and mental health are connected, and over half (51%) have said they are planning to prioritize their mental well-being and cognitive performance in 2021 and beyond (FMCG Gurus, 2020).
 
As matters of the mind continue to be in the media spotlight, influencers speak more openly about their mental health experiences, and workplaces seek to break down taboos around stress and burnout, we can expect consumers to feel more comfortable taking an open and proactive approach to their mental well-being. This includes everything from improving sleep and tackling brain fog, to reducing stress and anxiety.
 
With health-conscious individuals, natural products will continue to take center stage. We predict more interest in botanicals and adaptogens, as well as more research into how targeting the microbiome can support health via the gut-brain axis.
 
Getting More Personal
As people become more health conscious, paying more attention to their own bodies, it seems they’re also questioning the efficacy of generic, off-the-shelf products. Last year, 64% of consumers found ways to tailor the products they buy to their individual preferences, beliefs, and needs (Innova Consumer Survey, 2020). The main drivers are, again, linked to the pursuit of overall wellness. Consumers cite healthy aging (75%), wanting to improve quality of life (71%), disease prevention (70%), and wanting to be proactive in their health management (53%) as some of the main reasons they’re interested in personalized nutraceuticals and functional foods (FMCG Gurus, 2020).
 
Interest in personalization is not new, of course. However, there is still plenty to be explored in terms of how it can be delivered. Looking beyond products targeted at specific groups (for infants or women, for example), there’s potential for brands to deliver more personalized solutions through tactics as simple as customized health assessments, to more advanced methods such as microbiome or DNA sequencing.
 
Getting Serious About Sustainability
Sustainability is here to stay; and interestingly, it now often ties into how consumers view their own personal health. We know that consumers increasingly recognize the impact their personal health choices (such as diet) have on the planet, but with the threat of the climate crisis becoming seemingly more immediate, consumers understand that changes in our environment also impact human physical and mental health.
 
As such, consumers will continue to get more serious about sustainability—seeing these choices as linked even more closely with health. In the last two years, 48% of people have made a change to their diet in order to be more sustainable, such as switching to local produce or reducing meat consumption, and 69% of these people also believe these choices have an impact on their health (FMCG Gurus, 2020). For brands, there’s a huge opportunity to bring together issues of mind, body, and planet through education and enhanced transparency, as well as seeking out opportunities to innovate with options that are both healthier and more sustainable.

 
Getting Connected
COVID-19 undoubtedly accelerated trends and changed consumer mindsets, with the interconnected nature of mind, body, and planet marking an important moment in the evolution of how we understand human health. With the right mix of innovation and collaboration from within the nutrition industry, these trends will form the building blocks for a more connected, personal and sustainable version of health and wellness.
 
To discover more about the trends driving the nutraceuticals and functional foods markets, join FMCG Gurus and Innova Market Insights at Vitafoods Europe 2021, taking place at Palexpo, Geneva (Oct. 5-7) or online (Oct. 4-8).