Brain nutrition, a ‘no-brainer’ for consumers
“As a society, we’re stressed out. Brands in the food, beverage, beauty, and supplement industries are turning to a new way to improve our mental health and wellness with nootropics,” said KeHE’s team of ‘product innovation gurus,’ who added that consumers will be seeking out common nootropic ingredients including caffeine, creatine, L-theanine, Rhodiola, and Bacopa.
According to IRI/SPINS sales data, these functional ingredients have seen a 37% increase in sales or $383m across all natural and conventional retail channels in the last year.
“The rise in sales indicates the consumer’s need for products to support brain health. While you’ll find most nootropics in the supplement aisle; skincare, meal replacements, and sport energy drinks are next,” predicted KeHE.
Taking care of the planet
Discussions of climate change and improving the health of the plant came to the forefront this year, and consumers are taking action, according to KeHE.
“Customers are fired up about taking care of the environment. From farming practices and manufacturing processes, to packaging, recycling and reducing waste, people are taking note of more sustainable practices available within the product lifecycle. Shoppers are putting their dollars to good use by buying more sustainable products,” noted KeHE.
In the US, 57% of consumers now expect brands to be a force for positive environmental change, highlighting the importance of brands and retailers taking an active role in driving sustainability.
Rise of super-premium pet food
“Pet food, the fastest-growing category in center store grocery, is fueled by innovation in natural and specialty pet food, which shows with its 25% growth. Natural, organic and premium pet food brands are centering their products around catering to pet owners’ needs by optimizing nutrition and ensuring safety for pets,” said KeHE.