Global Insights Series: Health Food Trends Turning Holistic

The rise in popularity of health food orientated supermarkets like Whole Foods and Planet Organic, the swathe of new health driven FMCG companies, and growing public awareness about how what we eat affects us both physically and mentally, means we are seeing a wave of new products entering the market. Many of these products have been created to specifically support various bodily functions, helping us feed not only our bodies, but our minds and souls too. Gut health, immune boosting foods, and mood boosting foods are all key players in this holistic health food trend.

There are many foods that promote improved gut health, with probiotics being one of the easiest and most efficient ways to deliver this microorganism to our gut. Many people are looking at ways to support and increase their natural immunity and the mounting evidence on the safety and benefits of probiotics have increased consumer’s faith in their efficacy. 70% of our immune system is based along the digestive tract and so a ‘happy gut’ is crucial for a healthy mind and body. Gut bacteria flourish when fed fibre and so high fibre foods are a guts best friend. Fibre supplements such as psyllium can be added to your diet to feed all the bacteria more comprehensively in the gut.

Fibre supplements such as psyllium can be added to your diet to feed all the bacteria more comprehensively in the gut.

The beverage industry is also having a shake up with alcohol free beverages rivalling their hangover inducing counterparts, CBD infused drinks, and drinks designed to stimulate the brain (nootropics). Non and low alcohol drinks have slowly been on the rise over the past 2 years but ‘beverages with benefits’ are making the real noise now. Whilst Nootropics capitalise on the functional benefits of ingredients and support the mind by improving cognition and alertness, CBD infusions are becoming commonplace for aiding mental health issues like anxiety and poor sleep. The CBD market is expected to grow to US$2.17bn by 2023 and the global nootropics market size was valued at USD 9.57 billion in 2020 and is expected to expand at a CAGR of 15.0% from 2021 to 2028. It is apparent that health is the driving force behind the most popular beverage innovation.

When talking about foods with functional benefits, it would be impossible to not talk about the immense benefits of mushrooms. Historically lauded for their healing and cleansing properties, they are high in fibre, contain a plethora of nutrients, and are also powerful prebiotics. Whilst feeding the good gut bacteria, their health benefits also focus on the immune system by supporting immune cells for protection, immune strength, and a balanced immune response. Exotic mushroom varieties such as Reishi, Chaga, and Lion’s Mane are turning up in everything from powders and extracts to coffees, teas, smoothies, broths, and chocolates.

Exotic mushroom varieties such as Reishi, Chaga, and Lion’s Mane are turning up in everything from powders and extracts to coffees, teas, smoothies, broths, and chocolates.
Health Food Chaga Mushroom

Finally, there is collagen. Collagen is naturally occurring in the foods we eat. However, research indicates that eating collagen rich foods may not increase our levels of collagen in your body. Collagen supplements are therefore becoming the next best thing to make your feel beautiful on the outside and inside. Whilst the market is dominated by the individual collagen sachet product, we are starting to see a movement towards it being include in to foods as part of the product such as drinks, snacks, and food to go.

Below we have featured a few brands, from around the globe, that have incorporated health foods and claims into their products.

Australia – Super Shrooms

Super Shrooms. Mushroom Based Coffee Alternative. Mushrooms, “Used for centuries to protect the mind and body from the negative effects of physical, environmental and emotional stress. We created a modern (and delicious) way to incorporate these ancient plants into your daily rituals.” Original Flavour, Turmeric latte replacement, and a mocha look alike.

United Kingdom – TRIP

TRIP. CBD drinks. Delivering products “with amazing flavour that leave you more productive, less stressed and more you.” Meet the UK’s favourite CBD drinks – deliciously refreshing, lightly sparkling, and infused with natural adaptogens for stress-free sipping. 4 flavours; elderflower, peach ginger, and lemon basil, and cold brew coffee.

New Zealand – LiveBrew

LiveBrew. BioBrew Ltd was founded in 2009 by Andre Prassinos and Don Pearson to develop the finest probiotics on the planet. Years of R&D at some of NZ’s finest research institutions brought the company to the point of readiness to launch LiveBrew.

Australia/United Kingdom/New Zealand – Beauty Bites

Krumbled Foods Beauty Bites- first functional snack. Eight months after the launch of Beauty Bites in Australia, they became available in Coles Supermarkets and Priceline Pharmacies nationwide. In August 2021, Beauty Bites launched into the United Kingdom with Holland & Barrett, closely followed by Countdown in New Zealand in October 2021. With five hero ingredients and including more collagen ‘than most sachets on the market’. Snack your way to glowing skin, healthy hair and nails.

Adaptonic Clarity

United States – Adaptonic Clarity

Adaptonic Clarity. Rowdy Mermaid is a leading functional wellness beverage brand in the USA who is set to launch their new Adaptonic Clarity range later this month. Adaptonic Clarity is a line of sparkling tonics supporting mental clarity and brain health. With Lion’s Mane mushroom as a key ingredient, these drinks are set to help combat brain fog. The range will include four flavours: Asian Pear Elderflower, Mandarin Turmeric, Pineapple Lemongrass and Raspberry Hibiscus.

Please note, we are not affiliated, associated, or in any way officially connected with the brands and products mentioned within this post. 

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