A recent survey shows that more and more people are concerned about their mental health: 53 % of respondents report anxiety, 33 % struggle with fatigue and exhaustion and 30 % are affected by depression (Innova Trends Survey 2024). Awareness of the connection between nutrition and well-being is clearly reflected in the attitudes of consumers. Worldwide, 43 % of them stated that they had started eating a healthy diet in 2023 to improve their mental or emotional well-being (Innova Lifestyles and Attitudes Survey 2023). More and more manufacturers of food supplements and functional beverages are picking up on this consumer behavior.
Minerals and vitamins for a powerful brain
Many micronutrients support mental and emotional well-being, cognitive performance and sleep quality. Fortification with significant amounts of vitamins and minerals allows for the advertisement of these properties in the form of health claims under the Food Information Regulation (EU) No. 1169 / 2011. In addition, consumers are showing an increasing interest in other functional ingredients such as nootropics and adaptogens, which contribute to improving cognitive performance and stress management.
“Numerous research results indicate that micronutrients in the form of dietary supplements can help reduce stress and anxiety and improve mood and sleep,” says Clarissa Burk, Product Manager at SternVitamin. “Our micronutrient premixes simplify the development of new end products that meet the growing consumer demand for solutions in these areas. They are guided by current nutritional and lifestyle trends and can be customised to our customers’ product parameters and production processes.”
Inspiration for the development of new products
An overview of which micronutrients and functional ingredients support mental well-being and cognitive performance can be found in the SternVitamin white paper “Healthy mood. Healthy mind. Healthy sleep.” In addition to consumer data and market trends, scientific background information provides valuable insights for the development of new products.
The premix solutions presented in the white paper are also informed by this knowledge and consist of blends of micronutrients and other functional ingredients tailored to various facets of mental health. These can be used in the production of various end products that meet the growing needs of consumers. For example, the SternMind premix solution for instant beverages supports mental health, reduces symptoms of mental stress and promotes positive thinking. It contains a balanced blend of vitamins, minerals as well as L-theanine, and can be supplemented with other ingredients such as Rhodiola rosea and Panax ginseng.
Download the whitepaper here.
Consumers today lead more demanding lifestyles that drain their energy levels, fueling the need to relax and rejuvenate. As a result, they are proactive in seeking products that can support mental wellbeing. Brands are, therefore, working to develop ingredients that can ease stress and improve mental health, says GlobalData, a leading data and analytics company.
Meenakshi Haran, Lead Consumer Analyst at GlobalData, comments: “The incidence of poor mental wellbeing is at its highest today with consumers generally feeling more stressed and anxious as they deal with challenging economic and social conditions. Indeed, mental wellbeing is a major concern (extremely/quite concerned) for American consumers as attested by 50 % of respondents in a recent GlobalData survey*”
Conscious of the negative health implications of an imbalanced lifestyle, many concerned consumers are paying greater attention to their emotional wellbeing and quality of life. Ingredient manufacturers have taken notice of this growing consumer pursuit of food and beverages that can help them relax and rejuvenate. In March 2024, Caldic North America announced its collaboration with Celesta Company to expand Caldic’s portfolio with Celesta’s proprietary ingredient blends and technologies, including SlumberMor and RnRMor, designed to improve sleep, mood, and relaxation. These innovative offerings are touted to help with functional innovations in the food and beverage industry.
Haran continues: “Millennials and Generation Y (58 % each) are the most concerned about their mental wellbeing, compared with other generations in the current situation*. This trend is driven by health-conscious consumers who are concerned about the impact of diet on mental health.”
Haran concludes: “This high concern motivates consumers to improve diets, carefully consider what ingredients are inside food & drinks, and seek lifestyle changes. Novonesis, a joint venture between Chr. Hansen and Novozymes unveiled a new ingredient, the MindAble 1714 probiotic designed to manage stress, targeted at the food industry. Food & beverage brands should consider launching products using innovative ingredients to align with consumers expectations.”
*GlobalData 2024 Q1 Consumer Hot Topics Survey – US, published in March 2024, 500 respondents
Teetotalism trends in the Asia-Pacific region are becoming increasingly prevalent, with approximately *3three out of four (71 %) of consumers drinking less alcohol in August 2020, according to a survey by leading data and analytics company GlobalData. However, the adoption of alternative soft drinks remains low, at only one in five* consumers. In fact, APAC customers surveyed are more attracted by health claims – specifically products noted to help support mental wellbeing – with such products purchased by nearly a third of consumers. Going forward, it will be crucial for drinks brands to blur the lines around traditional alcoholic products and offer ‘better for you’ messaging.
Carmen Bryan, Consumer Analyst at GlobalData, comments: “APAC consumers are turning away from alcohol driven by concerns around physical and mental health. While general health concerns take precedence, backed by *almost half (49 %) of the region’s population, weight management, fitness, physical appearance and emotional wellbeing are all considerable factors driving low or no-alcohol innovations.”
Recognizing this trend, New Zealand-based companies Adashiko and Parker Beverages recently launched a collagen-infused bottled water, marketed as ‘premium’ and ‘sophisticated’. This launch leverages growing demand for alternatives to alcohol that incorporate functional properties, writes GlobalData.
Bryan adds: “By incorporating functional and beneficial ingredient formulations, companies such as Adashiko-Parker Beverages are able to align to personalized health trends and cater to an evolving consumer landscape.”
Looking at alcohol consumption trends more closely, GlobalData’s research reveals that, of the *271 % of consumers drinking less, a sizeable *20 % (one in five) have stopped drinking alcohol altogether. In contrast, when asked a similar question in the US.
Bryan adds: “As pubs and bars closed their doors this year, and tensions regarding public health heightened, consumers were forced to reassess their priorities and lifestyles. Trends are shaping new home-bound leisure and social occasions where consumers seek the same taste and feel of mature drinks without the negative implications.”
Japanese FMCG company, Morinaga, is leveraging these trends with its amazake product range. Most notably, the Morigana Collagen in Haenuki flavour puts a healthy twist on the traditional sweet and low-alcohol Japanese drink by highlighting the high collagen and alcohol-free claims.
Bryan adds: “GlobalData’s research highlights the importance of premium positioning and clear ‘better for you’ messaging. By leveraging wellbeing factors such as natural, immunity-boosting or skin health, brands can create a premium product that blurs consumers’ perceptions around traditional alcoholic products. A rebranding mission, of sorts. Going forward, it will be crucial for brands to blur these lines further, emphasizing the positive health credentials that will help reassure consumers, both mentally and physically, to tap into multiple consumption occasions and justify a potentially higher price mark up.”
*GlobalData’s 2020 market pulse survey – Asia-Pacific – published 1 September 2020
*2Combined responses: “I try to consume a moderate amount” and “I am trying to reduce my intake as much as possible”
*3Combined responses: “I try to consume a moderate amount”, “I am trying to reduce my intake as much as possible”, and “I avoid this entirely”
Mental health is a pressing concern around the world with many consumers turning to health enhancing ingredients to help relieve a range of conditions including stress, anxiety and insomnia.
Whilst the food and beverages industry is awash with products that deliver on health, wellbeing and energy, mental health related new product development (NPD) has lagged behind with demand for these types of products varying amongst regions, says GlobalData, a leading data and analytics company.
Consumer research from GlobalData’s latest report, ‘Top Trends in Healthcare and OTC Products 2018 – The latest trends in: OTC medication; vitamins, minerals, and supplements; functional food and drink; and sports nutrition’, reveals that 66 % of European consumers say that stress is a pressing mental health concern followed closely by overwork (56 %) and insomnia (55 %).
William Grimwade, Consumer Analyst at GlobalData comments, “There is clearly an opportunity for beverage manufacturers in Europe to develop products with mental health enhancing functionality.
“A high percentage of beverages in the region contain fortified and nutraceutical ingredients and 61 % of consumers say that soft drinks are their preferred method of consuming health enhancing ingredients.”
Health drinks have often been characterised as simply low sugar or energy boosters fortified with caffeine, vitamins or minerals. Mental health is a growing concern, but fortified drinks rarely address this need.
However, ingredients such as Gingko Biloba, Turmeric and Lecithin are increasingly being used in this field with companies like Coca-Cola investing in new emerging ingredients like Cannabidiol or CBD oil.
Grimwade adds, “With stress and overwork being the top mental health concerns in Europe driven by long working hours and the political and economic turmoil in the region creating so much uncertainty, demand for drinks fortified with stress and anxiety relieving ingredients will only increase.”
