This year the UK, Ireland and South Africa joined many other countries in adopting the ‘sugar tax’. As more counties agree to the sugar tax and targets are raised in a bid to tackle obesity, consumers will be investing their money on ‘experiences’. There will be greater emphasis on drinking less and focussing more on quality. According to CGA’s Alcohol Sales Tracker, it has revealed “a fall in the volume of drinks sales but rising interest in premium bars and drinks.” This tells us consumers are willing to pay more for adventurous and new experience choices.
Consumers seek tailored-health solutions to reach optimum wellness and with advancements in science combined with technology, this is becoming even more accessible. Nutrigenomics has taught us more about the role nutrition plays with our health and whether diet can influence and interact with our genes. This area has grown exceptionally over the last fifteen years.
Biohacking Yourself Better
As health is the new wealth, consumers will be ‘biohacking themselves better’. Biohacking involves making changes to your lifestyle in order to improve your health. From gut-health to brain-boosting or mood-enhancing foods we will be tailoring our diets to our specific needs, seeking functional formulations. Today, we also have greater visibility over the way our food is produced, and purchase based on our needs, whether it is vegan, vegetarian, Kosher, Halal or free from allergens.
This trend coincides with the importance of personalisation - from 2018 it is all about you. With social media influencing and offering a chance to express our unique personalities, personalisation is a key growth for new product development in the beverage industry as well as the opportunity to build new partnerships with consumers. Due to the change in demographics combined with individual sensory perceptions, consumers have differentiating tastes and needs to fulfil. The advances in technology have allowed us to become more aware of our specific needs and therefore we all want to be able to optimise our health with tailored solutions.
Why Sugar Reduction is Here to Stay
Sugar reduction in products is still vastly expanding and health-conscious consumers are driving new product innovation, primarily with their growing concerns and informed knowledge surrounding the impact of sugar on health. As a result, light spritzers or craft sodas will be associated with the healthier choice replacing sugar-packed smoothies. According to Global Data, “Although consumers are trying to cut down on sugar, taste remains an important purchase driver.”
The protein category is still yet to reach its peak with way more than just whey. The addition of plant-based proteins is still an exciting category for growth. The World of Food Ingredients tells us, “80% of sports nutrition market value is attributed to protein-based products” with millennials driving this category which has now augmented beyond sport. Although protein-packed punches may be calorifically high, formulators are also looking to size up sugar reduction solutions. With people living longer, the ageing population is feeding the functionality category as people strive for good life-long health and therefore this is a mainstream trend.
Coping with the demands of our busy lifestyles is a key concern for consumers, making energy drinks an appealing option when it comes to fuelling our hectic lives. Natural energy drinks are appealing to a broader consumer base, blurring the lines between sports nutrition and general wellness. Clean labelling plays a huge role in the portrayal of the natural image. Ingredients such as tea, caffeine, taurine, guarana, B Vitamins and ginseng, along with reduced sugar marketing claims will draw consumers’ attention. These ingredients will also be seen across the beverage market in water hybrids, carbonates and RTD teas. Due to growing socio-economic responsibilities combined with health concerns, consumers will be looking for clean labels and reduced sugar claims.
Tea is Trendy
The impact and health connotations of sugar has created a wider market opportunity for tea based beverages, in which tea’s savoury mouthfeel and health implications will be a key driver for growth around the world. We also have seen the start of the growth of kombucha and jun with digestive health a key driver. As told by Julian Melletin of New Nutrition Business, “Digestive health is the single largest area of the food and health markets in Europe, Japan and South America.” Exotic blends are common as well as pairings with citrus. We are also starting to see tea infused into other categories such as spirits, yet this isn’t to say it can’t be found in tonics or flavoured waters.
To find out how we can work with you on any upcoming trends or to find out more about our sugar reduction range please email firstname.lastname@example.org.