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2021 Trends Part I: Better Body
Over the past nine months, coronavirus has changed the way consumers shop, socialize, entertain and more which is why it will be the biggest driver of food and beverage trends next year. Products that promote health and wellness, escapism and value will be in the spotlight. In part one of our 2021 trend predictions, we’ll explore products with attributes that help consumers improve physical health.
Better-for-You Beverages
A survey of 2,000 Americans by OnePoll found that found that four out of five individuals are completely rethinking their health priorities since the onset of the pandemic and many are adjusting their diet to improve overall wellbeing. They are eating cleaner, paying closer attention to macronutrients and seeking out nutritionally robust products. Brands will respond to demand for better-for-you products by incorporating plant-based ingredients and superfoods into beverages as well as reducing sugar and calories.
Koia’s latest smoothie line combines several better-for-you attributes. The fruit smoothies contain 5 grams of plant-based protein, prebiotic fibers and only 9 grams of sugar from fruit juice, which is 80% less sugar than leading fruit smoothie brands. The product is also sweetened wtih a blend of monk fruit and stevia.
Califia’s enhanced oat milk combines many in-demand nutrients derived from plant-based sources. The product includes a blend of oat, pea and sunflower proteins, omegas 3, 6 and 9 from flaxseed, vitamin D from mushrooms and vitamin E from sunflower seeds and oil. The nutrient-rich dairy alternative is also fortified with calcium.
Olipop offers a healthful twist on traditional soda by incorporating a proprietary prebiotic blend made with cassava root fiber, chicory root inulin, Jerusalem artichoke inulin, nopal cactus, calendula flower, kudzu root, marshmallow root and slippery elm bark extracts. It has only 2 grams of sugar from fruit juice and is also sweetened with stevia.
Take Two’s Chef’s Blend is not your typical dairy alternative. It’s made with spent barley upcycled from the beer brewing process and is intended for culinary use, such as cooking savory dishes, sweet treats and barista-quality beverages. Additionally, it’s fortified with 460mg of calcium per serving, which is 50% more than 2% milk.
Immune-Boosting
The pandemic has heightened consumers’ anxieties about getting sick so many are flocking to products that improve immunity. OnePoll found that eighty percent of respondents said they want to incorporate immunity strengthening foods and supplements into their diet. Beverages that deliver immunity benefits by incorporating ingredients like elderberry, acerola cherry, apple cider vinegar, ginger, turmeric, zinc, vitamin C, probiotics and prebiotics will be in demand.
Aronia berry is an ingredient popping up in more products because it is nutrient dense, low in calories and suggested to have the highest total antioxidant measure of any berry. The healthful berry is the core ingredient of Tohi’s immune-boosting antioxidant beverages.
Elderberry is another up-and-coming ingredient in immunity beverages. Uncle Matt’s recently launched an immunity beverage made with orange and elderberry juice and fortified with zinc. The product has 300% of the recommended dietary allowance (RDA) of vitamin C, 50% RDA of vitamin D and 25% RDA of zinc.
Propel added additional enhancements to the brand’s flagship hydration beverage for their latest product launch. In addition to electrolytes, the Immune Support SKU provides 100% of the RDA for vitamin C and 30% of the RDA for zinc.
Monin launched an immune-boosting concentrate. The supplement is delivered as a pump syrup and is used to enhance hot or cold beverages with vitamins B3, C and D, zinc, echinacea and elderberry without drastically changing the flavor profile.
Fitness Forward
Consumers will be focused on getting in shape to lose extra pounds gained during quarantine and to improve overall health. OnePoll found that more than half of consumers are looking to increase their workout regimen which creates opportunity for sports nutrition brands to branch out to a new audience. Brands will differentiate products by using clean label, plant-based, and/or diet-friendly ingredients as well as incorporating multiple functional ingredients in a single product to give consumers more bang for their buck.
Ascent launched a clean label post-workout beverage enhanced with whey protein and electrolytes and sweetened with cane sugar and stevia. The product has no artificial ingredients and is also rBST/rBGH-free (bovine growth hormones).
Nooma’s organic pre-workout line offers multiple benefits in a single beverage. Ingredients include coconut water for hydration, ginseng and green coffee bean for energy and maca, ashwagandha and lion’s mane mushroom for improved focus and performance.
Hydroxycut launched a sparkling weight loss elixir suggested to improve energy, burn calories, boost metabolism and enhance energy and focus. The supplement contains multiple functional ingredients, including a B-vitamin complex, vitamin D, choline, taurine, N-acetyl-L-tyrosine, green coffee extract, watermelon juice, elderberry extract, caffeine, ginseng, and huperzine-A.
WW (formerly Weight Watchers) launched a protein drink in a familiar format. The wellness brand introduced an RTD coffee enhanced with 11 grams of protein per serving to their product offerings earlier this year. The better-for-you coffee is also made with reduced fat milk and cane sugar.
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