Consumers want to personalise their own healthy eating regime, New Nutrition Business director Julian Mellentin said.
“Personalisation is about consumers ‘taking back control’,” Mellentin said. “They want to feel more empowered and confident to create their own healthy eating patterns.
‘Diet is a personal matter’
“It goes hand-in-hand with growing awareness that diet is a personal matter – and it’s another stage in the long slow death of ‘one size fits all’ dietary recommendations.”
The trend towards anti-inflammatory foods was described as “the next gluten-free” in the report. Backed by consumer belief, anti-inflammatories could see surging sales, the company said.
Anti-inflammatory’s flagship ingredient, turmeric, has already seen intense growth in consumer interest, the report claimed. Turmeric lattes are now found in city centre cafés across the world.
Two other key ingredient trends were Sportification and Digestive Wellness 2.0. Sportification, was aimed at consumers that exercise for health reasons – not
necessarily for professional athletes. Shoppers want natural products that would help them in their fitness routine.
‘Sports nutrition would go mainstream’
“Some people have long argued that sports nutrition would go mainstream, and that foods designed for elite athletes would become regular food for everyone,” said Mellentin. “While this is happening to some extent, by far the bigger trend is one which has gone the opposite direction.
“‘All natural’ foods are becoming more attractive in sport. Regular food companies, that are not sports-oriented, can drive success if they attach their product to the image of health and sport.”
Digestive Wellness 2.0 builds upon the long-established trend of eating gluten-free, lactose-free and dairy-free foods. Those consuming these foods expected to “feel the benefit”, and the latest trend showed people were willing to look for ways to feel it.
Fermented food and drinks are taking digestive wellness in exciting new directions, New Nutrition Business said.
The other six trends were Snackification, Fragmentation & Premiumisation, Plant-Based, Up With Fat, Down With Sugar, Protein and Good Carbs Bad Carbs.
More information about the trends is available here.