1. Living a long, healthy life is a top priority
As consumers have grappled with the consequences of the pandemic, they have concluded that not only is living a long life a priority, but also living a healthy life. According to Natural Grocers, consumers will be looking for ways to support their healthy lifestyles through food, activity, and supplements.
2. Plant-based supplement and functional ingredients continue to win
The rise of plant-based options and alternatives will continue in 2022 as consumers search for healthier products for themselves and for the planet. According to a recent report by Mintel2, “45% of consumers would like to see more plant-based versions of vitamin, mineral, and supplement products” and demand for vegetarian or vegan-specific supplements has been on the rise for the past 5 years. The report also suggests differentiating from the competition by using plant-based alternatives for ingredients that typically are derived from animals (collagen is a great example!).
3. Immune support is now part of our daily routines.
While the pandemic highlighted the importance of a healthy immune system, consumers now realize immune health support must be ongoing. To proactively care for their long-term health, consumers will search for natural products that address immune health support along with other health concerns.
4. We want better sleep, less stress, and quality concentration
The pandemic has taken its toll on society’s collective mental well-being, leading consumers to search for ways to sleep better, manage their stress, and concentrate amid all the distractions. VitaFoods Insights predicts that opportunities for products that address mental well-being support will grow in 2022.
5. Healthy aging matters to all ages
Consumers are realizing that the pursuit of healthy aging actually begins when they are young. Though Baby Boomers are still the most likely group to shop for products with “prevention over cure” in mind, a recent report by FMCG Gurus3 found that Gen X, Millennial, and Gen Z respondents weren’t far behind. Product developers and marketers have an opportunity to target younger demographic groups with education about healthy aging and products that support their overall health and wellbeing now and in the future.
6. Technology, meet nutrition
Technology has spurred innovative solutions to accomplishing many of our daily activities, including how we approach and plan for our nutritional needs. From innovative food processing methods to nutrition-focused apps, product developers can use technology to educate consumers and help them meet and track their nutritional goals.
7. Upcycled and sustainable products will be superstars
As consumers work to improve their personal health, they also realize the planet’s health must be a collective top priority. According to Innova Market Insights, reducing waste and using sustainable production practices will resonate with consumers in 2022. Product developers who find innovative ways to reduce food waste through upcycling can tap into this growing trend.
8. We’re ready for exciting experiences and adventure
After months of lockdowns, stress, and isolation, people are appreciating experiences and adventure more than ever before. According to Mintel1, brands can tap into this trend by offering consumers new ways to enjoy their everyday routines through innovative products and meaningful interactions with the brand. For product marketers, this could look like connecting health and wellness products with outdoor activities. Or, brands can connect their products to the need for mindfulness and a better life balance.
9. Brands that care connect with consumers
In 2022, buyers will be looking for products from brands that reflect their own lifestyles and values. This trend can open the door for brands to meet the needs of busy consumers with convenient, healthy products. Brands also can connect with consumers by showing they care about shared values like humanitarianism and sustainability.
10. We want our beverages fun and functional
According to Whole Foods, consumers will be expecting more from their favorite fizzy beverages in 2022. Shoppers want sparkling beverages that taste great but also offer added benefits. Beverage product developers can help satisfy this trend by using functional ingredients that are unconventional and interesting but also provide nutritional value.
