1. Increasing emphasis on value
Economic unpredictability and inflation concerns will prompt consumers to be thoughtful about their purchase decisions in 2023. Though it’s likely consumers will find ways to cut spending, they don’t want to compromise on everything. Instead, they’ll look for products with multiple benefits to get the most for their money. Finding the right balance between value and affordability will be essential for product developers looking to satisfy this trend in 2023.
2. Optimizing health is on our minds
For many, the impact of coping with a global pandemic has taken a toll on their physical and mental health. This is prompting more people to take a proactive approach to optimize their daily wellness. For example, FMCG Gurus reports that 64% of consumers surveyed described their approach to health as proactive. Products that emphasize holistic, long-term benefits will be winners with these consumers.
3. Transparency and trust matter
When the world feels chaotic, people stay loyal to the brands that communicate with trust and transparency. Authentic, clear information about the nutritional supplements, functional food, and beverage products they buy help them feel in control of their nutrition and wellness. You can cut through the clutter and confusion for consumers by highlighting your product’s natural ingredients and top health benefits.
4. Going with the gut microbiome
Consumers are discovering that a happy, healthy gut impacts their overall health and happiness. That means they are on the hunt for supplements, food, and beverages that positively impact the gut microbiome. For example, Mintel reports that 49% of consumers who are eating more fruits and vegetables are doing so to obtain more dietary fiber,1 which can help promote a healthy gut.
5. Upcycling remains a priority
Upcycling made our trends list last year, and we’re happy to report that the trend will continue in 2023! Consumers continue to value sustainably-developed products and see minimizing food loss as a way to positively impact our planet. One way you can contribute to this growing trend is by formulating with ingredients certified by the Upcycled Food Association (UFA). The UFA focuses on growing the upcycled food economy to help elevate all food to its highest and best use.
6. Plant-based substitutions will succeed
The interest in plant-based products continues to grow, keeping this trend in the top ten again in 2023. However, consumer motivation to purchase more plant-based supplements, foods, and beverages can subtly shift from year to year. In 2023, consumers are looking for plant-based substitutes with great flavor and texture that can help satisfy their dietary supplement and environmental needs.
7. Cognition meets mood
As more people address their mental health as part of their overall health, they’re turning to supplements for cognitive health that target more than memory. Improving concentration, focus, and energy levels will be important to consumers this year as they search for cognitive health products that help them care for their mental and emotional wellness. In fact, Nutrition Business Journal predicts that cognitive health will be the fastest growing health category2 and that this growing interest will be driven by younger consumers3.
8. Healthy fats create new opportunities
The shift to a well-balanced diet continues as the fat-free era fades. Consumers are looking to purchase more balanced functional foods, creating opportunities to swap out empty calories with fiber, protein, and healthy fats.3 This trend also opens the door for balancing healthy fats with fun textures and bright flavors.4
9. Freeze-dried pet food gains popularity
Pet health is a priority for consumers and will drive an expectation for the same health and quality benefits from pet food as people’s food. Pet parents are searching for convenient pet food options with simple, quality ingredients that address concerns like gut and immune health. To satisfy these trends, more product developers are turning to freeze-dried and air-dried pet food. Customized freeze-dried ingredient blends targeting specific pet health concerns can help provide differentiation in the crowded pet food market.
10. Growth for Gummies
As consumers work toward optimizing their health, they’ll be looking to nutritional supplements for support. Increasingly, the gummy has become their favored supplement format for its great taste and convenience. Nutritional Business Journal reports the gummy market is expected to reach $16.76 billion in 2024, four times what it was in 2016.5 If you want to get in on the growth, low-dose, clinically-researched ingredients that target specific health market categories are a great place to start!
