The health and wellness trend is pervasive, as seen by not-so-fad diets that are influencing dietary claims decorating packaged products. Some well-established dietary preferences are still growing in popularity, such as vegan and paleo, but now, increasingly specific and more individualized claims like ketogenic, Whole30 and FODMAP-friendly also are becoming more common. These diets are gaining traction because when it comes to health/wellness and nutrition, one size doesn’t fit all. Consumers demand products that meet their individual biological needs while also seeking nutrient-dense products that are conducive to their busy lifestyles. Ingredients that deliver a variety of health benefits are making their way into portable products across categories including bars, clusters, chips/other snacks, desserts and of course, beverages.
According to market research firm Mordor Intelligence, the global meat snack market is projected to grow at a compound annual growth rate (CAGR) of 9 percent through 2023. Growth for the global protein bar market is projected to grow at a similar rate, 8 percent through 2021. Bars and jerky are two of the most popular portable protein delivery methods.
The yogurt category continues to undergo immense innovation with interesting new product launches. Yogurts with higher fat content, less processing and less sugar are lining the refrigerated aisle. The biggest disruption to the yogurt market, however, is the imminent explosion of plant-based yogurts. The dairy alternatives market is projected to grow to more than US$14 billion by 2022, up from just over $7 billion in 2016, and some of this may be attributed to recent nondairy yogurt innovations.
New functional beverages are also drawing from hot trends, such as ayurvedic herbs, vinegar-based drinks and small-batch crafting.
Check out INSIDER’s On-the-Go Nutrition Digital Magazine to get specific examples of these trends hitting the market, as well as tips on formulating and marketing convenient healthy food options.
Ilana Orlofsky (firstname.lastname@example.org), marketing manager, joined Imbibe to help expand the marketing initiatives of the boutique Chicago-based beverage development company. She is passionate about following market trends, developing product and flavor concepts, and conducting ideation sessions. In addition to presenting at national conferences, Orlofsky has written about industry topics, including beverage trends in retail and foodservice, functional food and beverages, and ingredient trends. Her trend insights and articles can be found in publications such as Food Dive, Prepared Foods, Food Navigator, Beverage Industry, SmartBrief and Foodbev.