Health and Food Trends in 2023: 5 Major Directions
Closely related to everyone's daily life, the trends covered in this article provide companies with a lot of opportunities to innovate and develop products to meet the needs of health-conscious consumers. From immunity foods to sober living, this article mainly explores the health and food trends in 2023.
National immunization food attracts attention
With 52% of US Millennials reporting an increase in interest in immunity-boosting foods since the start of the pandemic, it’s clear immunity is a key, growing concern for consumers around the world.
For creative and convenient immune foods, drinks and supplements, you can get inspiration from the immune liquid supplements of American health brand Protekt, which contains vitamins C and D, zinc and echinacea extract, and can be dissolved in hot or cold water. Meanwhile, the new probiotic sparkling water launched by Kora, an American startup founded by microbial scientists, is full of appeal, bringing unlimited potential and inspiration, allowing consumers to enjoy it easily and conveniently.
While it remains to be seen whether boosting immunity levels will stave off future illnesses, it is generally accepted that the human body is better able to fight viral threats when kept in optimal condition. As we move forward and more immune-resistant diseases emerge, the pharmaceutical and food industries will benefit from innovative products.
The aging population is getting worse
Data shows that by 2030, one-sixth of the world’s population is expected to be over 60 years old. It is increasingly important for brands to take into account the complex and diverse needs of older consumers.
Maintaining a healthy digestive system and good brain function are key health considerations for older consumers. BrainMD, an American nutritional supplement company, has launched foods that are beneficial to brain health, launching plant-based protein bars for brain power enhancement, which contain 12 grams of pure plant protein, 11 grams of gut-friendly prebiotics and dietary fiber, and chocolate and MCT oil powder rich in antioxidants. At the same time, British company Nutrisure launched the SuperAge series of products, a superfood brand that extracts plant protein from long-fiber plants that is easy for the human body to digest to help fight age-related muscle loss, as well as ingredients that support immunity, energy regulation and digestion.
Mood-boosting foods
With 65% of consumers struggling with stress and mood issues saying they would consider taking probiotics to help with this, experts predict more gut health supplements will be marketed as mental health aids. The Happiness Project, launched by New Zealand’s Fonterra and US company Sun Genomics, is in phase 2 of clinical trials testing how specific probiotics can improve mood.
As people pay more attention to mood-related foods, more companies are expected to launch new formulas or branded products with emotions as the main theme. From the Indian startup Blissful, the company has launched a series of mood-enhancing drinks for "when the audience's life is too stressful and needs a short escape."
Abstinence from the alcohol?
As communities of abstaining from alcohol and seeking sobriety gather on social media, now is a great opportunity to engage with these groups and create products for them. Many people choose a non-drinking lifestyle to enjoy the health benefits of reduced alcohol consumption. 79% of Americans who took a "dry month" in 2021 did so to improve their overall health. In the non-alcoholic beverage space, British ingredient company Uren noted that people are moving away from sugary drinks to more complex flavors, such as Shirley Temples cocktails or non-alcoholic mojitos, and expects manufacturers to experiment with using plant-based ingredients to add more flavor and vitality to traditional alcoholic products.
The power of plant-based
With 73% of millennials and 64% of Gen Z eating vegan food regularly worldwide, plant-based nutrition isn't an exploding food trend, but it's certainly one that’s not going away.
This year, the industry will see rapid growth as the science, technology and creativity underpinning product development become more sophisticated. A media perspective points out that "consumers are tired of bread, soy-based vegetarian products that are tasteless and lack nutrition." The more accurately brands can mimic the properties of traditional proteins in their alternative products, the longer these products will gain vitality among consumers seeking healthier, more sustainable and more climate-friendly and environmentally friendly eating styles.
As the market demand for vegan products continues to grow, plant-based iterations will likely become more affordable than other animal-derived alternatives, further encouraging cost-conscious consumers to embrace them.
In 2023, the concept of improving health from the inside out will see an evolution to include foods, beverages and supplements that have nutritional value and provide consumers with peace of mind in terms of boosting immunity, mood and overall well-being. Now that you’ve had a taste of the future, how will your business meet the needs of these consumers?