Innovations in Mood and Mind Health Food and Drinks: Growth opportunities, effective product strategies and evolution in NPD
Table of contentsThe mood/mind health food and drinks market is one of the most exciting and innovative in the global industry thanks to its strong growth (albeit from a small base). This report has been written as an investigation into a new market with huge opportunities for global growth. It is very much an embryonic segment within the functional food and drinks sector, which continues to churn out some of the most innovative and original new products within the global food and drink industry.
As is the nature of the food and drink business, emerging sectors such as mood/mind health have the ability to create a buzz among curious consumers and the potential to spark inspiration and interest from manufacturers/retailers.
Over the past four years (since 2006), the sector has experienced significant changes, as more and more people show an interest in purchasing products to suit/improve their mood, improve mental acuity and target specific concerns (related to wellbeing and mental health). Products such as confectionery, bakery and soft drinks are traditionally perceived as indulgent, but recipe reformulation, re-branding and a change in marketing strategy can help to target mood/mind health. A change in strategy can introduce existing products to new potential target audiences, retail and distribution opportunities.
Key features of this report
• Analysis of sales values and volumes for the functional food and drink market in Europe, the US and Asia-Pacific.
• Evaluation of the drivers behind the changing functional food and drink market (becoming more health-centric, niche and specific to individual health concerns) with a focus on moods/emotions and mental health.
• Coverage of 18 categories (under the mood food/mental health heading) including soft drinks, baby food, ready meals, snacks and dairy.
Scope of this report
• Understand each regional market in terms of absolute size as well as the future potential of each type of product.
• Evaluate the potential of sub-categories by comparing new product launches, maturity of market etc within the global food and drink sector.
• Inform your sales team and/or export department by prioritising the geographical markets best suited to your current range of products.
• Evaluate whether you should be looking beyond your current product portfolio for future opportunities within the functional food and drink market.
Key Market Issues
• Over the past four years, the sector has experienced significant changes, as more and more people show an interest in purchasing products to match/improve their mood, improve mental acuity and target specific concerns (related to wellbeing and mental health).
• Consumers are likely to grow increasingly bored of the standard ‘energy drink’ flavors which have to date been (in the most part) limited to fruit flavors, as more and more products are brought to market. An emerging ingredient, the schisandra berry, has not yet made a major appearance in this market but this is expected to change in the next 12 to 18 months as more new products are developed in line with growing market opportunities.
• Justifying a premium price in hard financial times is essential to long-term success and brands that have credible support for the bold health claims they are making in relation to improvements of mind/mood health should be able to justify their existence to their target audience (people who are looking to food and drink as prevention rather than cure).
Key findings from this report
• The functional food and drink sector is experiencing consolidation in established markets such as the UK and US, and holds massive growth potential in ‘emerging’ countries including China, India and Russia.
• The maturation of the functional food and drink market in countries such as Japan has paved the way for the introduction of more niche and health-specific products such as those targeting moods, emotions and mental health.
• Over the next three to five years, antioxidants will become even more important to the mood/mind health food and drinks market. Already gaining ground across other food and drink categories as a result of growing consumer understanding of their importance to a healthy diet (food and drink PR, marketing and advertising campaigns are primarily responsible for this growing understanding), antioxidant-rich ingredients such as cherries, pomegranates, blueberries and more exotic berries such as acai will feature more regularly in mind/mood NPD.
Key questions answered
• Which moods are addressed by recent food and drink product launches?
• What are consumer perceptions of the impact of food and drink on mood/mental health?
• Can food and drink products compete against/sit alongside the pharmaceutical industry’s mental health drugs?
• What are the most exciting new product launches from around the world and what is so great about them?
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