The better-for-you health movement has helped take emerging food and beverage categories from niche to mainstream. As these niche categories become more commonplace, they not only are helping themselves but also are giving a platform to other products, categories and flavors.
Once a niche trend, health and wellness has gone mainstream as many market research firms have highlighted in reports. As better-for-you options abound throughout the consumer packaged goods market, beverage formulators are turning to stabilizing ingredient sources to maintain product efficacy.
Chef Roger Mooking loves giving traditional dishes an exotic twist on his Food Network Canada TV show “Everyday Exotic.” Consumers’ desire for exotic flavors also has helped push tropical fruits into mainstream beverage formulations. Yet, ingredient suppliers note that the growing demand for exotic fruits also taps into broader, mainstream trends.
With consumers increasing their scrutiny of what’s in the consumer packaged goods (CPGs) that they consume, beverage-makers are responding by providing more products made with recognizable ingredients, like domestic fruits. As more consumers look for simplicity and transparency, these ingredients have garnered more attention.
There’s an idiom that states to “feed a cold, starve a fever.” To stay healthy and prevent illnesses like the common cold, consumers increasingly are turning to foods and beverages that are high in natural, immunity-boosting ingredients like antioxidants.
With health-and-wellness trends driving product innovation, protein is making its move throughout the aisles as 17 percent of new products contain protein, according to Chicago-based Information Resources Inc.’s August New Product Pacesetters report “Harvesting the Fruits of Innovation Done Right.”
With natural and clean-label trends proliferating in the consumer packaged goods (CPG) market, many CPG companies are transitioning from artificial to natural ingredients. Among those in high demand are natural vanilla ingredients.