Industry weighs impact of COVID-19 on 2021 trends

06 Jan 2021 --- The blank slate of a new year provides novel opportunities for the nutrition industry to respond to shifting consumer needs. Major trends for 2021 are set to include transparency, healthy aging and nutrition “hacking” as consumers seek products that are better for them and for the globe. NutritionInsight speaks with experts in this space about the importance of trends and how much impact COVID-19 will have this year.

Trends are generally a case of evolution rather than revolution, according to Joe Katterfield, sales development manager for sports nutrition and health foods at Arla Foods Ingredients (AFI).

“Most trends don’t appear overnight. Even in the case of nutrition for immune health, demand was growing before COVID-19.”

The COVID-19 effect
Douglas Jones, sales and marketing manager of BioCell Technology, notes that the pandemic drove interest in immunity products last year and will for the foreseeable future. 

In line with this, elderberry, vitamin D and magnesium are in especially strong demand.

“Stress and sleep products are doing well as consumers try to navigate these uncertain times. Beauty-from-within supplements was a long-term trend that has taken off during the pandemic. As spas, salons and clinics are closed, sometimes for months, consumers have started taking and using products at home.”

He predicts that clinically proven products will be the ones that people consume most post-pandemic.

Jones also observes that in a pre-pandemic world, trends would typically start in the natural food channel and then move into the mass market.

“Now e-commerce is driving so much growth because people can search for information online and then purchase right away. It will be interesting to see how this evolves going forward.”Protein is an example of how some trends originate in one sector and then expand to other categories.

The lifecycle of protein trends
The life expectancy of a trend depends on the combination of factors underpinning it. Katterfield uses the example of high-protein products, where there is a growing body of scientific evidence for protein’s health benefits. High-protein diets like keto and paleo are also gaining a bigger following.

“These protein trends are all supported by technological innovations in dairy ingredients, which have supported major diversification of applications. All of this points to demand that will be sustained long into the future,” he states.

However, he notes that some trends originate in one sector and then dominate everywhere. In the past, for example, high-protein was mainly a concern of the sports nutrition sector, with powder shake products the dominant category for these consumers, and lesser volumes coming by way of ready-to-drink (RTD) beverages and bars. 

“More recently, however, the high-protein trend has reached mainstream consumers. These groups have increasingly favored familiar, great-tasting and convenient formats, leading to extensive growth in – and higher visibility of – RTD beverage and bar formats in developed markets.”

A “watershed” moment
Constant technological advances are creating a dynamic and rapidly changing atmosphere for nutritional products. Ishaq notes that understanding of the relationship between nutrition and the human genome is at a level never previously imagined.

“This is creating a watershed moment for the industry that will create new trends for the dietary supplement industry in 2021 and beyond. With massive advancements in DNA sequencing technologies and the rapid reduction of the cost curve in testing, the age of nutrigenomics is upon us.”

In this space, BioCell has teamed up with scientists using gene-testing methodologies. The researchers will study BioCell’s ingredients to assess the different areas of their impact on health and aging. The peer-reviewed scientific publications are set to be published soon.Understanding of the relationship between nutrition and the human genome is at a level never previously imagined.

Transparency Triumphs
One major trend signposted for 2021 is transparency. Katterfield agrees with Innova Market Insights’ decision to make “Transparency Triumphs” its top trend for this year.

“Today’s consumers expect companies to be honest and open, which is something you can only really do when you have strict control of your supply chains.”

He explains that AFI only sources whey from trusted suppliers. There are farm assurance programs in place for all of them, ensuring the ethical treatment of cows, as well as the quality of the milk.

“Transparency is also about being proactive on the issues that affect all of us – and increasingly that means sustainability. Our parent company Arla Foods amba is working to become carbon net-zero by 2050, and we’ve just announced details of our contribution to that effort,” Katterfield continues.

For example, the company has achieved a CO2 savings of around 60,000 metric tons a year by using energy from biogas.

Moves for organic
Often aligned with transparency, organic products are also on the rise, spurred by a growing focus on health, wholesomeness and naturality.

“Consumers consider organic products to be healthier, tastier and more nutritious – and that’s a trend that applies in both the food and performance nutrition sectors.”

In this space, the company recently launched its first organic product, MicelPure. Katterfield flags that organic products for health and performance, as well as food in general, will be a major focus in the years ahead for AFI.

Notably, a 2019 Innova Market Insights survey found that 63 percent of global consumers believed that organic food and beverages are healthier than products that are not organic.Healthy aging is a long-term trend that is showing no signs of slowing down. 

Population continues to grow
Jones of BioCell flags healthy aging as an example of how consumer behavior drives most trends – especially in nutrition.

“Healthy aging is a long-term trend driven by Baby Boomers when they started to reach 65. This trend shows no signs of slowing down. Millennials are the leading edge of this trend right now. Categories such as joint health, skin health and cardiovascular health will continue to grow, particularly during the pandemic,” he explains.

Katterfield further stresses that population aging cannot be ignored. This has created a major cohort of senior consumers who are looking to stay healthy and active for longer, and growing demand for products to meet their needs. 

In this space, AFI recently launched Lacprodan Hydro.Rebuild, a whey protein ingredient that is clinically proven to counteract age-related muscle mass decline. 

Nutrition Hacking
Another significant theme for 2021 spotlighted by Innova Market Insights will be “Nutrition Hacking” as a growing acceptance of foods altered or “hacked” to improve nutrition is emerging.

Suhail Ishaq, president of BioCell Technology, anticipates that this will continue to gain awareness and popularity as more people prioritize their health to stay away from doctors and hospitals as much as possible.

“People who are proactive about their health, incorporating diet, exercise and metaphysics in their lifestyles tend to live better, healthier and happier lives. Nutrition is essential to health, and dietary supplements rooted in science can enhance nutrition to optimize human biology and performance.”

The company’s flagship ingredient, BioCell Collagen is an example of a nutrition hacking supplement as clinical studies demonstrate its ability to improve skin appearance and promote joint health. The offering is composed of a matrix of hydrolyzed collagen type II peptides, chondroitin sulfate and hyaluronic acid.

Other experts previously flagged the potential for nutrition hacking. In a 2020 Innova Consumer Survey, four out of five respondents affirmed, “I believe in progress in food and beverages through science.”

By Katherine Durrell