Mental well-being pegged as industry “gamechanger” for 2022 amid eco-anxiety and gut health demands

28 Jan 2022 --- Mental well-being is emerging as the number one health trend impacting supplement and F&B choices. This is according to brand-building agency Healthy Marketing Team (HMT), which argues that mental health is creating a new twist on other trends, including sports nutrition, climate awareness and plant-based nutrition.

“The way we see it is that we have entered the third phase of health with this shift from physical to mental well-being,” Maria Pavlidou, head of communications and senior strategy consultant at HMT, tells NutritionInsight. 

First, it was all about functional foods and their effect on physical health. Then wellness was introduced – along with the rise of the lifestyle consumer whose choices are based on both health and sustainability.

“Now, in the final phase, we see a shift from physical to mental health, where the aim is happiness and how your choices can make a positive impact. This is the new way of how we approach our well-being,” Pavlidou continues.Pavlidou says a key challenge is creating a bridge between new technologies and consumers, with storytelling being crucial. 

Connecting with consumers
This shift toward well-being goes “far beyond” just product launches, with Pavlidou noting that this is still a somewhat niche area. 

“It is more in the direction of how brands can create emotional connections, create experiences, make consumers feel good about themselves and their choices. It has to do with acting toward the planet, sports nutrition and so much more. It is more than just a trend – that is why we think it will be sustained.”

“The purpose of our analysis is to draw the industry’s attention to this shift from physical health to mental health, which is the gamechanger for anyone working with food and health products and services,” says HMT founder Peter Wennström. 

“It means that brand and product developers must understand how to connect to today’s consumers not only with physical benefits and rational claims but also with emotional benefits. The value chain starts in the mind of the consumer – more so now than ever before,” he continues. 

Moving away from hero ingredients
HMT’s report on the rise of mental well-being is based on market research, as well as a collaborative ethnographic research project with the Master of Applied Cultural Analysis at Lund University. 

This explored the consumer relations between food and mood, ultimately identifying four new consumer narratives behind food and supplement choices related to mental well-being. 

Firstly, within food and supplements, there is a shift from using a single “hero” ingredient toward acknowledging the synergistic power of nutrients.

HMT also observes the rise of microbiome therapeutics for mental well-being. Pavlidou sees an intensification of research and clinical studies of probiotics, which has led to an expansion of the therapeutic effects beyond the gut. 

Therefore, consumers are more often associating so-called microbiome modulators (prebiotics, probiotics, yeast etc.) with multiple health areas, brain health among them. 

“The newest member of the biotics family, postbiotics, are one of the most promising areas of innovation considering the fact they are heat stable and therefore, open doors to new formats.”

Additionally, “Gut Glory” is one of Innova Market Insights’ Top Ten Trends for 2022, with the market researcher predicting health demands will remain popular throughout the year. Mental well-being is often supported by the comfort of rituals – innovative brands move from selling products to selling experiences. 

Eco-anxiety threatens mental well-being
HMT’s second narrative centers around “eco-anxiety,” or the state of severe anxiety due to climate change.

HMT argues brands can develop a safe space where even a little action counts and makes consumers feel accomplished toward their “eco-consciousness.”

Innova Market Insights is also spotlighting the importance of the environment, having crowned “Shared Planet” as its Top Trend for 2022.

According to the market researcher, the top two environmental actions consumers are taking are reducing waste (43% of respondents) and eating in moderation (32%).

HMT also spotlights the rise of “vegourmet” experiences as plant-based dining aims to help consumers feel good.

Looking east for self-care
Within the “self-care” narrative, HMT highlights that consumers are aware that “it is ok not to be ok.” Therefore, there is an opportunity for products positioned as tools for combating everyday stress, anxiety, and mood swings. 

Pavlidou notes that traditional Asian adaptogenic herbs and spices are emerging in particular in the Western world. “When these traditional ingredients are used with a modern twist in a new format, they are very appealing for the western consumers.” 

However, she also sees that when these ancient ingredients are introduced in the West with a modern twist (e.g. the Starbucks Golden Turmeric Latte), they can find their way back to their roots in Asia where they are introduced and picked up by Asian consumers.

Athletes keep a cool head
Finally, the sports nutrition sector is seeing a shift toward mental balance and sharp focus that goes beyond physical strength. 

Innovative ingredients to enhance performance and mental health, for both active lifestyle consumers as well as professional athletes, include CBD and microbiome modulators.

Last year, some high-profile cases threw the role of cannabis and CBD in athletics into the spotlight, with calls for the UK’s sports governing bodies to start clinical trials into the effectiveness of CBD and medical cannabis in professional sport. 

By Katherine Durrell