Rx Food

Consumers have turned to food to help manage and treat conditions. For the period from May to October 2020, sales of foods and beverages that help control hypertension grew 11%, weight control products were up 13%, and diabetes care product sales climbed by 14%, according to IRI’s innovation report.

Products touting an immunity/antioxidant or a botanical/oil claim each rose 12% for the year ended Dec. 27, 2020, IRI reports, and those carrying a nutrient claim grew by 10%. One-third of adults were more likely to buy a food or drink with multiple health benefits.
Nearly half of consumers would like more functional foods for managing stress and anxiety. Other top concerns include sleep/rest, hydration, bone/joint health, brain function, cholesterol management, eye health, skin/hair/nails, and energy, according to a functional foods report from the Hartman Group. One-third of consumers seek functional foods for mood enhancement, anti-inflammation benefits, and detox, per Hartman.
Dark green vegetables are the most sought-after fortification for functional foods, followed by fiber, antioxidants, probiotics, omega-3s, and superfruits, according to Hartman. Citrus fruits, dark leafy greens, superfruits, broccoli, tea, garlic, nuts, root vegetables, fish, and yogurt are the foods consumers most associate with immunity, per Datassential.
Fermented foods top the list of trendy superfoods for 2021, according to an annual nutrition survey from Pollock Communications; blueberries, green tea, exotic fruits, seeds, avocado, spinach, kale, nuts, and salmon are also trending. A HerbalGram market report shows that horehound, echinacea, elderberry, turmeric, cranberry, ivy leaf, ginger, garlic, CBD, and green tea lead sales of botanicals in the mass market.


Market Movers
• Chobani Complete Advanced Nutrition Yogurt touts protein completeness, enhanced digestibility, and the presence of all nine essential amino acids.
• Nestlé’s Natural Bliss plant-based coffee creamers deliver oat-based prebiotics, pea protein, and coconut oil with MCTs (medium-chain triglycerides).
• Bel Brands USA’s new Babybel Plus+ Probiotic and Babybel Plus+ Vitamins are among the first nutraceutical snacking cheeses.
• Herbalife Nutrition has introduced a Protein Baked Goods Mix for healthier baked goods.
• Ready-to-drink Tazo Calm tea is available from Unilever.

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