FrieslandCampina offers insights on active nutrition trends

Image credit: Adonyi Gábor (Pexels)

FrieslandCampina Ingredients has released a new report outlining the trends and developments for the future of performance and active nutrition. The report, Nutritional Food: Shaping the Future of New Ingredients, offers insights into market developments and the driving factors behind consumer choices.

As the unprecedented challenges of Covid-19 continue to influence global behaviours, the nutrition industry is bearing witness to significantly increased levels of consumer interest in health consciousness, overall well-being, and the role of nutrition in supporting individual needs. FrieslandCampina Ingredients identified four leading trends set to shape the performance and active nutrition market, which are as follows:

  1. A renewed outlook on health and well-being – Globally, six out of ten consumers state that they are more conscious about their overall health and wellbeing as a result of Covid-19. Consequently, they are paying more attention to eating well, exercising, and are looking for products to support their health and overall quality of life. FrieslandCampina Ingredients therefore predicts a strong growth opportunity for health-related food and beverage products that take into consideration key consumer needs such as clean and simple labels, convenience, hydration, protein fortification, gut health, brain health and immunity.
  2. Personalisation, identity and technology – Personalised, nutritious products that can be easily incorporated into work and social life are growing in popularity, creating opportunities for manufacturers to target consumers with specialised, differentiated offerings to meet their unique needs. The female market is set for huge growth, as women account for a growing proportion of the performance and active nutrition market, but still lack products that align with their goals and preferences. Popular on the shelf, proteins are essential to performance nutrition, but can be difficult to choose for consumers looking for specific requirements, according to FrieslandCampina. Products tailored to individual needs, driven by breakthroughs in technology and science, look set to attract consumer attention, says the company.
  3. Convenience is key – An increased focus on health is leading to consumers re-evaluating their snacking habits and reasons behind them. With 51% of active consumers skipping ‘most’ or ‘all’ meals due to time pressure, FrieslandCampina believes there is clear demand for products that are nutritious as well as convenient. The company states that evolving mealtime habits, perceptions of time-scarcity and a greater focus on health than ever before will drive demand for products that offer convenient nutritional boosts for active consumers.
  4. Authentic storytelling and sustainability – Feeding a growing population with healthy and nutritious products, with the lowest possible environmental impact, is a priority for all producers and brand owners, says the company. It notes that consumer trust in some brands has begun to diminish as people look for ethical, sustainable options. FrieslandCampina belives that clean labelling and transparency regarding ingredients will be more important than ever in 2021, as power continues to shift to consumers.

“Right now, we’re seeing behaviour and needs shifting faster than ever before,” says Vicky Davies, global marketing director, performance, active and medical nutrition. “Covid-19 has brought health and wellness to the fore, and it will be essential for brands to keep in tune with these evolving concerns in 2021 and beyond. At FrieslandCampina Ingredients, we are always rethinking how we can innovate with our dairy ingredients and continue to collaborate with our partners to create timely and relevant solutions.”

To read the full report, visit: www.frieslandcampinaingredients.com/insight.

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