If before the pandemic, the hectic routine already called
for extra supplies of energy and disposition, new habits and lifestyles born
from it, such as home office work , in
which the same physical space was shared simultaneously with work, children,
domestic tasks, study and leisure, have demanded much more effort for a
considerable part of the population.
These are times when episodes of anxiety and stress remain,
leading people to be increasingly interested in products that help them to take
better care of their physical, mental and emotional health.
Food, beverages or supplements that make it easier to face
these daily challenges, related to the
concept of mood food , are increasingly welcome, following trends for 2021 mapped by market intelligence agencies, such
as Feed The Mind, from Mintel, and a Mood: The Next Occasion, by Innova Market
Insights.
Mental health, holistic well-being, is more important than
ever, found Innova in a survey carried out last year in countries like the
United Kingdom, United States, Brazil, France, India, Germany, Mexico, China
and Indonesia:
– 53% of consumers indicated that they took steps to improve
their physical well-being;
– 44% were dedicated to improving mental and emotional
well-being;
– and 32% were involved in some spiritual activity.
The pandemic accelerated a process that would still take a
few years to materialize. And, as studies indicate, immune health will remain
important for many consumers even after the vaccine.
And nature, with its inexhaustible source of actives, is
increasingly expected in products by consumers, with functional ingredients
that provide well-being in the form of energy, energy and focus.
A plus in brain performance
There are many ways for food and beverage brands to take
advantage of this self-care movement: in addition to the concern with
environmental responsibility, which is increasingly important to consumers, it
is necessary to research products that help them to have more concentration and
energy, and to cope with stress, as pointed out in the “2021 Food and Drink
Trends” study by Mintel.
In this search, beverages have been standing out as the most
consumed category, mainly due to their convenience in meeting consumer needs in
terms of appearance and form of consumption, better storage possibilities and chances
of incorporating nutrients and bioactive compounds.
On his website ( https://www.robertofrancodoamaral.com.br ),
pathologist Roberto Franco do Amaral Neto, with a postgraduate degree in
nutrition, highlights the use of nootropic foods, which are substances that
increase focus, attention, memory and reasoning.
Coffee, chocolate and ginseng are examples of natural
nootropics (substances that increase brain cognitive capacity) consumed by men
since ancient times. More recently, newly discovered compounds, more potent in
some cases, are enhancing opportunities for product innovation for mental
health and well-being.
According to Innova Market Insights, nootropics are gaining
ground in both the dietary supplement market and the general food and beverage
market, with specific “nootropic” statements witnessing an average annual
growth of 62 percent (Global, CAGR 2016-2020). Other important claims revolve
around memory, mental focus, agility, clarity, performance, endurance, as well
as anti-stress, anxiolytic, comforting and calming properties.
On the market, for example, it is possible to encourage
mental energy with high quality dark chocolate. The Peak Focus
has natural nootropics, including mane mushroom lion, green tea extract,
ginkgo biloba, natural caffeine and B vitamins
Caffeine is the most commonly used nootropic in beverages
because it increases alertness. However, experts warn that care must be taken
as it can create both problems and solutions.
One way is to combine smaller doses of caffeine with
nootropics that target different cognitive areas for a different brain boost.
Disputes between categories and opportunities
Rich in caffeine, energy drinks, previously consumed more
focused on physical performance, are now gaining space in the lives of those
looking for a product that helps them overcome fatigue and improve performance
at work, with more disposition, focus and energy.
In addition to investing in communication in this sense, to
move forward, the category also needs to look better at zero sugar versions,
for example, given the growing rejection of sugar by consumers.
In Latin America,
low-calorie energy drinks have gained prominence, according to Mintel.
Soft drinks are also starting to compete in this market,
launching versions with caffeine, such as the version launched by Coca-Cola in
several countries, in addition to flavored waters, juices and also teas.
It's at this pace that companies continue their quest for
innovation, with 52% of global launches claiming additional vitamins/minerals,
and the share of sugar-free launches jumping from 20% to 25% between 2019-20,
according to Mintel .
Caffeine will likely be more prevalent in soft drinks,
juices and water launches this year (2021) and also in 2022.
