The rise in demand for wellbeing ingredients

The events of the past couple of years have led to many people re-assessing their lifestyle and approach to health and wellbeing. This has been reflected not just in wellbeing becoming more of a mainstream topic in the media and online, but also in 2021 buying trends, where there has been a measurable increase in consumers opting for purpose-driven brands that put health, welfare, planet and community first.

Alongside a trend for more local buying, rather than relying on imported goods, the demand for natural ingredients has increased, and new businesses are springing up, helping consumers to understand the potential benefits of a range of products.

In fact, The Britvic Soft Drinks Review 2021 said: “Added benefit wellness/functional drinks have grown in popularity, appealing to those looking to enhance their diet or feel they’re adding goodness into their body. These drinks benefits range from an energy pick-me up to added protein, functional, immune, or gut health, general multivitamin health or rehydration.”

And Fortune Business Insights says: “The functional beverage market is expected to perform tremendously during the foreseeable years due to increasing consumer inclination towards non-alcoholic and health benefitting drinks. Rising health consciousness amongst different consumer categories, coupled with their increasing expenditure on health and wellness products is expected to fuel the growth of the functional beverages market crucially in the upcoming years.”

Faced with the stresses and traumas of the pandemic, consumers are increasingly looking for ingredients that will help them feel more active, reduce anxiety naturally and be beneficial to health whilst still being natural.

There are some particular areas that have attracted attention:

Nootropics

These are substances that may improve mental performance and are used by people who want to reduce ‘brain fog’ and improve their mental functions. Often taken in the form of superfoods or supplements, some nootropics are found in everyday foodstuffs – turmeric, wild blueberries, salmon, broccoli, walnuts and egg yolks, for example – but they are mostly sold as additional nutrition. Look for nootropics that are wholly natural ingredients rather than synthetic.

Product: Check out Shine – nootropic energy drinks available in a range of flavours including Peach Passionfruit and Strawberry Apple

Adaptogens

Derived from plants – often mushrooms – adaptogens help to calm, reducing stress and reducing fatigue. You will have heard of some of the adaptogen ingredients, including ginseng, L-theanine and rosea. Again, you can usually find these in supplement form, or there are plenty of adaptogen-based products to look out for.

Product: You could try THEENK Tea – a 21-day herbal programme that uses 12 nootropics, adaptogens and stimulants designed to support brain function and mental wellbeing.

CBD products

Short for cannabinoid, CDB is derived from the hemp and cannabis plants. It is carefully extracted for safe use and is not a controlled substance in the UK, although currently, brands who wish to sell CDB oil must have a Novelty Foods License.

CBD oil has been found to relieve pain and reduce anxiety and depression. There are also a range of other benefits being investigated. Licensed CBD oil is on sale at respected natural food stores.

Like using all supplements, you should make sure that you also have a healthy, balanced diet. If you are on medication or have a medical condition, you should also check with your GP or doctor before you start any new supplements.

Product: MEDAHUMAN sells a range of targeted CBD drinks that are designed for people who want to stay calm and focused. Blended with nutrients, adaptogens and nootropics, the brand’s drinks are created for specific functions – including energy, relaxing and night-time drinks.

Supporting natural food brands

We work with a range of purpose-driven brands who use natural, healthy ingredients and sustainable processes to give consumers a wider choice for their wellbeing. The more often we choose foods that are plant-based, use unadulterated ingredients and are sustainably made, the better it is for our bodies, our minds and the planet.

(Photo by Towfiqu barbhuiya on Unsplash)