Trends Spotlight: Intake + Uptake

The start of spring brings about a sense of renewal and optimism, and the health and wellness industry is no exception. With more people opting for healthier lifestyle choices, the food and beverage industry has seen a significant shift towards healthier ingredients and more sustainable packaging options. This has been bolstered by an increased focus on mental health and overall wellness including sleep health.???

The era of multitasking is here—time is precious, and convenience is king. For better nutrition, fast, functional food is a healthy option. Now more than ever, brands need to innovate and answer to natural, organic, and enhanced processes for mood, sleep, and lifestyle benefits, without negatively impacting the environment.?

Thanks to advancements in ingredient discovery and extraction techniques, companies have been working to derive more extracts from nature, priming the functional food and beverage market to hit $529 billion by 2028.??

With spring, now is the perfect time to get your customer’s bodies and minds prepared for the warmer months ahead. We can take stock of our current practices and make conscious decisions that can positively affect their health, wellness, and the environment. Within our 2023 Trends Realities Edge report , our trend named, Intake and Uptake, takes a deeper look at how to help brands identify opportunities and scenario plan. This trend is about care for the whole self; beyond fitness-as-expected, where we must consume intelligently, sleep properly, and maintain our mental and emotional health. Join us as we explore the assorted brands bringing this trend to life.??

Micros/Macros?

Products have a dual role in delivering taste and health halos in areas like immunity, digestive health, energy, stress, sleep, and cognition—partly based on the rise of Gen Z consumers’ health-conscious behavior. Venice-based Leisure Project is targeting creatives with an emphasis on community development. The startup, which bills itself as "the world’s first co-created beverage brand,” hopes to market a kind of natural Gatorade to entrepreneurs, creators, and innovators through NFTs (non-fungible tokens) to help build an authentic community for their brand and give them a vital advantage over established competitors.?

MetaversZZZ?

The demand for data tracking and patterns via strict monitorization has soared, with US sleep technology (specifically devices) expected to grow at a substantial CAGR (Compound Annual Growth Rate) of 17% through 2027 , thanks to the help of key brands like Oura Ring and Fitbit . If you are working remotely with a stark time difference between your home and office, the app used by astronauts, Timeshifter does not just manage your jet lag but offers an entirely new way for shift workers to optimize sleep, alertness, health, and quality of life.?

Considerable Consumption?

The rise of sustainability in nutrition is mindful of our planet and its people. Fortunately, companies like Lundberg and Patagonia Provisions are changing their processes to step onto a sustainable path. Although agriculture is the least-digitized industry sector in the world, there is an opportunity to help their complicated supply chains. Start with AgriChain , a blockchain company enabling peer-to-peer agricultural transactions while cutting out intermediaries.?

Consider a Path Forward?

Does your brand align with some of the concepts mentioned above, i.e., sustainability and thoughtful innovation? Do your products and services lead to physical improvement in the seemingly intangible, like sleep and nutrition? Brands that benefit from the growing tech market should consider scenario planning keeping in mind that moods, foods, and sleep quality are intrinsically intertwined, each able to affect the?other. When stocking shelves, brands must tune into the habits of newly health-conscious customers across all age ranges. Consumers want functional benefits from their favorite food and beverages. They prioritize clean labels, sustainability, and transparency. What is good for the planet is good for us.?

Inspire new thinking and pinpoint future opportunities by downloading our 2023 Trends: Realities Edge report, packed with 2023 insights, key shifts, and market analysis to help you and your brand navigate the changes in health and wellness.?