Beverages and supplements that nourish and protect the mind as well as the body are poised for growth.
The pandemic sharpened consumer awareness of many aspects of their personal health, from immunity to emotional wellbeing, and triggered a fundamental shift in the way they manage their health. Consumers no longer view mental wellbeing and physical health as being independent of one another but as inextricably linked. Today, health is holistic and incorporates physical, mental, and social wellbeing.
Market research analysts have commentated extensively on this trend, which Mintel has termed “total wellbeing”. In its report, The Future of Nutrition, Health and Wellness: 2021, Mintel predicts that “in the near future, reeling from the impacts of Covid-19, there will be a push towards more holistic health” and that “nutrition will be used as the foundation for health, both mentally and physically”. Whilst physical health has long been a focus for food and beverage innovation, now the holistic health movement has pushed mental wellbeing into the spotlight. Drawing on market research and its own first-hand insights, Brenntag’s Food & Nutrition team has identified mental wellbeing as a key trend for the food and beverage industry going forwards.
“The combination of a global network and local teams means we are uniquely placed to monitor market trends. We see mental wellbeing becoming increasingly important to consumers, and therefore increasingly important to our customers - food and beverage producers throughout the EMEA region,” notes Justyna Rynkiewicz, Project Manager in Brenntag’s Food & Nutrition team. She explains: “Although wellbeing was gaining momentum prior to 2020, the pandemic was the starting point for the holistic health movement. It was a very stressful time for people; they realised they had to think more about managing stress and anxiety and making sure they were getting quality sleep as well as strengthening their immune systems,” she says.