Mental wellbeing is the top health trend affecting supplement choices, report finds

By Kavitha Sivasubramaniam contact

- Last updated on GMT


Related tags: Mental health, mental wellness, Supplements

Mental wellbeing in the number one health trend influencing food and supplement selections, according to a new report.

The findings from global brand-building agency Healthy Marketing Team (HMT), considered what is expected to influence consumer choices of food and health products in 2022. It identified categories such as: Food & Supplements, Sports Nutrition, Plant-based & Climate and Self-care.

The aim of the analysis

HMT, which specialises in food and health, compiled the report was compiled using market research from a range of continents. It analysed new product offerings, and also incorporated observations from food and supplement organisations worldwide.

Peter Wennström, founder of HMT, says: “The purpose of our analysis is to draw the industry’s attention to this shift from physical health to mental health which is THE Gamechanger for anyone working with food & health products and services.

“It means that brand and product developers must understand how to connect to today’s consumers not only with physical benefits and rational claims but also with emotional benefits. The value chain starts in the mind of the consumer – more so now than ever before.​”

Key conclusions

HMT found that in Food & Supplements there is movement away from a single hero ingredient to “the synergistic power of nutrients”​ – the combined power of ingredients working together – as well as increasing use of microbiome therapeutics for mental wellbeing. It also discovered the emergence of plant-based fine dining with an aim of helping people feel good through a “vegourmet” experience.

In terms of climate, the report highlighted that the term “eco-anxiety​” is now widely used to describe acute anxiety linked to climate change. It showed an opportunity for brands to create a safe space where even the smallest of actions count and gives people the chance to take pride in their “eco- consciousness”​.

A focus on mental health

Looking at sports nutrition, HMT discovered a shift away from physical strength and concentration on sharp focus and mental balance.

NutraIngredients has previously reported​ on similar suggestions that an athlete’s mental health is just as important as their physical state, and how nutrition has a role to play in improving it.

The HMT research highlighted innovative ingredients that boost mental health and improve performance, including microbiome modulators and Cannabinoid (CBD), were a key focus.

The “it’s okay not to be okay” message was highlighted in self-care, revealing an opportunity for products that aim to address everyday anxiety, stress and mood swings.

Related news

Show more

Related products

show more

Give joint health consumers what they want

Give joint health consumers what they want

Lonza | 17-Jan-2023 | Insight Guide

It’s no secret the pandemic had a profound effect on the way we live and move. Consumers of all ages now want to get back to doing the things they love,...

eBook: Press reset on joint health with Lonza

eBook: Press reset on joint health with Lonza

Lonza | 23-Sep-2022 | Technical / White Paper

It’s no secret the pandemic had a profound and prolonged effect on the way we live and move. Now, consumers of all ages are looking to press reset on their...

Concentrated milk protein beverages for seniors

Concentrated milk protein beverages for seniors

Ingredia SA | 12-Sep-2022 | Technical / White Paper

To fight against malnutrition, nutrition plays an essential role. People likely to suffer from this problem need specialized nutrition. It consists in...

Related suppliers

Follow us


View more