NutraCast: TikTok and influencer marketing ushers in a new wellness culture

This content item was originally published on www.nutraingredients-usa.com, a William Reed online publication.

By Danielle Masterson

- Last updated on GMT

NutraCast: TikTok and influencer marketing ushers in a new wellness culture

Related tags nutracast Unmetered Unmetered TikTok digital Trends adaptogen

Today’s digital-driven trends are transforming food & beverage dealmaking as an evolving landscape plays out in the backdrop. And although some trends we’ve seen have created significant challenges, they’ve also presented a lot of opportunity.

Chris Cain, co-chair of Foley & Lardner’s Transactions Practice, who counsels fast-growing healthy food and beverage companies, said part of the general trend he’s seeing is more attention being paid to ingredients.

“People are increasingly aware of what they're ingesting, what they're putting in the body and expecting and demanding products to match that. So not only just eating healthier per se, but picking beverages, snacks, and supplements that have targeted benefits for the body.”

Cain added that the confluence of TikTok and Gen Zers has led to an increased interest in influencer aspirations.

“I think when they're looking at ways they can do that, particularly when we've been in a period where we’re almost in a recession or where things are tough and might be tight, or the fact that you're just 21 or 22 and can't afford to blog or TikTok about your trips to Tahiti, they're looking for ways where they can make a difference. And luxury food has been something that certainly has exploded.”

While Cain discussed the ‘casual caviar snacks’ that have taken over TikTok recently, he said the luxury trend also extends to health and wellness, for example Erewhon’s $17 Hailey Bieber smoothie.

To hear more about these digital trends and some high growth areas that Cain identifies, listen to the NutraCast.

If you enjoy listening to the NutraCast, feel free to leave a review. You can subscribe on iTunes​, Spotify​, Stitcher​ or wherever you get your podcasts.

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