2021 Health Trends: Weight Management + Digestive Health + Personalization

Health and wellness have been a focus of consumer trend predictions for many years. While consumer preferences have been changing, with different trends emerging each year, the one constant is consumers' strong interest in overall health. Increasing research shows that a healthy gut is the foundation of overall health. Therefore, the health trends of 2021 will also revolve around the 'gut'.

So, what are the specific trends? Let's take a look together.

Overall Health

For many years, health and wellness have been the main focus of consumer trend predictions. While the specifics may have shifted from calorie control emphasized a decade ago, to 'organic or natural is better for you' advocated five years ago, and then to 'how to make the immune system healthier' proposed in 2020, the constant has been consumers' interest in improving their overall health.

2021 will continue to emphasize health and wellness. A business unit of Amazon, Whole Foods Market in Austin, Texas, predicts that consumer interest in immune system health will increase.

The Lux Research report 'The Food Company of 2050' states that after 2021, food companies need to do more than just reduce 'bad' ingredients in their formulations; they also need to focus on adding more 'good' ingredients. Lux Research predicts that formulations low in sugar and fat will dominate, and emphasizes the importance of protein and fiber content, as these ingredients can promote satiety and reduce the impact of food on blood sugar.

Dr. Sara Olson, research director at Lux Research and one of the report's authors, said: 'For companies to survive in the coming decades, they must focus their product development efforts on products that are 'better for you' and on ingredients related to specific performance.'

In early November 2020, Tate & Lyle PLC in London announced its financial performance for the six months ending September 30, 2020. The sales of health ingredients in the company's food and beverage solutions business made a positive contribution to its financial performance.

During a conference call on November 5, 2020, discussing the results with securities analysts, the company's CEO Nick Hampton stated: 'Food and beverage solutions continue to perform well, benefiting from consumers seeking healthier food and beverage alternatives. Consumers are looking for more low-sugar and low-calorie products, cleaner labels, more natural ingredients, and better textures and flavors.

There is a growing demand for more plant-based options and foods that help boost immunity and digestive health. As COVID-19 has made consumers and governments focus on the importance of diet and health, this demand is expected to increase.'

Trend 1: Weight Management

However, despite consumers' nearly constant interest in health and wellness, government data shows that the health and well-being of many adults in the U.S. is declining.

Data from the Atlanta Centers for Disease Control and Prevention shows that the obesity rate among U.S. adults rose from 30.5% in 1999-2000 to 42.4% in 2017-2018 (the latest available data). The same data shows that the prevalence of severe obesity (defined by the CDC as a body mass index (BMI) of 40 or higher) has increased from 4.7% to 9.2%. The CDC defines a 'normal' BMI as between 18.5 and 24.9.

As the obesity rate among adults rises, the incidence of obesity-related diseases is also increasing, including heart disease, stroke, type 2 diabetes, and certain types of cancer.

In this context, the food and beverage industry and other related sectors have targeted weight management and begun to offer different product choices and solutions to help consumers better manage their weight. To control their weight, consumers are adopting a variety of dazzling weight loss methods, while manufacturers face the challenge of keeping up with these methods.

Pam Stauffer, global marketing project manager at Cargill in Minneapolis, said: 'While weight management remains a significant concern for many, an increasing number of consumers are taking a more holistic view, prioritizing overall health over the number on the scale.'

This is not to say they have given up dieting. According to data from the International Food Information Council (IFIC), 4 out of 10 Americans follow a specific diet or eating pattern, up from 38% in 2019. Intermittent fasting ranks first, followed by clean eating, ketogenic diets, or high-fat, low-carbohydrate diets.

Another larger challenge comes from the types of ingredients consumers believe will lead to weight gain.

'Data from IFIC indicates that consumers have conflicting views on the sources of calories most likely to lead to weight gain,' said Ms. Stauffer. 24% believe it is sugar, 24% believe it is carbohydrates, and 24% believe all sources are the same. The remaining consumers believe it is fat and protein. Interestingly, consumers with a college degree are more likely to associate calories from sugar with weight gain.

On the other hand, protein—especially plant protein—and fiber play a significant role in weight control. Many consumers believe that compared to high-carbohydrate foods,Proteincan keep them feeling full longer. Trendy diets also emphasize protein intake, which further supports this view. Plant protein is particularly popular now, with pea protein becoming a favorite among consumers and formulators.

Trend 2: Digestive Health

Researchers continue to explore the connection between individual overall health, wellness, and digestive health. This potential link has led some companies to predict that digestive health will continue to be a topic of great interest to consumers. It has also prompted companies to invest more in understanding the specific benefits and developing products that may leverage these benefits.

Through the OutsideVoice consumer insights platform, Chicago's Archer Daniels Midland Company has identified that gut health, particularly related to the gut microbiome, will be one of the top five consumer trends emerging in 2021.

According to ADM's data, the gut microbiome is another pathway to health. ADM found that one in four consumers globally suffers from digestive health issues, and half of consumers report that the gut microbiome has a moderate to severe impact on their overall health.

Products targeting the microbiome may address issues related to weight management, immune support, and emotional health, providing opportunities for functional solutions such as prebiotics, probiotics, and postbiotics.Postbioticsare metabolic byproducts of probiotics that are excreted into the digestive tract. These compounds are believed to be beneficial to the body.

“Solutions supported by gut microbiota, such asprebiotic fibers, probiotics, and postbiotics, can help with weight management in several different ways,” said Dr. Janice Rueda, Vice President of Business Development at ADM Nutrition Science. Prebiotic fibers not only nourish gut microbes associated with leanness but also increase satiety after meals.

“Shoppers are actively seeking these functional ingredients as they become increasingly aware of the potential impact of the gut microbiome on their overall health. We also found that nearly 40% of consumers are interested in using functional foods and beverages to aid digestion. To accommodate their lifestyles, people are beginning to prefer ingredients that support the microbiome in convenient food and beverage forms.”

ADM recently launched the HT-BPL1 ingredient, a postbiotic made by heat-treating the company's BPL1 probiotic.

Dr. Rueda said, “Because postbiotics like HT-BPL1 do not contain live microorganisms, they remain stable under harsh processing conditions. This allows them to be applied to a wide variety of foods and beverages that are not suitable for adding probiotics. Using HT-BPL1 in functional foods and beverages meets consumers' demand for customized, convenient options that support weight management goals.”

Trend 3: Personalization

What complicates the topic of weight management is the trend of personalization, which helps people understand what solutions may be most beneficial for their age and lifestyle.

“The growing popularity of mobile health monitoring devices and apps is a great example,” Stauffer said.

Nearly one-fifth of Americans say they have used these tools, with two-thirds reporting that it has prompted them to choose healthier lifestyles. This is a way for consumers to take responsibility for their health. After all, two-thirds of global consumers believe they have a significant amount of control over their future health. For brands, this interest in a more personalized and autonomous approach to health means there is an opportunity to develop customized products based on lifestyle, life stage, personal needs, and priorities.

Original link: https://www.supermarketperimeter.com/articles/6038-weight-management-remains-a-moving-target