Stamford, CT — Snack industry leaders know the wellness trend is here to stay based on the growth of organic, natural and “free from” products permeating the market today, and Daymon Worldwide’s 2016 “What’s Next In Wellness” trends report aims to give retailers a path to the future.
“If retailers haven’t yet made wellness a key priority, or there’s uncertainty about what’s truly meaningful to individual store shoppers, they need to know that competitors are not waiting and are looking to woo their customers away,” says Jim Holbrook, Daymon Worldwide CEO. “Sustainable success requires that both retailers and suppliers truly understand the why behind the consumer’s wellness journey – at every stage – so that they can respond with relevant, exciting and authentic product solutions and services.”
The company provides seven wellness trends shaping the retail space:
In order to learn about what’s next, what’s new and what’s thriving in the world of “better for you” products, wellness-oriented consumers are forming communities and discussing the latest products. Daymon Worldwide says retailers should look for ways to engage with this highly active community.
The report claims that three out of four Americans are purchasers of organic products, making it the fastest growing segment of the global food industry. The next wave of this trend could manifest in the growth of portable organic products that allow consumers to take fresh grab ‘n go snacks on their commute.
Innovation is not synonymous with “new,” according to the report, which claims some of the hottest retail trends are coming from old or even ancient techniques. Consumers have seen this in the spreading popularity of yoga and Chinese medicines, and now it’s coming to food in the form of healthful komucha teas, drinking vinegars and bone broth.
“Free from” foods have long accented what’s not in the product, but Daymon Worldwide says retailers should start highlighting the positive effects these items bring. Packs could better highlight the benefits of stress busting, deep rest and a happier lifestyle itself. There are also larger global issues beyond personal prosperity such as the environmental perks of a clean ingredient lists, ethically sourced foods and humanely treated animals.
Daymon Worldwide says a cleaner label doesn’t have to mean abandonment of taste. Textures such as oats in yogurt and nuts and seeds in snack bars are making up for the removal of sugars, salts and trans fats. Cooking techniques including roasting, smoking and charring are also ways to bring new savory tastes to wellness-minded products.
A new digestive health trend is emerging, which has consumers more concerned about what happens to their bodies after eating and relies heavily on the balance of microorganisms in the body called microbiomes. Striking the right balance is said to help immunity to diseases, better absorb nutrients and provide greater emotional balance.
According to the report, retailers should consider offering foods with gut health benefits including yogurt, kefir and ginger tea, as well as offer educational information.
Consumers continue to cut meat and dairy from their diets and are turning to more plant-based proteins such as legumes, seeds and ancient grains.