Consumers seek hybrid forms of vitamins that combine existing products
Implications - Beyond food and beverages enriched with vitamins, consumers are opting for less traditional products that combine energizing results with everyday items. Infusing day to day products such as gum with vitamins allows consumers to easily integrate supplements into their routines. These hybridized products allow brands to meet consumer needs in more streamlined ways, therefore increasing value.
Workshop Question - Hybridization is becoming an increasingly desirable trait in commodities; how is your brand combining its offerings to be more enticing?
Trend Themes
1. Functional Ingredients - Consumers are looking for products that offer more than one benefit, such as chewing gums that offer both fresh breath and nutrition.
2. Nootropics - Consumers are turning to nootropic-infused chewing gums to help boost their cognitive function.
3. Quick Absorption - Energy-boosting gums that offer quick absorption of energizing ingredients are gaining popularity among consumers.
Industry Implications
1. Food & Beverage - Manufacturers can explore the use of functional ingredients to create products that offer more than one benefit to consumers.
2. Health & Wellness - Nootropic-infused chewing gums can be marketed as a health and wellness product that helps boost cognitive function.
3. Sports & Fitness - Performance-boosting gums that function as an alternative to energy drinks could appeal to athletes and fitness enthusiasts.
