Supplements tout their "free-from" formulations for clean eaters
Trend - Health brands are touting "free-from" formulations in the products they offer, prioritizing allergin and unhealthy ingredient-free supplements. These items come in a variety of drinkable forms, including everything from shakes to shots.
Insight - Health conscious consumers are increasingly particular about the healthy food and beverages they purchase. Blindly believing branded claims is a thing of the past as consumers' knowledge about and ability to research into health topics grows. Thus, brands are having to focus in on ingredients, formulations and effective presentation in order to cater to ultra health-conscious individuals.
Insight - Health conscious consumers are increasingly particular about the healthy food and beverages they purchase. Blindly believing branded claims is a thing of the past as consumers' knowledge about and ability to research into health topics grows. Thus, brands are having to focus in on ingredients, formulations and effective presentation in order to cater to ultra health-conscious individuals.
Workshop Question - How is your brand prioritizing people who have particular or niche preferences?
Trend Themes
1. Free-from Formulations - Brands are touting "free-from" formulations in health products due to health-conscious consumers increasingly researching into health topics, creating disruptive innovation opportunities in the health supplement and wellness industries
2. Kid-friendly Nutritional Shakes - There is potential for replacing daily multivitamins and supporting healthy development through the creation of plant-based free-from nutritional shakes for kids, creating disruptive innovation opportunities in the infant nutrition industry.
3. Fruit-powered Supplements - The fruit-powered supplement trend is transitioning companies like Dole into health and wellness companies, creating disruptive innovation opportunities in the functional supplement industry.
Industry Implications
1. Health Supplements - The health supplement sector can benefit from developing more clean ingredients and focusing on formulations to meet the demands of the increasingly health-conscious.
2. Wellness - Free-from options can provide an opportunity for expansion in the wellness industry, which encompasses healthy lifestyle, self-care, and holistic health.
3. Infant Nutrition - Creating plant-based free-from nutritional shakes for infants can provide disruptive innovation opportunities within the infant nutrition industry.
