Complex carbohydrates expand to aid consumers beyond dietary health
Implications - While the dietary benefits of whole grain foods are certainly not new, these health foods are being re-discovered by consumers to aid in other areas of one's life. Known to be a factor in enhancing serotonin levels and therefore encouraging sleep, complex carbohydrates like brown rice and whole grains are being adapted into new food forms as a means to combat typically stressful health conditions. Helping individuals improve their sleep patterns in a less invasive manner, the use of complex carbohydrates speaks to the broadening usage of health foods in all aspects of consumer lives.
Trend Themes
1. Expanding Use of Complex Carbohydrates - Whole grains are being adapted into new food forms beyond their traditional dietary benefits, providing an opportunity for businesses to incorporate complex carbohydrates in innovative ways.
2. Plant-based Protein Sources - Consumers are increasingly concerned with plant-based protein sources and are seeking out products like Quinoa Clusters that provide a complete source of protein for vegans and vegetarians.
3. Convenient Health Foods for On-the-go Consumption - CLIF Bar's Athlete Series provides consumers with ultra-compact oatmeal servings that offer the convenience of single-serve packets but take it a step further with greater ease of consumption.
Industry Implications
1. Food and Beverage - The expansion of complex carbohydrates, plant-based protein sources, and convenient health foods presents innovative opportunities for food and beverage industries.
2. Sports and Fitness - The Athlete Series from CLIF Bar is just one example of how the sports and fitness industry can tap into the trend of convenient health foods for on-the-go consumption.
3. Wellness and Lifestyle - As consumers seek holistic health solutions, the expansion of complex carbohydrates and plant-based protein sources resonates with the wellness and lifestyle industry.
