Health-conscious innovations: What is behind the label?

As shoppers want more and more detailed product information, plus personalised offers, the consumer health (CH) industry is growing at the speed of light. Ethical behaviour in making the products has also become important for consumers. They now also look behind the label, because they want to buy products that aren’t simply healthy, but also produced responsibly.

Prevent whatever you can

The demand for healthy food has also influenced the drink category: instead of added sugar or artificial sweeteners, consumers want products with healthy ingredients. In addition to lower sugar content, plant-based milk substitutes and drinks fortified with probiotics are also in demand. Especially among young adults, the popularity of low-alcohol and alcohol-free products is on the rise. Hard seltzer, flavoured beers and natural ingredients have become important in this segment recently.

Meat alternatives

According to a survey conducted by FMCG Gurus this spring, the three main things consumers focused on after the breakout of the pandemic were eating more fruits and vegetables, consuming less sugar and increasing their protein intake. Plant-based products, e.g. those made of pulses – which are excellent sources of protein but can be produced much more sustainably than meat – are gaining ground. Perhaps the best-known products in this category are Burger King’s Impossible Foods and Beyond Meat.

Algae bagel and cricket spaghetti

Not only meat can be substituted: the market is full of vegan, vegetarian, plant-based, gluten-free, sugar-free and other free-from products. One Brands One Plant came out with a plant-based protein bar made of peas, rice and almond; the product is GMO-, milk- and gluten-free. Nescafé rolled out a plant-based instant white coffee called Nescafé Gold. There is great consumer interest in flour alternatives too. Nordic Seaweed ApS put bagels and pasta made of algae on the market. What is more, Pappardelle developed a spaghetti product that is from 100-percent cricket flour and one portion is enough for a person’s recommended daily protein, iron and calcium intake.

Tests for every occasion

It goes without saying that new services and technologies are also tied to healthy innovations. London-based platform Feedr brings together companies such as Etsy, Airbnb, DHL and PwC with local food producers, with the purpose of serving healthy meals at the workplace. Allergy Amulet is a portable food allergen sensor and Tufts has also developed a sensor that tests food for certain ingredients. Nutrino created a platform for consumers suffering from diabetes, which collects physiological data and with the help of machine learning and artificial intelligence prepares personalised diets for the user. //