Culinology - June 2019 - 8

E M E RGI NG trends

Feel-good foods

trending in the functional category
More consumers are seeking functional ingredients that will help them
manage their mood, according
to research presented by ingredient supplier Kerry during Natural Products Expo
West, taking place March
6-9 in Anaheim, Calif.
"Consumers are not just
thinking about their weight,"
said Soumya Nair, director of
marketing insights for Kerry,
Beloit, Wis. "Equal numbers of
people are thinking about their
overall mood."
In a survey of 1,001 consumers Kerry described as primary
shoppers, respondents ranked
weight (51%), stress (51%),
energy (39%) and sleep
(38%) as the top four personal health priorities they
have today.
"We were surprised
by how important mood
management was for consumers," said Kate Toews,
regional business president
of beverages for Kerry. "Besides
weight, it is the most important
thing people are looking for."
The Kerry research showed that
despite sleep and mood being
high priorities for consumers,
many find the need to use
medication to address the
need rather than food or
supplements.
"I think that's an exciting
opportunity for brands," Ms.
Toews said. "It's very new
that it would be that high on
the consumer agenda. A lot of
new food ingredients and brands
are looking to deliver on that promise."

Culinolog y | JUNE 2019

Ingredient focus
The top five ingredients consumers perceive as affecting overall mood management
include chamomile, lavender, green tea,
ginseng and jasmine, according to the Kerry
research.
"The ingredients associated with mood are
more traditional remedies," Ms. Toews said.
"And then you are starting to see brain health
like nootropics come in."
More specifically, consumers associate
coffee, green tea, black tea, green coffee
bean extract and ginger with energy management, and melatonin, chamomile, lavender,
valerian root and passion flower with sleep
support, according to the consumer study.
"There are a lot of conversations around
key benefits and ingredients," Ms. Nair said.
"People are definitely a lot more proactive.
They are not waiting for ailments to affect
them. They are taking a hands-on approach
to their health."
But Ms. Toews added that products positioned behind a specific benefit are beholden
to it.
"The promise of these foods is to make us
feel better," she said. "If it doesn't deliver over
time then consumers will not continue to buy
it."
David Franz, senior business development
director of Taste for Kerry, said flavors can
function as functional ingredients.
"For example, aloe as a flavor is trending in
beauty products," he said.
But following on Ms. Toews, he added that
end products targeting the functional category must offer a substantiated benefit in order
to maintain repeat purchases.

Expecting more from food
From a demographic perspective, Ms.
Nair said it was revealing how millennials,
baby boomers, and gen Xers were similar
in their interaction with the idea of "food as
medicine" and desire for added functionality

Culinology - June 2019

Table of Contents for the Digital Edition of Culinology - June 2019