Back in the 1970s, the Daily Food Guide included five groups – Vegetables/Fruit, Bread/Cereal, Milk/Cheese, Proteins, and Fats/Sweets. The definition of “healthy” foods has since shifted dramatically. The food pyramid looks oversimplified when compared to what’s trending in the health and wellness industry today. In fact, contemporary health and wellness trends focus on internationally-sourced and exotic compounds, ancient wellness practices, and sophisticated foods. Plus, they’re more accessible than ever.
This is in part thanks to buzzy marketing methods that capitalize on content, social media, and influencers of all types. Let’s look at how the leading health and wellness industry trends are reaching their target audiences.
Turmeric
Is there a spice more highly promoted these days than turmeric? While not new to the spice rack, turmeric has become the go-to healing compound among those seeking a cure-all solution. Marketed as a beverage additive on Ayurvedic medicinal sites, turmeric generates top recognition in the health industry. Brands that include this ingredient in its products can create engaging content to inform their audiences and provide easy-to-make recipes incorporating the spice or specific product.
Intermittent Fasting
Often paired with the equally trendy Keto diet, intermittent fasting allows devotees to eat during a specific time window each day. Certain studies support its benefits to digestive tract health and firing up the metabolism. Leading fitness apps like Zero, BodyFast, and MyFitnessPal help users manage fasting timeframes and create social circles that encourage motivation among members.
Beauty Foods
Beauty food fans believe the key to looking and feeling younger is via an “inside-out” approach. New-age powders, tonics, and elixirs have been designed to support a more youthful look and a generally fresher appearance. Ingredients like collagen are being touted as the “it” wellness benefit that helps to promote heart health, improve skin health, and build muscle mass for starters. Celebrity and social influencers are helping to spread the word about collagen-based products, a marketing tactic that has reaped exceptional results.
High-Tech Health/Wellness Equipment
Consumers now have access to sophisticated, robust, and affordable wellness devices that can do everything from scan foods to detect traces of gluten to analyze compounds in a banana to gauge optimum ripeness. This ease-of-use is being marketed to those who want to take their health and wellness concerns into their own hands.
Alternatives to Soda
Think Coca-Cola is feeling pretty good about their namesake drink these days? Think again! Soda consumption has dropped by 12% among adults since 2003 and nearly 20% among kids. Americans are drinking more flavored water and probiotic drinks now more than ever before. Sugary drinks are lagging in popular votes, while nutrient-packed refreshments are becoming all the rage. Coca-Cola has shifted its market focus to its flavored water brand, Vitaminwater, and dairy brand Fairlife. PepsiCo, on the other hand, is putting more behind Naked Juice, which is now becoming the company’s next billion-dollar brand. By shifting focus to growing markets, brands can assure a greater customer lifetime value.
Organic Products
Organic foods are gaining in popularity at a rate that is nearly outpacing domestic supplies. 44% of shoppers today are willing to pay more for organic fruits and vegetables, while 37% are just fine opting for more costly meat or poultry fed an organic diet. Amazon’s acquisition of Whole Foods signifies a major shift in a mass market appeal for organic items.
Caffeine-Infused Foods
From matcha to Monster Energy, there is a big-time push around the health benefits of caffeine. Long thought of as a substance that keeps kids up all night, caffeine is now an en vogue pick-me-up. It is as prevalent in energized waters as it is in Stevia-sweetened sodas. Some studies even show daily consumption of 300-400 mg. of caffeine can boost brain functionality and performance. Highlighting caffeine benefits in ad copy and other marketing collateral can shift the perception of this once taboo substance.
Today’s leading health and wellness trends are interesting and ever-evolving. The way they are marketed to the public is just as fascinating. Getting a healthy boost from organic foods, caffeine-laced drinks, and collagen-spiked smoothies may be today’s version of drinking from the fountain of youth.
