Cian O Mahony
Insight Specialist, Bord Bia
People are increasingly focusing on self-improvement and optimising their health and wellbeing, looking to food and drink as an avenue to do so.
Bord Bia’s Cultivate consumer lifestyle trends programme reveals that consumers are seeking out more personalised and ‘perfect’ ways to be healthy, with growing interest in areas such as functional foods, protein and more life-stage specific nutrition. It is no longer a case of focusing specifically on one area, but a more holistic approach to health. This is represented by 48% of consumers in Ireland claiming that ensuring their body can function properly is a key motivation when making food choices.
Increased interest in more functional foods
Consumers are seeking out functional benefits from their food, with products that can meet physical, mental and cognitive health needs increasing in appeal. Younger generations in particular are exploring a diverse range of options with functional benefits, including products like mushroom coffee, gummies that improve cognitive capabilities or prebiotic drinks. More tailored functional products for women are also on the rise, plugging health gaps that traditional remedies may not address.
While protein has been a hot topic for some time,
it has seen a recent surge with innovative
products catering to evolving consumer needs.
Protein-fortified foods
While protein has been a hot topic for some time, it has seen a recent surge with innovative products catering to evolving consumer needs. Strength and resilience are becoming key wellbeing goals, which protein-fortified foods can help support thanks to protein’s role in strengthening the body. Irish consumers in particular place a high importance on protein, with 53% claiming being high in protein is important when making a food/drink choice, higher than consumers in the UK, Germany, France, the Netherlands and the US, according to Bord Bia’s Sustainable Nutrition research.
Healthy ageing is in the spotlight
Consumers are increasingly embracing the concept of ageing healthily as they take a more proactive approach to health from a younger age, accepting healthy ageing rather than attempting to defy it. Age-conscious consumers are therefore looking for food and drink options that speak to common concerns around general fitness, joint health and longevity. Alongside more functional benefits and protein-fortified foods, these will enable consumers to continue to self-improve through food and drink.
