FoodNavigator

High quality nutrients – from vitamins and minerals to botanical extracts – drive consumers’ purchasing decisions, while the line between function and form continues to blur as brands develop foods and beverages that deliver targeted health benefits and enhanced experiences, according to data from CPG Radar and Spate.

Many Americans are eating their feelings or turning to drink to manage their mood, but that isn't necessarily bad as innovative manufacturers leverage nootropics, adaptogens and botanicals alongside packaging and branding to create products that proactively and positively support consumers' emotional and mental wellbeing.

A third of American adults consider sleep one of their top three health priorities, and while most of them prioritize behavioral and lifestyle strategies to fall and stay asleep, there is an opportunity for “naturally helpful” and “functional” food and beverages to provide support, according to new research from The Hartman Group.

Brands marketing foods and ingredients for mood management must navigate a complex regulatory landscape by understanding functional claims, relying on strong scientific evidence and staying informed on emerging trends to market their products effectively and compliantly, according to experts.

A good night's sleep could be a functional product away, as consumers swap their alcoholic nightcap for a nonalcoholic option or their favorite comfort food to ease their mind after a long day, Scott Dicker, director of insights at SPINS told FoodNavigator-USA during a video interview.

Gopuff's Supplemental Assistance Nutrition Program (SNAP) integration for its e-grocery platform will also include its recently introduced Basically Premium private label line, reaching millions of eligible households.

Consumer demands for on-the-go functionality are fueling growth in the nascent mood-support snack bar, with brands like Mood Bars and others differentiating themselves in a crowded category with the help of brain-boosting ingredients.

Emotional wellbeing is emerging as a top health concern for consumers across the generations, according to new research by the Hartman Group, which also found an increasing portion of people prefer to manage their moods with food, beverages and supplements than over-the-counter and non-prescription medications.

Delivering on whitespace innovation can propel a CPG food and beverage startup into mainstream success, and filling a gap in the market might be simpler than some startups think, explained Karen Anderson, CEO of Purple Peak Marketing, during a recent Founders’ Fundamentals podcast.

Tyson Foods’ chicken business is booming once again and investors are flocking back to the company, which has spent years reenvisioning its poultry business to focus more on fundamentals, value-added products and “operational improvements.”