Health and wellness is not a new phenomenon of course, but we are seeing an accelerated focus on this aspect of our lives as individuals increasingly become more aware of the importance of staying physically and mentally healthy to cope with the heightened stress and anxiety levels of 21st century life.
In particular, brain health, emotional wellbeing, stress management and reduction are growing priorities for consumers globally, across all ages and genders, as they gravitate to a holistic approach to wellness..
And as part of the new holistic health paradigm, there has been a shift in consumer focus from treatment to prevention. More people adopt lifestyle habits such as exercise and meditation and actively seek solutions for desired outcomes.
One in five of UK adults attribute a lack of sleep to their state of mind and the link between good sleeping patterns with general relaxation and a reduction in stress is being increasingly recognised.
Backed by growing scientific evidence that diet is as important to mental well-being as it is to physical health, consumers are turning to support stress management and improve their concentration and sleep by improving their diet.
In fact, more than two in five people in the UK aged 25-34 have tried or are interested in functional food and drink that can aid calming, help with relaxation and hence sleep.
Whilst our busy modern lifestyles are often at odds with consumers’ aspirations to eat healthily, the rising knowledge of the benefits of balanced diets has seen people proactively seek everyday nutrition solutions for their overall wellbeing, rather than conventional drugs and pills.
And an area gaining significant interest is the relationship between dietary habits, the gut microbiome and brain function and in particular the role that adopting a Mediterranean diet can have in optimising our potential for good mental and physical health. And as well as being heavily based on vegetables and olive oil, dairy products such as cheese and yogurt are key components of this diet and there is emerging scientific evidence showing these products have an ability to improve mood and overall mental wellbeing by impacting positively on our gut microbiome through the diversity of bacteria they bring into our diet.
Recent research has provided strong evidence for the gut microbiome’s role in supporting brain performance and reducing inflammation and signs of stress, with diet being cited as one of the most integral factors. This presents a new market opportunity for nutrient-rich ingredients that have been proven to positively impact the body’s gut-brain axis as consumer understanding grows and thevery important role that high polyphenol extra virgin olive oil plays within the Mediterranean diet has now come to the fore.
Drive new product development with a focus on stress management and cognitive performance
With stress management coming to the forefront, food and beverage manufacturers are uniquely positioned to capture consumer demand by tapping into their needs around cognitive performance and mood enhancement.
In this regard, dairy products can be positioned as functional solutions not only for physical health but also numerous facets of cognitive wellness across our entire lives with functional claims appearing on less than 12% of product launches and less than 1% carrying brain and nervous system-related claims.
Certain probiotics may help to manage some common mental wellness conditions. Specifically, consumption of dairy-derived probiotic strains (including Fonterra’s Lacticaseibacillus rhamnosus HN001 (LactoB HN001TM) were found to support the management of depression and anxiety in women after giving birth .
Also, other components of dairy may support stress management in adults. Phospholipids, fundamental building blocks in our brains, decline as we age, potentially impacting cognitive functions such as mental energy, focus, and concentration. Digested dietary milk phospholipids can supplement this decline and have been shown to help manage the effects of stress by supporting mental performance to stay focused and positive .
As its benefits become more widely known, functional dairy products can be a differentiating point for brands targeting consumers’ desire for natural, science-backed ingredients that support mental wellness.
By highlighting such health benefit areas, the category will also expand its target market and appeal to a larger audience. While existing products are aimed at adults to support healthy and active ageing, innovation in the category could expand to looking at teenagers who may need additional help dealing with daily stress and to support brain development.
Snacking: An emerging category
The functional snacking category is one of the fastest-growing sub-categories with a shift in consumer preferences driving this upward trajectory compared to more traditional snacks.
In addition to satiating hunger and cravings, consumers are now increasingly looking towards snacks to help them manage stress and its effects on their mental wellbeing.
Whilst botanicals, vitamins, and minerals currently lead the healthy snacking segment, dairy ingredients have a role to play as people look for recognisable, trustworthy, science-backed, and efficient solutions that are clean label, healthy and indulgent.
Product formulations with a particular focus on mental wellness and cognitive enhancement for instance, could incorporate ingredients such as lavender, chamomile, lemon balm, and l-theanine, as well as adaptogens.
Moreover, there is an opportunity to innovate beyond traditional snack bars and yogurts. Ice cream brands have recently sought to advertise fibre content in products and use probiotics to make gut health claims, making these healthier products a more attractive proposition to health-aware consumers.
In addition, ready-to-drink (RTD) nutritional products also can provide additional benefits beyond weight management and nutrition. Women aged 22-34 are particularly interested in nutrition drinks with anxiety or stress relief formulations, as well as those that can improve sleep. This shows that the connection between stress, mood and sleep is present in consumers’ minds when they look for food and beverages that support their daily lives.
Looking ahead
The next frontier in food will be anchored in enabling cognitive wellness through natural and scientifically backed solutions. In this context, there is significant potential for manufacturers and brands to build connections between functional ingredients and brain health, mental performance, mood or relaxation by highlighting their innate nutrition profile.
Specialist ingredients such as probiotics and milk phospholipids can also play a role in product formulations to capture emerging demand.