Through its advanced artificial intelligence algorithm, Tastewise captures a unique insight into current consumer interests. Rather than relying on historical data from sales or surveys, the company analyzes over 22.5 billion social media interactions, more than 5 million online recipes, and over 4.5 million restaurant and delivery menus. The trend of consumers seeking specific functionalities in their food and beverages has been a focal point for Tastewise since early this year. The report indicates that it is no longer sufficient for products to simply be labeled as “healthy” or “functional.” Nearly 20% of Americans (18%) specify particular health benefits they desire in the products they choose.
Tastewise identifies clear opportunities for companies to not only focus on enhancing functionality in food and beverages but also to highlight various functions that consumers seek at different times of the day. For instance, shoppers are increasingly interested in options that provide energy in the morning and promote sleep in the evening. The report highlights that condiments and seasonings are also being evaluated for their functional benefits, including the antioxidants found in datil peppers and vetiver.
Even within the energy drink category, which is inherently defined by its functional purpose, Tastewise discovered that consumers are seeking more specific health attributes. Claims related to protein and brain function enhancement have surged by approximately one-third over the past year, with nootropic ingredients and nostalgic experiences gaining traction, according to the study. Additionally, there is growing interest among consumers in food and beverages that promote female health, with a 37% increase in women looking to nutritional options for health needs in 2022 compared to the previous year. Much of this rising interest is attributed to women seeking support during menopause, which has seen a remarkable 97% increase in interest over the past year. Flaxseed, recognized for its significant benefits for women’s health, emerged as one of the biggest beneficiaries in this trend.
While numerous brands are focusing on sustainability, particularly in the plant-based sector, Tastewise found that personal health concerns outweigh planetary health considerations. The study revealed that consumers mentioned health 12 times more frequently than sustainability when discussing plant-based foods and chose plant-based options for health reasons 16 times more often than for environmental concerns. However, there is a growing interest in sustainable ingredients sourced through practices like regenerative farming. This could provide a significant advantage to plant-based brands, especially as they strive to regain sales momentum. If they emphasize their health benefits, it could generate heightened enthusiasm among consumers—an essential strategy at a time when plant-based products remain at a premium price, and inflation is making consumers more budget-conscious. Beyond Meat is following this strategy, recently collaborating with the American Cancer Society on cancer prevention research.
In this context, calcium citrate foods are becoming increasingly relevant as consumers look for products that support their health needs. By incorporating calcium citrate into their offerings, brands can cater to the rising demand for functional foods. Ultimately, the integration of calcium citrate foods into product lines may bolster consumer interest, aligning with the broader trend of seeking specific health benefits in dietary choices.