Top 5 Functional Food and Beverage Product Trends in 2019
#1 — Gut Health & Digestive Wellness
This trend has been one of the biggest growth drivers for functional foods and beverages in the near-term and will be even more so in the future. Yogurts are the original gut health functional food of choice but kombucha sales are growing like a weed, up by 43% YoY and retail sales are on course for $1 billion.
I didn’t pick this trend because of yogurt and kombucha though, I believe there is an emerging diet that will get more traction in 2019. This new diet called is FODMAP (which stands for fermentable oligo-, di-, mono-saccharides and polyols). FODMAP is a solution for people who suffer from irritable bowel syndrome (IBS), which affects at least 45 million Americans. The best thing about this diet…it had a noticeable sensory effect and not many diets have that!
#2 — CBD
In the world of functional foods and beverages, you’d be hard pressed to find a trend that is more talked about than Cannabidiol (CBD). This is going to be a game changer when the handcuffs come off and Big CPG Food and Beverage Legacy brands can openly use the ingredient. CBD is a sensory ingredient, like caffeine. This is why coffee, tea, and energy drinks are such huge beverage categories
I also believe that Americans are overstimulated with caffeine. CBD will start edging us to a wellness focus of relaxation, sleep, mindfulness, and mediation.
#3 — Sugar Will Have A Terrible Year
Sugar had a rough 2018 but things are going to get worse in 2019. With the new requirement that companies distinguish between added and naturally-occurring sugars on food labels, consumers will initially have to reset their interpretations of every product. I believe calling out added sugars on the label will start a loud contingent of “sugar haters”, regardless of the difference in classifications. For functional CPG brands, I think they would be wise to adjust to natural sweeteners such as honey and agave in granola or high-protein bars.
#4 — Extreme Eating Habits
I already did a video for PricePlow on this topic that was focused on nutritional supplements but I believe you will see more Americans talking about extreme eating habits like vegan, keto, paleo, carnivore, or anything else trending in 2019. It is no secret that more consumers are purchasing better-for-you (healthier for you) products and that will only mature into more extreme eating protocols.
Look Out for Products Like:
- Faux meat and meat snacks
- High fat items with MCT oil, ghee and coconut
- Mushrooms and extracts used in everything
#5 — Convenience
We are all busier by the day it seems and this has lead to the saying that “convenience is king” in grocery CPG. Single-serve and on-the-go packaging will be what all CPG & FMCG brands use to create opportunity and drive growth. These could be traditional categories of food and beverage that are re-imagined for on-the-go packaging (I think eggs will have a big year!) or taking the extreme diets in #4 and making the adherence to them more convenient for the busy consumer.
