Report Offers Trends, Predictions for Health-Conscious Consumers

From gut health to mushrooms, consumer demands continue to evolve.


()  A new trend report commissioned by leading natural products food brokerage and service provider Presence, and conducted by SPINS, revealed some food, beverage, and health and wellness trends for 2022. They include:

  • Relaxation Supplements for Stress & Sleep. The pandemic has exacerbated the level of stress faced on a day-to-day basis, bringing greater attention to emotional wellbeing and stress support. As a result, many people are turning to vitamins and supplements to support their mental health. As such, SPINS reports vitamins and supplements saw 43 percent year over year growth on Amazon. With the rise of natural wellness products, consumers are seeking new innovations in delivery format and combinations that include ingredients such as magnesium, MCT or ashwagandha to help relaxation, sleep, and relieve stress.
  • Carbonated Soda for Gut Health. As consumers become increasingly aware of the foundational role of good gut health, the probiotics category continues to grow, increasing outside of supplements and into new food and beverage formats. In 2020, the global probiotics market was estimated at $54.77 billion and is continuing to grow at a compound annual growth rate of 7.2% from 2021 to 2028. Probiotics are usually found in various types of fermented foods such as yogurt, kombucha, pickles and kimchi. Today, one of its leading contributors to the growing probiotics trend are functional carbonated beverages. Amongst the most popular probiotic drinks are shelf-stable functional carbonated beverages in the energy and performance categories. Carbonated drinks with digestive benefits – prebiotic, probiotic, and postbiotic – are the next generation of functional beverages containing health-boosting ingredients that boast to be better for the digestive system and boost immunity. Shelf-stable energy drinks and other functional beverages containing probiotics were the top sales drivers with 4,357.4 percent growth. For beverages containing prebiotics, shelf-stable soda and carbonated beverages were up by 12.8 percent.
  • Regenerative Agriculture. Health-conscious consumers will pay a premium on products that ensure their health and wellbeing and support social responsibility and sustainability. Many have taken an interest in environmental health and are purchasing products that support the future they want to see. Continuing to seek cleaner ingredient profiles, consumers are now watching how companies are working towards a better planet. Since 2019, business interest in regenerative agriculture has spiked by 138 percent. Regenerative agriculture is a movement that promotes biodiversity, sequesters carbon and allows living systems to work in harmony. Tactics that prioritize soil health to achieve an optimal level of nutrients for crop production, no-till planting, the inclusion of cover crops on farmland and traditional animal husbandry.
  • More Sustainable Packaging Options. Shoppers are paying close attention to the environmental impact of what they purchase and selectively choosing brands that align with their values. Although many manufacturers have shifted to eco-friendly, upcycled packaging options, environmental waste remains a top concern. Throughout packaging supply chains, the report indicates a 23 percent increase in recyclable pod/cup systems, nine percent increase in aseptic cartons, and a two percent increase in using glass.
  • Mushroom Everything. With continued double-digit growth in the natural retail channel, SPINS reported mushrooms grew in sales by 16.1 percent to reach $420 million in sales, and is poised for mainstream success. Consumers are showing a new level of interest in engagement in all things mushroom. From culinary to functional, the fungi kingdom is newly being recognized for its role in the human diet. Retailers are stocking a variety of new mushroom products, and fungi are even featured in seasoning blends, ready-to-drink beverages, snacks, and coffee. Supplements that contain mushroom as a key ingredient in the form of capsule, powder, tinctures, or teas are also becoming more popular. Various types of mushrooms provide different benefits. Chaga, cordyceps, Reishi, lion’s mane and turkey tail are more commonly found as supplements and in powder form, although they can also be found fresh and dried. Their ingredients have been shown to stimulate the immune system, help with healthy blood pressure management, and supply powerful antioxidants. Some research also suggests they may promote focus, provide cardiovascular and skin health support, or boost cognition. In 2020, the global functional mushroom market generated $7.98 billion. By 2030, the global functional mushroom market is expected to amount to $19.33 billion, seeing a CAGR of 9.3% between 2021 and 2030.
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