H1 Global Food and Beverage Trends for 2023, analyzing 4 major innovation opportunities

2, Functionalism, intestinal health, immune promotion, sports nutrition attention

In the face of the increasing pressure of life and work in the new era, sedentary, takeout, and staying up late have gradually become the normal life of people, and a variety of sub-health problems have come one after another, while the repeated three-year epidemic has also made people suffer from both physical and mental torture. In this context, health prevention methods such as diet health care and exercise health care have gradually changed from "supporting roles" to "leading roles".

Over the past two years, 70% of consumers worldwide have taken actions to improve their physical, mental and emotional health. While they are concerned about their own health, they are also concerned about the health of those around them, with 69 percent of consumers concerned about "the health of my family and friends", followed by 50 percent who are concerned about "their own health".

In terms of health issues, relevant surveys show that about a quarter of consumers in the world suffer from digestive health problems, while about 87.6% of people in China have intestinal health problems, and the number of domestic inquiries about intestinal health reached 26.568 million in 2022, an increase of 45.7% year-on-year in 2021.

On the consumer side, FDL Digital Food advocacy research data found that compared with before the epidemic, 85.28% of consumers in China said that they increased the frequency of buying health products, of which 75.86% of consumers regard "strengthening resistance" as the primary purpose of buying and using health products.

In addition to diet health, more and more consumers begin to pay attention to exercise and fitness, which also promotes the consumer group of sports nutrition is gradually expanding from athletes and fitness people to mass consumers, especially silver haired people, women, overweight people as the representative.

Global consumer demand for health diversification is undoubtedly promoting the development and innovation of relevant functional products and raw materials in the food and beverage market. According to H1 Global food and beverage trends in 2023, the proportion of new products with health function claims is 24%, of which intestinal health, exercise support, and immunity enhancement occupy the top three foods with health function claims, 36%, 20%, and 12% respectively. In addition, related products such as anti-fatigue, stress relief, anti-oxidation, and promoting nervous system health are also being launched one after another.

Product case

Rokit Health launches new line of Mind Boost, Immunity Boost and Energy uplift cold brew coffee. The coffee line is made from 100% Arabica beans. Among them, Mind Boost is rich in a variety of B vitamins to support nervous system health and promote mental performance; Immunity Boost is rich in vitamins B6, B12, D, iron, and zinc, which provide healthy support for the immune system. Energy uplift cold brew coffee is rich in natural guarana and taurine to reduce fatigue and provide energy.

3, clean label, natural, simple, healthy and transparent consumption of new requirements

With the continuous improvement of people's living standards and cognition, "clean label" has become a well-deserved new favorite in the food industry, and is favored by the public and businesses. The term "clean label" is translated from "clean label", and there is no clear legal definition of its meaning, which mainly refers to meeting consumers' new requirements for natural simplicity, healthy transparency and ingredient authenticity.

According to FDL, around 71% of consumers worldwide are willing to pay more for brands that have been reformulated to make them "cleaner," with more than 30% willing to pay a premium of more than 20%.

The research on the Asia-Pacific market also shows that consumers from China pay the most attention to food labels and ingredients, about 85% of Chinese consumers will pay attention to the ingredient list when buying food, and have a strong resistance to artificial additives and other "unclean" ingredients.

In order to meet the needs of more and more consumers for the simplicity, transparency and authenticity of food, "clean label" is gradually becoming a unique marketing point for food businesses at home and abroad. H1 Global Food and Beverage Trends in 2023 show that natural ingredients, no artificial additives, and gluten-free are the main innovation directions for clean labels, accounting for 18%, 15%, and 8%, respectively, in addition to the number of non-GMO, organic concept products is also gradually rising.

Product case

Mac Nut Kiki Milk (organic Macadamia Nut Milk) by PlantBaby is made with 100% organic ingredients, including macadamia nuts, cashews, Brazil nuts, germinated pumpkin seeds, oats, coconut sugar, coconut and Marine minerals, and is free of common allergens such as vegetable oils, edible gums, refined sugars, soy or gluten. It is a natural and clean labeled milk substitute.