1. Wholesome foods just for men: male-oriented health food, with an emphasis on food-as-fuel, are on the rise.
2. Brands are moving away from functional benefits like immunity and weight loss in favour of higher-order benefits such as calm and inner peace.
3. Teas, snacks and sweets are starting to include good-for-you greens such as kale and spinach, bringing with them phytochemicals, vitamins and antioxidants.
4. The future of water is in enhancing it with rare natural ingredients such as birch tree juice, olive oil and highly alkaline fulvic minerals that improve hydration.
5. Natural and organic beverages are adding textures to appeal to ‘multi-sensorial’ consumers – chewy (using chia seeds) and thick and syrupy using flax seed.
6. Innovative meat analogs are filling in behind declining meat consumption with products such as faux grilled chicken strips made of soy and pea proteins.
7. Manufacturers are responding to growing focus on food allergies, with pea protein standing out with its vegan, dairy-free, soy-free and gluten-free.
8. Indulgent and interesting nut butters are mixing up the classics with everything from fruit, chocolate and espresso to seeds and spices.
9. Desserts are going functional, providing a positive nutritional profile in products such as high protein frozen yoghurt and fully functional cookies.
10. South American superfoods – acai, goji, chia – are being joined by other foods from the continent, including Brazilian acerola cherries, Peruvian purple maize and Chilean maqui fruit.
