In the latter half of 2023 the pace of emerging health and nutrition trends has noticeably picked up. Due to the accelerating impact of technology, health fads old and new are appearing on the radar at lightning speed and at times disappearing just as quickly.
Amal Wakim, co-founder of nutrition app, Equalution said, “But behind each new development is a deeper vein of greater health literacy, a commitment to eco-friendly and sustainable eating, as well as the desire for foods that optimise human health both mentally and physically. In Australia, health consciousness has been steadily rising over the past few years though 91% of Australians still don’t meet the recommended daily fruit and vegetable intake.”
“Despite this, the health and nutrition industry continues to evolve rapidly as consumers drive demand in new and exciting directions.”
Here are six of the most important health and nutrition trends to watch for in the tail-end of 2023 from the team at Equalution:
1. Plant-based diets: A groundswell of interest in plant-based eating and sustainability has led to an increase in plant-based and flexitarian diets. These diets emphasise consuming more plant-derived foods while reducing or limiting animal products for health and environmental reasons.
In particular antioxidant-rich foods such as green tea, cocoa, and spices like turmeric feature prominently in plant-based diets thanks to their anti-aging properties and association with reducing the risk of heart disease and cancer.
With a market value of USD $44.68 billion in the year 2022, the global plant-based foods sector is predicted to be worth USD $108.30 billion by the year 2030.
Market research indicates this is a trend that is here to stay – nearly half of global consumers believe that plant-based food will become the norm within a decade, making Meat-free Mondays a thing of the past.
2. Functional foods: Consumers are increasingly seeking foods that offer additional health benefits beyond basic nutrition that span from immunity boosting to promoting gut health and better sleep.
This is a rapidly expanding market that encompasses probiotics, prebiotics, and foods fortified with fibre, vitamins, minerals, and omega-3 fatty acids to name a few.
Driven by time-poor but health conscious consumers, functional foods are a popular solution to proactively taking charge of one’s health.
With a global market valued at USD $177.41 billion in 2022, functional foods can be found everywhere on supermarket shelves from fortified beverages to dairy products, snack foods, and more.
3. Gut health: Greater awareness of the role of the gut’s microbiome has led to an explosion of gut-friendly foods gaining popularity. While the gut-body connection is yet to be fully understood, health savvy consumers are loading up on fermented foods, high-fibre foods, and probiotic-rich products to optimise their gut health.
Probiotics in particular are viewed as the go-to source of bacteria to support gut health. Recognised for their positive impact on overall health, probiotics are commonly used to improve skin health and better manage the aging process. While they do come in pill form, they’re also popularly consumed in foods like yogurt, kefir, sauerkraut, and kimchi.
4. No and low alcohol alternatives: Whilst Dry July has been around for some time, we are now seeing an increasingly high demand year round for non alcoholic and low alcoholic options that go beyond soft drinks as an alternative. Non-alcoholic options are now readily available in liquor stores and supermarkets, with some of the biggest names in alcohol jumping on board to this trend.
The market for no and low alcohol beverages is projected to grow annually by 8 percent with the current market being at almost US$10 billion. As consumers become more health conscious, we can only predict that more people will choose to drink low or no alcohol options long term.
5. Collagen-boosting foods: Collagen is an essential protein that provides structure and elasticity to the skin, joints, and other tissues. A popular supplement amongst beauty enthusiasts, collagen has benefits far beyond the cosmetic.
As a key component of cartilage and bone, collagen is thought to help reduce joint pain, improve joint flexibility, improve bone density and reduce the risk of osteoporosis. The protein also contains specific amino acids, such as glycine and proline, which supports the health of the digestive tract.
Foods that facilitate collagen production include bone broth, fish, citrus fruits, berries, and leafy greens.
6. Personalised nutrition: Gone are the days of one size fits all restrictive diets. Consumers are opting for realistic, sustainable nutrition that is personalised to them. Advances in technology and access to detailed health data have opened the doors to more in-depth personalised nutrition. From customised meal plans based on dietary needs and taste preferences to personalised calorie and macro targets, Equalution is leading this trend with a purpose built nutrition app, tailored to help the user reach their health goals, without the need for costly or restrictive diet programs.
