Anti-Inflammatory – The Next Red-Hot Food Trend?
Food Trend? A lot of recent health-related NPD is focusing on the young and beautiful and consumers aspiring to be fit – just look at the success of high protein products. However, if you really want to maximise your market share and shine in your role, leverage the growing ageing population by focusing on older people. Older shoppers are less price sensitive, more likely to consider product benefit claims, take longer to shop the aisles and make more considered purchases. Increasingly aware of health trends and nutritional advice, seniors are becoming more adventurous too, experimenting with smoothies, juices and watching, for example, YouTube cookery tutorials. A trending health topic for the grey market is that of chronic inflammation.
The ‘New Kid’ On The Nutrition Block
Increasingly linked to many age related diseases, including various cancers, Alzheimer’s and heart disease, chronic inflammation is the ‘new kid’ on the nutrition block. The growing amount of new research emerging about the link between dementia and diabetes is just one highly topical example. Type 2 diabetes is now recognised as a risk factor for Alzheimer’s, as the accompanying cardiovascular issues are linked to both diseases. One of the likely culprits for this sustained inflammation is, of course, diet.
Health Foes
Evidence has shown that in Western populations, levels of CRP, a substance found in the blood that indicates inflammation, are higher and more sustained than in other populations. Perhaps unsurprisingly, foods high in sugar and saturated fat have been found to increase inflammation through activating the immune system.
Health Friends
On the upside, there are many foods with anti-inflammatory properties, which can help to protect the heart and guard against diabetes, dementia, heart disease and cancer. The research for these anti-inflammatory foods, like whole grains, dark leafy greens, nuts and low-fat dairy, is gathering pace. What these foods typically have in common are high levels of antioxidants, polyphenols and omega-3 fatty acids, hence chia seeds and oily fish being recommended. This certainly helps explain the health benefits associated with a Mediterranean diet.
Opportunity For Your Brand Too?
Although fresh foods are recommended, there is clearly an opportunity here for brands with minimally processed foods to make the most of anti-inflammatory claims. Are you making the most of this in your category or product range? With ‘anti-inflammatory’ the new talking point in nutrition, how can your brand leverage this and provide healthier alternatives for consumers? After all, prevention is better than cure! I’m sure you’ll agree, there have been some really interesting new launches this year and we are certainly looking forward to seeing what other NPD 2016 brings! If you’ve a new, innovative challenger brand product and are looking for help with launching your range or would just like to discuss this growing market, then call us on 01803 203387 or email at hamish@hra-global.com.
