R&D priorities by MegaTrend
Pleasure with Purpose: Develop protein-fortified and functional formats where enjoyment is central, such as bars, RTD beverages, bakery and snack applications. Other real-world examples include protein cheeses, protein sweet baked goods, protein pancake mixes, and flavored protein drinks as signals of where consumers are heading.
Trusted Transparency: Reformulate for simpler ingredient lists and reduced sugars, steering toward recognizable components and nutrient-dense additions like seeds, pulses, and greens. Consider how processing and ingredient choices might impact consumer perceptions of ultra-processed foods.
Optimizing Life Fundamentals: Design products that make foundational habits such as energy, sleep, and hydration, easier. Popular formats for these products are:
- Everyday protein cereals or snacks that fit existing routines.
- Beverages with electrolytes or key micronutrients for hydration support.
- Night-time or relaxation-focused formats featuring relevant nutrients, within regulatory boundaries.
Wellness Inside and Out: Explore synergies between physical performance and mental wellbeing, such as formulating products around ingredients like creatine, colostrum, and protein. Consider formats that appeal to both active consumers and those simply seeking to feel better day-to-day.
Empowering Healthy Weight: Develop nutrient-dense, portion-appropriate foods and beverages that can fit into weight-management journeys, including for consumers using GLP-1 medications, without making medical claims. Think beyond traditional “diet” products to satisfying, everyday foods like soups, smoothie bowls, and high-protein snacks.
Proactively Tailoring Solutions: Build products around life stage, gender, and lifestyle needs, from age-specific VMS to women’s health and gut health concepts. Consider modular formulations that allow for targeted variants using a common base.
