Holistic health & well-being
Consumers seek proper whole-food, balanced nutrition, away from the highly processed, empty-calorie foods that dominated the latter half of the past century. Consumers are proactively engaged in their health, using food as a means to nourish and build a stable and resilient foundation to live a life of vitality.
Consumers are frustrated with corporate apathy and government inaction—entrepreneurs and consumers alike feel it’s up to them to solve environmental and social health issues. Conscientious brands and businesses provide the protections and proactive engagement that communities need to thrive.
Health conditions associated with chronic issues such as stress, sleeplessness, digestive health, immunity and mental fog occupy consumers’ minds to armor up and prevail amidst the chaos of life’s overwhelming demands. Consumers look to natural and organic solutions to face daily demands.
Macro forces guiding innovation
10 natural products innovation areas
When a new product not only survives year one but goes on to grow sales in year two.
Eye on …
Eat more plants
Health and need state claims seeing 4-year growth
Immune System Health
Understanding innovation vitality
When innovation sales grow, a company is
more likely to grow overall sales.
of new items that have national distribution achieve vitality.
in pre-market prep than low performers.
4 more months
Top innovators, on average, spend
Companies of all sizes can benefit from innovation…
Innovation vitality rates by company size
(at the top 1/3 of $ share)
(mid 1/3 of $ share)
(bottom 1/3 of $ share)
3 keys to innovation success
Evaluate pathways to success according to your product’s strategic potential.
Products that successfully embody innovation go above and beyond delivering on consumer expectations.
Ensure that the product represents a truly differentiated proposition for consumers.
1. 2022 “NEXT Trends & Innovations Report” by Informa and Nutrition Business Journal
2. NIQ Total US, xAOC, NIQ Product Insight, 52 weeks, ending 7/15/2023
3. NIQ BASES Innovation Measurement
How to think about innovation for growth and positive impact