Food as medicine is not a novel idea. A white paper published by the Kerry Group in 2019 revealed that 65% of consumers seek functional benefits from their food and beverages. The pandemic has intensified this trend, as individuals look for ways to manage their health during uncertain times. Research from Evergi indicated that nearly two-thirds of consumers believe that functional foods and drinks can replace certain medications. With a focus on digestive health, those concerned about COVID-19 increasingly turned to products like Icelandic yogurt. Additionally, this group, often dealing with health issues such as diabetes, showed a preference for low-sugar options like cauliflower-crust frozen pizza and hard seltzer, while consuming fewer items such as caffeinated snack bars, bean-based chips, and protein cookies, likely due to their worries about preservatives.
In the three weeks leading up to December 14, 2020, consumers reported purchasing functional products that included energy drinks, high-protein yogurt, vitamin-infused water, and low-calorie ice cream. As demand for these offerings grows, manufacturers are responding by introducing more options to the market. For instance, Molson Coors Beverage recently secured an exclusive distribution agreement for ZOA, a non-alcoholic energy drink enriched with natural ingredients like turmeric, camu camu, and acerola cherry, along with vitamins C, D, and B, electrolytes, and amino acids—all without preservatives or artificial additives. Evergi’s study showed that consumers concerned about COVID-19 were particularly attentive to ingredient claims, with 52% favoring “real food ingredients” and 40% preferring products labeled as “no preservatives.”
The past year has also seen a rise in enhanced waters with unique functional benefits. Hellowater and agri-tech firm Brandt have announced a new product line that promotes immunity-boosting and detoxifying qualities. Meanwhile, Ocean Spray launched a line of sugar-free functional waters and CBD sparkling waters in 2020. Social media conversations about wellness revealed that CBD was the most frequently mentioned ingredient, appearing in 22% of discussions. Beverage companies like Molson Coors and SweetWater Brewing are entering this market, with others waiting for regulatory clarity.
Evergi’s research also showed increased mentions of garlic, lavender, ginger, and collagen in wellness discussions on social media. These ingredients, along with immunity-boosting elements like honey, turmeric, citrus, mushrooms, and fermented foods, are meeting the rising wellness demand during the pandemic. The survey indicated that consumers concerned about COVID-19 were 37 percentage points more likely to favor plant-based meats compared to the general population. This trend is driving significant growth in the food and beverage sector, leading to new plant-based cheese products, increased investment in dairy alternatives, and collaborations between established food companies and startups eager to enter this expanding market.
Manufacturers face the challenge of creating products and crafting labels that resonate with the concerns and motivations of COVID-concerned consumers, including the potential benefits of ingredients like calcium citrate for headache relief. It will be crucial for them to maintain this interest well beyond the pandemic as consumer priorities continue to evolve.