9 product innovations driving natural and organic industry growth
Check out nine areas of innovation propelling the natural products industry forward, as well as a few products that showcase these impactful trends.
May 26, 2021
![9 product innovations driving natural and organic industry growth 9 product innovations driving natural and organic industry growth](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/blt731df2c0bd0f7bdc/64ff19d0de8e52a92c2f7c88/Untitled_20design_20-_202021-05-26T090152.991.png?width=700&auto=webp&quality=80&disable=upscale)
Organic continues to be a gold standard in the fight for good food, reflecting a company’s commitment to industrywide criteria for growing, raising and sourcing ingredients. Today, brands are going beyond certification, engaging in policy to strengthen standards, expanding acreage and educating on their ecological journey. Many organic companies are also making measurable climate commitments to truly protect the future of our planet and launching initiatives that support fair and equitable supply chains globally. Exemplary products: Nature's Yoke Organic Free-Range Large Brown Eggs, Solspring Biodynamic Organic Spaghetti Durum Wheat Pasta, Organic Valley Low-Fat Chocolate Milk
Shifting from reactive to preventative and from cold and flu season to year-round protection, the immune market looks very different today than it did a mere year ago. Brands are helping consumers meet their whole-health goals rooted in a strong immune system through a mix of traditional immune-boosting vitamins (such as C and D) and antioxidants, newer natural plant-derivatives (think mushrooms, elderberry, chlorophyll) and old-world wisdom (such as ayurvedic herbs). Exemplary products: Trace Minerals Liquid Immunity+, Flora Immune Essence, Nuun Immunity3 Super Berry, Source Naturals Wellness D-mmunity
Peak performance isn’t just about strength and endurance. Cognitive function is top of mind for consumers wanting to remaining smart and on point as they navigate life’s many hurdles and challenges. Brands promoting brain health are designing products that foster attention and focus, improve or maintain memory and other cognitive functions and regulate mood and behavior. While measures can be proactive or preventative, the overall objective is clear: to ensure that the brain functions optimally for as long as possible. Exemplary products: Ergogenics 8 Mushroom Blend, Mason Natural Brain Power with Sage Extract, Freedom ETS Brain-Boost
The sun has set on the fat-free era, and consumers are seeking healthy whole fats as part of a balanced lifestyle. At the forefront is full-fat dairy such as whole milk and ghee, plus coconut, avocado, nut and other plant-based fats. Other key players include natural vegetable fats and fats rich in omega-3s. These top-shelf fats are especially of interest to those adhering to a ketogenic diet. Exemplary products: Fatso Classic Almond+Seed Butter with plant-based fats, Healthy Crunch White Chocolate Coconut Chips, Truly Grass-Fed Ghee Clarified Butter
With too much blue screen technology shoved in our faces, our eyes are becoming fatigued. Brands are innovating to address this with ingredients that help strengthen and repair eyes including lutein and carotenoids, cope with screen time (lenses, filters and lights to reduce adverse effects) and stave off secondary effects of excess screen time such as difficulty sleeping. Exemplary products: Dr. Mercola Lutein with Zeaxanthin, Wiley’s Finest Bold Benefits Vision, Sammann Company, Inc., Simply Kids Blue Light Glasses
For years, consumers have been waking up to the value of a plant-forward diet and now there are more ways (and more delicious ways!) than ever to make it a reality. Brands are creatively catering to picky children avoiding spinach and broccoli, adventurous adults seeking the latest exotic plant superstar, and any consumer seeking meat and dairy alternatives. Plant-based dairy, meat replacements, and all-plant meal kits are some of the ways that companies are bringing tasty and convenient plant innovations to consumers. Exemplary products: No Evil Foods Best Life "No Beef" Steak Strips Plant Meat, SOWN Organic Oat Creamers, Melatta V-GURT Passionfruit and Turmeric
Digestive health used to just be about regularity. As important as that is, modern consumers have greater expectations because of their increased experience with food intolerances and digestive disorders such as IBS and leaky gut, and because of an increased understanding of the microbiome and its potential to impact other body systems. Brands are developing products with digestive benefits including fiber, probiotics, prebiotics and other microbiome support measures to help improve and maintain optimal digestive health for kids and adults. Exemplary products: ChildLife Essentials LiveBiotics Immune & Digestive Support, Kevita Prebiotic Shot, Wakunaga of America Kyo-Dophilus Max E-Z Probiotic, Probulin Total Care Immune Probiotic
Many consumers today are turning to specific diets, not for weight loss but rather to help resolve health issues, identify and eliminate intolerances and reduce inflammation triggers. Viewing food as medicine, these self-aware consumers experiment with what they eat to identify what works for their very unique needs. Brands are designing products for this group’s commonly considered measures including keto, low-sugar, low-glycemic and FODMAP products that are free from dairy, gluten and grains. Exemplary products: V20 Sicilian Lemon Sparkling Balsamic Water, Ardent Mills Net Carb Flour Blend, Keto and Co. Peanut Butter Soft-Baked Cookie Mix
Consumers want to feel empowered to take control of what they and their families put in and on their bodies. For brands, simplification can rebuild consumer trust. By stripping out unpopular ingredients, creating simple ingredient lists and addressing all the cleanup efforts behind their products, companies across categories are chipping away at consumer concerns that their products are tainted. Brands are making products free from dubious natural and artificial flavors, colors, thickeners, stabilizers, preservatives, preservatives and other offending additives. Exemplary products: Dr. Bronner’s Honor Thy Label Book, Humble Brands Geranium and Vetiver Organic Formula Deodorant, Solely Whole Fruit Gummies, Elma Farms Poshi Asparagus Cuts, Lotus Foods, Willa’s Oat Milk
Consumers want to feel empowered to take control of what they and their families put in and on their bodies. For brands, simplification can rebuild consumer trust. By stripping out unpopular ingredients, creating simple ingredient lists and addressing all the cleanup efforts behind their products, companies across categories are chipping away at consumer concerns that their products are tainted. Brands are making products free from dubious natural and artificial flavors, colors, thickeners, stabilizers, preservatives, preservatives and other offending additives. Exemplary products: Dr. Bronner’s Honor Thy Label Book, Humble Brands Geranium and Vetiver Organic Formula Deodorant, Solely Whole Fruit Gummies, Elma Farms Poshi Asparagus Cuts, Lotus Foods, Willa’s Oat Milk
The most relevant trends in the natural and organic products industry are those that address the real needs of people and planet.
New Hope Network's content and NEXT Data and Insights teams have identified the trends that represent the greatest opportunity for the natural and organic products industry—and have found the companies exhibiting in Natural Products Expo Virtual that are helping bring these trends to life.
Click through this gallery to learn about nine areas of natural products innovation that are propelling the industry forward and engendering novel market manifestations. Be sure to head to the Natural Products Expo Virtual platform to check out these impressive companies (and many more!).
You May Also Like