Rising wellness trends: Zero-proof is ‘the next wave of beverages,’ foods for anxiety relief see ‘varied results’

“Wellness brands are appealing to consumers looking for assistance with stress and anxiety through ingredients that boast relaxation and calming effects. ... Consumers look to different solutions, including food and beverages, to maximize their sleep patterns and ... to get better holistic health,” said Sally Lyons Wyatt, global EVP and chief advisor of consumer goods and foodservice insights at Circana.

From alcohol alternatives to sleep support: What are wellness-minded consumers sipping? 

Beverages that support alcohol moderation, energy levels and healthy sleep habits are among some of the top health and wellness claims resonating with consumers, Wyatt explained. Zero-proof and mood-enhancing adult beverages will be part of “the next wave of beverages,” she added.

Non-alcoholic beer and seltzer sales hit $531 million for the year ending Aug. 11, spurred by new entrants like White Claw, according to Circana MULO data. Despite recent growth, the non-alc category only represents approximately 1% of the beer and wine market.

Launched in May 2023, Corona's non-alcoholic beer achieved $25 million in sales, growing 229% year-over-year, to become the 7th-ranked brand in the category, for the year ending Aug. 11.

For energy-boosting benefits, coffee remains one of the most popular beverages for a quick pick-me-up with concentrates and refrigerated cold brew driving the growth. Coffee concentrate dollar sales grew 6% and unit sales 12%, and refrigerated cold brew grew by 17% in dollar sales and 13% in unit sales, in the year ending Aug. 11.

On the opposite side, consumers turn to beverages to assist with a good night’s sleep. Caffeine-free and sleep-related teas grew 6% year-over-year for the 52 weeks ending March 31, according to Circana MULO data.  

Foods for anxiety relief see mixed growth, protein remains a top consumer demand

Shoppers also are turning to anxiety- and stress-reducing foods to promote their health and well-being, but growth across the functional category is inconsistent, Wyatt noted.   

“As we look at the foods with functional benefits, which assist in reducing anxiety, we find varied results. For example, fermented foods such as pickles, sauerkraut and yogurt help ease anxiety due to the fact that they have probiotics within them. Researchers have said​ that fermented foods help reduce stress and anxiety because they're packed with beneficial bacteria,” she elaborated.  

Kimchi and kefir-based products lead the way, growing 37% and 25% in units, respectively, for the year ending Aug. 11, according to Circana MULO data. Additionally, kimchi and kefir-based products grew 48% and 25% in dollars, respectively, while sauerkraut dollar sales grew by 4% and units dropped by 3% for the same period.

Omega 3- and -magnesium-rich foods — which similarly are touted for their anxiety- and stress-reducing properties​ — are growing in fresh and frozen.

Frozen salmon, which is rich in omega-3s, grew 1% in dollars and 5% in unit sales, compared to fresh salmon, which declined 2% in dollars and 1% in units, for the year ending Aug. 11, according to Circana MULO Data. Similarly, frozen bananas, which are high in magnesium, grew 66% in dollar sales and 35% in units, compared to fresh bananas growing 1% in dollars and flat units for the same period.

Additionally, protein and fiber “are significantly the highest types of ingredients consumers are focused on,” noted Cara Loeys, principal of US CPG corporate thought leadership at Circana. Many consumers (41%) are seeking more protein during in-home and out-of-home occasions, according to a Circana NET HABTS survey for the year ending March 2024.

Meat snack brand Chomps is tapping into two key trends — clean-label and demand for protein — with its zero-sugar jerkies that provide 10-12 grams of protein. Chomps' sales reached $250 million for the year ending Aug. 11, growing 225% versus a year ago.