Letter from the editor: What is the opportunity for mood-boosting foods, beverages?

According to  The Hartman Group’s new Health Benefits 2024​ report, a quarter of Americans consider emotional health one of their top three health priorities and of those who are taking steps to improve their emotional wellbeing or prevent future problems, 20% are turning to food and beverages that are naturally helpful and 15% are reaching for functional foods and beverages.

In this month’s special edition, FoodNavigator-USA explores the rise and evolution of “mood food for mental wellbeing” and how packaged food and beverage brands can capitalize on the trend.

For example, in a special episode of FoodNavigator-USA’s Soup-To-Nuts podcast​,​ The Hartman Group shares new data about how Americans are managing their emotional health, and startup Daily GEM shares how it is meeting this demand by offering “clean nourishment” that “supports holistic wellbeing.”

I also look at data from The Hartman Group and lessons learned from fast-growing beverage startup TRIP Drinks to understand how innovative companies are awakening the sleep-support food and beverage set​​.

Deputy Editor Deniz Ataman picks up this thread in a story that examines marketing, search and social media data from CPG Radar and Spate​​ to reveal areas ripe for innovation. She also connects with leading lawyers to find where the legal line is for safely making mood management claims​​.

Senior Correspondent Ryan Daily discovers how these trends are playing out in the snack bar​​ and non-alcoholic beverage set​​.

Check out all the details of these stories and more by clicking through on the headlines below or if you are a FoodNavigator-USA subscriber by checking your inbox for the special edition on mood food for mental wellbeing.

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Special Edition: Mood food for mental wellbeing – How can industry capitalize? ​

Soup-To-Nuts Podcast: Consumers increasingly turn to food for ‘emotional wellness’​ – ​Emotional wellbeing is emerging as a top health concern for consumers across the generations, according to new research by the Hartman Group, which also found an increasing portion of people who prefer to manage their moods with food, beverages and supplements than over-the-counter and non-prescription medications.

When function meets convenience: how mood foods are shaping F&B NPD​ – ​High quality nutrients – from vitamins and minerals to botanical extracts – drive consumers’ purchasing decisions, while the line between function and form continues to blur as brands develop foods and beverages that deliver targeted health benefits and enhanced experiences, according to data from CPG Radar and Spate.

Navigating regulatory claims for mood foods & functional ingredients​ – ​Brands marketing foods and ingredients for mood management must navigate a complex regulatory landscape by understanding functional claims, relying on strong scientific evidence and staying informed on emerging trends to market their products effectively and compliantly, according to experts.

On-the-go functionality: Snack brands like Mood Bars blend brain-boosting benefits, convenience​ – ​Consumer demands for on-the-go functionality are fueling growth in the nascent mood-support snack bar, with brands like Mood Bars and others differentiating themselves in a crowded category with the help of brain-boosting ingredients.

Video: Relaxation, mood-support foods focus on the ‘other side’ of functional​ – ​A good night's sleep could be a functional product away, as consumers swap their alcoholic nightcap for a nonalcoholic option or their favorite comfort food to ease their mind after a long day, Scott Dicker, director of insights at SPINS told FoodNavigator-USA during a video interview.

Waking up the sleep-support food & beverage set demands function, flavor & convenience​ – ​A third of American adults consider sleep one of their top three health priorities, and while most of people prioritize behavioral and lifestyle strategies to help them fall and stay asleep, there is an opportunity for “naturally helpful” and “functional” food and beverages to provide support, according to new research from The Hartman Group.