Trend Alert: Adaptogens

While some take their coffee with extra cream or even a dash of cinnamon, Four Sigmatic is proposing a unique alternative: mushrooms. The blend promises increased productivity, focus and mental creativity due to naturally occurring compounds found in mushroom varietals like Lion’s Mane and Chaga.

Blending coffee with mushrooms promises increased productivity, focus and mental creativity.

So in late April, those of us attending the Hartman Group’s 2018 Food Culture Forecast sat inside a hotel ballroom and sipped the fungi-infused beverage as we listened to presenter Davey McHenry talk about a growing consumer awareness of, and demand for, products that address brain health and functioning.

In fact, mental health is the second most-mentioned health priority by American consumers (#1: weight control). Which makes it a unique and highly attractive area of innovation exploration.

WHY IT’S HAPPENING

Despite advancements in technology and the ability to multi-task from anywhere, adults today are busier and more stressed out than ever before. Consider the following:

A graphic showing the increase in time spent working, commuting, and caring for children for the average American family.

Source: “The New Convenience.” A.C.T. Food Culture Forecast 2018. The Hartman Group. April 2018.

And that’s led to a sizable increase in the number of consumers who say it’s taking a toll on their mental health:

  • 55% of all households are treating or preventing anxiety and stress
  • 61% of Millennials say they’re treating or preventing anxiety and stress
  • 31% of teens say they feel overwhelmed 1

So it shouldn’t be a surprise that we’re seeing an increase in products like foods, beverages and supplements that utilize adaptogens (substances that help manage stress) and nootropics (substances that increase cognitive functioning).

WHAT WE THINK

New innovations that provide mental health benefits are ripe for growth, but require approachable and educational messaging to entice consumer trial.

Many of the adaptogens and nootropics used today are completely unfamiliar–and even unpronounceable– to the vast majority of consumers. Food marketers will need to utilize branding, naming and messaging to clearly communicate sought-after mental health benefits. Manufacturers will also need to provide basic education on ingredients and their origins in marketing communications to make products approachable to the mass market.

WHAT’S NEXT

Take a cue from the following brands on how to successfully market food and beverage products that promise enhanced cognitive functioning:

Brain Alchemy Latte by Project Juice

A new offering by the San Francisco-based restaurant and juice company, Project Juice, this company also uses a clever yet descriptive name for its new adaptogen coffee drinks like “Matcha Energy” and “Golden Immunity”

  • The website describes it as a “therapeutic and deeply nourishing formula for the brain.” It also utilizes the packaging to educate the consumer on the definition of adaptogens. Key ingredients of their Brain Alchemy latte include:
    • Lion’s mane (mushroom) and guta kola (Chinese herb); both credited with increasing cognitive functioning

Project Juice utilizes the packaging of their beverages to educate the consumer on the definition of adaptogens.

Brain Dust by Moon Juice

A super-food powder blend created by the company Moon Juice. The name ‘Brain Dust” is described on its website as Edible Intelligence™, which efficiently and succinctly communicates its key benefit to the audience.

  • The product description, “an adaptogenic blend of super-herbs and super-mushrooms that help combat the effects of stress” gives the consumer a high-level understanding of the key cognitive benefit. Key ingredients include:
    • Rhodiola root extract, which is credited with increasing resistance to stress, and ashwagandha leaf extract, which is said to treat anxiety and stress

‘Brain Dust” is described as Edible Intelligence™, which efficiently and succinctly communicates its key benefit to the audience.

Tulsi Clarity Herbal Tonic by Goldthread

One of a variety of herbal tonics from Santa Monica-based Goldthread Herbs, I like how the company has named its concoctions by what mental state consumers can achieve upon consumption.

  • The description–Sweet and fragrant, with just a touch of spice, tulsi…has rejuvenating effects upon the body, mind and spirit”–also provides both education and approachability to the consumer. Key ingredients of Tulsi Clarity include:
    • Tulsi, an herb credited with reducing stress and increasing energy, and lavender extract which promotes calmness

Goldthread Herbs has named its concoctions by what mental state consumers can achieve upon consumption.

Just some Thought for Food™

 

1 “The New Convenience.” A.C.T. Food Culture Forecast 2018. The Hartman Group. April 2018.

The Dawn of Flexitarians

Last month, casual dining chain TGI Fridays announced it was adding a buzz-worthy option to its 465 nationwide locations: The Impossible Burger. Made from all natural ingredients like wheat, coconut oil and potatoes, this plant-based burger is unique in that it bleeds, smells and sizzles like a regular beef patty thanks to a naturally-occurring iron compound called heme.

The Impossible Burger is made from all natural ingredients like wheat, coconut oil and potatoes, but it has very unique characteristics.

With less than 2% of the U.S. population identifying as vegan, many industry skeptics wonder why TGI Fridays believes a plant-based burger will thrive on a traditionally carnivorous menu.

The answer: Flexitarians.

WHY IT’S HAPPENING

A 2017 consumer survey by the Nielsen Group found that 40% of U.S. consumers were incorporating more plant-based foods into their diets. Not fully vegetarian or vegan, but consciously limiting their consumption of meat and meat byproducts, these new eaters are called flexible vegetarians, or simply, Flexitarians.

In a separate 2017 survey by Mattson, nearly 30% of U.S. adults said they followed one of two Flexitarian eating styles: Somewhat Vegetarian and Mostly Vegetarian.

Source: “What You Need to Know About the Meteoric Rise in Flexitarian Eating.” Mattson. August 2017.

What’s driving the shift towards plant-based cuisine? Based on Mattson’s research, consumers are drawn to plant-centric cuisine for health & wellness benefits and environmental concerns.

The top reasons why consumers are shifting towards plant-centric cuisine center around health & wellness and environmental concerns.

Source: “What You Need to Know About the Meteoric Rise in Flexitarian Eating.” Mattson. August 2017.

WHAT WE THINK

Investing in plant-based innovations is important, but widespread consumer adoption is still a ways off.

There is a significant movement with consumers experimenting and adopting more plant-centric diets. But 85% of the U.S. population is still eating meat and meat byproducts. Food and beverage companies should continue to look for relevant plant-based innovation opportunities, but set realistic volume and sales goals based on current consumer adoption trends.

WHAT’S NEXT

It’s important to keep the following in mind when vetting potential plant-based innovations:

# 1: Consider at-home vs. away-from-home consumption

According to Mattson’s research, 67% of consumers are most likely to try plant-based cuisine in a home environment. Meaning trial is more likely to happen in the grocery aisle than at a restaurant.

  • 54% say they are most likely to try plant-based dishes at home
  • 13% say they are most likely to try plant-based dishes at a friend or family’s home
  • 33% say they are most likely to try plant based dishes away-from-home

# 2: Identify the need you intend to fulfill

For any plant-based product, the consumer needs must go beyond “I want a plant-based dish.” Is it intended to satisfy a craving for vegetable fare OR a craving for a traditional meat-based item made from plants? Is it meant to provide satiety and protein fulfillment OR the feeling of wellness associated with lighter, fresh ingredients? These answers will help craft your product narrative, and also help identify your target customer.

# 3: Know who your target customer is 

Not all plant-based innovations will appeal to plant-seeking consumers in the same way. Here we see a consumer test of two plant-based burger concepts with two different “likely customer” outcomes:

Black Bean Burger 

  • Satisfies a craving for a plant-forward burger experience
  • Most likely customers are Somewhat Vegetarians, Mostly Vegetarians, Vegetarians and Vegans

The Impossible Burger

  • Satisfies a craving for a beef-burger experience but made with plant-based ingredients
  • Most likely customers are Mostly Vegetarians, Vegetarians and Vegans

Source: “What You Need to Know About the Meteoric Rise in Flexitarian Eating.” Mattson. August 2017.

While True Omnivores may experiment with plant-based cuisine because of curiosity or a periodic craving, they shouldn’t be counted on to drive sales of plant-based innovations either at home or on the menu.

What does this all mean for TGI Fridays? Because their core menu is centered around traditional meat and meat byproducts, it could be a challenge to get vegetarian-leaning consumers in the door for just one item. After the initial excitement wears off, time will tell if their traditional (True Omnivore) customer-base can sustain the item long term.

Questions, comments or want to learn more? Let's connect! akile@jtmega.com

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