The emphasis on accessible innovation and strategic collaboration will emerge as a cornerstone for brands in the space, redefining how health-centric products meet diverse and dynamic needs, explained Nick Morgan, managing director of Nutrition Integrated, during a recent webinar hosted by Glanbia.
Holistic wellness through simplified nutrition
Trend one, ‘Eatopia’, is centered around consumers actively pursuing optimal health through intuitive food, beverage and supplement solutions, Morgan explained.
According to data provided by Glanbia, while 47% of supplement use cases target nutritional needs (24%) or specific health conditions (23%), many traditional supplements are failing to engage all demographics.
Furthermore, 25% of U.S. consumers—and 33% of 18- to 25-year-olds—find supplements confusing according to McKinsey Insights data, which correlates to non-use.
However, as Morgan noted, some products such as MUD/WTR and Bloom’s ‘Greens & Superfoods’ are able to address this gap by marketing easy-to-understand, health-focused drink mixes, which align with consumers' demand for clear and simplified solutions.
“Greens are no longer just a trend; they’ve become an accessible nutritional top-up, seamlessly integrated into habits like breakfast,” Morgan said.
“Similarly we see the same with adaptogens as they are transforming hot drinks, like coffee, into enhanced health boosters, allowing consumers to ‘pimp’ their existing habits.”
The key for brands is to enhance accessibility and reach more people by aligning communication, pricing and visual identity with consumer needs, Morgan explained.
And as consumers look for health hacks, brands should aim to simplify complex nutritional benefits, making them easy to adopt in daily life.
Vital hydration
‘Refocusing’ is another emerging mega-trend as brands seek to redefine what hydration can be. According to Glanbia data, up to 50% of U.S. consumers acknowledge its importance to health.
However, as plain water lacks appeal—44% of consumers reportedly have not consumed still water in the last three months, and 35% drink it solely out of necessity—ready-to-mix hydration products are gaining traction, accounting for 71% of offerings in the market, with 44% of those in stick pack format.
Among Gen Z (the generation of people born between the mid-to-late 1990s and early 2010s), proactive hydration is becoming commonplace, which presents opportunities for brands to cater to this need with science-based or naturally formulated solutions, Morgan said.
Liquid IV, the electrolyte powder mix, is one brand that revitalized hydration, making it healthier and more democratic, he explained. Another is LMNT, the science-specific brand that focuses on precise doses of sodium, potassium and magnesium.
Alternatively, natural-focused brands reflect a broad spectrum of consumer preferences, such as Goodonya, which highlights ingredients like Himalayan sea salt and coconut water.
Furthermore, hydration is increasingly being used as a vehicle for additional health benefits, including immunity support, brain health and caffeine delivery.
“This trend positions hydration products as versatile carriers for supplements, expanding their appeal and utility,” Morgan said.
And as current flavors in hydration products remain straightforward and refreshing, e.g., citrus flavors, there is significant room for innovation, particularly in creating unique and appealing flavor profiles.
According to Morgan, the future of the hydration market hinges on two key challenges: traditional sports brands adopting healthier hydration solutions and wellness-focused hydration brands breaking into the endurance sports segment.
Expanding protein’s role
Protein-fortified products are being driven by consumers' desires for personalized goals, according to Glanbia, defining its third mega-trend, ‘Personalized Performance’.
The top motivations for increased protein intake are energy and stamina (30%), weight management (27%) and boosting immunity (23%). Protein is also being used to address longevity concerns by helping to prevent muscle loss during weight loss and supporting healthy aging.
As Morgan explained, protein sources serve distinct purposes in marketing: whey for muscle building, plant-based for holistic health and collagen for beauty benefits.
And combining these sources is rare, with only 60 to 70 products worldwide intentionally blending whey and collagen.
When it comes to protein powders, consumers want technical details like source details—e.g., pea or whey, while protein bars prioritize indulgence over specifications, with only 5% highlighting their protein sources.
And new innovations in bars are showing a trend toward smaller sizes and reduced protein content, with a median of 15 g per serving, while legacy brands maintain higher levels.
Ready-to-drink (RTDs) sit somewhere in the middle, averaging 20 g of protein per serving, aiming to make protein accessible to a wider audience while still highlighting specific sources in nearly a third of cases.
“RTDs aim to democratize protein, balancing technical claims with broader appeal,” Morgan said.
Authenticity in sustainability
Consumers are reportedly prioritizing natural ingredients, sustainability stories and minimal additives, but they are making individual choices about what feels authentic to them.
“Today’s consumers prioritize visible effort and honest transparency over strict adherence to rigid standards,” said Morgan.
Additionally, when it comes to clean labels, shoppers are actively seeking simplicity in products made with “fewer, recognizable and natural ingredients”.
Yet while sustainability is a priority for shoppers, only 16% of brands actively promote their efforts and have dedicated sustainability pages on their websites, creating a noticeable gap in communication.
Brands that embrace this approach can build stronger trust and connections with their audience, Morgan said, noting that “it’s not about being perfectly clean, it’s about being cleaner” and offering genuine choices that resonate with authenticity.
Flavor innovation in protein products
The final megatrend, ‘Co-Creation’, marks the importance of “redefining the rules of differentiation” by encouraging creators to collaborate in designing new flavors. Brand collaboration is forecast to transform the way products stand out, particularly in flavor-driven categories like protein bars and powders.
Currently, chocolate leads protein powder flavor popularity significantly at 78%, followed by vanilla, strawberry, banana and then unflavored options.
However, according to Glanbia data, there is a sharp drop in popularity after the top few flavors. A similar pattern is observed with protein bars, where chocolate, caramel and other combinations like chocolate peanut or chocolate orange dominate.
Notably, 62% of protein powders and 52% of protein bars are single-flavor products, showing limited innovation in flavor diversity.
“The dominance of core flavors, such as chocolate and vanilla, is attributed to their role in driving sales,”Morgan said.
“Brands hesitate to innovate extensively in flavors because the top options are essential for maintaining customer loyalty and meeting expectations. This creates a challenge for introducing new flavors while retaining the core offerings.”
He explained that the industry often relies on strategies like “formation” patterns to balance core and rotating flavors, such as having three core flavors and two novelty ones. However, the strength of the core flavors makes it difficult to break the mold with less conventional options.
Brands are reportedly tackling this by using two main strategies for flavor innovation. First, they create unique, undefined flavors based on distinctive recipes, such as carbohydrate blends or superfoods, to stand out with something new. Second, they form collaborations and partnerships, capitalizing on strong consumer awareness.
Brands like Ryse illustrate this trend, achieving significant sales boosts with unique flavor collaborations. For instance, Ryse Loaded Protein drink mixes saw notable growth after partnering with popular American brands like Little Debbie, Skippy and Kool-Aid.
“Collaborations provide an opportunity for brands to innovate without merely imitating competitors, fostering unique and non-traditional flavor experiences,” Morgan said.