New Awareness May Lead to Healthy Long-Term Habits
For many consumers, the awareness around mental wellness has not only prompted proactive behavior changes in the short term but is likely to lead to positive long-term habits. Evidence comes from FMCG Gurus’ survey which asked consumers who engaged in proactive healthy behaviors more frequently in the past month if they would continue to do so after COVID-19 had passed. Of those concerned U.S. consumers, 63% think they will continue looking to improve their sleep, while 58% plan to continue reducing their stress levels.4
Growing Interest in Functional Food and Supplements for Support
Functional beverages and food, in addition to supplements, can play a key role in supporting consumers’ efforts to stay balanced during the pandemic and beyond. Among U.S. consumers who sought out fortified/functional food and beverages with health-enhancing ingredients more frequently in the past month, 54% think they’ll continue to do so post-COVID.5
Furthermore, 35% who had turned to food and beverage options to enhance mood plan to continue.6 For those who had increased their supplement use to boost overall health, 38% expect to keep it up after the pandemic is over.7
Functional Ingredients Associated with Mental Wellbeing
To meet this growing need, products focused on mental wellness have been emerging across the globe, particularly those addressing stress relief. Adaptogens such as ashwagandha, Rhodiola, reishi mushrooms, and holy basil, which are included in certain traditional healing systems, are popular as they are perceived to help the body adapt by increasing its resistance to mental and physical stressors.