Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
In 2020, fortified/functional (FF) foods and beverages represented the highest sales value within the health and wellness (H&W) foods and beverage sector at US$67.9 billion. Fortified/functional category has increased at a compound annual growth rate (CAGR) of 3.2% between 2016 and 2020. This category is expected to continue to grow at a CAGR of 3.5% (2021-2025) due to enduring consumer interest in added benefits and different energy solutions (Euromonitor International, 2021).
Fortified/functional packaged food products reached US$34.2 billion in 2020 from US$32.3 billion in 2016. As American consumers look for immunity-boosting fortified/functional packaged food products to keep themselves safe and healthy during the COVID-19 pandemic, immunity is expected to be a key area of interest for consumers over the 2021-2025 forecast period (Euromonitor International, 2021).
Fortified/functional beverages experienced a more significant growth than fortified/functional packaged food products in market size from 2016 to 2020, with a 5.0% CAGR. Reduced sugar sports drinks was the fastest-growing subcategory during the period reaching US$1.4 billion in 2020. FF hot drinks is expected to see higher growth than functional soft drinks in the forecast period from 2021 to 2025.
In 2020, leading companies in the fortified/functional packaged food category were fairly distributed and included the Kellogg Co at an 8.3% retail share value, Chobani LLC (5.6%), and the Dean Foods Co (5.0%). Top leaders within the fortified/functional drink category included PepsiCo Inc 27.8%), followed by Monster Beverage Corp (19.0%), and Red Bull GmbH (15.6%) as reported in 2020.
Market overview
Health and wellness (H&W) is the aggregation of organic food and beverages, fortified/functional (FF) food and beverages, naturally healthy (NH) food and beverages, better for you (BFY) food and beverages and food intolerance products. Within the health and welllness sector, fortified/functional food and beverages focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality (Euromonitor International, 2021).
Overall, the health and welllness food and beverage sector in the United States reached a retail sales value of US$191.7 billion in 2020, which has increased at a compound annual growth rate (CAGR) of 3.5% between 2016 and 2020 and are expected to continue to grow at a CAGR of 3.3% (2021-2025). In 2020, a total of 64.7% of the market were from within the health and welllness packaged food category (US$124.1 billion), with fortified/functional packaged food products representing the highest sales value at US$34.2 billion. health and welllness packaged beverage products represented the remaining 35.3% market in retail share value, reaching sales of US$67.6 billion, thriving the most from within the fortified/functional, naturally healthy and better for you related drink categories.
This report will focus on health and welllness - fortified/functional packaged food and beverage products. In 2020, fortified/functional foods and beverages represented the highest sales value within the health and welllness foods and beverage sector at US$67.9 billion. fortified/functional category has increased at a CAGR of 3.2% between 2016 and 2020. This category is expected to continue to grow at a CAGR of 3.5% (2021-2025) due to enduring consumer interest in added benefits and different energy solutions (Euromonitor International, 2021).
| Category | 2016 | 2020 | CAGR* %2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Health and wellness | 167.0 | 191.7 | 3.5 | 191.9 | 218.1 | 3.3 |
| Fortified/functional (FF) | 60.0 | 67.9 | 3.2 | 68.9 | 79.1 | 3.5 |
| Naturally healthy (NH) | 40.2 | 45.9 | 3.4 | 46.2 | 51.9 | 3.0 |
| Better for you (BFY) | 40.9 | 40.9 | 0.0 | 40.3 | 41.6 | 0.8 |
| Organic | 16.4 | 22.7 | 8.5 | 22.5 | 27.1 | 4.8 |
| Free from | 9.5 | 14.3 | 10.7 | 14.0 | 18.3 | 6.9 |
Source: Euromonitor International, 2021 *CAGR: compound annual growth rate |
||||||
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Health and wellness packaged food | 107.6 | 124.1 | 3.6 | 120.5 | 133.2 | 2.5 |
| Fortified/functional packaged food | 32.3 | 34.2 | 1.5 | 32.8 | 34.1 | 1.0 |
| Better for you packaged food | 29.2 | 28.9 | −0.3 | 28.0 | 28.0 | 0.1 |
| Naturally healthy packaged food | 21.6 | 25.6 | 4.3 | 25.0 | 27.7 | 2.7 |
| Organic packaged food | 15.0 | 21.1 | 8.9 | 20.8 | 25.0 | 4.8 |
| Free from packaged food | 9.5 | 14.3 | 10.7 | 14.0 | 18.3 | 6.9 |
Source: Euromonitor International, 2021 *CAGR: compound annual growth rate |
||||||
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Fortified/functional beverages | 59.4 | 67.6 | 3.3 | 71.4 | 84.9 | 4.4 |
| Fortified/functional beverages | 27.7 | 33.7 | 5.0 | 36.1 | 45.1 | 5.7 |
| Naturally healthy beverages | 18.6 | 20.3 | 2.2 | 21.2 | 24.2 | 3.3 |
| Better for you beverages | 11.7 | 12.0 | 0.7 | 12.4 | 13.6 | 2.4 |
| Organic beverages | 1.4 | 1.6 | 3.4 | 1.7 | 2.1 | 5.4 |
Source: Euromonitor International, 2021 *CAGR: compound annual growth rate |
||||||
Retail sales
Fortified/functional packaged food products reached US$34.2 billion in 2020 from US$32.3 billion in 2016. As American consumers look for immunity-boosting fortified/functional packaged food products to keep themselves safe and healthy during the COVID-19 pandemic, immunity is expected to be a key area of interest for consumers over the 2021-2025 forecast period (Euromonitor International, 2021).
Fortified/functional dairy was the largest category within fortified/functional foods and beverages in 2020, representing almost 48.8% total market share. And the fortified/functional sweet biscuits subcategory had the fastest growth at a CAGR of 31.2% (2016-2020). Combining indulgence with health, fortified/functional sweet biscuits with protein fortification help consumers to feel there is a benefit to the indulgent foods they are eating. This will contribute to the strong performance projected for the subcategory in the next five years (Euromonitor International, 2021).
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Total packaged food | 32,291.0 | 34,247.9 | 1.5 | 32,805.1 | 34,088.5 | 1.0 |
| Baby food | 2,815.2 | 3,014.8 | 1.7 | 2,792.2 | 2,708.7 | −0.8 |
| Milk formula | 2,815.2 | 3,014.8 | 1.7 | 2,792.2 | 2,708.7 | −0.8 |
| Breakfast cereals | 6,471.9 | 7,179.9 | 2.6 | 6,480.5 | 6,890.8 | 1.5 |
| Bread | 742.3 | 852.9 | 3.5 | 862.8 | 910.4 | 1.4 |
| Confectionery | 1,026.6 | 1,224.7 | 4.5 | 1,254.1 | 1,372.8 | 2.3 |
| Dairy | 17,324.4 | 16,732.3 | −0.9 | 15,300.8 | 14,040.3 | −2.1 |
| Butter and spreads | 1,588.2 | 1,525.8 | −1.0 | 1,422.5 | 1,347.6 | −1.3 |
| Cheese | 282.7 | 385.9 | 8.1 | 365.1 | 443.6 | 5.0 |
| Flavoured milk drinks | 1,489.4 | 1,686.7 | 3.2 | 1,543.0 | 1,471.1 | −1.2 |
| Fromage frais and quark | 713.1 | 759.7 | 1.6 | 739.1 | 828.2 | 2.9 |
| Milk | 10,223.8 | 9,214.6 | −2.6 | 8,435.6 | 7,287.6 | −3.6 |
| Yoghurt | 3,027.2 | 3,159.7 | 1.1 | 2,795.4 | 2,662.1 | −1.2 |
| Pasta | 126.5 | 153.3 | 4.9 | 130.6 | 124.7 | −1.1 |
| Sweet biscuits, snack bars and fruit snacks | 3,745.9 | 5,039.0 | 7.7 | 5,935.2 | 7,986.0 | 7.7 |
| Sweet biscuits | 267.1 | 791.3 | 31.2 | 940.4 | 1,902.2 | 19.3 |
| Snack bars | 3,478.8 | 4,247.7 | 5.1 | 4,994.8 | 6,083.8 | 5.1 |
| Vegetable and seed oil | 38.3 | 51.0 | 7.4 | 48.9 | 54.8 | 2.9 |
Source: Euromonitor International, 2021 *CAGR: compound annual growth rate |
||||||
Fortified/functional beverages experienced a more significant growth than fortified/functional packaged food products in market size from 2016 to 2020, with a 5.0% CAGR. Reduced sugar sports drinks was the fastest-growing subcategory during the period reaching US$1.4 billion in 2020. fortified/functional hot drinks is expected to see higher growth than functional soft drinks in the forecast period from 2021 to 2025.
Functional and medicinal teas, created with relaxation or immune support benefits, attracted concerned consumers amidst the pandemic and reached US$695.7 million in 2020. This category will continue to grow as health and wellness trends expand in the post-pandemic world (Euromonitor International, 2021).
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Total fortified/functional beverages | 27,690.6 | 33,696.6 | 5.0 | 36,071.4 | 45,060.8 | 5.7 |
| Hot Drinks | 556.4 | 744.1 | 7.5 | 794.7 | 1,024.5 | 6.6 |
| Tea | 504.3 | 695.7 | 8.4 | 746.5 | 976.3 | 6.9 |
| Chocolate-based flavoured powder drinks | 52.0 | 48.4 | −1.8 | 48.1 | 48.2 | 0.1 |
| Soft drinks | 27,134.3 | 32,952.5 | 5.0 | 35,276.8 | 44,036.3 | 5.7 |
| Bottled Water | 2,395.6 | 3,406.9 | 9.2 | 3,625.4 | 4,386.1 | 4.9 |
| Carbonates | 867.8 | 1,382.3 | 12.3 | 1,510.6 | 1,917.6 | 6.1 |
| Concentrates | 258.4 | 312.7 | 4.9 | 334.6 | 451.8 | 7.8 |
| Energy Drinks | 11,483.0 | 14,150.4 | 5.4 | 15,332.6 | 20,733.9 | 7.8 |
| Fruit/vegetable Juice | 3,036.5 | 3,032.7 | 0.0 | 3,151.6 | 3,532.0 | 2.9 |
| RTD coffee | 1,212.3 | 1,281.1 | 1.4 | 1,354.8 | 1,706.8 | 5.9 |
| RTD tea | 81.6 | 87.7 | 1.8 | 90.8 | 103.3 | 3.3 |
| Sports drinks | 7,799.0 | 9,298.6 | 4.5 | 9,876.6 | 11,204.8 | 3.2 |
| Regular sports drinks | 7,046.9 | 7,897.3 | 2.9 | 8,387.9 | 9,520.2 | 3.2 |
| Reduced sugar sports drinks | 752.1 | 1,401.3 | 16.8 | 1,488.8 | 1,684.6 | 3.1 |
Source: Euromonitor International, 2021 *CAGR: compound annual growth rate |
||||||
Top company retail shares
In 2020, leading companies in the fortified/functional packaged food category were fairly distributed and included the Kellogg Co at an 8.3% retail share value, Chobani LLC (5.6%), and the Dean Foods Co (5.0%). Top leaders within the fortified/functional drink category included PepsiCo Inc 27.8%), followed by Monster Beverage Corp (19.0%), and Red Bull GmbH (15.6%) as reported in 2020.
| Company Name | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 | Market share (%) in 2020 |
|---|---|---|---|---|---|---|---|
| Kellogg Co | 2,269.8 | 2,375.6 | 2,482.9 | 2,472.0 | 2,839.1 | 5.8 | 8.3 |
| Chobani LLC | 1,840.0 | 1,911.1 | 1,732.0 | 1,726.1 | 1,916.0 | 1.0 | 5.6 |
| Dean Foods Co | 1,967.9 | 1,878.7 | 1,750.7 | 1,651.8 | 1,704.6 | −3.5 | 5.0 |
| Post Holdings Inc | 1,584.2 | 1,513.3 | 1,450.2 | 1,313.4 | 1,588.7 | 0.1 | 4.6 |
| Abbott Laboratories Inc | 1,491.6 | 1,494.2 | 1,492.7 | 1,487.3 | 1,575.2 | 1.4 | 4.6 |
| General Mills Inc | 1,697.6 | 1,554.7 | 1,466.0 | 1,430.0 | 1,572.1 | −1.9 | 4.6 |
| Clif Bar & Co | 990.8 | 1,078.6 | 1,110.2 | 1,131.1 | 1,099.8 | 2.6 | 3.2 |
| Reckitt Benckiser Group Plc (RB) | 798.7 | 826.2 | 841.6 | 867.9 | N/C | 2.5 | |
| PepsiCo Inc | 530.0 | 543.5 | 543.2 | 535.0 | 731.4 | 8.4 | 2.1 |
| Nestlé SA | 664.3 | 646.1 | 611.9 | 591.5 | 629.8 | −1.3 | 1.8 |
Source: Euromonitor International, 2021 *CAGR: compound annual growth rate N/C: not calculable |
|||||||
| Company Name | 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 | Market share (%) in 2020 |
|---|---|---|---|---|---|---|---|---|
| PepsiCo Inc | 6,838.4 | 7,027.6 | 6,945.4 | 7,291.9 | 7,960.1 | 9,373.9 | 7.5 | 27.8 |
| Monster Beverage Corp | 5,224.0 | 5,445.6 | 5,763.3 | 6,305.6 | 6,528.0 | 6,388.4 | 4.1 | 19.0 |
| Red Bull GmbH | 4,659.5 | 4,756.9 | 4,812.3 | 5,034.3 | 5,271.2 | 5,258.6 | 2.5 | 15.6 |
| Coca-Cola Co, The | 3,526.3 | 3,619.3 | 3,427.8 | 3,479.5 | 3,481.1 | 3,551.8 | −0.5 | 10.5 |
| Vital Pharmaceuticals Inc (VPX) | 45.2 | 365.3 | 1,298.7 | 1,186.3 | N/C | 3.5 | ||
| Talking Rain Beverage Co | 635.5 | 645.0 | 719.3 | 782.4 | 910.5 | 1,075.8 | 13.6 | 3.2 |
| BA Sports Nutrition LLC | 40.6 | 132.8 | 199.5 | 423.0 | 696.0 | 867.1 | 59.9 | 2.6 |
| Starbucks Corp | 659.2 | 737.0 | 760.8 | 713.6 | 642.0 | 603.9 | −4.9 | 1.8 |
| Essentia Water LLC | 63.5 | 121.7 | 193.1 | 289.9 | 355.3 | 53.8 | 1.1 | |
| National Grape Co-operative Association Inc | 280.6 | 270.7 | 249.4 | 231.3 | 218.5 | 209.6 | −6.2 | 0.6 |
Source: Euromonitor International, 2021 *CAGR: compound annual growth rate N/C: not calculable |
||||||||
New product launch analysis
According to Mintel's Global New Products Database (GNPD), there were 8,249 launches of functional food and beverage products in the United States between January 2016 and December 2020.
Description of above image
| 2016 | 2017 | 2018 | 2019 | 2020 | |
|---|---|---|---|---|---|
| Food | 1,122 | 973 | 951 | 1,037 | 889 |
| Drinks | 771 | 678 | 710 | 627 | 491 |
Source: Mintel, 2021
In 2020, the top five functional packaged food products manufacturers were located in the United States, Canada, Mexico, China and Thailand. The top five brands were Chobani, Wegmans Organic, Dannon Activia, Forager Project and Kroger. The top ingredient claims were natural, organic, fat free, wholegrain and coconut derived.
| Product attributes | Yearly launch count | ||||
|---|---|---|---|---|---|
| 2016 | 2017 | 2018 | 2019 | 2020 | |
| Top five price groups in U.S. dollars | |||||
| US$0.38 to US$10.37 | 1,004 | 858 | 833 | 925 | 679 |
| US$10.38 to US$20.37 | 80 | 61 | 72 | 85 | 178 |
| US$20.38 to US$30.37 | 31 | 34 | 24 | 17 | 29 |
| US$30.38 to US$40.37 | 1 | 11 | 13 | 4 | 3 |
| US$40.38 to US$55.00 | 1 | 0 | 3 | 2 | 0 |
| Top five locations of manufacture | |||||
| United States | 315 | 155 | 154 | 156 | 178 |
| Canada | 59 | 65 | 57 | 72 | 52 |
| Mexico | 10 | 12 | 16 | 22 | 11 |
| China | 2 | 12 | 11 | 5 | 9 |
| Thailand | 2 | 4 | 10 | 5 | 5 |
| Top five brands | |||||
| Chobani | 7 | 8 | 4 | 34 | 9 |
| Wegmans Organic | 13 | 9 | 3 | 6 | 13 |
| Dannon Activia | 3 | 19 | 12 | 2 | 2 |
| Forager Project | 5 | 8 | 8 | 10 | 6 |
| Kroger | 3 | 2 | 25 | 3 | 3 |
| Top five launch types | |||||
| New packaging | 358 | 334 | 338 | 349 | 247 |
| New variety/range extension | 322 | 258 | 278 | 290 | 277 |
| New product | 336 | 273 | 218 | 266 | 290 |
| Relaunch | 100 | 100 | 110 | 130 | 73 |
| New formulation | 6 | 8 | 7 | 2 | 2 |
| Top five categories | |||||
| Snacks | 399 | 285 | 257 | 318 | 272 |
| Dairy | 168 | 185 | 151 | 240 | 144 |
| Breakfast cereals | 151 | 111 | 111 | 99 | 152 |
| Bakery | 71 | 84 | 62 | 90 | 56 |
| Baby food | 36 | 30 | 104 | 29 | 38 |
| Top ingredient claims | |||||
| Natural | 506 | 466 | 436 | 504 | 345 |
| Organic | 402 | 334 | 300 | 348 | 364 |
| Fat free | 165 | 139 | 180 | 154 | 73 |
| Wholegrain | 160 | 145 | 128 | 123 | 139 |
| Coconut derived | 133 | 101 | 121 | 143 | 121 |
| Source: Mintel, 2021 | |||||
In 2020, the top five functional beverages manufacturers were located in the United States, Thailand, Canada, Turkey and Brazil. The top five brands were Sparkling Ice, Evolution Fresh, Bai Bubbles, Suja Organic and GoodBelly Probiotics. The top ingredient claims were natural, organic, artificial, green and coconut derived.
| Product attributes | Yearly launch count | ||||
|---|---|---|---|---|---|
| 2016 | 2017 | 2018 | 2019 | 2020 | |
| Top three price groups in U.S. dollars | |||||
| US$0.50 to US$62.49 | 753 | 659 | 700 | 615 | 489 |
| US$62.50 to US$124.49 | 6 | 4 | 9 | 6 | 0 |
| US$124.50 to US$189.00 | 0 | 0 | 0 | 0 | 0 |
| Top five locations of manufacture | |||||
| United States | 207 | 174 | 116 | 133 | 87 |
| Thailand | 15 | 17 | 14 | 9 | 6 |
| Canada | 26 | 11 | 6 | 11 | 2 |
| Turkey | 3 | 5 | 4 | 7 | 0 |
| Brazil | 5 | 3 | 1 | 2 | 2 |
| Top five brands | |||||
| Sparkling Ice | 3 | 1 | 1 | 13 | 3 |
| Evolution Fresh | 1 | 0 | 14 | 4 | 1 |
| Bai Bubbles | 7 | 2 | 7 | 3 | 0 |
| Suja Organic | 0 | 4 | 7 | 1 | 4 |
| GoodBelly Probiotics | 8 | 3 | 5 | 0 | 0 |
| Top five launch types | |||||
| New product | 348 | 284 | 250 | 273 | 190 |
| New variety/range extension | 194 | 184 | 181 | 168 | 141 |
| New packaging | 153 | 135 | 183 | 141 | 110 |
| Relaunch | 62 | 62 | 88 | 39 | 49 |
| New formulation | 14 | 13 | 8 | 6 | 1 |
| Top five categories | |||||
| Nutritional drinks and other beverages | 289 | 291 | 283 | 245 | 150 |
| Juice drinks | 156 | 120 | 116 | 100 | 66 |
| Sports and energy drinks | 121 | 97 | 98 | 86 | 102 |
| Hot beverages | 74 | 69 | 102 | 96 | 86 |
| Ready-to-drinks | 75 | 66 | 51 | 39 | 28 |
| Top ingredient claims | |||||
| Natural | 507 | 374 | 436 | 378 | 307 |
| Organic | 276 | 287 | 255 | 261 | 191 |
| Artificial | 173 | 146 | 153 | 87 | 72 |
| Green | 107 | 101 | 106 | 111 | 87 |
| Coconut derived | 79 | 72 | 69 | 63 | 70 |
| Source: Mintel, 2021 | |||||
Examples of new product launches
Antioxidant+ Smart Mix Snack
Source: Mintel, 2021
| Company | Kar Nut Products |
|---|---|
| Brand | Second Nature |
| Category | Snacks |
| Store name | Meijer |
| Store type | Supermarket |
| Date published | June 2021 |
| Launch type | New variety / range extension |
| Price in local currency | $5.49 |
Second Nature Antioxidant+ Smart Mix Snack is now available. The naturally mindful, nutrient-rich snack is claimed to help fuel the day the right way with antioxidant vitamin E and plant-based protein, and features roasted almonds, roasted pepitas, roasted cashews, dried lemon-infused blueberries and dried cranberries. It contains no artificial colors, flavors, or preservatives, and is free from gluten. It is low in sodium, a good source of antioxidant vitamin E and contains 5 grams protein. This kosher certified product retails in a 10-ounce resealable pack, bearing the Facebook, Twitter and Instagram logos. The manufacturer has partnered with One Tree Planted and a portion of sales goes toward planting trees in their communities.
Consumer Sentiment: 46% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.
Whipped Triple Chocolate Meal Replacement Bars
Source: Mintel, 2021
| Company | SlimFast |
|---|---|
| Brand | SlimFast Keto Fat Bomb |
| Category | Snacks |
| Store name | Walmart |
| Store type | Mass merchandise / hypermarket |
| Date published | May 2021 |
| Launch type | Relaunch |
| Price in local currency | $9.97 |
SlimFast Keto Fat Bomb Whipped Triple Chocolate Meal Replacement Bars have been relaunched with a new brand, previously known as SlimFast Keto. The naturally flavored bars are said to provide 24 vitamins and minerals, including vitamins A, C, D, E and zinc, whey protein, and coconut oil MCTs. The kosher-certified and convenient product is low in carbs, free from gluten, artificial sweeteners, artificial flavors and colors, and said to make keto easy with tools and support for success, satisfy hunger between meals, and be clinically proven to help lose weight and keep it off. This premium product is described as perfect choice for making optimal low-carb, ketogenic nutrition as easy as 1-2-3, as well as triple chocolate decadence, can be enjoyed on-the-go, and retails in a 7.4-ounce pack containing five 1.48-ounce bars, and bearing the Facebook, Instagram, Pinterest and YouTube logos.
Consumer Sentiment: 25% of consumers in our panel responded that they likely or definitely would buy this product, significantly underperforming its subcategory.
Probiotic Oatmeal, Lentil, Carrots & Apples Cereal
Source: Mintel, 2021
| Company | Gerber Products |
|---|---|
| Brand | Gerber Power Blend |
| Category | Baby food |
| Store name | Walmart |
| Store type | Mass merchandise / hypermarket |
| Date published | April 2021 |
| Launch type | New product |
| Price in local currency | $3.68 |
Gerber Power Blend Probiotic Oatmeal, Lentil, Carrots & Apples Cereal is now available. The kosher certified product is said to nourish the baby's brain and body and to help expand the baby's taste buds for a diversified microbiome. It is made with a combination of whole grain gluten free oats, legumes, veggies and fruit to encourage baby's love of nutritious food and each serving provides 10 grams whole grains, 2 grams plant protein, 1⁄3 serving of veggies, and probiotics B. Lactis to support digestive health and a balanced microbiome. This microwaveable and non-GMO product is claimed to support the immune system by providing vitamin C, E, zinc and probiotics, and support brain and learning ability as it is fortified with iron and just two servings will meet baby's daily iron needs. It is suitable for babies from eight months of age, is completely cooked and ready to serve, just requiring the addition of liquid, and retails in a BPA-free 8-ounce recyclable pack bearing a QR code and Terracycle logo. The manufacturer claims to be the number one pediatricians recommended brand for infant cereals.
Consumer Sentiment: 65% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.
Stage 4 Immune + Digestive Support Blend
Source: Mintel, 2021
| Company | Nurture |
|---|---|
| Brand | Organics Happy Tot Super Bellies |
| Category | Baby food |
| Store name | Target.com |
| Store type | Internet / mail order |
| Date published | September 2020 |
| Launch type | New product |
| Price in local currency | $1.88 |
Organics Happy Tot Super Bellies Stage 4 Immune + Digestive Support Blend comprises organic bananas, spinach and blueberries. The kosher- and USDA Organic-certified product provides 2 grams of prebiotic fiber, which helps support digestive health; and 35 milligrams of beta-glucan, which helps support a tot's immune system. It is free from GMOs, is made from ¾ banana, ½ cup spinach, and eight blueberries, and retails in a 4-ounce pack free from BPA, BPS and phthalates, and featuring the B Corporation Certified logo.
Consumer Sentiment: 57% of consumers in our panel responded that they likely or definitely would buy this product, the same as its subcategory.
Meat Lovers Cauliflower Pizza Bowl
Source: Mintel, 2021
| Company | Nestlé |
|---|---|
| Brand | Stouffer's Fit Kitchen |
| Category | Meals and meal centers |
| Store name | Sam's Club |
| Store type | Club Store |
| Date published | March 2020 |
| Product source | Shopper |
| Launch type | New variety / range extension |
| Price in local currency | $8.39 |
Stouffer's Fit Kitchen Meat Lovers Cauliflower Pizza Bowl is now available. This low carb bowl comprises pepperoni made with pork, chicken and beef and Italian sausage with cauliflower and parmesan cheese in a seasoned tomato sauce. It is said to be deliciously satisfying, easy and high protein with tasty fats and vegetables to leave one feeling full and satisfied. The product provides 0% calories, 11 grams of net carbs, 17 grams of protein and 70% of fat, and has been inspected and passed by the US Department of Agriculture. It contains no artificial flavors or colors, can be microwaved, and retails in a 44-ounce pack containing four 11-ounce units and bearing cooking instructions and a Smartlabel QR code.
Consumer Sentiment: 46% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.
Strawberry Blood Orange Juice Blend
Source: Mintel, 2021
| Company | Campbell Soup |
|---|---|
| Brand | V8 |
| Category | Juice drinks |
| Sub-category | Nectars |
| Market | United States |
| Store name | Jewel-Osco |
| Store type | Supermarket |
| Date published | June 2021 |
| Product source | Shopper |
| Launch type | New variety / range extension |
| Price in local currency | $3.99 |
V8 Strawberry Blood Orange Juice Blend is now available. The product comprises a delicious blend of 75% juice from six juices from concentrate with filtered water and other natural flavors, including apples, carrots, beets, strawberry, grapes, and sweet potatoes, and with antioxidant vitamins A and C. It contains one and a half combined servings of veggies and fruit, and is free from added sugar, artificial sweeteners, GMOs and gluten. This product has 30% less sugar than leading 100% juices and retails in a 46-fluid ounce pack.
Consumer Sentiment: 52% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.
Flavored Nutritional Drink
Source: Mintel, 2021
| Company | Nestlé HealthCare Nutrition |
|---|---|
| Brand | Kellogg's Krave |
| Category | Nutritional drinks and other beverages |
| Store name | Walmart |
| Store type | Mass merchandise / hypermarket |
| Date published | March 2021 |
| Launch type | New product |
| Price in local currency | $6.74 |
Kellogg's Krave Flavored Nutritional Drink is said to be a creamy on the go drink bursting with chocolate flavor enthusiast, made with Carnation Breakfast Essentials and natural flavor with other natural flavors. The drink provides as much calcium as a 6-ounce cup of yogurt, 2x vitamin D as an 8-fluid ounce glass of milk to help build strong bones, 21 vitamins and minerals, and 10 grams excellent source of protein to help build muscles. The kosher certified naturally flavored product is free from gluten, artificial flavors, colors and sweeteners, and retails in a 1.5-quart pack containing six 8-fluid ounce bottles and a QR code.
Consumer Sentiment: 42% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.
Focus Mango & Pineapple Flavoured Ginseng Herbal Tea
Source: Mintel, 2021
| Company | Twinings |
|---|---|
| Brand | Twinings |
| Category | Hot beverages |
| Store name | Jewel-Osco |
| Store type | Supermarket |
| Date published | February 2021 |
| Launch type | New variety / range extension |
| Price in local currency | $5.99 |
Twinings Focus Mango & Pineapple Flavoured Ginseng Herbal Tea is said to support mental focus and combines earthy ginseng root with the tropical flavors of sweet mango and tart pineapple. This kosher certified product is described as the perfect pick-up and contains: ginseng root, with its gentle, earthy flavour and spicy undertones, has been used for centuries in traditional Chinese practices for its ability to support mental well-being; mango is one of the world's most consumed fruits and its flavor brings a lovely sweetness; and pineapple adds the tropical taste and brings a mouthwatering sweet and tart note. It is free from caffeine and retails in a 0.95-ounce pack containing 18 individually wrapped teabags and featuring preparation instructions.
Consumer Sentiment: 38% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.
Apple Raspberry Juice Based Sports Drink
Source: Mintel, 2021
| Company | Gatorade |
|---|---|
| Brand | Gatorade Juiced |
| Category | Sports and energy drinks |
| Store name | Meijer |
| Store type | Supermarket |
| Date published | May 2020 |
| Launch type | New product |
| Price in local currency | $4.79 |
Gatorade Juiced Apple Raspberry Juice Based Sports Drink is a flavored juice blend with apple and raspberry juices with other natural flavors. The product contains 25% juice from concentrate, no added sugar or artificial sweeteners and is said to offer hydration with electrolytes. It is kosher certified, and retails in a 72-fluid ounce pack containing six 12-fluid ounce bottles.
Consumer Sentiment: 55% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.
Fruity Cereal Protein Powder
Source: Mintel, 2021
| Company | Abbott Nutrition |
|---|---|
| Brand | ZonePerfect Carb Wise |
| Category | Nutritional drinks and other beverages |
| Store name | Meijer |
| Store type | Supermarket |
| Date published | December 2019 |
| Launch type | New product |
| Price in local currency | $16.99 |
ZonePerfect Carb Wise Fruity Cereal Protein Powder is now available. It contains 3 grams net carbs, 3 grams sugars, 160 calories, 30 grams protein and 2.5 grams fat per serving, and claims that studies have shown that reduced-calorie, high-protein, reduced-carb diets can lead to improvements in body composition. It contains 21 vitamins and minerals and is free from added sugar, gluten and soy. It contains protein for muscle tone and strength, and B vitamins to support energy metabolism. This convenient drink can also be used for weigh reduction when used as directed, and is described as a satisfying protein that keeps the consumer fuller for longer. This kosher and halal certified product is flavored with natural and artificial flavors, and retails in a 22.4-ounce pack featuring preparation instructions.
Consumer Sentiment: 25% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.
For more information
The Canadian Trade Commissioner Service:
International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.
More agri-food market intelligence:
International agri-food market intelligence
Discover global agriculture and food opportunities, the complete library of Global Analysis reports, market trends and forecasts, and information on Canada's free trade agreements.
Agri-food market intelligence service
Canadian agri-food and seafood businesses can take advantage of a customized service of reports and analysis, and join our email subscription service to have the latest reports delivered directly to their inbox.
More on Canada's agriculture and agri-food sectors:
Canada's agriculture sectors
Information on the agriculture industry by sector. Data on international markets. Initiatives to support awareness of the industry in Canada. How the department engages with the industry.
For additional information on trade shows in the United States, please contact:
Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and agri-food Canada
ben.berry@agr.gc.ca
Resources
- Euromonitor International, 2021
- Euromonitor International, 2021. Fortified/Functional Beverages in the U.S
- Euromonitor International, 2021. Fortified/Functional Packaged Food in the U.S
- Mintel Global New Products Database. 2021
Health and wellness series – Functional foods and beverages in the United States
Global Analysis Report
Prepared by: Zhiduo Wang, Market Analyst
© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2021).
Photo credits
All photographs reproduced in this publication are used by permission of the rights holders.
All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada.
To join our distribution list or to suggest additional report topics or markets, please contact:
Agriculture and Agri-Food Canada, Global Analysis1341 Baseline Rd, Tower 5, 3rd floor
Ottawa ON K1A 0C5
Canada
Email: aafc.mas-sam.aac@agr.gc.ca
The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein.
Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of agriculture and agri-food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document.
Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.