Natural - 2021; Th e RISE - HEALTH PRODUCTS - Unique Health Products
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2021;
The RISE
IN DEMAND
FOR
Natural
HEALTH PRODUCTS
uhp.com.au
2021: THE RISE IN Discover five key aspects
of the wellness space that
DEMAND FOR NATURAL are driving natural health
products sales in store:
HEALTH PRODUCTS Plant-based Diets
Australia is the world’s third fastest-
growing, plant-based food market with
We’ve never seen anything like 76% of grocery shoppers likely to buy
the seismic shift towards total plant-based meat alternatives again.
wellness, preventative health
The annual Veganuary challenge
and ethical consumerism that participation numbers have grown
has taken place over the last by more than 500% since 2017. But it's
12 months. So much so that not only vegans interested in this space.
the global wellness economy Consumers who are restricting certain
is now worth AUD$6.2 trillion. animal-based products, but not following
a strict vegan/vegetarian diet constitute
One thing is for sure: The consumer a much bigger group, accounting for
is truly now in control. 42% of consumers globally in 2020.
Younger generations are increasingly
Australian consumers are increasingly looking for food options that are healthier
more focused on preventative health and more ethical and they associate
practices, including food and diet, these features with plant-based options.
exercise and wellbeing rituals.
They’re demanding more from what • P lant-based positioned products
they consume and are turning to food are growing 2x faster than their
as medicine. mainstream counterparts.
• 65% of consumers globally are
According to research from the CSIRO,
eating more plant-based food
the health and wellness sector in
and beverages.
Australia, including functional foods,
free-from products, and vitamins and • The plant-based trend is central
supplements will grow at 3.6% p.a. to new claims related to mental
to 2030 (compared with growth of health needs:
2.4% p.a. for the food and agribusiness • i.e. Ashwagandha for stress
industry as a whole). recovery, maca and zinc for
focus and immunity, lemon
Health-focused options are no longer verbena to reduce irritability.
‘nice to have’. It’s now expected that
grocery stores cater to this demand Convenience
as savvy consumers look beyond their Consumers are striving to simplify their
local health food store for options lives which can be seen through the
to suit their needs. continuous growth of convenience
products and services.
2021: The Rise in Demand for Natural Health Products | 2
uhp.com.au
Time is a precious commodity and mainstream spotlight and consumer
consumers are choosing products that demands have evolved, the level of
allow them to spend more time on tasks innovation has hit new heights.
or activities that they enjoy or deem
Consumers are making day-to-day
more valuable such as spending time
changes to their diets and lifestyles with
on themselves, spending time with
long-term goals to keep physical and
friends and family, participating in leisure
cognitive health problems at bay.
experiences and exercise.
This is where functional foods come in.
This has led to less focus on traditional
Functional foods are foods that have
meal times and an increase in snacking.
added nutritional benefits beyond their
Globally, 9 in 10 adults say they are
usual nutritional properties. Snack bars,
snacking more with consumers expecting
beverages and grab n’ go meals are being
their grab-and-go snacks to be more
infused with adaptogenic and nootropic
nutritious and provide satiety.
ingredients, such as ashwagandha, reishi,
According to Euromonitor, the global rhodiola and ginseng to offer an extra
health and wellness snacks market is level of benefit to help consumers to
forecast to reach AUD$134 billion by keep up with their busy lives and achieve
2025, growing at a Compound Annual their personal goals. Leading functional
Growth Rate (CAGR)of 5.8% between snack trends include energy, focus and
2020 and 2025. calming/relaxation.
• H ealthier snacks are top-of-mind • 3 8% of consumers are actively
with consumers actively seeking seeking out food and drink
snacks that are vitamin rich (46%), products with functional and
support gut health (41%), and boost fortified ingredients.
immunity (41%), with priority on • Globally, 61% of consumers are
snack ingredients that are high in more conscious of the need to
fibre (25%) while also being low in lead a healthy lifestyle.
sugar, carbs and fat (25%). • 3/4 of global consumers say they
• The popularity of high-protein will eat and drink more healthily
snacks is a top trend, with 51% of
global consumers stating they’ve Better-for-you
switched from traditional snack Consumers are looking for better-for-you
products like chocolate and products to combine taste and nutrition
confections to high-protein/low- in a convenient and guilt-free manner.
sugar alternatives. Roy Morgan research shows the ‘healthy
• Clean labels, sustainability snack’ category saw the largest growth
and functional ingredient claims of 3.2% across the last ten years, securing
are driving snack food sales. its position as the second most popular
snack category.
Functional Foods
This also extends to baking and indulgent
The natural health industry is innovative
treats. Consumers want to have their
by its very nature. But as brands and
cake and eat it too. Sugar remains the
products have made the shift into the
2021: The Rise in Demand for Natural Health Products | 3
uhp.com.au
most important nutritional component for the respondents were plastic waste,
shoppers look at when purchasing toxic chemicals and our oceans with plastic
products. Which coincides with the major waste a concern for 84% of consumers.
growth of the global ‘low carb, high fat’
The same study also found that 56%
keto market - predicted to be worth
of people are actively searching for
AUD $20.09 billion by 2027.
sustainable brands and products that
They want to know what they’re support causes or have environmentally-
consuming with maximum transparency friendly attributes.
of the ingredients found in the food
• 7 4% of Australians say that
and drink that they purchase. This is
a company’s social and
driving demand for simplified nutritional
environmental efforts are at least
information and innovative ways of
moderately important in deciding
communicating formulation information,
what to purchase.
as well as free-from claims and
streamlined ingredient lists. • 48% of Australians believe buying
sustainable products shows others
Interestingly, plant-based products who they are and what they believe
are perceived as healthier despite only in and the same percentage are
9% of plant-based products also using prepared to invest time and money
the claim ‘all-natural’. to support companies who try
• 4 4% of Australians are ‘concerned to do good.
about their sugar intake’. • 2 in 5 consumers want brands
• The grocery market has experienced to offer more sustainable options.
a 17% growth of products with a less,
Our business is to build your
no, or reduced sugar descriptor.
business.
• 82% of consumers want to be able
With over 25 years of industry
to actually recognise the ingredients
experience, relationships with major
as foods they know and trust.
Australian and international brands, and
Sustainability a streamlined national logistics network,
Unique Health Products can help you
Regardless of generation or gender,
excel in the natural health and wellness
the environment matters to consumers.
space, today and beyond.
In one study of 2000 Australians, the
researchers found that the top three Let us guide you to success
overall social and economic concerns in this trillion-dollar industry.
Sources: IRI Data, 2021; CSIRO, 2019; Bloomberg Intelligence, 2021; nutritionals, ‘Snacks - Trends for 2021 and Beyond’, 2021; Euromonitor
Mondelez ‘State of Snacking Report’ 2020; Expo West, 2021; Focus Passport, Health & Wellness Savoury Snacks, Sweet Biscuits, Snack
Insights 'The Grocery Shopper 2021' Report, 2021; Mintel ‘Global Food & Bars & Fruit Snacks, accessed March 2021, Roy Morgan, 2020,
Drink Trends’ Report, 2021; FMCG Gurus, ‘How has COVID-19 changed Euromonitor ‘Health by Generation’ Understanding Healthy Lifestyles
consumer behaviour’ Report, 2021; FMCG Gurus,’Top Trends for 2020’, and Behaviours, 2020, Euromonitor International Passport ‘Going Plant-
2020; IBM, 2020; Euromonitor, 2018; Davidson Branding, 2020; Kantar Based: The Rise of Vegan and Vegetarian Food’, 2020.
‘Sustainability: The Australian Story’ Report, 2021, Kantar, 2020; glanbia
2021: The Rise in Demand for Natural Health Products | 4
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