The start of the year 2025 has seen multiple private label product launches of food and beverages that answer to consumers perceiving food as medicine. We see shoppers of all ages meticulously analysing nutrients of products to see if it contains what they need. It takes what used to be called ‘healthy food’ to a full new level. It also relates to the emergence of weight loss medications in an increasing obese society. These meds have steered consumers’ attention to protein, fibre, vitamins and minerals, nutrients that are strongly advised for them. The trend also includes products for gut health as well as foods and beverages that promote better sleep.
Another area in which food as medicine emerges is mental health and emotional wellbeing. This is about groceries that improve the mood, sharpen focus and address other psychological issues. It is expected that food and drink will play an increasing role in mental health management, breaking down continued social stigmas surrounding lesser-talked-about health issues. Younger generations in particular strive to support and improve their mental health.
Marks & Spencer launched a full spectrum of cognitive foods, drinks and condiments under the umbrella brand “Brain Food”. The products, from smoothies to snacks to salads to breakfast items, contain brain health supporting vitamins and minerals including iron, folate, and Zinc. At the same time, M&S launched a range of new beverages under the name of Yay mushrooms. The innovative new drinks are made with lion's mane and reishi mushrooms. The range has been created by a partnership of the M&S Food team and the scientific brains of Royal Botanic Gardens, Kew – one of the global experts on mushrooms and their qualities. Lion’s mane would have a cognitive effect on neurons in the brain. Reishi would have a positive effect on the immune system.
Sainsbury’s launched Raw, a new own brand for products that are tailored to different health benefits. These are raw cold pressed juices and shots with a hydrating watermelon juice base, a lower in sugar alternative to traditional apple juice-based products. The juices are cold pressed and high pressure processed rather than pasteurised and heated like many others juices on the market, so in addition to being raw and lower in sugar, they retain more nutrients and are said to have a fresher taste. There are four raw pressed juices; Collagen, Immunity, Daily Greens and Digest as well as an immunity shot and collagen shots to support shoppers with their health journey. The launch comes as 77% of Sainsbury’s customers say they would like their diet to be healthier, with lack of inspiration and time both cited as barriers to doing so.
These are just a few examples of launches of food as medicine that took place in January, traditionally a month in which many people make good resolutions to live healthier in the new year. According to Euromonitor International’s Voice of the Consumer surveys, 42% of consumers say that health and nutrition is a driving force when purchasing food.