Plant-Based

A plant-based diet goes far beyond the inclusion of plant-based foods: it is a new trend for those consumers who are concerned about health, well-being, and sustainability.

Initially, this diet was associated with the day-to-day nutrition of vegetarians and vegans. Currently, however, this modality impacts many different consumer profiles.

Some characteristics of consumers who follow a plant-based diet are being open to new experiences and wanting to have a consumption experience that is more conscious. Hence, this consumer profile is always growing.

Another growing audience in the market is the flexitarians, who are gaining prominence and who choose to reduce their meat consumption without completely removing this food group from their diet. According to a survey conducted by The Good Food Institute, 49% of participants said they had reduced their meat consumption in the past 12 months.

This scenario creates several opportunities for the food and beverage industry. MasterSense is following this market movement and the main trends to deliver products that meet this new consumer need.

Sugar/Sodium/Fat Reduction

Different types of harm and disease are associated with excessive sugar consumption, such as obesity, diabetes, high cholesterol, cardiovascular problems, among others.  Likewise, excessive sodium consumption is also harmful to the body and linked to several diseases, such as increased blood pressure that can cause fluid retention.  Fats are also a concern for consumers, who link this nutrient to some of the same types of harm mentioned above.

According to Mintel, 80% of consumers are willing to pay more for low-calorie foods.  With consumers who are increasingly aware, concerned about their health and seeking information on the products they consume, legislation has been created to regulate the reduction of two nutrients (sodium and sugar) and a new, even more recent regulation is in place aimed at improving the clarity and readability of nutritional facts labels: The New Nutritional Facts Label will allow consumers to make more conscious food choices. According to Innova Markets, one out of two Mexican consumers stated that the warning on labels influences their purchase decisions.

The industry faces several challenges to offer healthy products to meet consumer needs. Therefore, MasterSense is a key partner in all developments.

Muscle Health

Over the years, and as we age, our body undergoes some losses, such as joint cartilage degeneration, decreased bone density and loss of muscle mass. 

The combination of so many changes can cause the functional loss, which is directly linked to poor physical mobility, changes in walking and an increased risk of falling. 

From the age of 40 onwards, we lose approximately 8% of our muscle mass every decade, and by age 70 this percentage can be as high as 15%.

According to World Population Prospects, by 2050, a quarter of the world population will be 60 years of age or older, and 10 to 20% of the elderly will be at risk of losing their independence as a result of decreased muscle mass. Consequently, a growth in the search for healthier aging, through a balanced lifestyle that includes exercise, healthy eating and supplementation has been observed.

The senior audience market, also known as silver, still has room to be explored, since from 2019 to date only 18 products focusing on this consumer profile have been launched. MasterSense is prepared to help bring innovative and differentiated products to these consumers who are caring for themselves every day and looking for better quality of life.

Digestive/Gut Health

Studies prove that the intestines, the gut, is considered our second brain. Some experts believe the digestive system role goes far beyond simply processing what we eat, and consumers have already tuned into the perception that the brain and the gut are related.

Unlike any other organ in the body, our gut can function on its own, as it is autonomous to make decisions, without the brain telling it what to do.  The ENS (enteric nervous system), responsible for controlling the digestive system, extends through the tissue that lines the stomach and thus has its own neurals.

According to Mintel, 71% of consumers agree that having good digestion is important for physical health, and 57% agree that it is important for mental/emotional health.  Consumers have become aware of digestive health and have been looking for products to help them prevent diseases and improve bowel function. 

There are opportunities for the industry to explore new launches aimed at digestive health care, and to communicate the importance of consuming these types of products. MasterSense has products aimed at helping to balance the gut flora and contribute to digestive health in its portfolio.