The global dairy nutrition co-operative joined the event in Geneva last week (May 9-11), focusing on its wellbeing solutions brand, Nutiani, and its recent research with consumers (IPSOS Nutiani, Consumer Wellness Research, August 2021) and athletes (Athlete Incubator) focusing on the relationship between brain and body health.
Their research revealed: 65% of consumers believe that their mental health impacts their physical health (including weight), 35% more social conversations on stress were had in the first half of 2020, compared to the previous year, and there was a 73% increase in searches for ‘stress supplements’ in Google between 2019 and 2022.
Alex Williams, Fonterra’s Marketing Manager, Europe, told NutraIngredients: “There’s been increased press attention on the mental health challenges associated with professional level sport and athletes like Naomi Osaka and Simone Biles have been speaking openly about their mental health which has helped to make consumers more aware of this element of their health.”
Several sports nutrition brands have already gained success by focusing on brain health. Alpha Brain’s Memory and Focus supplement, with L-Theanine, L-Tyrosine and phosphatidylserine, saw a 766% growth in Amazon sales between 2020 and 2022. The brand is now bundling its protein supplement with the memory supplement to drive protein sales.
The Fonterra Athlete Incubator Project was conducted in three phases over 12 months from 2021 to 2022 and focused on qualitative consumer research, paper concept testing and prototype sensory trials.
From the focus groups with elite athletes and support staff, they uncovered six consistent nutritional product needs by the top athletes; convenience and ease of use, taste, natural or whole foods based, affordability, simplicity, and trust.
Drawing on the findings, the team developed a portfolio of ready-to-market concepts to support the mental health and wellbeing needs of consumers alongside physical needs.
These include; Brain + Body protein powder, featuring Nutiani broad-spectrum Phospholipids 70 for focus, cognition, and stress, and NZMP Whey Protein Isolate 895 for muscle health and strength; Protein & Phospholipid Shake to address weight and stress management; and Phospholipid Latte packed with coffee extract and broad-spectrum phospholipids to facilitate stress management and boost energy levels.
