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The Evolution of Better-For-You Products in the Grocery Store
In the year 2000, a grocery shopper would have been amazed by the transformation of the average grocery store by 2024. The variety of “better for you” products available today is staggering. We are currently experiencing a “better for you” renaissance, with a wide range of products aimed at helping consumers live healthier, more sustainable, and more responsible lives.
This is an exciting time for better-for-you product innovation, with endless possibilities on the horizon.
However, with so many options available, where does one begin?
Watch the full interview with Nate Rosen of Express Checkout at letshighlight.com
Know Your Category & Consumer
Disruptive low-sugar brand Whipnotic has seen remarkable growth, with distribution more than tripling in the past year as they expand nationwide. In an interview with product-testing software Highlight, Whipnotic co-founder Tracy Luckow attributed their success to entering a historically overlooked category.
Luckow shared, “I worked in the dairy industry at Dannon, and I didn’t really think about whipped cream when I thought about the dairy category. It’s an unexpected category to be redefining.”
The journey to understanding their core consumer was not straightforward. Luckow noted, “When we invented our product, we thought that people with sugar concerns – diabetics, people on keto – were going to be our primary target market. But what we’ve learned is that our target is actually much younger, more of the TikTok generation, who are new to the category and really love the multi-sensory aspects of the product.”
Momofuku CEO Marguerite Mariscal and her team also emphasize understanding their consumers. “We look at trends less for flavor and more for understanding what’s important to the consumer,” she said in an interview with Highlight. “This is stuff we test with Highlight, too. For example, what do consumers care about when it comes to sodium content?”
Understanding Consumer Preferences Behind the Trends
Product innovation requires expertise across various specialties, but consumer data should guide your innovation to success.
Highlight conducted a survey of 2,000 product testers from the Highlight Community to uncover the consumer preferences driving current trends in the better-for-you space. The survey revealed insights into what influences consumer purchase decisions regarding healthful, sustainable products.
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Protein is a Priority
Respondents prioritized “excellent source of protein” in better-for-you products. The protein trend is evident in consumer purchases, with high-protein foods, powders, and supplements being popular choices. -
Consumers Want Lower Sugar
While “no added sugar” is a top priority, completely sugar-free products are not as sought after. Taste remains a crucial factor for better-for-you brands, emphasizing the importance of balancing sugar content with flavor. -
Ozempic’s Impact on Consumer Demand
GLP-1 medications like Ozempic have influenced consumer preferences, with interest in products designed for GLP-1 patients. However, a minority expresses doubts about the safety of GLP-1 drugs.
Brands like Supergut capitalize on consumer interest in gut-health benefits, aligning with the trends seen in the better-for-you space.
For brands innovating in the better-for-you space, understanding consumer preferences is crucial. Testing with real consumers helps identify your target market and their needs.
Find the full data results from Highlight’s better-for-you preferences survey.