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Functional Food for Men | Stylus | Innovation Research & Advisory
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Men's Health: New Directions CONSUMER TRENDS HEALTH & WELLNESS 20 OCT 2014
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Functional Food for Men From 'manly' frozen yoghurt to highprotein waffles and vitamin chews, opportunistic brands are offering male consumers functional product lines that boost performance, enhance appearance and stimulate overall vitality.
NextGen Dieting
PUBLISHED: 21 JAN 2015 BY: Joanna Matthews & Mandy Saven FOOD, BEVERAGE & HOSPITALITY PRODUCT INNOVATION DO W NLO A D I MA G ES Z I P (12.7 MB )
FOOD, BEVERAGE & HOSPITALITY HEALTH & WELLNESS 05 JUN 2014
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FUNCTIONAL FOOD FOR MEN GALLERY (23)
Botanical Craft Palm Fruit extract
S UMMA R Y
A MARKET WITH MUSCLE As explored in NextGen Functional Food, innovation within the functional food and drink market is rampant – a keen response to heightened consumer demand for healthboosting, easytoconsume edibles. While femalecentric healthboosting foods are prolific, the male demographic has, until now, been underserved. NEW CAPTIVE AUDIENCE According to global market research company the NPD Group, males now make up 41% of all grocery shoppers. This presents a massive opportunity to upsell food and drink to a new captive consumer audience, as explored in The New Male Grocery Shopper. PRODUCTS IN NEW GUISES While the functional food market retains a significant female focus – with probiotics and digestive health driving product development –surprising categories, such as yoghurt, are being given a functional, malecentric spin.
PROTEIN POWER Pulling away from descriptions such as 'diet' and 'light' – which typically appeal to health conscious female consumers – many maleoriented product lines emphasise highprotein content. FORTIFIED ENERGY From fortified snack bars to flavourful energy gels, the sportsnutrition market is flourishing with a plethora of options for the active man. These edibles promise to boost energy, enhance endurance and assist with muscle repair. PACKAGING WITH A PUNCH To target male consumers, brands are adopting a revised approach to packaging and marketing. Steering clear of soft, pastel palettes, many are using bold typefaces and darker hues to denote masculinity.
Protein Power Over the course of a day, the average man should consume around 55g of protein, while a woman needs 45g, according to the British Dietetic Association, a UKbased professional association for dieticians. To help male consumers meet this requirement, proteinenhanced products are emerging across multiple categories. Product innovation is particularly strong in the dairy category, where femalecentric labels such as 'diet' and 'light' are being abandoned in favour of 'highprotein' associations. No longer limited to oversized tubs and bottles for 'serious athletes', these highprotein products are becoming more accessible to mainstream audiences. New Zealandbased yoghurt brand Mammoth Supply Co offers 'manly' flavours of yoghurt, ice cream and iced coffee, with larger portions to "fill bigger stomachs". Its latest offering, launched late 2014, is an Apricot & Manuka Honey yoghurt, presented in a 325g tub.
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Mammoth Supply Co ice cream
Powerful Yoghurt is a Greek yoghurt brand formulated "to meet the nutritional needs of today's active man without sacrificing taste". After a successful launch in 2013, the Miamibased company has now also developed Powerful Yoghurt Plus+ – a fat and glutenfree yoghurt that blends quinoa, chia seeds and oats with a high protein content (2125g per serving). Disassociating itself from 'women's digestive health' and the pastel hues commonly seen in the yoghurt aisle, the bold red and black packaging makes a punchy statement. Californian company ProYo has launched a frozen yoghurt product that is geared specifically towards men. Product positioning focuses on high protein content and the inclusion of live active cultures and – like many of its industry counterparts – abandons any mention of 'fatfree' or 'low fat'.
I learnt that men wouldn't buy frozen yoghurt until they understood the health benefits, so our packaging emphasises this. We use bold type and black so men can feel more comfortable throwing [ProYo] into their shopping carts. NATHAN CAREY, FOUNDER, PROYO
Powerful Yogurt Plus+
ProYo frozen yogurt
Naked Protein Popcorn, developed by UKbased sports supplement and nutrition company The Protein Works, is made using premiumgrade whey protein isolates, organic popcorn, organic coconut oil and stevia extract to create a highspecification protein snack. The company is more commonly known for its performanceenhancing formulas, aimed at elite sports teams and athletes. Each serving of Source Organic Classic Whey contains 21g of protein and 4.9g of BCAAs (branchedchain amino acids), aiding postworkout recovery while building muscle. With a creamy flavour – derived from the milk of grassfed Jersey cows in Northern California – the product contains no added sugar, sweeteners or preservatives. Reflecting current food trends around freefrom, the product is also soy, gluten and hormonefree.
Men recognise that no matter what age or activity level they are, protein is a key component of their diet, especially highquality organic proteins. Protein helps men – regardless of their activity level – to regulate blood sugar and maintain lean body mass, the primary drivers in weight loss or maintenance. ALBERT MATHENY, OWNER & FOUNDER, SOURCE ORGANIC CLASSIC WHEY
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Naked Protein Popcorn
Source Organic Whey Protein
After successfully launching highprotein bread and pasta, Londonbased functional food brand Dr Zak's has developed a highprotein multigrain seeded bagel (containing 24g of protein per 100g) using pea protein isolate. The company is also working on highprotein flatbreads, waffles, yoghurts and egg whites. While the brand doesn't openly target men, the branding is cleancut and masculine, and its website states: "Our highprotein bread is perfect for both pre and postworkout meals, and puts bread back on the menu for athletes and bodybuilders who would otherwise avoid bread due to its high carbohydrate and low protein content." For more on 'defeminised dieting' and changing male attitudes to wellness, see Men's Health: New Directions.
Dr Zak's highprotein pasta
Dr Zak's highprotein bread
The Energy Enterprise According to global market research company Markets and Markets, the global market for sports and energy drinks is expected to cross $52bn in value and 13 billion litres in volume by 2016. Meanwhile, online market intelligence site MarketResearch.com reports that the energy/nutrition bars will continue to post doubledigit growth and increase their relative market share in the food bar market, ultimately leading to a market worth $8.3bn by 2016 in the US.
The global sports and energy drinks market is booming
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Functional Food for Men | Stylus | Innovation Research & Advisory This presents widespread opportunity for food and drink brands to target active male consumers with healthboosting, easytoconsume products, while capitalising on the 'snackification' mode of eating (explored further in FastMoving Premium Consumption and The Foodie Household). Although traditional energy drinks in fruity, citrusy flavours (as well as chocolate and vanilla) are still prevalent in this space, a new generation of organic, allnatural, energyboosting products is now coming to the fore, boasting inventive and luxury ingredient combinations. For more on natural energy drinks, see Drinks Developments: NonAlcohol. Mud Energy Gel is a fullspectrum fortified energy gel designed for postworkout recovery. Available in Chocolate Truffle Rage flavour, it combines 36% sweet ground chocolate, coconut water (for hydration), potassium and protein. The gel is available in a caffeinated format, with 100mg of natural caffeine from sustainable guarana seeds, or caffeinefree, featuring ginger for its antiinflammatory properties. Texan organic snackfood company Bearded Brothers has developed a line of energy bars using fresh pressed ginger, which is commonly administered to reduce inflammation. The Fabulous Ginger Peach variety contains organic almonds, chia seeds and sea salt. Bearded Brothers was started by American entrepreneurs Caleb Simpson and Chris Herbert, who enjoy rock climbing and running among other outdoor activities. They recognised the need for a new organic energy bar with masculine, yet foodiecentric credentials.
Mud Energy Gel
Bearded Brothers Energy Bars
Building on the buoyancy of the breakfast category (explored in The Breakfast Boom) and designed for young active men with a tendency to skip a sitdown breakfast, Fuel Breakfast Drinks are high in fibre, and contain more than 20g of protein and less than 1% fat. Genderfocused packaging – black with bold colour accents and a heavy typeface – aims to attract male consumers who want to start their day with a quick and convenient nutrient packed hit. Looking beyond energy drinks and snack bars, Muscle Milk energy chews are chewy sweets that deliver a precise blend of carbohydrates (for sustained energy), electrolytes, 80mg of sodium and 40mg of potassium. Perfect for onthego consumption, they can be eaten before and after physical activity. Muscle Milk's range also includes snack bars, oatmeals and protein powders. For a deeper look into new healthboosting formats for food and drink, see NextGen Functional Food. For wider insights into contemporary approaches to nutrition and wellness, read NextGen Dieting.
Fuel breakfast drinks
Muscle Milk energy chews
Wellness & Beauty Boost Unprecedented growth in the male grooming sector (explored in The Male Groom Boom) has opened up opportunities for malecentric edible beauty products. UKbased research firm Mintel states that although vitamin product launches targeted towards women still outnumber those geared towards men, the focus on men will grow in the coming years due to their increased interest in health, wellness and appearance. Its American Lifestyles Report 2014 also stated that 58% of American men aged 18 to 34 planned to take better care of their personal appearance during 2014.
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Men are increasingly interested in wellness and appearance
Empathetic brands are responding to these evolved concerns with appearanceboosting products that fluidly fit into busy lifestyles. Here, we see the evolution of 'beauty from within' product lines targeted at men. Mr Style is a new drinkable product by Koreanbased beauty drink brand Manuka Ginseng. Containing ginseng extracts, its benefits include skin whitening, wrinkle reduction, restoration of pH balance and increased skin moisture. Antiageing beauty drink Active Gold Collagen, produced by UKbased beauty supplement company Gold Collagen (covered in NextGen Functional Food), was relaunched to specifically target men. It promises to target fine lines and repair muscle damage, and contains zinc to reduce hair loss and dandruff.
Mr Style beauty drink
Active Gold Collagen
USbased supplement company Botanical Craft has launched an antioxidantrich Palm Fruit extract product that speaks to many common, malecentric wellness concerns. It claims to increase scalp hairs by 38% (if used over a course of eight months) by reducing follicle damage and improving blood flow to the scalp. In addition, it promises to generate a 30% increase in arterycleansing proteins.
Botanical Craft Palm Fruit extract
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FUTURE INSIGHTS REPORTS RELATED TO:
FUNCTIONAL FOOD FOR MEN All Reports Blog Stylus Trends
Functional Food for Men | Stylus | Innovation Research & Advisory EVOLVED PROTEINS Proteinenhanced product lines are proliferating across the health and wellness landscape. However, with global demand for protein outstripping supply, product developers in this realm should look towards new alternatives such as pea isolates and insects. LUXE ENERGY Sumptuous ingredients – such as chocolate truffles – offer a satisfying alternative to more traditional citrusy flavours in the energy category.
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FRESH FILTERS The dairy category has responded well to the new healthconscious male shopper, with male centric products and manfriendly branding. Which other categories can apply a similar filter? FUTURE FUEL There is still white space in the lucrative energy drinks market to offer consumers alternatives that are all natural, yet retain a highoctane, 'sports' edge.
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