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Food & Drink Moves into Wellness and Ageing

The desire to slow down the signs of ageing remains a major driver of innovation in the beauty and personal care sectors, however it is also making an impact on the food and drink industry.

According to Mintel’s GLOBAL FOOD AND DRINK TRENDS 2019 report, healthy ageing is emerging as an area of opportunity for the food and drink sector. Preparing oneself for a longer, healthier lifespan is particularly relevant as consumers view health and wellness as a holistic, proactive, and ongoing pursuit.

The global population is getting older. There are more people over the age of 60. There is also a general trend towards staying and looking younger. This along with longer lifespans present opportunities for food and drink manufacturers who are following the beauty industry and creating products that help people look and feel young. Food and drink products can help people of all ages improve their bone, joint, and brain health, as well as proactively address other age-related health concerns.

These products contain vitamins, minerals, and other ingredients that are potentially beneficial for bone, joint, immune system and brain health. Considerations such as eye health are also growing in importance in our technology-centric culture, which has many consumers looking at screens for the better part of the day.

The report highlights that while food and drink manufacturers are making use of new research into nutrition and longevity, they are also turning to traditional medicine practices, such as Ayurveda and Traditional Chinese Medicine for solutions.

The trend is starting to be seen in South Africa – mainly in the wellness and fitness arenas, however enriched food and drinks are making their way onto supermarket shelves.


Here are some examples from overseas market:

Geovita Nutrition Good Life Mix grain mix from Italy links goji berries and paprika with anti-ageing

benefits. Brands can also reposition products; for example, US company Fairlife relaunched its 2%

Reduced Fat Ultra-Filtered Milk with DHA Omega-3 in 2018. The dairy drink contains omega-3 fatty acids, which are important for people of all ages.


Crossover has begun between beauty and food and drink with similar functional ingredients being used in products in both categories. Beauty Sweeties are vegan gummy candies from Germany that contain biotin, aloe vera, and coenzyme Q10 – ingredients that are more commonly found in skin and beauty products.

These products are being labeled ‘skingestibles’ as they support skin health and beauty from the inside out.

Chemgrit Food is constantly monitoring trends such as these in order to supply customers with relevant and up-to-date ingredients.

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