Consumer demand for healthier and natural products is growing, as they adopt alternative diets and become more health-conscious.

“…The Trend Driver Wellbeing and its Nutrition Pillar shape consumer behavior. We will see more brands use superfoods and other fortified ingredients that support lifestyle changes,” said the Market Intelligence Digest, an online publication of the Department of Trade and Industry-Export Marketing Bureau (DTI-EMB).

The report said this trend has pushed brands to adapt to this demand by adding natural, organic, and beneficial ingredients to their offers.

Brands are joining emerging ingredient trends, such as the use of pea protein and other superfoods, it added.

The report thus sees an increase in the launch of healthy snacks and indulgent products to promote healthier lifestyles without compromising on taste.

These offer consumers more alternatives to choose from, especially to those looking for more innovative plant-based alternatives.

“These will allow consumers to improve their health by supporting their digestive system or even manage their emotions, reducing stress and anxieties. With an increase in the adoption of plant-based diets, we will see the creation of more natural and healthy, yet indulgent, products,” the report added.

For one, Nestle is making available YES! snack bars with pea and nut protein in European countries including the United Kingdom (UK), Germany, the Netherlands, and the Czech Republic.

The new YES! bars contain 10g of plant protein from nuts and peas, high in fiber, no artificial colors or preservatives, and are gluten-free and suitable for vegetarians.