Major NPD Opportunities in Intermittent Fasting
It’s no longer a new trend. According to the International Food Information Council Foundation, this is actually the most popular type of diet.
Stats show that the term “intermittent” is used 52 times an hour on Instagram. According to VitalityPro, it’s the top diet term searched in the entire world.
What are its reasons and how can food manufacturers benefit from it?
Why does intermittent fasting appeal to consumers so much?
Its strong link to weight loss has made intermittent fasting a worldwide phenomenon. It is not surprising that advocates such as Jennifer Aniston and Chris Hemsworth, along with the late Dr Michael Mosley have championed it.
“I had diabetes type 2, hypertension and high blood sugar. I lost nine kilos, my blood glucose returned to normal, as did my cholesterol, fats, and blood pressure. I’m a diabetic, said Dr Mosely. Dr Mosely: “I lost 9 kilos and returned to normal blood sugar, blood cholesterol, blood fats, and blood pressure. I was also introduced to intermittent fasting, by a leading neuroscientist. All of these things contributed to changing my life.”
But Dr Mosely was quick to point out that “what you eat is just as important as when you eat” and here comes the role of food and beverage industries.
Despite some adverse health effects, intermittent fasting is a popular way to lose weight.
How can F&B NPD be used?
Over the next decade, it is expected that the market for intermittent fasting will grow by a CAGR 15.7%. The overall weight-management market is predicted to grow by 9.7% CAGR during this period.
We can expect an increase of this diet regime, says Jade Mihalicz a researcher for the supplement company VitalityPro. The increase of apps, along with social media influencers will spur on further growth.
Brands of food and beverages have an opportunity to develop meal plans that are suitable for those who practice intermittent fasting. This is especially true for people following the 5:2 Diet, where the fasting days require careful calorie tracking.
Brands have a huge opportunity to create new products that provide essential nutrients to adopters to help them maintain a balanced and healthy diet.
Christina Vetter, founder of the gut-health brand Zoe, says that when you are not fasting it is important to consume a varied and healthy diet. High-quality protein and fibre can make you feel satisfied for longer.
Some smaller brands are already heavily invested in this trend.
ProLon has launched an array of food and drink products to help with fasting. Snack bars, soups shakes and spreads are just some of the choices.
Even diet brands like Slim Fast that are associated with specific weight loss methods (“a shake at breakfast, another for lunch, and then a dinner proper”) have adapted to the popularity of intermittent fasting.
Sarah Lombard is the senior brand director at SlimFast. She said, “We recognized a demand for products available nationwide that provide solutions to assist people during, before and after their fast.” These new products are designed to meet the needs of people where they’re at and provide them with simple, intelligent and satisfying solutions for practicing intermittent fasting.
The best time to invest in food and drink brands that promote intermittent fasting is yesterday. But the second best time to do so is right now.
Intermittent fasting: Types
- Fasting for at least 12 hours a day and then eating the rest of the time is called ‘time-restricted Eating. The 16:8 diet is a popular method that includes a 16-hour daily fast followed by an 8-hour window for eating.
- Die 5:2-Diet: On the other 2 days, you restrict your calorie intake from 500 to 600 calories.
- Eat Stop Eat: A 24-hour fast is required once or twice per week.
- This diet aims to have you fast every alternate day.
- This diet consists of eating small portions of fruits and vegetables at daytime and a large meal in the evening.
