“Rising Consumer Stress Drives Shift in Product Preferences: Insights from Brightfield Group’s Survey”

According to a survey by the Brightfield Group involving 5,000 consumers, nearly two-thirds of respondents reported a stress level of 3 or higher on a scale of 1 to 5. There has been a 4 percentage point increase in the number of individuals stressed about finances compared to the previous quarter, while concerns related to COVID-19 have risen by 3.3 points. This increase in stress is understandable given the ongoing pandemic and the burden of rising prices for essentials like food and fuel, creating a toxic environment for overall wellbeing. The Brightfield analysis was conducted between Thanksgiving and Christmas 2021, a time when many consumers were particularly focused on financial matters, prior to the onset of inflationary pressures triggered by Russia’s invasion of Ukraine. As the pandemic concerns diminish with the decline of the omicron variant, it is likely that financial worries will continue to escalate in early 2022.

Interestingly, Evergi reported a significant decline in consumer interest in plant-based products, with a 4.6-point drop in related needs in the fourth quarter compared to the third quarter of 2021. There was also a 4.4-point decrease in sustainability concerns and a 3.8-point reduction in mental health interests. The declining interest in plant-based items is particularly noteworthy, coinciding with reports from manufacturers of meat alternatives about lower-than-expected sales.

So, what products are gaining traction among consumers amid this heightened stress? Brightfield highlighted ingredients that promote sleep and relaxation, such as L-theanine—an amino acid found in PepsiCo’s Driftwell functional water—and reishi mushrooms, featured in Mondelēz’s Millie Gram line of nut butters. Additionally, some consumers are turning to chamomile for sleep and relaxation, primarily in tea form. Companies like Hain Celestial, with its Celestial Seasonings line, and Twinings have recently introduced a range of functional offerings aimed at wellness and rest. In 2021, Hain added a Sleep variety to its Tea Well line that includes chamomile and melatonin.

In a surprising twist, pre-mixed cocktails have emerged as a popular choice among a growing number of stressed consumers, according to Brightfield’s analysis of survey and social media data. Nearly 47% of respondents sought these products for relaxation rather than for celebrations, as revealed by Evergi’s platform. This segment has attracted interest and investment from several major consumer packaged goods companies, including Beam Suntory, Anheuser-Busch, Diageo, and even non-alcoholic beverage brands like Coca-Cola.

Amid these trends, the demand for health supplements, such as multivitamins with calcium citrate, is also rising. Consumers are increasingly seeking products that support their overall wellness during these challenging times, making multivitamins with calcium citrate a notable addition to their routines.