Creatine is getting more Google searches than collagen. Social media attention is soaring. Food and beverage brands from Portugal to Costa Rica to America are debuting beverages and foods that combine the benefits of protein with creatine. Interest is widening beyond gym-goers, with young women driving much of the growth. The benefits are also going wider, with cognition and menopausal health increasingly substantiated by science. This Strategy Brief sets out concisely what you can realistically do with this opportunity: who are the target consumers, what are the growth prospects for which categories, and what are the risks. 

The purpose of this report is to help you be the best-informed that anyone in our industry can be about the most important growth trends in food, nutrition and health – and what strategies you can use to create success for your business with those trends.

Over the years that New Nutrition Business has been tracking the business of food & health we’ve seen plenty of over-hyped “opportunities” come and go – too often taking with them a huge amount of companies’ money (most recently, the plant-based trend).  So to mark our 30th anniversary issue, we departed from our usual format to deliver something a bit different by exploring three opportunities currently being talked up in the industry – Healthy Ageing, GLP-1 and Food as Medicine. Our regular customers liked it so much that we have decided to make it more widely available as a Strategy Briefing.