Dietary and Lifestyle is not a new category, or at least it’s not necessarily full of new and unknown products. Instead, it’s a fresh formulation of how to see a section of the store – and perhaps even the store overall. It comes from shopper attitudes and habits that communicate how to group together items in a different manner – and in a way that could boost merchandising possibilities and sales for the retailer.
Diet is about food and nutrition, for example, but it’s also about health and brands, feeding into lifestyle, which is about nutrition, too, but also (and perhaps even more so) about appearance – specifically healthy and of course “stylish” appearance. It’s about looking and feeling good due to the products you consume and use or swear by. But it is not simply about health, energy and sports – it's about image and enjoyment (of oneself, friends and life), perhaps strength and youthfulness: but not necessarily or only those things, either. It’s also about sophistication, image and self-projection.
All these things mean that the category is fairly plastic and reshapable, and in constant evolution as tastes change, as one trend gives way to another, and as new and different products are released.
You might think that it is a non-essential category, to be sacrificed if shelf-space is limited, yet people purchase items very often not out of necessity but according to how they think something will make them feel or enhance their image. That might involve wanting to be slimmer, or more glamorous, or appearing more fit and muscular – who knows?
The key is to recognise the qualities an item communicates to the consumer and the promises of improvement with which it entices them.
That's to say, Nutrition and Lifestyle is a quintessential impulse category. It can range from protein products and supplements, including even baby foods, to confectionery brands and fashions, to soft drinks, artisan and local products, brands boasting ethical and ecological stories, and health and hygiene products.
Sweet as you are
Since we mentioned confectionery, let’s start with the example of chocolate. Cocoa prices are soaring, so chocs are all up in price. Perversely, this does not disadvantage the premium lines, and may even help them if the brand image fits, and those such as Tony’s Chocolonely, Ritter Sport, Nestlé and Mars Wrigley, are among the most sustainable chocolate companies, (according to the chocolate Scorecard initiative co-ordinated by Be Slavery Free, an Australian coalition campaigning against modern slavery) - which adds to their lifestyle appeal.
In fact, Tony’s Chocolonely – probably the most expensive and well-known for its ethical supply chain and manufacturing – scored highest, receiving the Chocolate Scorecard’s Good Egg award, a powerful “lifestyle credential” for the customer purchasing a bar of the good stuff: they can feel it says something about them.
Mars Wrigley, which produces the Mars bar, Snickers, Twix, Maltesers and Milky Way, was recognised for its work supporting gender equality – something the company is proud of, and which also provides great merchandising leverage in the lifestyle category.
Galaxy continues partnership with Young Women’s Trust to break down barriers in the workplace
Harper McConnell, global vice president-cocoa sustainability at Mars Wrigley, said, “At Mars we understand that advancing gender equality is vital to helping to improve the cocoa sector. Empowering women farmers helps strengthen cocoa-growing communities while helping to increase household incomes and preserve forests."
Likewise, trends in the lifestyle area can also take a powerful hold. One latest craze is for “Dubai-style” chocolate (also far from cheap!), that recently arrived here and could be the herald for a set of fashionable Mid-East skus entering the lifestyle section.
Shoppers have been clearing the shelves of the “Dubai” chocolate, which is filled with pistachio and the Arab dessert Knafeh – a shredded crispy pastry.
It was only created in 2021, but the flavour has proven popular with UK shoppers. Lindt offers bars of the product, which contain 45 per cent pistachio and Kadayif pastry, and were launched in the UK last December following a viral TikTok episode sparked by Dubai chocolatier Fix Dessert’s “Can’t Get Knafeh of It” tablet.
The Arabic chocs have now been followed by another Eastern-inspired offering – the Saudi Arabian date-based Milaf Cola.
Milaf Cola, the world’s first date-based soft drink, has announced its entry into the UK, and will be available to buy from May.
Crafted from Saudi Arabia’s most prized fruit, the drink is already gaining a lot of traction online, with some customers travelling to Saudi Arabia just to try the drink. Many are calling it the next Dubai chocolate, but in drink form. The premium beverage blends tradition with innovation, while offering a unique and natural sweetness.
Milaf is backed by the Public Investment Fund, the sovereign wealth fund of Saudi Arabia and publicity states that the brand is bringing the rich nutritional benefits of dates to a wider audience in a modern and convenient format – the perfect example of nutrition and lifestyle intersecting, with the drink designed for mainstream consumers as well as health-conscious individuals.
“Saudi Arabia is making a powerful impact globally across sports, entertainment, and culture, and it is time we showcase that same level of excellence in the FMCG sector. With Milaf, we are bringing a Saudi-made product to mainstream UK consumers, proving that Saudi brands can compete and lead on an international level,” Zayd Idrissi, director of UK operations and distribution at Milaf Cola, said.
Pump it up!
Of course, nutrition in shorthand means protein, and another recent phenomenon across the channel has been the explosion of this kind of fusion food – not gym-bunny style powders, but refreshing soft drinks and milkshakes, snack bars and even candy, that sells on the percentage of protein contained within, and the performance and health benefits that accrue.
“The Sports Nutrition category is a huge category in the UK and is absolutely key for convenience retailers,” says Matt Stanton, Head of Insight at DCS Group – distributors of Slimfast, Grenade protein bars, and ON (Optimum Nutrition) milkshakes.
The total category is worth £1.1bn in the total UK and has been growing at +19 per cent annually, he explains. In grocery retail, protein bars and shakes are worth a combined total of £230m, growing at +7.5 per cent, and is worth a very healthy £29m in the impulse channel.
“Protein bars and shakes over-index in the convenience channel. Independent convenience stores take 13 per cent share of the category (£29m vs. £230m in the total UK), significantly higher than in most other grocery categories," adds Stanton
“Protein is on-trend, with new products appearing regularly across the grocery market. Protein is an essential part of a healthy diet, and many people are not consuming enough. High protein snacks and shakes are a convenient way to increase protein intake.”
Grenade is now the number-one UK protein bar, with a 57 per cent share (a massive 73 per cent in convenience). Meanwhile, Slimfast remains the UK’s number one weight management brand with 74 per cent share.
Protein and losing weight go together, so one more it is both health and appearance (lifestyle, self-perception) catered for in a single product.
As a result of the popularity of such products, there is now a variety of choices available to stock.
Nurishment, a milk-based drink enriched with vitamins, minerals and at least 17 grams of protein, can be used to kick-start the day, as a "top-up" for busy people who have missed a meal, or for those who just need a tasty, nutritional boost. It is now available in price-marked-packs in the convenience channel in four original flavours: vanilla, banana, strawberry and chocolate.
"It is the perfect rejuvenation drink when you are feeling a bit low on energy, and we wanted to add even more value to Nurishment by introducing a PMP for March of £1.39 for our four original flavours,” said Dorota Dziedzic, Brand Manager at Grace Foods UK. Previously available only as a can it now also comes in a convenient 330ml resealable bottle.
Müller Yogurt & Desserts and nutrition brand Myprotein have recently strengthened their partnership by extending their collaboration portfolio with two new products – a move that sees the businesses further expand into the chilled yogurt and potted desserts protein segment (which is growing at almost three times the rate of the category).
The new yogurt and protein shake skus tap into the potential for additional growth by combining Müller’s reputation for fun with Myprotein’s expertise in sports nutrition.
The new ready-to-drink protein shake is available in chocolate and strawberry flavours, packs 25g of protein per 385ml serving, and is low-fat with no added sugar (RRP £2).
In addition, the new Müller x Myprotein CRUNCH yogurt comes in a convenient "top hat" form to be eaten on-the-go, containing 20g of protein per 180g pot, and comes in two flavours: a strawberry yogurt with chocolate granola, and vanilla yogurt with chocolate crunch balls (RRP £1.89).
As the surge in demand from health-conscious consumers for convenient, tasty and protein-rich dairy products continues to grow, the new HFSS-compliant products provide high-protein options which are also packed with flavour, aimed at driving category growth.
“Over the last year we’ve been laser focused on continuing to optimise our health and nutrition range, and the unique partnership we launched with Myprotein last year has been key in this ambition," said Richard Williams, CEO of Müller Yogurt & Desserts.
Additionally, RTD protein brand UFIT has announced it is relaunching its core shake range with a bold new pack design.
The refreshed bottles spotlight UFIT’s accessible lifestyle positioning and premium taste credentials, with colourful, modern visuals designed to broaden appeal and drive cut-through as the category becomes increasingly mainstream.
Rolling out first across UFIT’s 25g (330ml) and 50g (500ml) shakes, with 22g and 20g variants to follow later, the design update reflects UFIT’s commitment to standout shelf presence.
“As the protein category evolves, UFIT is proud to lead the charge with a design that speaks to real-life health shoppers,” said Angie Turner, Head of Marketing at parent, Lacka Foods.
“What sets UFIT apart is our inclusive approach. Unlike many competitors who focus heavily on sports nutrition and target ‘young men who gym’, we position ourselves as a brand for everyone.”
Even regular products are getting a boost, a leading example being the recent announcement from Kelloggs that its new High Protein Bites will soon be available (in July) in Choco Hazelnut flavour. High in fibre, non-HFSS, and with 21 per cent plant-based protein.
A growing trend for more protein at breakfast time is showing up in more cereal products calling out protein benefits on pack – up by 23 per cent in the last year.
“We understand the benefits of a protein rich breakfast to help kick start your day, and we know this is something our shoppers are looking for too,” said Lejla Damon, Senior Activation Brand Manager.
Each 400g pack has a recommended retail price of £3.50
Supplemental stuff
The general uptick regarding everyday health concerns, which got a big boost with the pandemic and has left a great deal of interest and demand in maintaining "glossiness” and physical bounciness.
Vitamin company Vitabiotics has been very busy in this field and has expanded its Wellteen range with the launch of new Wellteen Multi-vitamin Gummies for Him and for Her.
The comprehensive multi- vitamin gummies are specially formulated for the lifestyles and nutritional needs of teenagers.
Vitabiotics says that just 10 per cent of boys aged 11-18 in the UK consume their recommended five-a-day, and nearly 50 per cent of girls in the same age group have insufficient iron intake, Wellteen Multi-Vitamin Gummies aim to help bridge nutritional gaps and support teenagers’ overall health.
Wellteen Multi-vitamin Gummies for teenagers aged 13-19 provide 17 tailored nutrients, including iron, zinc, and vitamin D. The gummies are available in two varieties: Wellteen Him (mixed berry & cherry flavour) and include L-carnitine and Wellteen Her (mixed berry flavour) includes 14mg iron (per three gummies) plus cranberry extract (RRP £14.50 for a 60-gummy bottle, one-month supply at 2–3 gummies daily).
Supplements also come in liquid form, and Plenish has announced three new wellness shots as it continues to develop the category, including Kids Shots as a category-first, Ginger Energy providing a balanced energy lift from vitamins C, B6 and iron, plus natural caffeine, and a new redesigned format with 420ml multi-serve Dosing Bottles.
The shots category is seeing unwavering growth and is predicted to grow in value from £42 million RSV to £115 million RSV by 2027. Plenish is continuing to drive the category growth with innovative additions to its existing range of shots, which respond to the growing number of consumers who are investing in their health and wellbeing.
Plenish is introducing Kids Shots as a UK-first in the category as it reaches new audiences with a tasty, nutrient-packed 60ml vitamin shot designed to support the growth and development of children aged between 4 and 11. Plenish Kids Shots are available in two flavours: Berry and Mango and are fortified with essential vitamins and minerals while containing no added sugar or preservatives. The vitamin shots contain 100 per cent of a child’s recommended intake (RI) of vitamin D for bone health, 100 per cent RI of vitamin C for immune support, iron for cognitive development and zinc for additional immunity.
At the point where nutritional boosts grow closer to lifestyle bliss, Unconform, a pioneer within the UK’s burgeoning cold brew movement, is broadening its flavour horizons this May with three stylish, vegan brews that blend the sublime taste of quality Arabica beans with healthier-living nootropics: a Flat White with Ashwagandha, Ginkgo Bilboa and Vitamin 12; a Salted Caramel Latte with Inulin and Turmeric; and a Mocha with Niacin and Biotin (all £2.49 RSP, 250ml)
Cold brew, one of North America’s most vibrant food lobbies, is a small but bustling £10m drinks category in the UK that is nevertheless predicted to climb beyond £29m by 2027. Seen by many as a natural, more sophisticated alternative to mass market energy drinks, this is a smoother, less bitter tasting coffee vision that doesn’t rely on sugar to showcase the complex nuances of coffee.
It is building an enviable head of steam within younger coffee-appreciating audiences looking for a mid-morning/after lunch pick-me-up or a credible evening alternative to alcohol.
"Although our first foray into cold brew coffee (Impact Coffee) proved very successful, quickly gained traction online, within top end delis, convenience stores and even blue-chip retailers like Holland & Barrett; we knew that this was merely the opening salvo within cutting-edge cold brew innovation," said Unconform’s Yusuf Amanullah. "Unconform identifies the scope for supercharged cold brew beverages to go the extra distance as the perfect host for beneficial vitamins, spices and plants to create oat milk coffee with authentic wellness upsides.”
Unconform’s leading edge Flat White seeks to improve focus and concentration, the Salted Caramel champions superior gut health, whilst Mocha bolsters all-important external aesthetics, including better hair, skin and nails.
So, there we go again: diet (nutrition) and lifestyle coming together as one.
Nearer the other end of the hormonal trajectory for supplements, Vitabiotics has also launched Wellwoman Perimenopause.
Wellwoman is the UK’s No 1 women’s supplement brand and intelligently address the most important areas of women's health, such as the monthly cycle, energy release, as well as brain, eye and heart health. The range is targeted to specific life stages, including 50+ and 70+ years of age, as well as lifestyle choices, such as Wellwoman Sport and Wellwoman Vegan.
The new Wellwoman Perimenopause joins the Wellwoman range for women who recognise that they may be in the perimenopause life stage and are seeking support from a trusted supplement brand.
It is estimated that there are around 13 million women who are currently peri or menopausal in the UK, which is equivalent to a third of the entire UK female population.
Wellwoman Perimenopause contains 25 nutrients, including specialist nutrients Ashwagandha, Soya Isoflavone, Green Tea and Sage Extracts; plus vitamin B6 which contributes to the regulation of hormonal activity and supports the reduction of tiredness and fatigue; vitamin C to support normal energy release, magnesium, zinc and vitamin D which contribute to the maintenance of normal bones; iron and iodine which contribute to normal cognitive function.
A closer, classier shave
The lifestyle and health/hygiene overlap is perhaps perfectly encapsulated by Wilkinson Sword’s latest forays into epic smoothness and smells.
As part of the lifestyle aspect, the 250-year-old shaving brand (part of the Edgewell Personal Care portfolio), is moving into the male grooming category with the launch of its new pre- and post-shave grooming range.
The £46 million shave prep market presents the perfect opportunity for Wilkinson Sword to drive innovation and growth. Currently, 42 per cent of UK men use inadequate prep – or none at all – and 67 per cent of shaving prep users are over the age of 45. As a trusted expert in the category, Wilkinson Sword is well-positioned to boost penetration by recruiting younger customers.
The new range directly addresses key purchase drivers for men seeking pre- and post-shave products to address skin-related issues such as getting a closer shave, skin irritation and comfort, while offering these solutions at an accessible price point.
Wilkinson Sword’s prep products are dermatologically tested and alcohol free. With ingredients that care for sensitive skin, including Pro Vitamin B5 (shaving foam and gel) and Vitamin E and Argan Oil (after-shave lotion), the range provides users with the ultimate kind-to-skin shaving routine. The range includes Shave Foam and Shave Gel (both 200ml, RRP £3.00) an After Shave Lotion (100ml, RRP £5.00) The range packaging boasts a life-stiley sleek green and matte black colour scheme, strengthening Wilkinson Sword’s brand identity across its product range and boosting visibility on shelf.
And for women, Wilkinson Sword Intuition, the shaving brand with intuitive tools for hair removal, has announced the launch of "Any Hair, Anywhere" – a new brand campaign to make hair removal feel real and relatable.
The new lifestyle- and hygiene-inflected campaign will see the brand bring a refreshing take on the category and “embrace the messy, intimate and ridiculous realities of shaving as a woman” as Wilkinson Sword Intuition looks to connect with modern women through an honest portrayal of their relationships with body hair – wherever it might pop up.
“With our latest Wilkinson Sword Intuition campaign, we’re flipping the script on outdated beauty rules and highlighting the real behaviours attached to women’s shaving habits,” Katharine Goodchild, Business Director North West Europe at Edgewell Personal Care, commented.
“Traditional shaving ads have typically highlighted shaving as either a ‘spa moment’ or a political statement – but the truth is, hair grows everywhere, and every woman’s relationship with it is personal.”
Underpinning the new brand positioning is Wilkinson Sword Intuition’s range of intuitive tools which are designed to work in harmony with women’s bodies for a safer, easier shave.
It is the perfect impulse addition to the lifestyle and nutrition shelf, and the skill will be into shade and integrate the products, so they appear complementary in a practical and psychological manner to shoppers concerned about their (healthy) appearance.
Don’t forget ...
... the traditional and the basic. Much of health and lifestyle can also be represented the rustic, artisanal and natural. It is just as much the feel of the store – the aroma of fresh, home-baked bread, great fruit, veg and local products, attractively presented – that can make customers feel good about themselves and optimistic about life – and therefore ready to spend impulsively on products that reinforce those feelings.
Just as an example, the British Egg Industry Council has launched a major new campaign demanding food businesses drop dual standards on egg purchasing and Back British eggs – local, free range and with the creamiest of yellow yolks.
Spearheading the new campaign is a manifesto for change which calls for food businesses to stop using imported eggs in food made in the UK.
In an open letter to the food industry introducing the “Manifesto for Eggcellence”, British Egg Industry Council Chairman, Mark Williams, highlighted that British shoppers are very clear about where they want their eggs to come from, and called on the food industry to stop using different standards and back British.
He said, “It means being proud of your sourcing, putting shoppers first, and embracing world-leading food safety assurance and supporting farmers.”
Eggs are just – like all the products we have looked at here – good for you in more ways than one: for the body, and for the soul, too.
