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  • Author: Amy Bond, Assistant Librarian and Information Specialist, Bord Bia – The Irish Food Board

    Food for the Time of the Month

     

    Bord Bia’s Functional Food Playbook noted that the global functional food market is predicted to be worth over €250 billion by 2023 (Bord Bia, 2019). According to a recent article from Mintel, one area that may offer a slice of this market is products targeted at helping women cope with the symptoms of PMS, or premenstrual syndrome (Mintel, 2020).

     

    Consumers are increasingly open about discussing their health and bodies, and women no longer feel as self-conscious about acknowledging the impacts their periods can have on their lives. This has seen a shift in tone from the manufacturers of female sanitary products, who once may have been coy about the realities of their own products. Body Form’s Blood Normal campaign took a stand against the stigma around periods (Bodyform, 2017), and Tampax’s latest ads have taken a very direct approach with their call to “get them up there girls” (Tampax, 2020). Food and drink brands should also feel free to directly address these issues and how they can support consumers.

     

    Women are also developing a greater understanding of their bodies. Bord Bia’s Health and Wellbeing consumer lifestyle trend discusses how consumers approach the optimisation of various body systems (Bord Bia Consumer Lifestyle Trends - Health and Wellbeing, 2020), often through the use of technology, and the menstrual cycle is no different. Lots of women now use apps to track their cycle, and are aware of their body’s different needs at different stages.

     

    When it comes to PMS, the symptoms are both physical and emotional. There is still research to be done on how food and drink may help alleviate these, but Mintel notes that the The American College of Obstetricians and Gynaecologists do advise that diet can be beneficial (Mintel, 2020). There have been a number of hot drink launches around the world which claim to offer physical relief, like Susaron Cinnamon Infusion Tea for menstruation from Spain.

     

     

    Chocolate is considered a traditional craving at this time, and some manufacturers are adding ingredients that can further help with mood. An example below is Chock #SemCulpa TPM Alívio Chocolate Ball from Brazil.

     

     

    As consumers’ knowledge of various aspects of their health and bodies continues to grow, they will turn to food and drink for personalised nutrition solutions for various issues. Food and drink producers may find opportunities to target men and women at various stages of their lives. However, the benefits need to be real, and the communications should open and honest.

     

    References:

    Bodyform, 2017. Blood Normal. [video] Available at: <https://www.youtube.com/watch?v=QdW6IRsuXaQ> [Accessed 25 May 2020].

    Bord Bia, 2019. The Bord Bia Functional Food & Beverage Innovation Playbook. [online] Bord Bia. Available at: <https://www.bordbia.ie/globalassets/bordbia2020/industry/insights/consumer-insights/functional-food-and-beverage-innovation-playbook-june-2019.pdf> [Accessed 25 May 2020].

    Bord Bia Consumer Lifestyle Trends. 2020. Bord Bia Consumer Lifestyle Trends - Health And Wellbeing. [online] Available at: <https://www.bordbiaconsumerlifestyletrends.ie/> [Accessed 25 May 2020].

    Mintel, 2020. Combat Premenstrual Syndrome With Functional Food. Mintel. Available at: <http://www.mintel.com> [Accessed 25 May 2020].

    Tampax, 2020. Tampax: Tampons & Tea. [video] Available at: <https://www.youtube.com/watch?v=9X0LpyXMnjg> [Accessed 25 May 2020].