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The growing appeal of nutrient-dense food claims

Nutrient-dense claims are rising as consumers reject the “empty calories” of UPFs in favour of products that provide meaningful nutrition with every calorie, Mintel data shows.

Driven by the US, food and beverage launches with nutrient-dense messaging are on the rise, according to the market research agency’s report Nutrition Watch: Nutrient-Dense Claims.

“In 2017, Mintel predicted that nutrient-dense claims would become important, and the need has continued to gain momentum,” wrote Stephanie Mattucci, director of food and drink/purchase intelligence at Mintel.

The reason for this momentum, she explained, is consumers’ growing preference for healthier choices, “especially as conversations about ultra-processed foods (UPFs) and GLP-1s are putting nutritional quality in the spotlight”.

Better-for-us food systems start with the soil

“Better-for-us” food systems are designed to deliver benefits not only for people, but also for the planet. For many consumers, eating nutrient-rich foods starts with how crops are grown, not just what is purchased at the supermarket. #

As Mattucci explained, “the quality of the soil directly affects the nutritional content of the crops grown in it”.

This perspective resonates in Germany, with around half (45%) of consumers agreeing that growing food in a way that promotes good soil health makes it more nutritious, Mintel figures show.

But soil health is about more than nutritional content. Heavy metals, such as arsenic, lead, mercury, and cadmium, can find their way into the food system through agricultural practices and industrial processes.

Their accumulation can decrease plant yields and present serious health risks for people. As such, heavy metals in soil are becoming a growing and justified concern for consumers and regulators alike.

A January study by the Clean Label Project found that 47% of 160 protein powders tested in the US exceeded safety thresholds for heavy metals.

Similarly, in 2024, the discovery of elevated lead levels in ground cinnamon prompted the US Food and Drug Administration (FDA) to request recalls from six processors.

Hand in hand: Nutrient-dense and ethical or environmental claims

More than half (52%) of food and drink launches globally positioned as nutrient-dense also carried an ethical or environmental-related claim, according to Mintel.

Mattucci pointed to several finished product examples demonstrating this. In the US, Revival Einkorn launched seed and sea salt sourdough crackers made from einkorn, a type of non-hybridised nutrient-rich wheat.

The wheat contains 14 chromosomes, compared with the 42 found in hybridised wheat, resulting in a simpler genetic makeup and less complex gluten protein, which makes it easier to digest.

In Australia, the brand Amazonia launched its snap-frozen wild blueberries, which are more nutrient-dense than standard blueberries, as well as being higher in fibre and vitamin C.

In June, the US brand Big Picture Foods brought its organic, regeneratively farmed, sun-ripened banana peppers to the market. Picked at the peak of harvest, the peppers are fermented in a salt, water, and vinegar brine, combining nutrient density with sustainable practices.

Protein and fibre offer consumers nutrient-dense meal options

Mattuci also highlighted the growing number of products launched carrying both high-fibre and high-protein claims.

According to Mintel’s Global New Product Database (GNDP), many sweet snack products now feature this claim combination.

In September, the UK nut butter brand Pip & Nut released its peanut butter-stuffed oat bar, containing six grams of protein per bar and 32% wholegrain oats.

In Poland, Greenergy Natural launched a sugar-free, “creamy butter flavour” protein cookie, made with soy protein concentrate and enriched with expanded millet.