Trend Alert: Period Food

CATEGORY / Food & Beverage TAGS / functional food, menstruation, period, trend alert Fractals LAB / Gourmand DATE / September 26, 2021

TREND DEFINITION:

Eating the right food to deal better with one’s menstrual cycle. 

TREND HISTORY:

At the beginning of the year we underlined the correlation of the Aquarius sign with all kind of loops, including cycles and blood circulation. As an evidence of that, the menstrual wellness trends are set to be huge: from finding the right tampons from your first period to eating the food that best helps relieve period pains, the debate around menstruation is impacting several contexts, from politics and economy, up to technology, beauty, sustainability.
Brands and media are encouraging honest and accurate conversations around menstruation: recently this year, Pantone worked with INTIMINA, a Swedish company that produces menstrual hygiene products, to debut a new red shade named “Period”, as part of INTIMINA’s new Seen + Heard campaign.
Plus, Covid-19 seems to have impacted women’s cycle more than expected, giving rise to open discussions around disorders and pain associated to the cycle and how to approach to this condition in a more natural way.
Blood-based diets are not new, but now the blood attention is embracing its most feminine accent, so we think that “blood” and “diet” will soon be period-related in the mindset of women consumers.
Period friendly diets are increasing in popularity, and so the professional figures around that: period coach and hormone nutritionists are educating women around their hormonal wellness and promoting specific food or  diets to better sync with one’s menstrual cycle.
The trend is driven by the spread of the  Global Functional Food Market, which was valued at USD 176,518. 97 million in 2020 and is projected to reach $259. 7 billion by 2027

TREND EVIDENCES:
Seed cycling
is a regimen that involve eating various seed types at the various stages of one’s cycle. For example, in the follicular phase (days 1 to 14) flax seeds and pumpkin seeds are recommended on the basis that they help to boost estrogen production. After that, during the luteal phase (days 14 to 28), pumpkin and flax seeds should be swapped out for sunflower seeds and sesame seeds to help the body boost its progesterone levels. The idea is that each type of seed will help to alleviate some of the less pleasant side effects of period, but it’s all about finding the right balance for everyone, as proposed by companies like Food Period . 

Cycle syncing  is a practice that alter your diet and exercise routine (and other lifestyle factors like your social calendar) around different phases of the menstrual cycle to support and optimize the general health. Often in combination with the Seed-based variant mentioned above, this practice involve not only a specific nutrition but imply a total change on one’s lifestyle. Some cycle-sincing facilitators link the food and the routine to the Moon’s cycles (as happened in 2017 with the “moon eating” trend), while some brands have focused on the workout implication of syncing, with Nike creating a collection of  workout routines centered around this habit. #cyclesincing videos on TikTok already count more than 20 M visualizations.

PMS diets are the hottest topic since quarantine.
According to the study cited in Premenstrual syndrome: Impact of COVID-19 on Women”, since the beginning of the pandemic, 18 percent of US women who experienced low mood, anxiety, and/or significant stress reported missing periods, whereas 13 percent of those who did not experience these mental health symptoms reported missing periods as well; more than half of those surveyed reported that premenstrual syndrome (PMS) symptoms have worsened.
The PMS nutrition relies on mood boosting food (another trend that is already ruling consumer’s beauty choices right now) to help the brain to manage the mood symptoms of Premenstrual Syndrome or PMDD (Premenstrual Disforic Disorder), a mood disorder that affects 3% to 8% and that is generally more severe than premenstrual syndrome (PMS).
As these disorders or pains are said to be related to an interaction between hormone fluctuations and neurotransmitters that regulate mood, this regimen would act primarily on the brain so as to avoid physical symptoms.
 Among the best ingredients that help with this phase we find spices, with turmeric having the highest rate of suggestions.

Some food companies are developing specific products around menstrual health. For example Power Gummies, the indian dietary supplement brand, launched in may ‘That Time of The Month Gummies’ aimed at encouraging women to take care of their menstrual and hormonal health. Born from 12 years old entrepeneur Ayraah Lodha High Five Snacks is an indian brand that helps women on their menstrual cycles to regain lost nutrients & enhance their moods through granolas.
Developed by Kraft Heinz’s newly founded New Ventures division in June, Period  is a cocoa based restful drink designed to support women and their body during the hormonal cycle. According to Heinz’s spokeperson the product had been tested using “social listening tools to gauge interest within specific target communities” and will start to be distributed within this year.

There are even diets not properly born around femcare that are gaining a renewed interest because of their benefits on the overall circulation.
DASH Diet (Diety Approaches to Stop Hypertension), known also as “Heart Diet”, is said to provide a great help also in the PCOS syndrome. Rich in proteins and vegetables, the diet discourages the use of salt and sugar and is among the most trending diets for 2021
Portfolio Diet is another kind of diet fighting bad cholesterol. Created by physician Dr. David J.A. Jenkins – who’s also credited with developing the concept of the glycemic index (GI) –  it ​​is associated with lower risk of cardiovascular disease in postmenopausal women.

TrendAlert_PeriodFood
Curious to know more about this trend? Write to us at info@fractals.it and ask for an in-depth report!

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