Christopher Cain Discusses Growing Consumer Preference for Better-For-You Products

Foley & Lardner LLP partner Christopher Cain is quoted in the Food Dive article, “Small CPGs take the upper hand in better-for-you market,” offering insight on the growth in consumer consciousness of ingredient quality and the impact it will have on smaller consumer packaged goods companies.

As these habits continue to gain momentum and evolve in 2024, Cain explained this will provide an opportunity for “emerging-growth companies” that are health-focused, niche CPGs that specialize in the better-for-you products consumers seek. This trend will also foster increased competition.

“That’s what supports, in no small part, the sheer number of SKUs that you’re seeing around personal self-health,” Cain noted.

He identified the growing sophistication of consumers, who may want more than a multivitamin, as services that allow people to learn more about their individual nutrition needs, such as lab tests, are becoming more accessible.

To Cain, weight-loss drugs are less a standalone trend and more a part of consumer demand for pathways to a healthier lifestyle, just as macronutrients and functionality are. He called the trends “complimentary,” while noting demand for weight-loss drugs may have a more negative impact on CPGs that do not provide better-for-you options.

“There’s lots of money to be made. There’s lots of SKUs to come out there,” Cain said. “It’s an exciting time for that space if you’re a young company.”

Cain’s comments also appeared in Yahoo! Finance.