Share of new FMCG products positioned with emotional and mental wellbeing claims.

Emotional and mental wellbeing is becoming not only a social issue but also a prominent area of FMCG product innovation. 

However, different categories interpret it in different ways.

Among new products claiming to reduce stress, 87% belong to the beauty and personal care category. This category also accounts for 64% of launches positioned around relaxation.

Hot drinks have chosen a different territory. They represent 42% of new products claiming to enhance mood and 59% of those associated with healthy sleep. This makes sense: a drink can easily become an evening ritual, a pause or a moment of recovery.

Consumer health products are most prominent in antioxidant positioning, accounting for 37%, while beauty and personal care products represent 49%.

Interestingly, mood enhancement is the most widely distributed claim, appearing across hot drinks, soft drinks, packaged food and other categories.

For brands, this means functional benefits alone are no longer enough. Products increasingly need to fit into consumers’ emotional routines.

Such claims can help brands define their role in everyday life more precisely. But they also raise the bar for credibility: consumers need more than appealing words on a package. They expect a clear and believable outcome in a specific consumption occasion.

Where is the line between genuine value and a marketing promise?

Data processed by Media Systems