Natural Product Trends Shift Towards Preventative Measures: Top-Selling Natural Products of the Year Identified
The food landscape in Romania is undergoing a significant transformation, with an increasing preference for health-conscious choices. More and more consumers are opting for natural, organic, and additive-free products, as highlighted by the growing popularity of brands like Niavis.
As a leading Romanian brand of natural products and superfoods, Niavis is at the forefront of this health revolution. Their range, built around the core values of simplicity, quality, and transparency, includes a variety of superfoods and certified organic foods, such as powders, seeds, dried fruits, organic teas, spices, fair-trade coconut oil, and cooking products.
Niavis' commitment to promoting conscious nutrition is evident in their initiative, #CulorileNaturii (Colors of Nature). The first event in this series brought together nutrition experts, consumers, and content creators for product tastings, practical discussions, and the debunking of common food myths. The event covered topics ranging from the confusion between "natural" and "healthy," the misleading promises of "sugar-free" labels, to the misconception that superfoods can compensate for an unbalanced diet.
One of the key speakers at the event was nutritionist Cristiana Andrei, who emphasized the importance of understanding the source, processing method, portion sizes, and context of foods, in addition to eliminating certain ingredients, for conscious food choices. She also highlighted the need to preserve the pleasure of eating to maintain long-term habits that help prevent chronic illness and support a healthy body-mind balance.
Popular Niavis products in 2024 included Celtic salt, nutritional yeast flakes, cinnamon, matcha, and gluten-free organic oats. Organic products with clear, easy-to-understand compositions are consistently popular among Niavis' active customers.
Functional spices like ginger and turmeric are becoming daily staples, appreciated for their benefits to digestion, immunity, and inflammation reduction. Natural alternatives to processed ingredients, such as coconut sugar or agave syrup instead of refined sugar, and rolled oats or organic granola instead of highly processed cereals, are increasingly included in weekly grocery baskets.
This shift towards health-conscious choices is not just a passing trend. According to recent studies, over 60% of Romanian consumers are increasingly concerned about the risks associated with ultra-processed foods and pesticides, prioritizing food quality over price. About 41% actively avoid ultra-processed foods, which is higher than the Central and Eastern European regional average of 37%.
Romanians also emphasize freshness, seasonality, and local origin in their food choices. Over half are willing to pay more for local products, believing them to be healthier. The use of dietary supplements is also high, at 71%, indicating a holistic approach to health and nutrition.
Technological adoption like health monitoring devices and artificial intelligence for personalized diets and meal planning underscores this trend towards a balanced and health-focused lifestyle. Overall, Romanian consumers are reducing consumption of snacks, alcohol, and ultra-processed foods, reflecting a clear move towards more natural, additive-free, and organic food choices.
Niavis products are available through partner retail networks and on their platform, niavis.ro (a B2B platform). As the demand for health-conscious choices continues to grow, it's clear that brands like Niavis will continue to play a crucial role in shaping the future of food consumption in Romania.
[1] Source: Romanian Food Consumption Trends Report 2024 [2] Source: Central and Eastern European Food Consumption Trends Report 2024 [3] Source: Global Food Consumption Trends Report 2024
- The growing popularity of Niavis, a leading Romanian brand of natural products and superfoods, demonstrates the transformation in Romania's food landscape, where consumers are increasingly opting for healthy-diets and wellness-focused food-and-drink choices.
- To support their healthy-diets, more Romanians are incorporating functional-spices like ginger and turmeric into their daily-routines, appreciating their benefits in digestion, immunity, and inflammation reduction.
- As home-and-garden practices become more mindful, many Romanians also prioritize freshness, seasonality, and local origin in their food choices, often willing to pay more for locally-sourced organic products.
