In today’s fast-paced world, consumers are increasingly seeking food and beverage solutions that support emotional wellbeing.
The global food and beverage industry is undergoing a transformation, with emotional wellness emerging as a key driver of consumer behaviour. According to FMCG Gurus, 50% of consumers globally now prioritise their emotional health when choosing food and drinks.¹
At this moment, ‘feel-good foods’ have become a standard offering rather than a niche category. These products combine:
- Indulgent flavours like chocolate, caramel and creamy textures that evoke comfort and joy
- Functional ingredients such as postbiotics, adaptogens and botanicals that support mood and stress relief
- Emotional connection through nostalgic or sensory experiences that foster calm, happiness and social bonding
Consumers are increasingly turning to foods not just for nutrition, but for emotional nourishment. Whether it’s a soothing herbal tea or a snack that reminds them of childhood, the emotional experience of eating and drinking is now as important as its physical benefits.
Brands are responding by innovating with multi-sensory formats, personalised wellness offerings and storytelling that resonates with consumers’ emotional needs. Packaging design, aroma and even sound are being used to enhance the overall experience.
As emotional wellbeing becomes a central pillar of health, the food and beverage sector is poised to play a vital role in helping people feel better – physically, mentally and emotionally.
Gut-brain axis: A hot topic for gut and beyond
Understanding of gut microbiome has increased over the time and now, consumers familiar with the gut microbiome recognise its wide-ranging implications, including impact on day-to-day health and emotional wellness. This indicates awareness that gut health relates to mood and daily functioning beyond digestion, as also known as the gut-brain axis.
The gut-brain axis is defined as a bidirectional communication pathway between the gastrointestinal tract and the central nervous system, involving hormonal, neuronal and immunological transmission.²
This mechanism plays a crucial role in regulating gastrointestinal functions and is influenced by the gut microbiota, which can affect both brain function and immune responses.² There are many studies conducted on gut-brain axis and its number is increasing every year, meaning interest towards this area is rising.³
As scientific understanding of the gut-brain axis continues to evolve, the market is responding with a surge of interest in products that support mental wellness through gut health. This bidirectional communication system is increasingly recognised not only by researchers but also by health-conscious consumers who seek holistic approaches to emotional wellbeing.
As consumers become more educated about the link between gut health and mental clarity, demand for scientifically validated solutions is expected to grow. This creates a significant opportunity for brands to differentiate themselves by offering products that not only taste good but also contribute to emotional resilience and cognitive performance.
Morinaga Milk’s LAC-Living+ (L. helveticus MCC1848) is well-positioned to meet this demand, providing a reliable and research-backed option for manufacturers looking to tap into the mood-supporting segment of the wellness market.
Scientifically validated mood support: Clinical trial insights
Morinaga Milk has been conducting studies to investigate if its postbiotic LAC-Living+ has any potential in brain function and mood. Firstly, Morinaga conducted a single arm study involving 13 healthy adults by providing powder containing 20 billion cells of LAC-Living+.
POMS 2 and SF-36v2, which are tools for assessing mood and mental states, were used for assessment. As a result, there was a significant decrease in fatigue and increase in vigor activity. Also, the mental component summary score improved significantly. These results suggest that LAC-Living+ has potential to improve Quality of Life.
Further investigation into LAC-Living+ are as below.
RCT Study 1:⁴
Design RCT with 58 healthy male and female participants
Intervention Daily intake of 5 billion cells of LAC-Living+ or placebo for 4 weeks
Assessment Tool POMS2 short version, which evaluates mood across seven scales including anger, confusion, depression, fatigue, tension, vigor and friendliness, plus a Total Mood Disturbance (TMD) score. The visual analogue scale (VAS) was used as a psychometric response scale to assess the intensity of fatigue or feelings.
Findings Notable improvements in friendliness and vigor-activity scores were observed in the LAC-Living+ group. Significant improvement in the VAS ‘being relaxed’ score was noted at week 4. These results suggest that LAC-Living+ helps maintain a more positive mood state over time.
RCT Study 2:⁵
Design RCT with 46 healthy male and female participants
Intervention Daily intake of 5 billion cells of LAC-Living+ or placebo for 4 weeks
Assessment Tool PANAS questionnaire, which measures positive and negative emotions using two 10-item scales rated on a 5-point frequency scale
Findings Participants consuming LAC-Living+ showed a significant increase in positive emotions and a reduction in negative emotions compared to the placebo group (p < 0.05). These effects are indicating a sustained emotional benefit.
LAC-Living+: Positioned for the future
With its proven efficacy, ease of formulation and alignment with emerging consumer values, LAC-Living+ is well-positioned to lead the next wave of mood-supporting innovations in the food and beverage sector. It offers manufacturers a versatile, science-backed ingredient that meets both functional and emotional needs – making wellness a seamless part of everyday life.
References
- FMCG Gurus. Consumer Insights.
- Science Direct. Gut-Brain Axis.
- PubMed search results. “Gut-brain axis”.
- Mutoh, N.; et al. Heat-killed Lactobacillus helveticus improves mood states: a randomised, double-blind, placebo-controlled study. Benef Microbes. 2023 Apr 18;14(2):109-118.
- Mutoh, N.; et al. Heat-Killed L. helveticus Enhances Positive Mood States: A Randomized, Double-Blind, Placebo-Controlled Study. Brain Sci. 2023 Jun 20;13(6):973.
