Chrononutrition, an emerging field of science that places emphasis on meal timing, is gaining attention among consumers looking to lose weight and optimise their health.
Brands should consider capitalising on trending diets, such as intermittent fasting, to better engage with this health-conscious demographic, says Mintel.
Chrononutrition explores the relationship between temporal eating patterns, circadian rhythms, and metabolic health. The field has thus far focused mainly on weight loss, diabetes management, and sleep.
It extends from the broader field of chronobiology – the study of timing and circadian rhythms as it pertains to living organisms.
Research in animals and humans has demonstrated the adverse metabolic consequences of circadian disruption, and eating in the later part of the day has been associated with an increased risk of non-communicable diseases, particularly cardiometabolic disease.
Meanwhile, a growing body of evidence indicates that aligning food intake to an individual’s circadian rhythms may be effective for improving metabolic health.
What’s more, many consumers identify meal timing as an important factor in achieving their health goals. For example, more than one in four (27%) Chinese consumers who have weight management goals say their irregular meal schedule as a barrier, Mintel figures show.
Intermittent fasting, such as the 16:8 regime – 16 hours of fasting followed by an eight-hour eating window – or the 5:2 diet, where followers eat normally for five days of the week and restrict themselves to 500 to 600 calories per day for the remaining two, has grown in popularity in recent years.
Beyond that, many people choose to fast for religious reasons, such as during the Muslim holiday of Ramadan.
New global product launches in food, drink, and healthcare with fasting and time-restricted feeding descriptions increased by 44% in the past five years, according to Mintel – albeit from a small base.
Rick Miller, food and drink associate director for specialised nutrition at Mintel, highlighted the opportunities for brands.
“Consumers are familiar with time-restricted feeding and fasting diets that limit when food can be consumed in the day. Chrononutrition adds a layer of scientific credibility to these approaches,” he said.
“Brands are already experimenting with the timing of compounds to elicit specific health or performance benefits.”
Chrononutrition could also be highly relevant to the sports nutrition category, where meal timing is known to have an impact on performance and recovery.
Some research has suggested that breakfast is the best time to consume protein to maximise its muscle-building benefits, while eating a series of small meals over the course of the day is a practical strategy employed by many athletes to increase their energy intake, without experiencing the gastric discomfort associated with large meals.
Meal timing is also known to be an important factor affecting the thermic effect of food – that is, the amount of energy it takes for the body to digest, absorb, and metabolise the nutrients consumed.
UK-based brand HMN24 is one example of a company seeking to tap into the concept. It claims to be “the first brand in the world to be led by the scientific field of chronobiology and the optimisation of circadian function”.
Its products are designed to be consumed at specific times of day, with the idea that they work “synergistically to deliver 24 hours of human optimisation”. Its ingredients, which include nootropics, adaptogens, and caffeine, are chosen for their efficacy during the recommended time of use for each product.
The startup says its products are designed to be used by anyone seeking to tap into their circadian rhythms to optimise their performance and support holistic health.
“Human performance products are for everyone who either goes to work, studies, or is intent on performing at their best throughout the day. We always recommend daily exercise and great nutrition, but you certainly do not have to be an athlete to benefit from our range of products,” its website reads.
