As we settle into Q3 2024, it’s clear that the athletic and wellness trends we observed last quarter have become a major catalyst for innovation across the consumer goods landscape. Performance and health are undeniably driving product development throughout the industry, with functional ingredients popping up in everything from coffee to skincare.
The last three months paint a compelling picture of the industry’s direction, from transformations in children’s nutrition to breakthroughs in women’s health products. Separately, the fundraising environment shows resilience, with several notable investments and a renewed focus on private credit financing leaving experts optimistic for the future. Let’s dive in.
Consumer Product Trends
Food & Beverage
Kids’ Nutrition | Pre-Workout | Fall Flavors
Kid’s nutrition levels up for the next generation, gym-buffs and office warriors get a boost, and pumpkin spice returns with its usual vigor.
Kids’ Food & Nutrition in the news…
- Lil Bucks raises $3MM in funding.
- Mission MightyMe secures $2MM+ in funding.
- PLEZi Nutrition adds Steph and Ayesha Curry as investors/ambassadors; Kristen Bell joins as investor.
- Bobbie opens new facility, moves HQ to Ohio.
- Serenity Kids gains nationwide distribution at Albertsons.
- BloxSnacks launches at Target.
- Little Spoon and Graza launch limited-edition collaboration.
Natural Caffeine, Creatine, and HMB in the news…
- Throne Sport Coffee raises $8M led by Patrick Mahomes.
- Create Wellness secures $5M funding.
- Gainful secures Series B funding led by District Ventures Capital.
- Bloom Nutrition launches Bloom Sparkling Energy exclusively at Target.
- ZOA energy drinks now available nationwide at Albertsons.
- Nirvana Super launches HMB-infused beverage at Wegmans.
- Matador Energy Shots secures Circle K distribution.
- RYSE Supplements launches at Target.
- Verb Energy launches in select GNC stores.
- IQBAR launches drink mixes at Costco.
- Just Ingredients debuts protein powders at Whole Foods.
- Momentous launches 45g protein Elite Recovery shakes.
- Legion introduces creatine monohydrate gummies.
- Ghost partners with Welch’s for grape energy drink; launches Rainbow flavor with Sour Strips.
- Huxley debuts plant-based energy drink at Kowalski’s.
- C4 partners with Hershey’s for energy drinks and supplements.
Fall Flavors in the news…
- Aura Bora releases pumpkin spice sparkling water for fall.
- Chamberlain Coffee releases pumpkin cold brew bags.
- Pop & Bottle launches Pumpkin Spice and Snickerdoodle seasonal lattes at major retailers.
- MALK Organics introduces limited time Almond Pumpkin Spice flavor.
- Death Wish Coffee Co. launches limited edition Pumpkin Chai flavor.
- DEUX introduces Maple Glaze and Pumpkin Spice flavors.
- Bloom Nutrition adds Apple Cider flavor to Greens & Superfoods line.
- Bored Cow debuts pumpkin spice milk alternative at Target.
- Fancypants Baking Co releases limited-time pumpkin chocolate cookies.
Beauty
Specialized Body Care | AAPI Influence
From head to toe (and everywhere in between), brands are reimagining body care with niche products and whole-body solutions, while AAPI-founded and influenced beauty brands captivate investors and expand their global footprint.
Specialized Body Care & Whole Body Deoderant in the news…
- Homecourt expands into body care category.
- DedCool updates hand & body care collection to version 3.0.
- MyBum, new butt care brand founded by Summer Brock, launches.
- Smoosh expands distribution to Urban Outfitters.
- Glossier launches ‘Crème de You’ at Sephora.
- Curie debuts body wash bars at Walmart.
- EADEM introduces Smooth Slate Ingrown Relief Serum.
- Native launches Whole Body Deodorant Cream.
- W raises $11M in Series A funding led by Shrug Capital.
- Salt and Stone receives investment from Humble Growth.
- Jukebox, sister brand of Dr. Squatch, expands to Walmart.
- Carpe receives investment from Topspin Consumer Partners.
- Doc & Glo, clean body care brand by tennis star Sloane Stephens, launches.
- AKT London secures $10M from Felix Capital.
- Birkstenock launches hand and foot care products.
AAPI Founded & Influenced beauty brands in the news…
- Kulfi Beauty expands to all North American Sephora stores.
- Prakti Beauty launches at Credo.
- Unilever Ventures invests $4M in ESQA.
- Tower 28 expands to Mecca stores in Australia and New Zealand.
- Asaya secures $1M+ in funding.
- Shinsegae International acquires Amuse for $51.6M.
- Kindlife.in secures $8M in funding.
- Hero Cosmetics launches Rescue Patch exclusively online.
- Epres expands to India and Japan.
Health & Wellness
Women’s Wellness & Reproductive Health
Female-focused brands attract major investments and celebrity attention, as menopause, reproductive health, and overall wellness products for women take center stage in the booming health industry.
Women’s Health & Reproductive Health in the news…
- Flo Health secures $200M+ in funding.
- Stripes Beauty launches in Canada.
- Valerie introduces menopause wellness shot.
- OLLY launches Mellow Menopause supplement.
- Uqora expands nationwide to Walgreens.
- Perelel Health adds Mandy Moore as investor and advocate.
- VH Essentials acquired by Wellspring.
- O Positiv launches URO Boric Acid Suppository.
- Amboy Street Ventures raising $50M for women’s health fund.
Consumer Product Fundraises
While the equity markets haven’t fully rebounded since our last quarterly update, there’s a silver lining on the horizon. Institutional investors are cautiously re-entering the CPG/DTC arena, eyeing profitable, digitally-native brands with proven market worth and successful omnichannel distribution. Early-stage DTC businesses might find the venture capital landscape rocky, but forward-thinking VCs are still betting on game-changing innovations, while high-profile angel investors seek brands that complement their portfolios.
In this climate, private credit has emerged as a crucial funding option, especially for brands scaling rapidly to meet high demand. While early-stage companies might turn to friends and family or costly fintech solutions, these fast-growing brands are increasingly looking to private credit providers for sustainable, non-dilutive funding. This shift underscores the importance of diverse funding strategies in today’s market – a challenging landscape that rewards adaptability in both product development and financial planning.
Notable Fundraises
Food
- Oats Overnight secures $35M in funding.
- David raises $10M in funding.
- Slate Milk raises $9.5M in equity funding.
- Force of Nature Meats secures $5M from Hamilton Square Investments.
- Laoban raises $4.8M in equity funding.
- Daily Crunch secures $4M in funding.
- Love Corn raises $4M led by Melitas Ventures.
- Lil Bucks raises $3M in funding.
- Kooshy receives $2M+ investment from Springdale Ventures.
- Mission MightyMe secures $2M+ in funding.
- Opopop secures $1.9M in fresh equity funding.
- PLEZi Nutrition adds Curry family and Kristen Bell as investors.
- Mezcla receives investment from Habitat Partners.
- Little Sesame receives investment from Santatera.
Beverages
- Athletic Brewing secures $68M in funding.
- Recover 180 secures $51.4M from Accretion Capital and Dhuna Ventures.
- ZBiotics raises $12M in Series A funding.
- Throne Sport Coffee raises $8M led by Patrick Mahomes.
- Odyssey raises $6M in funding.
- Create Wellness secures $5M in funding.
- Jones Soda increases private placement to $5M.
- El Guapo raises $1.7M from The Angel Roundtable.
- MYMUSE secures $1.1M in funding.
- Poppi adds Post Malone as investor and brand partner.
- Sèchey receives investment from InvestBev.
- Craftmix receives investment from Branch Venture Group.
- Vitamin Well receives investment from Cinven.
Beauty
- W raises $11M in Series A funding led by Shrug Capital.
- Stories & Ink secures $1.6M from The Emerson Group and others.
- RŌZ secures seed funding from Silas Capital, G9 Ventures, and Lily Collins.
- Vyrao receives investment from L Catterton and Estee Lauder.
- Ami Colé receives funding from L’Oreal’s venture arm BOLD.
- Salt and Stone receives investment from Humble Growth.
- Oak Essentials receives funding from Silas Capital and Unilever Ventures.
Health & Wellness
- IM8 launches with investment from David Beckham and Prenetics.
- Zoe secures $15M in funding.
- Flo Health raises $200M+.
- Bioniq secures $15M in Series B funding.
- Perelel Health adds Mandy Moore as investor.
- Viome raises $25M.
- IVB Wellness Lab secures €5M from Label Capital.
- Alice Mushrooms receives funding from L Catterton, celebrities.
- Gainful secures Series B funding from District Ventures Capital.
New Consumer Funds
- So&So Ventures launches as new consumer venture studio by Quip co-founders.
- Amboy Street Ventures raising $50M for women’s health and sexual wellness fund.
- HighPost Capital raises $100M for early-stage venture arm HIPstr.
- Siddhi Capital closes $135M for Fund II, focusing primarily on CPG businesses.
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