Mike Hughes, Head of Research, FMCG Gurus, joined FrieslandCampina Ingredients at the 2nd Edition of the event Nutritional Health Solutions for An Evolving World to help translate detailed consumer insights about immune health into opportunities for brand owners.
If you weren’t able to watch the session, here are 10 key takeaways:
COVID-19 has accelerated concern about health as consumers question their long-term vulnerability to disease and illness.
65% of global consumers said that they have become more conscious about their immune health as a result of COVID-19, up from 57% in April 2020.
However, even before the pandemic consumers were not satisfied with their immune health.
At the initial onset of COVID-19, consumers were worried about their vulnerability to the virus. Now consumers are questioning their diet and lifestyles in general and asking how vulnerable this makes them to other long-term health problems.
As a result, 75% of consumers are saying they will make a greater attempt to stay healthier in the future.
But, modern-day lifestyles will continue to be an issue, even after the pandemic has passed:
Consumers recognise that these poor diet and lifestyle choices are increasing the risk of long-term health problems. Over the last 12 months, health goals have shifted away from being aspirational to becoming focused on disease maintenance and minimising the risk of vulnerability to illness.
As a result of this, consumers will take a more proactive approach than ever before when trying to boost their health. To try and improve their immune health, 76% of consumers made changes to their diet, 60% began to exercise more and 53% looked to improve their mental well-being.
Consumers are seeking out functional food and drink that offer a health boost beyond just nutrition. In April 2020, 31% of consumers said they sought out fortified/functional food and drink more frequently in the last month, but this jumped to 44% in February 2021.
Consumers will turn to products they know and trust, as well as look to seek out new and innovative ingredients that offer maximum efficacy. In fact, 56% of global consumers say that they actively seek out new and innovative ingredients that really work.
Consumers are adopting the notion of holistic health, recognising that all aspects of health are interlinked and impact each other, and that prevention is more important over cure.
This is a reflection of how these problems are becoming more prevalent throughout society and consumers recognising the long-term health consequences associated with poor brain and digestive health.
There is a real opportunity for brands to capitalise on the growing popularity of nutritional supplements. 15% of global consumers have turned to nutritional supplements more frequently than normal due to COVID-19 in order to boost their immune health. So, how can companies take advantage of this opportunity?
Consumers are more interested in supporting their health and wellness, but they are more skeptical of the health and wellness market.
Therefore, brands need to offer maximum transparency and credibility when making claims. As a result, ingredient-led claims will be more influential on purchasing habits than ever before.
Several barriers that impact healthy living will need to be addressed by the industry:
All data presented in this document was collected by FMCG Gurus from 2019 – 2021 and presented at the FrieslandCampina Ingredients digital event, Nutritional Health Solutions for an Evolving World by Mike Hughes, Head of Research, FMCG Gurus.