Introduction
It is not a surprise that a large portion of consumers acknowledge the connection between good heart health and overall well-being. However, noticeably fewer consumers express satisfaction with their heart health. The dissatisfaction with heart health may stem from concerns about the effects of diet and lifestyle on this area of health, as well as worries that symptoms like persistent fatigue and heartburn could indicate a lack of proper fitness and activity, or that their dietary and lifestyle habits pose long-term health risks.
Despite not suffering from symptoms, many consumers are taking a proactive approach to their heart health
Many consumers are adopting a proactive approach to their health. As a result, they are seeking to enhance their well-being, even in the absence of symptoms. This is highlighted FMCG Gurus’ consumer insights which indicate that 73% of global consumers are interested in obtaining more information about heart health, while 63% are interested in functional products that cater to this aspect of well-being, regardless of their current satisfaction with this area of health. During a period when consumers are displaying reduced financial confidence, the decision to spend on functional products is more deliberate. This involves individuals carefully evaluating whether the products are truly effective, necessary, and offer good value for money. Therefore, any functional product focused on heart health must be convenient to integrate into daily routines. This is especially true for those without symptoms and must demonstrate its effectiveness.
Many individuals are consuming more fresh fruit and vegetables to improve their heart health
In the past year, consumers have taken various measures to enhance their heart health. The key takeaway from the significant changes made underscores consumers’ dissatisfaction with their current eating and drinking habits and how these habits elevate the risk of immediate and long-term health issues. When implementing these changes, consumers are embracing a simplistic approach to nutrition. They are aiming to establish more organized eating routines, reduce unnecessary consumption, and opt for products that they perceive as natural, nutritious, and importantly, cost-effective. Consumers are more inclined to report an increase in the intake of fresh fruits and vegetables to support heart health. Although, there has been a decline in the number of individuals stating this compared to 2021. This decline suggests that the return to everyday busy schedules post-pandemic is impacting the ability to cook meals from scratch at home due to feelings of time scarcity.
Consumers are seeking heart health-related claims in the breakfast category
Consumers express a preference for functional claims related to heart health in both the food and beverage sectors as well as the supplement industry. Overall, consumers are more inclined to favor heart health claims in the food and beverage sector compared to the supplement sector.
When considering consumption, it is important to recognize that consumers take a balanced approach to wellness. This is sometimes driven purely by health considerations and at other times by indulgence. Consumers tend to prioritize health in the morning. Perhaps because this is before factors like the desire for indulgence begin to heavily influence product choices. This explains the appeal of heart health claims in product categories commonly associated with breakfast. This highlights how morning consumption occasions are a prime target for the heart health market, as these claims hold significant influence over product selection.