Introduction
Over a third of consumers surveyed globally stated that they gained weight over the past year and this is likely to continue into the future. Factors including busy lives, rising prices causing a trade-off between affordability and nutrition, and feelings like stress and anxiety are contributors toward consumers gaining unwanted weight. FMCG Gurus surveyed consumers that are trying to lose weight and found that there are three key challenges faced by these consumers.
Moments of indulgence
According to two thirds of consumers, the biggest barrier to weight loss is the habit of enjoying treats and moments of indulgence. Consumers recognise that they are less attentive to nutritional intake when turning to comfort food and drink. Although consumers understand that over-indulging increases serious health problems in the long term. They also associate healthy eating as being balanced and compromise-free. As a result, brands should encourage consumers to make healthier choices during these indulgent occasions. In addition, brands should counter the perception that better-for-you products lack sensory appeal. Instead, they should highlight that healthy products do not compromise on taste.
Lack of information around ‘dietary evils’
Consumers are adopting a back-to-basics approach to nutrition. Many plan to eat fresh and healthy food and cut back on sugar intake. However, half of consumers surveyed said they are not fully aware about the sugar content or calorie count of products. They may believe that brands are undermining their efforts to lead a healthier diet by disguising ingredients used in products. This means it is crucial that product information is as clear and transparent as possible.
Difficulty understanding nutritional labeling
Many consumers want to increase their intake of natural and nutritious food and drink. They recognize that there are additional benefits to a healthy weight beyond physical appearance. Almost two fifths of consumers say that they find nutritional labeling difficult to understand because it is complex and confusing. At the same time, in reaction to rising prices consumers are placing greater scrutiny on spending in the health and wellness market. They are placing greater emphasis on whether products are effective and essential. This means that consumers are willing to trade-up if they feel the product offers value for money and that they can understand and trust health claims.