Almost Half of Consumers Plan to Reduce Their Stress Levels Over the Next Twelve Months
FMCG Gurus’ consumer insights indicate that a significant portion of consumers are interested in food, beverages, and supplements that alleviate stress. While the use of herbal remedies as traditional medicines has a long history worldwide, there is now a renewed interest in adaptogens for stress relief. This shift is largely driven by a growing awareness of emotional well-being. According to FMCG Gurus, 48% of global consumers intend to lower their stress levels in the coming year.
Consumers feel overwhelmed with stress and anxiety. This stems from factors such as global instability, financial pressures, and societal expectations. Many of these issues are perceived as beyond their control. As a result, consumers seek ways to enhance their emotional wellness. They are focused on improving their stress levels in the short term. This includes safeguarding their long-term health, and acknowledging that chronic stress can hinder their health objectives. This fuels the rising interest in adaptogens.
Understanding Adaptogens and Their Benefits
Adaptogens are natural substances derived from fungi or plants. This includes various herbs, roots, berries, and mushrooms, that assist the body in managing stress, reducing inflammation, and restoring equilibrium. It is crucial to note that although adaptogens occur naturally, they may not be appropriate for everyone. Products containing these ingredients should be clearly labeled to indicate any risk factors or potential interactions with other substances.
The Importance of Natural and Clean Label Claims
Consumers attracted to adaptogens prefer solutions for managing stress that are natural and plant-based instead of pharmaceutical options. This is because as they often do not perceive their stress levels to warrant medical intervention. Thus, messaging for adaptogenic products must be clear, transparent, and easily comprehensible to help consumers make informed choices. Market research from FMCG Gurus indicates that 59% of global consumers consider taste to be the most influential factor regarding the perceived value of health products. Taste is a primary concern for consumers when selecting health products. This is because there is a widespread belief that healthier options often lack flavor and sensory enjoyment. Therefore, products that successfully challenge this notion will likely attract greater interest.
Consumer Recognition of Adaptogenic Ingredients
A substantial number of consumers are already familiar with various adaptogenic ingredients, even if they do not fully understand their cognitive health benefits. This presents an opportunity to increase awareness about the stress-relief properties of these ingredients. Among the top five adaptogenic ingredients associated with cognitive health, garlic stands out as the most recognized; however, only one-fifth of respondents realize it may support cognitive health. Ginseng, Goji berries, and Ginkgo Biloba are commonly recognized as “superfoods” linked to immune system support and memory enhancement. Moringa is less well-known overall, recognized by four out of ten respondents. Yet it ranks third in terms of acknowledgment for its cognitive health advantages. Familiarity with these adaptogenic ingredients may make consumers more open to claims related to stress relief and encourage them to try new products containing these known ingredients.