28th January 2020
Are consumers satisfied with their eye health?
Eye health is a concern for many consumers across the globe. It is something that is also directly linked to cognitive health, which is becoming increasingly important to consumers at a time when they are adopting a more proactive approach to health. FMCG Gurus consumer research shows that consumers recognizing the notion of holist health, where all aspects of health are interlinked. Due to an aging society and the increase in uses of technological devices directly impacting eye health, consumers are creating new market trends as they move towards products that offer a functional benefit to maintain a good quality of life.
However, although consumers want to improve their eye health, FMCG Gurus consumer insights have identified two key barriers when it comes to the new market trend. Firstly, consumers deem themselves to be dependent on digital devices for professional and entertainment purposes. Secondly, whilst consumers are being more attentive to their overall health, they can still see eye health as less of a priority, especially if the damage done to eyes is not always immediately obvious.
Consumer insights from FMCG Gurus Eye Health 2020 report show that 51% of global consumers are currently not satisfied with eye health. This has led to many consumers changing their lifestyles and diets to improve their health. Consumers are indicating that they are interested in food and drink products that are fortified with eye health ingredients. This is highlighted as in the last 2 years 45% of consumers say they have changed their diet to try and improve eye health. One of the key areas in which consumers would like to see products that aid eye health is beverages. FMCG Gurus research shows that 38% would like to see coffee and tea products fortified with ingredients that aid eye health.
Consumers are becoming more proactive as 35% don’t feel like they have a problem but taking an active approach to address it. Of people who are not satisfied with their eye health, 59% have started to eat more fresh foods and drinks. The main reason for this change is because many consumers want to be healthier for longer. FMCG Gurus consumer insights show that 43% have looked to change their diets to address eye health as they want to improve their overall quality of life.
Claims on helping eye health can also be beneficial for brands and manufacturers when launching new products into the market. Claims that offer to aid headaches (49%), help with dry eyes (47%), and help with a lazy eye (47%) are all appealing to consumers.
Due to a rise in consumers taking a more proactive approach to their health and recognizing all aspects are interlinked, brands and manufacturers can promote this concept when launching new products in the FCMG market. brands should promote the benefits of maintaining good health not just from a visibility perspective, but also how it can help improve wider physical and cognitive health issues, such as helping maintain concentration and focus.