17 July 2019
Cognitive Health Classifications
FMCG Gurus research derived from 10,000 respondents across 10 counties examines the issues of cognitive health and what brands can do to target the increasing number of consumers who suffer from such health issues. Although, cognitive health is not a new issue; awareness about cognitive health issues are rising, demographic and lifestyle trends are making consumers more vulnerable to such conditions, resulting in consumers implementing greater steps to improve their health. Although these are not the only reasons cognitive health issues, aging society, technology exposure, poor dietary habits and stress, and anxiety have been identified as key factors in the rise of cognitive health issues. Becoming important factors as to why the food, drink and nutritional supplement industries need to address these issues.
FMCG Gurus has identified four types of consumers when it comes to health maintenance and improvement. Which are proactive, cautious, conscious, and diagnosed consumers.
Diagnosed consumers are most likely to suffer from feelings of stress and difficulty sleeping. The most common health problem mentioned is difficulty sleeping and feelings of stress. The main reason that diagnosed consumers want to address their cognitive health is that they want to lead a good quality of life and also because they want to take active improvements to improve their health as they age. These consumers are most likely to say that they have visited a doctor and used prescription medication to address their cognitive issues. In comparison, they are noticeably less likely to have used OTC medications and supplements.
Cautious consumers feel that they have a cognitive health problem but currently, have not sought out advice for this. The main reason that diagnosed consumers want to address their cognitive health is that they want to lead a good quality of life and want to take active improvements to improve their health as they age. These consumers are most likely to have visited a doctor and used prescription medication to address their cognitive issues. In comparison, they are noticeably less likely to have used OTC medications and supplements. 50% of these consumers state they want a good quality of life which can be seen with consumers in this group more likely to sleep earlier and exercise more
Conscious consumers are consumers who are concerned about a cognitive health problem even though they are not medically diagnosed. They want to address their cognitive health because they want to lead a good quality of life. This further reflects how these consumers feel that there is some inevitability that they will develop a health problem later in life. FMCG Gurus research shows that conscious consumers are interested in food and drink and supplement products that address a variety of cognitive health problems and are more likely to have exercised and gone to bed earlier as opposed to seeking out medical care.
Proactive consumers are classed as those consumers who don’t believe themselves to have a problem but want to take a proactive approach to deal with such issues. The most common health issues are difficulty sleeping, feelings of stress and feelings of fatigue. Proactive consumers are taking a variety of steps to help protect and improve their cognitive health. This is done via a combination of seeking out medical advice and also making changes to diets and lifestyles. This indicates that consumers have some form of a holistic approach to health maintenance. Similar to the other groups, proactive consumers have a high level of interest in food and drink and nutritional supplements positioned around aiding cognitive health. Across all categories, claims around aiding quality of life are deemed most appealing to this segment.
To conclude, Proactive and conscious consumers are most likely to be seeking out products with cognitive or brain health claims as they seek to maintain their current lifestyles. As they are very aware of their cognitive health, therefore willing to make small lifestyle changes. Both groups lack awareness as to the specific ingredients that will aid their cognitive health, broader health claims are far more likely to capture their attention. Showing an opportunity for brands to be informative about the cognitive health benefits their products offer.
Cautious and conscious consumers are interested in a variety of cognitive health-related product claims across the food, drink and nutritional supplement industries respectively. Consumers may be seeking to manage their conditions, whilst proactive consumers seek to maintain their current health for as long as possible. However, both groups are concerned with addressing feelings of continuous tiredness and will continue to do so in the short-term in order to achieve their desired lifestyle. This shows to target these consumers with products that help them feel energized and refreshed throughout the day and help aid relaxation and improve sleeping patterns.