In 2025, where politics is divisive and the threat of conflict can feel ever present, around one third of consumers have feelings of worry about global conflict or the risk of war. These feelings of stress can then have an effect on how consumers behave. Also, it can impact on the purchasing choices they make, both consciously or unconsciously. With the US’ newly introduced “America First” policy with tariffs, consumers are expected to feel worried about prices rising and food shortages increasing. This can result in panic buying as well as impacting how American brands are perceived with local products being viewed as “safer” options.
Furthermore, high levels of migration are also causing panic among consumers, especially those from the older generations. As a result, there has been a 10% increase in the proportion of consumers who prefer products with “traditional” flavors over unusual or exotic. This is a result of consumers retreating back to the comfort of what they know in a time of heightened polarization and constant change.
Anger
Consumers can also have an angry reactionary approach to global politics, expressing their frustration through their purchasing choices. With the newly introduced US tariffs, many consumers in affected areas are demonstrating anti-US sentiment in their purchasing decisions. One of the key methods consumers can use in order to express frustration with global politics is through boycotts. FMCG Gurus' consumer insights show that 27% of consumers have actively taken part in a boycott before. This is made even easier today, where there is a plethora of choice available to consumers. In 2025, there are boycotts against US brands happening in Canada and the EU. Consumers are encouraged to choose local products as a political stand against the new tariff policy.
Furthermore, with the growth of social media, consumers not only consider the political stance of the brand, but the key individuals within the company as well. In 2025, Elon Musk, CEO of Tesla, caused backlash against his company by supporting Donald Trump and his international policy. As a result, Tesla have experienced a massive decline in sales as consumers cannot and do not want to separate the individual from the product.
Activism
In contrast, brands can also attract consumers by taking a political stance on certain issues. This includes generating support from those who share those views so brands have the opportunity to build a strong base. This can be done by demonstrating a willingness to publicly express approval or disapproval for certain foreign affairs. For example, Ben and Jerrys have utilized this technique in the past. The brand organized campaigns to support environmental policies and providing products at events supporting policy reform. Examples of this include Black Lives Matters and International Women’s day. However, in expressing strong opinions, brands also risk alienating consumers with differing opinions, and creating the chance for boycotts.
The global landscape is intricately connected through a web of politics, trade, travel, and culture. As a result, actions in one part of the world can directly influence prices and the availability of goods elsewhere. This interconnectedness means that brands remain vigilant about potential supply chain disruptions. In doing so, they find ways to adapt to meet consumer demand. This article explores the primary factors contributing to supply chain shortages worldwide. In addition, we will present case studies of recent and ongoing shortages to assist brands in navigating and strategizing effectively.
Climate change: The impact on cocoa production
In 2025, cocoa prices have soared to unprecedented levels. This is due to climate change, which is contracting the “cocoa belt”—the specific regions where cocoa can be cultivated. Increased temperatures and drier conditions have led to a significant decline in cocoa yields, driving prices up. Given the ongoing threat of global warming, chocolate manufacturers must devise strategies to address the cocoa shortage.
One immediate tactic brands could employ is to minimize their cocoa consumption. A straightforward method is to reduce the size of their products, thus using less cocoa. However, this method, referred to as “shrinkflation,” is unpopular with consumers. Particularly those who are reluctant to pay the same price for a smaller quantity. An alternative approach is to enhance products with other ingredients such as biscuits, nuts, or caramel. Or to shift focus toward items with lower cocoa content, like milk or white chocolate. This strategy is effective when framed as the creation of new products tailored for specific occasions, rather than merely reformulating established products that consumers rely on for their consistency in a fluctuating market.
Extreme weather: The effect on oranges
The price of oranges has recently surged to record levels due to a global shortage. In both the United States and Brazil, orange crops have been severely impacted by “greening disease". This is an incurable condition that has drastically reduced yields. These challenges are compounded by extreme weather events worldwide that have further diminished the capacity to grow oranges. For instance, in October 2024, Spain’s Valencia region faced devastating flash floods, destroying thousands of hectares of orange orchards. Concurrently, Florida experienced one of the most intense hurricanes on record, which sharply curtailed orange production. Brazil, too, has suffered from a severe drought, leading to additional losses in crop yield. Collectively, these factors have resulted in a global shortage and a resultant increase in prices.
To tackle the orange shortage, some brands are turning to alternative citrus juices or blends in their products. Mandarins, which are low in calories and high in Vitamin C, serve as a viable substitute for oranges for some brands. Like with cocoa, these alternative citrus products are most effective when marketed for specific benefits (for instance, immune support), as opposed to being presented as direct replacements for a familiar flavor. To maintain taste, some companies are mixing orange juice with other citrus varieties. However, consumers may expect lower prices if they perceive the product as not being completely "pure". Both approaches offer immediate solutions to the shortage. However, they are not sustainable long-term, especially with the demand for oranges remaining high.
Disease: The challenges of globalization
As previously noted, the global orange shortage is partly
attributed to disease impacting crop yields. This is a common challenge for
crops cultivated in large monoculture farms that lack adequate protection, such
as oranges and bananas. Globalization complicates this issue, as contaminated
products can spread worldwide, making it difficult to contain and manage plant
diseases. As a result, brands must remain prepared to respond to sudden shifts
in crop yields.
A long-term solution for brands is to invest in genetically modified crops that are resistant to disease. Developing cures or vaccines for plant diseases may require decades of research. This does not guarantee future protection against various diseases. Genetically modifying oranges and bananas can shield them from existing and emerging threats, including climate-related challenges. However, FMCG Gurus' consumer insights reveal that 61% of global consumers express a preference for non-GMO products. This preference is rooted in concerns about insufficient research around GMOs and the fears that they pose long-term health risks. Therefore, while GMO oranges and bananas could offer brands a chance to utilize disease-resistant products, they also carry the risk of consumer backlash.
Bright & Bold: Consumers like experiences and products that provide "extra" value
In 2025, emotional well-being will be a top priority for consumers. They will seek products that provide comfort, indulgence, and an escape from daily life. Distinctive packaging that stands out will resonate with consumers looking for ways to uplift their moods. This is especially if it allows them to briefly forget their worries. Packaging that promotes enjoyable experiences—either individually or with friends—will encourage consumers to pause amid daily challenges and refocus on what really matters, thereby motivating impulse purchases. This year, Cadbury Chocolate UK unveiled a series of playful packaging designs, inspired by everyday activities of generosity, celebrating connections, and sharing among loved ones.
Timeless Traditions: During uncertain times, consumers often turn towards products that evoke nostalgia and remind them of simpler moments
Consumers like products that connect them to the past and evoke simpler days. For example, FMCG Gurus consumer insights reveal that 25% of global consumers prefer flavors that they know and trust when turning to food and drink for comfort purposes. This will lead to a preference for comforting flavors and increased demand for nostalgic products. This includes retro packaging and limited edition re-releases of discontinued items. Nostalgic packaging can reignite interest in brands that consumers might have outgrown during their youth. Well-crafted retro designs can trigger feelings associated with past comfort, even when the product or branding is brand new. When executed effectively, nostalgic marketing can evoke powerful emotions. This can spur impulse buys, lowering price sensitivity, and encouraging consumers to upgrade their choices.
Elevating our World: A growing number of consumers are actively seeking to minimize food waste and prefer packaging with a reduced environmental impact
The effects of climate change are increasingly evident, manifesting in extreme weather, depletion of natural resources, and disrupted supply chains. As consumers face immediate threats, they are concerned about potential future consequences if prompt actions aren't taken. Many believe brands should take an active role in protecting the environment. They expect transparency in sustainability efforts by brands, showcasing eco-friendly initiatives throughout their supply chains as fundamental to their identity. For consumers, the eco-friendliness of packaging hinges on resourcefulness. This includes utilizing renewable materials and protecting biodiversity as key first steps toward sustainability. FMCG Gurus' consumer insights show that 87% of global consumers think packaging that prevents food waste determines whether packaging is environmentally friendly. Additionally, ensuring packaging is recyclable and disposable is essential. Above all, consumers prioritize preventing food waste. They ensure that purchased products can be fully utilized and that excess does not contribute to greenhouse gases in landfills.
1. “Premiumization” is Subjective to Each Consumer
Premiumization involves creating high-quality, value-driven products that justify their higher price points. However, this concept can be challenging for manufacturers to navigate. The term "premium" has become prevalent in the industry, yet its interpretation varies among consumers. What one person views as valuable may not hold the same worth for another. This blog will delve into the top five trends in premiumizing products in 2025.
It is crucial to consider that each consumer is an individual who evaluates value and premium status in unique ways. For instance, FMCG Gurus' consumer insights highlight that a striking 78% of consumers globally assess price as a key indicator of whether food and beverages offer good value, with taste coming in as a close second.
2. Exclusivity: Consumers Find Limited-Edition Products More Exciting
A common driver of premium pricing is the intentional creation of limited-edition products, which enhances their rarity and appeal. Consumers are drawn to these exclusive items, as they often feature novel and experimental flavors and experiences. This limited availability can generate a sense of urgency, encouraging consumers to act quickly to get these products, thereby increasing their willingness to pay more. FMCG Gurus' market research reveals that 64% of global consumers express excitement over trying limited-edition flavors, reflecting a broad desire for new experiences.
The concept of exclusivity has gained even more traction in the age of social media, where the excitement associated with limited releases is amplified by ‘FOMO’ (Fear of Missing Out). This phenomenon reduces price sensitivity, prompting consumers to buy products they might not have considered before. Particularly among younger adults, showcasing these unique products on social media has become a way of expressing sophistication and good taste.
3. Responsible Luxury: 1 in 4 Consumers Opt for Environmentally Friendly Products
The positioning of certain products as ethically produced or environmentally sustainable has enabled them to command a premium price in the market. This trend appeals to the growing number of consumers who prioritize sustainability; nearly three-quarters are concerned about environmental issues. Notably, over two-thirds have altered their purchasing behavior within the last two years to embrace more sustainable options. Among these conscientious consumers, our insights show that 40% have specifically chosen one product over another based on its environmental impact. This shift presents opportunities for premium pricing, as many consumers feel a moral obligation to pay a higher price for sustainable goods.
Not only do consumers choose premium, environmentally friendly products because it aligns with their values, but it also allows them to feel good. FMCG Gurus' consumer insights show that more than 90% of shoppers who consider sustainability claims find them to be influential in their purchasing decisions, especially those focused on environmental benefits and animal welfare. Therefore, the appeal of these premium-priced products extends beyond the ethical concerns; they also cater to consumers' desires to perceive themselves as socially responsible and feel good by doing good.
Introduction to indulgence: Acknowledging indulgence as part of a healthy diet
“Prioritizing Pleasure” stands out as one of our Top Ten Trends for 2025, reflecting a broader consumer shift toward seeking reward, enjoyment, and escapism without guilt. In today’s uncertain environment, consumers increasingly view indulgence as a vital aspect of self-care. They recognize that a healthy diet encompasses a variety of foods and drinks, including the occasional treat in moderation. Notably, 58% of global consumers use indulgence as a means of self-care, while 45% associate a balanced diet with variety—highlighting the acceptance of indulgence as an integrated part of wellness.
Consuming indulgence on a budget
Despite a decreasing sensitivity to price, consumers in 2025 continue to navigate the challenges posed by rising living costs and inflation. Consequently, when indulging, they seek to maximize value. A practical method many employ is ensuring that splurges cause leftovers for later enjoyment, such as ordering takeaway with leftovers to savor over multiple days. Additionally, preparing comfort meals from scratch not only saves money but also reduces dependence on processed ingredients, enhancing both health and economic value. As a testament to this trend, 51% of global consumers have embraced cooking at home to save money.
Premium comfort: Elevating traditional offerings
In times of uncertainty, the quest for comfort and escapism through indulgence increases. About 65% of consumers report seeking small indulgences for self-care at least some of the time. The changing world drives people to value tradition, with 69% finding comfort in food that evokes nostalgia. In response, brands are premiumizing classic products to enhance perceived value, enticing consumers to indulge more freely or make impulsive purchases.
Retro mindset: Nostalgia for simpler times
In 2025, many consumers perceive the modern world as
fast-paced and overwhelmingly mass-produced, often lacking genuine connections.
Generation Z is a significant force in pushing back against this trend. Many
young people long for a time they never experienced—namely, the 1970s, 80s, and
90s—associating these decades with fun, simplicity, and freedom. This longing
has fueled the popularity of neo-vintage packaging, with 58% of global
consumers inclined to try products featuring distinctive, nostalgic designs.
Beyond packaging, Gen Z is reviving traditional social practices, such as hosting dinner parties to strengthen community ties. Other vintage-inspired trends include using disposable cameras to capture authentic moments, distancing themselves from the pressures of curated social media. Brands can capitalize on this nostalgia by introducing limited-time products that resonate with the vintage aesthetic, appealing to a generation eager for genuine connections and experiences.
Stress, Anxiety and Busy Lives: Generation Z’s struggle with well-being
Two-thirds of Generation Z, the youngest generation surveyed (aged 12-27 years old), say they rate their health good or very good. This is the lowest proportion out of all demographics surveyed. Generation Z are considered to be progressive, positive and committed to self-expression. However, FMCG Gurus’ consumer insights shows that they are struggling with their emotional and physical health.
Many consumers feel pressure to succeed personally and professionally. Global instability, reduced financial confidence, fragmented dietary habits and busy lives are key drivers behind these consumers feeling tired, stressed and overwhelmed. Generation Z’s concern around how they feel, how they look and potential long-term impacts on quality of life is driving the motivation to improve their health.
Health Goals and Challenges to Healthy Lifestyles
Just over eight in ten of Generation Z surveyed globally are looking to improve their general well-being. This mirrors the overall shift in the health and wellness market towards prioritizing immediate health and emotional wellness. Key priorities include mood, energy levels, cognitive health and sleep health. Getting these “basics” right means that they will feel better in the short-term. In addition, this could have a beneficial effect on their long-term health.
At the same time, they feel that their current lifestyle stands in the way of their goal to become healthier. Six in ten Generation Z consumers say that they turn to unhealthy food and drink for stress alleviation. This is perhaps avoiding better-for-you or healthy products as they associate these with having less sensory appeal.
Addressing Tiredness and Fatigue
High levels of stress can impact mood and sleep health, resulting in many consumers feeling tired and fatigued. They feel that low energy levels immediately affect their quality of life. This could be reflective of an overall deterioration in wellness.
There is a perception that traditional energy boosting products contain dietary evils like sugar. As a result, there is an opportunity for the development of products that are clean, pure, and offer a sustained energy boost. Helping consumers to relax and improve their sleep quality will also be appealing.
Mobility Concerns
It must be noted that Generation Z are the youngest generation surveyed. They would also be considered the least likely to have concerns around mobility. However, our research shows only one in two consumers say they are satisfied with their joint and bone health. This shows that symptoms are common. They recognise that the reasons behind poor mobility can be self-inflicted. This could include poor posture, spending too long sitting down, not exercising regularly and sports injuries. Many of these are challenges that have arisen due to modern lifestyles. An example of this includes office workers being sat down in front of digital devices for most of the day.
Encouraging Healthy Changes
Although Generation Z want to change their lifestyles to improve their health and well-being, they feel that there are significant challenges to achieving these changes. Rather than promoting fundamental change, brands should look to promote the message of incremental improvement, pushing the message that it is better to make small, convenient changes that can slowly be adopted into daily lifestyles, over more radical changes that cannot be stuck to in the long-term.
Environmental concerns unite consumers of all ages
FMCG Gurus’ consumer insights show that seven in ten consumers globally are concerned about the state of the environment. This proportion is similar across the four cohorts surveyed (Generation Z, Millennials, Generation X and Baby Boomers).
Issues including climate change, global warming, pollution and the destruction of biodiversity. Consumers are also worried that, without immediate action, the climate crisis will have an even greater impact in the future.
The role of the food, drink and supplement industries
Furthermore, seven in ten consumers across all cohorts feel that food, drink and supplement manufacturers should be doing more to protect the planet. Consumers recognize that, due to climate change, supply chains are disrupted and extreme weather affects harvests. But at the same time they also feel that these industries are contributing towards environmental damage. Issues such as pollution from livestock-based production and factories, unethical treatment of farmers, and global supply chains are considered to be contributing towards climate change.
To win consumer trust the food, drink and supplement industry must be transparent with their supply chains and processes. This shows that significant changes have been made to be more sustainable and ethical, and will appeal to consumers.
Changing habits and learning new skills
Consumers feel the responsibility to make global society more sustainable lies with governments and big businesses. However, they also understand that there are changes to be made on an individual level. Reducing food waste and being more resourceful with food and drink is important to consumers looking to live more sustainably. This is driving interest in meal planning, low-waste recipes, innovative use of leftover ingredients. In addition, many are learning how to preserve and extend the life of fresh produce.
Barriers to an eco-friendly lifestyle
Although each generation cares about the state of the environment, they face barriers to living a fully sustainable and eco-friendly lifestyle. Financial pressures, busy lives and uncertainty around trusting sustainability claims can become challenges for consumers.
Over half of consumers of all generations stated that the premium price of sustainable products is the biggest barrier to purchase. There is a perception that brands are using higher costs related to sustainable practices without providing benefits or complete transparency. This contributes towards the distrust consumers have towards the food, beverage and supplement industries when it comes to sustainability credentials.
High prices and the fact that portions of food are often made for multiple people and not packaged adequately to prevent food waste will be especially challenging. This will be the case for the youngest and oldest of consumers. These groups are more likely to be shopping for one person when the majority of food is sold pre-packaged in larger quantities.
Looking to the future
Brands can help consumers to overcome these barriers and support their goal of leading an environmentally friendly lifestyle. This can be done by demonstrating how sustainable practices contribute towards an overall improvement in quality and nutrition. This therefore adds value and encourages trade-up. Products considered to be transparent, trustworthy and provide value for money will be particularly appealing for consumers looking to make more sustainable choices in the long-term.
As we step into 2025, significant shifts in consumer preferences are on the horizon. Brands in the food and drink markets must adapt strategies that align with these evolving trends. Here are five pivotal areas to watch out for this year:
Exclusivity: The Power of Limited-Edition Offerings
In a marketplace increasingly influenced by social media, limited-edition products are gaining unprecedented traction. These exclusive offerings, often characterized by their restricted availability, create a buzz that can reduce price sensitivity among consumers. The more exclusive a product, the more consumers are willing to pay a premium over standard prices.
Younger demographics view limited-edition products as a means of self-expression, using them to showcase their taste, sophistication, and social savviness.
Revitalization: A Fresh Approach to Wellness
Many consumers today feel in a cycle of fatigue, struggling to balance the demands of their personal and professional lives. This phenomenon, more prevalent among younger generations seeking new opportunities, has shifted perspectives around health and wellness. As a result, there is a growing emphasis on the importance of sleep and feeling revitalized.
In 2025, expect to see consumers increasingly focused on diets and lifestyles that support better sleep health and overall well-being. As such, individuals will likely avoid or moderate their intake of products detrimental to their sleep quality and cognitive health, signaling a transformative shift in consumption patterns.
Ethics: Rising Skepticism Towards Corporate Practices
A notable trend emerging in recent years is the increasing distrust some consumers have towards large brands. Many individuals are turning away from information provided by official channels in favor of "alternative" narratives. This skepticism will have profound implications for food and beverage companies, as consumers demand transparency and accountability regarding sustainability claims and environmental impact.
As financial pressures are prevalent and profits surge for major corporations, resentment towards perceived corporate greed will intensify. Consumers will expect brands to play a more proactive role in environmental protection while simultaneously scrutinizing the authenticity of sustainability initiatives.
Traditional Remedies: The Resurgence of Heritage and Provenance
Anticipate a rising interest in traditional and ancient remedies shaping health perceptions in 2025. Products and ingredients with historical significance are increasingly being linked to perceptions of healthiness, with consumers favoring those from regions known for their health-conscious traditions.
This shift represents a counterpoint to the ongoing innovation in the wellness space. As consumers gravitate towards ancient remedies viewed as natural, sustainable, and genuine, brands will need to align their offerings with these historical narratives to capture consumer interest and trust, particularly in the realm of emotional wellness.
Health Boundaries: Advocating Self-Responsibility in Wellness
The health and wellness market has witnessed a surge in innovations, from genetic testing to artificial intelligence. While these advancements provide new ways to address health issues more effectively, there is a growing concern about whether the wellness industry is overstepping its boundaries.
In 2025, brands will need to shift their focus towards promoting self-responsibility among consumers rather than providing quick fixes.
Conclusion
In conclusion, as we look ahead to 2025, understanding these key trends will be crucial for companies in the food and drink markets. By being attuned to shifts in consumer preferences—particularly around exclusivity, wellness, ethical practices, traditional remedies, and self-responsibility—brands can better position themselves to meet the evolving landscape of consumer expectations and maintain competitiveness in this dynamic market.
The emerging trend of "inner radiance, outer glow" is reshaping the personal care market. This approach underscores the link between internal health and external beauty, spurring demand for products that enhance beauty from within. Essential vitamins, minerals, and ingredients such as fish collagen and vitamin E are becoming popular as consumers recognize their ability to improve skin elasticity, hydration, and overall radiance. This trend has created new opportunities for brands that focus on innovative formulations that blend nutritional science with skincare. As awareness increases, consumers are more selective about ingredient quality and effectiveness. Brands that effectively educate their customers about the science behind their offerings can enhance trust and confidence. Ultimately, this integration of inner and outer beauty is transforming the personal care and food and beverage industries.
Beauty and Wellness: Linked Through a Fundamental Approach
Consumers are becoming more conscious of the relationship between nutrition and overall well-being. This is particularly true for how certain foods and supplements can boost skin, hair, and nail health. This trend signifies a growing interest in traditional dietary habits that prioritize natural ingredients and nutrient-rich foods. Products packed with antioxidants and vital vitamins are increasingly sought after not just for their health benefits but also for their ability to enhance external beauty. This shift in consumer awareness has stimulated demand for products aligned with these holistic health beliefs. Brands are responding with offerings that include hydrating solutions, appealing to consumers who understand that adequate hydration is crucial for healthy skin, hair, and nails. Additionally, energy-enhancing supplements are gaining popularity. This is because consumers are placing greater emphasis on their personal appearance as a reflection of their overall health.
Consumers Turn to Nutritional Supplements for Beauty Care
The rise of beauty-from-within supplements is transforming how consumers approach care for their skin, hair, and nails. According to FMCG Gurus’ consumer insights, 29% of global consumers have utilized nutritional supplements over the past two years specifically to improve their skin health. In addition, 16% focused on nail health, and 24% turned their attention to hair care. This highlights how individuals are striving for personalized solutions that reflect their distinct beauty goals. Formats like powders, gummies, and capsules have seen significant growth in popularity for such personalized solutions. These convenient forms cater to preferences and offer an easy way for consumers to integrate essential nutrients into their daily lives.
Customization Opportunities for Brands
Brands now have a unique opportunity to tap into this trend by providing personalized solutions. Custom-tailored supplements can cater to a variety of issues. This includes enhancing collagen production for healthier skin and improving the shine and durability of hair and nails. By aligning their offerings with consumers' core objectives, brands can forge stronger connections and build trust in a competitive marketplace. Additionally, as societal values increasingly pivot towards health and wellness, the demand for transparency and efficacy in beauty products becomes more critical. Brands that emphasize high-quality ingredients, scientific validation, and personalized strategies will be well-positioned to connect with consumers seeking comprehensive beauty solutions. In this changing landscape, the ability to personalize stands out as a vital strategy for brands to adapt.
The Role of Artificial Intelligence in the Beauty Sector
Over the next five years, AI is anticipated to transform the beauty industry by enhancing personalization, efficiency, and sustainability in both product development and consumer engagement. Market research from FMCG Gurus reveals that 68% of participants familiar with AI believe it can positively influence health and wellness. One of the most promising prospects lies in skin mapping technologies. These innovations employ AI algorithms to analyze individual skin types and conditions, allowing brands to recommend customized skincare solutions tailored to specific needs. This level of personalization supports consumers in addressing their unique beauty requirements.
The humanization of pets is a trend that continues to grow. This is because the role of animals has evolved from functional into a companion considered part of the family. 85% of global cat owners say that they have an emotional connection with their cat. In addition, one in seven owners treat their cat as if it were their child. Cat owners evaluate their pets quality of life according to human standards. These owners take a proactive approach towards their pet’s physical and mental wellness.
Willingness to trade-up
Over two thirds of cat owners globally say that they put as much emphasis on quality when seeking out products for their pet as they would when buying food for themselves. Owners will seek products that meet both their own needs (nutrition, health benefits) and their pet’s needs (taste). In addition, they will be more willing to trade-up on products that offer extra quality.
Cat owners continue to purchase non-essential products that are seen to be beneficial for their cats, including supplements and treats. This is despite spending having become more considered in general. The continued spending on such products further highlights the emotional connection that people have with their pets. Rather than spending less and compromising on quality, greater focus will be placed on either absorbing costs or making savings elsewhere.
Commitment towards health & wellness
Digestion, immunity and maintaining general wellness are the top three most appealing health and wellness claims for cat owners globally. This mirrors human concerns around how digestive health impacts overall wellness. This is another example of how owners want to ensure their pets are cared for to the same level as they would care for themselves.
Products with multifunctional health benefits appeal to the most owners. This is due to the convenience and value associated with multiple claims in one product, especially if their cat is not currently suffering with specific symptoms or issues.
Weight management is emerging as a key concern for cat owners as they recognize that non-essential consumption occasions can lead to weight gain for their pets. It is understood that their pet being overweight could lead to long-term health issues and may affect the cat’s quality of life. Owners are seeking healthier pet food and treat products. They are trying to encourage their cats to undertake more physical activity. An example of this is by taking more time to play with their pet.
Prioritizing taste and indulgence
Taste is important to owners when seeking out pet products. This is in the same way that taste and sensory appeal is important when looking to buy human food. In fact, four in ten owners globally say that they are willing to compromise on nutrition if they feel their cat prefers the taste of a certain pet product.
This may also reflect human perceptions around better-for-you products potentially compromising on taste. It is important, therefore, that health and nutrition messaging on pet products is not seen to come at the cost of great taste, especially at a time when owners are wanting to make sure their pets enjoy their lives as much as possible.
Consumers are evaluating their health based on how they are feeling and are finding that they are not satisfied with their energy levels. Global instability, financial uncertainty and personal pressures are leading to feelings of stress, time-scarcity and fatigue.
Almost half (47%) of global consumers surveyed by FMCG Gurus said that they plan to improve their energy levels over the next twelve months. There is an awareness that low energy levels can be reflective of an overall deterioration in wellness. This links to frequent feelings of fatigue with the possibility of longer-term ill health. As a result, this means that improving energy levels is central to improving both immediate health and for healthy ageing.
From short-term fix to sustained energy boost
When looking for a “quick fix” consumers may turn to products that are high in sugar. These products can also be lacking in nutritional value. This contributes towards the perceptions that “traditional” energy boosting products can conflict with overall wellness goals. In addition, this also contributes to the idea that short term solutions may have unpleasant side-effects.
To counter consumers’ concerns, brands must provide reassurance that sources of energy are safe and natural. This is an opportunity to create products that provide a clean and sustained energy lift without additives or added sugar.
The need for fragmentation in the energy market
FMCG Gurus research shows that consumers have different metrics for measuring their energy levels and a range of motivations.
For example, one third of global consumers measure their energy levels by their cognitive function. For consumers experiencing symptoms such as brain fog, energy drinks with ingredients targeted towards improving focus will appeal.
Prioritizing a back-to-basics approach
Improving sleep health is central to a back-to-basics approach. Many consumers are adopting this approach toward their health over the next twelve months. For the energy market, this means that clean energy products must not be seen to interfere with sleep patterns. The inclusion of ingredients that help to reduce stress and promote feelings of calm, focused energy will be particularly appealing.
A quarter of global consumers have turned to exercise in a bid to improve their sleeping patterns over the next twelve months. As consumers may feel tired when trying to exercise more, there will be an interest in products that can offer a clean and sustained energy boost that facilitates exercise.
This means that there will be an increase in active nutrition consumers taking a proactive approach to their health, looking for functional clean energy products, for example containing protein, fibre and electrolytes, which support physical activity.
Opportunity for innovation
As consumers continue to make the link between energy and overall health, they will expect the next generation of energy boosting products to offer clean, sustained energy alongside tailored, targeted functional benefits that fit their particular lifestyle and health goals. This is an opportunity for development in the energy market to address legacy issues whilst supporting consumers with their health and well-being goals.
#1 Consumers seek more than just diet and lifestyle for better health
In today’s fast-paced world, many consumers struggle to get the vital nutrients they need. While convenience is key, it often comes at the cost of nutrition. As a result, feelings of fatigue, stress, and poor well-being are common. To address these issues, many consumers turn to nutritional supplements. In 2024, 36% of global consumers reported taking supplements to enhance their health. These supplements support various functions such as digestion, circulation, and immunity, ultimately improving overall health. The primary reason consumers seek nutritional supplements is to boost their immunity.
#2 Consumers use supplements to address their mental and emotional health
Consumers are increasingly prioritizing their mental health. A significant 93% of people consider emotional well-being as essential as physical health. In response to growing concerns about mental well-being, many individuals are focusing on mental health support. Busy lifestyles often lead to stress and exhaustion, making supplements a quick and easy solution. In 2024, energy levels and sleep quality ranked high on consumers' priority lists. Many are specifically looking for supplements that promote energy. Additionally, there is a demand for products that enhance mental clarity, focus, and stress management.
#3 Sports nutrition supplements are a fast-growing segment
Sports nutrition remains one of the fastest-growing segments in the supplement market. Research from FMCG Gurus shows that over 1 in 5 consumers use nutritional supplements to support their exercise routines, and this trend is increasing. Consumers primarily seek these supplements for energy boosts or to enhance protein intake, which benefits athletic performance. These products help improve strength, endurance, and energy before workouts while also aiding recovery and muscle repair afterward.
#4 Supplements can provide a holistic approach to beauty
More consumers are turning to nutritional supplements to meet their beauty goals. This "beauty from within" trend emphasizes using health and wellness to enhance outward appearance. By using these supplements, individuals aim to improve the health of their skin, hair, and nails. Notably, 29% of consumers who take nutritional supplements do so for skin health. With an increasing focus on "clean beauty" and sustainability, many consumers prefer natural and eco-friendly options rather than solely relying on traditional cosmetics.
#5 Emerging formats of nutritional supplements appeal to consumers
Historically, nutritional supplements have been available primarily in tablets or capsules. However, alternative formats are gaining popularity. Chewable supplements are increasingly appealing, especially for those who struggle with swallowing, such as young children. They also provide a sensory experience that tablets lack. Additionally, "unnoticeable" supplements are on the rise, fitting seamlessly into everyday routines. These include powders that can dissolve in beverages like coffee, allowing consumers to incorporate them without adding complicated steps. For instance, 30% of consumers who take supplements opt for the powder format to improve their health.
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.
Understanding the Connection Between Hydration and Well-being
Many consumers are aware of the critical role hydration plays in maintaining overall health. The understanding that inadequate water intake can lead to serious health issues is widespread. Hydration is linked to improvements in both physical and emotional well-being. These are key aspects of daily wellness that many individuals prioritize. FMCG Gurus' consumer insights highlight that 64% of global consumers recognize the significance of hydration. However, only about 30% report feeling adequately hydrated most or all of the time during an average week. This indicates that many people recognize the need to hydrate—often through beverages. However, they may struggle to do so due to the pressures of personal and professional responsibilities. Insufficient hydration can lead to immediate physical and cognitive effects. This includes fatigue and difficulty concentrating, with potential long-term health implications as well.
Consumer Confidence in Hydration Intake
As consumers look to enhance various facets of their health over the next year, it becomes evident that they aren’t completely content with their current well-being. Key issues they focus on include sleep health (46%), mental wellness (38%), and physical activity (32%). This is largely due to the realization that emotional health is equally vital as physical health. Many consumers feel that high stress levels negatively impact their emotional well-being. They also find it easier to notice the health benefits of dietary and lifestyle changes that yield immediate results. Hydration is seen as integral to improving mood and energy levels throughout the day. It also contributes to better relaxation and sleep quality in the evening—an aspect that brands should promote effectively.
Identifying Barriers to Consistent Hydration
Among consumers who feel they are not sufficiently hydrated, 38% attribute this to not drinking enough water. Several factors can influence hydration, including external circumstances like extreme temperatures or limited access to beverages in certain situations. Nonetheless, many consumers acknowledge that inadequate hydration is often self-imposed. This is a positive realization because it suggests that this issue can be easily addressed. The primary reason cited for not drinking enough water is simply forgetting or neglecting to do so. Brands should cultivate a more aspirational image around hydration to motivate individuals to increase their water intake. This is particularly true as they seek to return to fundamental health principles in pursuit of wellness. Additionally, consumers link excessive alcohol consumption and poor sleep with dehydration. These issues reflect the struggles of daily life but also affect energy levels, mood, cognitive function, and overall health.
Hydration’s Role in Beverage Choices
While it has been established that consumers face various challenges in maintaining hydration, another significant issue is that their beverage choices may not always align with health norms. Approximately 40% of consumers prioritize flavor over hydration when selecting beverages. With an abundance of options available, purchasing habits are increasingly influenced by diverse preferences and needs. Taste and enjoyment remain key motivators, particularly during uncertain times when consumers look for comfort and escapism. However, fulfilling these needs may come at the cost of hydration and overall health. Thus, it is crucial for brands to effectively connect the appeal of hydrating beverages with their taste and sensory enjoyment.
In November 2024, FMCG Gurus got together with NutriLeads to explore consumer attitudes and behaviors towards the gut and the prebiotics market.
We heard that the prebiotics market is continually growing as consumers are gaining an increasing understanding of the relationship between the microbiome and overall wellness. To develop a deeper understanding, we discussed what prebiotics are, consumer understanding and usage of prebiotics, and what opportunities exist within the market.
Consumer attitudes and behaviors towards the gut and prebiotics
Over the last decade, awareness of digestive health has been growing. However, FMCG Gurus’ research revealed that only 49% of consumers are satisfied with their digestive health. Consumers feel that barriers to leading a healthy life are on the rise. This is due to poor diets and busy lives, which is driving the demand for convenient and effective products.
We also explored how the prebiotic market is evolving. For instance, consumers are gaining an increasing awareness of the gut microbiome and the link between the gut and holistic wellness. There is recognition that symptoms of bad digestive health can have a direct impact on general wellness and vulnerability to illness. This recognition has been brought about by a focus on day-to-day health. However, there is a lack of education among consumers about the specific role of prebiotics. This emphasizes the opportunity within the industry to educate consumers.
“Consumers want reassurance that products are effective, essential, and good value for money. Multiple health benefits are something that appeal to consumers, because of the association with maximum efficacy, convenience, and value. This is particularly true at a time when consumers recognize the link between the digestive system and both day-to-day and long-term health.”
Mike Hughes, Head of Research and Insight at FMCG Gurus
Enabling better health via the gut microbiome
NutriLeads went into more detail about the relationship between better health and the gut microbiome. They did so by taking a look into the science behind their prebiotic Benicaros®, and how it appeals to consumers.
Sue McKay P.h.D., Nutrition & Health Manager at NutriLeads, explained the complexity of the gut-immune system and how fibers play an important role in ‘training’ the immune system to respond to challenges quickly and effectively. Benicaros®, a “precision prebiotic”, provides a triple benefit within the gut, immune system, and general wellbeing. Along with these health benefits, Benicaros® has little impact on taste, color and odor. As a result, it can be used broadly within a consumer's existing routine.
We were also introduced to some of the potential future benefits of prebiotics. Scientists suggest that fiber could help to manage allergy symptoms, skin health, metabolic health, and improve mood.
The gut as a “second brain”
We were introduced to Amare Global, who have used Benicaros® as an ingredient in their weightloss product GBX Burn. This highlighted how companies can make the most of prebiotics to enhance user experience.
Shawn Talbott P.h.D., CSO at Amare Global, provided further detail about how the microbiome and immune system are in constant communication. As a result, the wellness of the gut has a direct impact on the wellness of the body. He described the immune system as the “7th sense”, having an effect on both physical and mental health. Amare have used Benicaros® within GBX Burn to support gut health and improve signaling along the immune system axis to enhance wellbeing. This then improves the experience for the consumer while on a weight loss regiment.
Questions and Answers
The audience took the opportunity to ask our experts questions. These questions connect consumer attitudes and behavior with industry-leading research and product development.
In November 2024 FMCG Gurus explored the key trends that will shape consumer attitudes and behaviors in 2025.
During the lively roundtable discussion, we heard how consumers are shifting their perceptions towards their finances, their health goals and their emotional wellbeing. To more closely understand the motivations behind this perception shift, we discussed how the broader global context shapes consumer attitudes. In addition, we explored how reaction to cultural events will influence food, beverage and supplement choices.
Key drivers behind consumer attitudes
Key drivers behind changes in consumer attitudes in 2025 include a renewed focus on self-care and emotional wellness. This includes seeking out comfort and escapism through affordable indulgence. Also, this highlights the importance that consumers will place on value and information transparency when purchasing products.
“Consumers are governed more by value, innovation and quality rather than purely the cheapest price. This is particularly true if the cheapest price is considered to be a compromise on taste. They are scrutinizing products, questioning whether they are effective, essential and good value for money. ”
Mike Hughes, Head of Research and Insight at FMCG Gurus
Evolution of trends and opportunities for brands
We examined the evolution of trends within health & wellness and debated the differences in approach between cohorts. From the focus placed on emotional wellness by Generation Z to the “forever young” ethos of Baby Boomers.
Indulgence and sensory appeal is a key theme running through many of the 2025 trends. We discussed how brands can help consumers seek out products that offer escapism without associated feelings of guilt. In addition, we examined the movement towards traditional flavors associated with simplicity and nostalgia.
“Consumers are willing to trade-up as they seek products that push the boundaries of premium. This is a big opportunity to give traditional products and flavors a more contemporary twist”
Simona Tweedie, Lead Analyst, FMCG Gurus
Changing consumer sentiment towards popular trends
Consumer opinion continues to fragment in reaction to macro influences and uncertainties. As a result, we discussed the need for a fine balance in progressive marketing to cater to a range of audiences. Also, we discussed the change in consumer attitude towards sustainability and premium prices. This involved looking more closely at the kinds of claims that ethically-minded consumers find appealing.
Technology, AI and the consumer
Consumers have become accustomed to the role of AI as a collaboration tool that can support personalization and speed technological development. In terms of this, there was discussion regarding consumer interest in innovations in the health and wellness market. Caution was raised around weight-loss drugs. However, due to the divisive opinions both within the industry and at a consumer level.
Advice for brands in 2025
As the roundtable came to a close, our experts shared their advice for brands over the next twelve months. Brands will have to be more transparent and open than ever before to appeal to consumers. This includes focusing on value via quality and innovation, and ensuring that they support consumers who will continue to be feeling stressed and anxious over the next year. The Q&A from the audience included questions covering the plant-based market, pet care, weight loss drugs and the importance of combating misinformation.
In November 2024 FMCG Gurus and Sensapure Flavors presented a webinar exploring shifting consumer attitudes towards health and well-being. The webinar examined the drivers behind consumer demand for clean energy, hydration and instant health solutions in the functional beverage category.
Prioritizing day-to-day wellness and energy levels in 2025
Over the past 18 months consumers have changed their focus from long-term health to improving day-to-day wellness. This is particularly true for mood enhancement and stress alleviation. FMCG Gurus’ consumer insights show only 1 in 5 global consumers regularly feel energized. This can impact their ability to perform day-to-day tasks. As a result, boosting energy levels will be a priority for consumers in 2025.
“Consumers can often feel tired and fatigued. They are worried that this may be a reflection of an overall drop in their health. This is driving demand for energy boosting products. At the same time, industry legacy issues means that consumers can sometimes be conscious of seeking these products out. This is creating the opportunity, particularly within the beverage space, to promote the concept of clean energy and make the link with hydration to target those consumers that are seeking out products that will help them get through the day both physically, emotionally and cognitively.”
Mike Huges, Head of Research and Insights, FMCG Gurus
Clean label claims for energy boosting beverages
Consumers may have an unfavorable perception of energy boosting products as having a short-term impact and potentially containing high levels of sugar. The industry need to change this by offering formulations that are free from dietary evils and artificial ingredients. In contrast, they should focus on ingredients that are natural, clean and offer a sustained energy boost. Consumers are open to new products and willing to research and be educated about new ingredients.
Opportunities & Recommendations
During the Q&A our panel members discussed how brands can capitalize on opportunities around energy in the ready to drink market. This included what to do next from a consumer perspective and how to customize this approach for different cohorts. Sensapure Flavors explored their role in flavor innovation and product development capabilities. They also discussed new ingredients and flavors in the energy drink category.
“Getting away from ingredients that consumers see as “bad” is important. Novel ingredients like lutein and zeaxanthin, which are good for eye health, play into the gamer space - that’s a space that’s pretty new [...] Also, ingredients that provide satiety like amino acids, plant-based proteins, also non-nutrient sweeteners - ingredients other than sugar and artificial sweeteners, that have a natural skew and don’t contain a lot of calories.”
Derek Greer PhD, Senior Director R&D, Sensapure Flavors
“Today’s consumers are very astute in doing the research and understanding what works best for them. Transparency on the label and having clinical data that backs up the claims of those ingredients is very important. Clean label is a trend we have been seeing not only in energy but across the world of functional beverages.”
Tony Colalillo, Senior Vice President of Sales & Marketing, Sensapure Flavors
Representing less than 10% of the general population, performance nutrition consumers are individuals dedicated to intense workout routines and enhancing their physical fitness levels. Their dedication to strenuous exercise significantly shapes their purchasing decisions in the sports nutrition market, setting them apart from more casual users. These consumers prioritize effectiveness, carefully evaluating ingredient types, dosages, and quality to ensure they acquire the most suitable products for their demanding workouts.
Health goals of performance nutrition consumers
While performance nutrition consumers perceive themselves as healthy or very healthy, they aspire to improve various aspects of their wellness in the upcoming year regardless of their current fitness levels. Setting themselves apart from those focusing on health out of dissatisfaction, these consumers aim to elevate their levels of happiness, aligning with the wider societal experience of stress and low mood. Subsequently, they place significance on enhancing digestive health and cognitive function, recognizing the impact on their long-term quality of life and immediate athletic performance.
The importance of protecting muscles for performance nutrition consumers
FMCG Gurus' consumer insights reveal that 38% of global performance consumers say they suffer from muscle sprain problems specifically related to their workout routine. Engaging in rigorous daily workout routines makes performance nutrition consumers susceptible to exercise-related injuries. With nine out of ten acknowledging the likelihood of encountering such issues, they prioritize injury prevention to sustain their physical activity in the long run. Commonly sustained injuries include muscle sprains and knee injuries, prompting them to seek out sports nutrition products that claim to reduce the risk of such occurrences.
Enhanced awareness of functional ingredients among performance nutrition consumers
In comparison to the general population, performance nutrition consumers show a prominent level of knowledge regarding ingredients in the sports nutrition market. For instance, FMCG Gurus’ market research highlights that 69% of global performance nutrition consumers say they regularly research about different ingredients.
This elevated awareness stems from their dedication to health and proactive research practices. Furthermore, their enjoyment in exploring new products and ingredients signifies a willingness to invest time in this pursuit rather than viewing it as a necessity. Consistent awareness of various ingredients over the past three years highlights a genuine interest that is not influenced by external factors like the pandemic. Their comprehensive understanding leads them to thoroughly examine the quality and quantity of ingredients when selecting sports nutrition products, ensuring they are devoid of ingredients that could compromise their workout routines and performance.
It’s essential for brands across the dynamic global food,
beverage, and supplement markets to identify and stay ahead of the trends
influencing consumer behaviors and attitudes in the upcoming year.
These markets have been affected by an overarching sense of
unpredictability and instability, with consumers confronting issues like global
conflict, price sensitivity, and increasing strain on supply chains.
Over the next twelve months, consumers will embrace comfort and indulgence alongside a focus on daily well-being as they seek to safeguard their physical and emotional health.
FMCG Gurus Top Ten Trends for 2025 are:
This
blog examines the first 5 trends.
To gain insights into all 10 of the trends, register here for our online roundtable discussion taking place on 7th November 2024.
Top Trend 1: Prioritizing Pleasure
The
Sub Trends
Appetite for Expression | Comfort to Nurture | Join the Dots |
Hedonistic Therapy
70% of global consumers feel taste is the most influential factor which shapes perceptions of whether a product is good value for money.
Explores the significance of taste and enjoyment without
compromise, reflecting a shift towards permissible indulgence where consumers
seek gratifying flavors and textures free of guilt or restrictions. This has
led to a rise in premium and artisanal products promoting balance and
moderation. Brands are focusing on providing sensory-rich experiences that
deliver pure enjoyment, reshaping the narrative around guilt-free indulgence.
Consumers are increasingly drawn to brands that align with their values, allowing
them to express their individuality through relatable product experiences.
There is also a preference for familiar products during uncertain times, highlighting the demand for nostalgic offerings that provide emotional comfort. Furthermore, the trend underscores the need to balance enjoyment with holistic well-being, encouraging mindful eating and savoring flavors for mental and nutritional wellness. Lastly, promoting self-care and indulgence without guilt has become crucial, emphasizing a positive mindset towards relaxation and enjoyment without restrictions.
Top Trend 2: Do Good, Feel Good
The Sub
Trends
All for One | Pushing for Change | Diversify and Include | State
of Mind
53% of global consumers have taken steps to improve their emotional health in the last year.
This trend emphasizes the connection between acting responsibly and the resulting positive effects on emotional well-being and physical health. This trend encompasses various facets, such as advocating for cruelty-free and transparent production processes, placing importance on kindness and wellness in daily practices, supporting causes, and shifting focus towards non-material wealth by prioritizing quality time with loved ones. Consumers are actively seeking out brands that resonate with these values and show a dedication to ethical practices. They are driving transformative change through small acts of kindness in their routines, endorsing anti-corporate and artisan brands, leading to elevated moods and a stronger sense of community.
Top Trend 3: The Mantra is Well-Being
The Sub
Trends
Balanced Intentions | Age of Anxiety | Functional Indulgence |
Highlighting Hydration
38% of global consumers state that they often feel anxious or over-stimulated.
This trend highlights the growing importance of taking time for oneself amidst the concerns and stress of current events including global conflicts and social media pressures. Consumers are actively prioritizing time for rest, relaxation, and health maintenance through self-care practices. This movement encompasses various elements such as focusing on improving sleep health, engaging in activities that provide escapism and stress relief, enjoying indulgence without guilt, and disconnecting from excessive digital consumption to re-establish real-life connections. Brands are aligning with this trend by promoting and endorsing self-care practices to aid consumers in managing their wellness in today's digitally saturated and fast-paced environment.
Top Trend 4: Timeless Traditions
The Sub
Trends
Creating Memories | Seeking Culture | Portal to the Past | Championing Causes
18% of global consumers like to see nostalgic flavors when seeking out snack products.
One of the prevailing trends in consumer behavior centers around
the resurgence of a retro mindset and a deeper appreciation for timeless
traditions. This movement signifies a shift towards embracing traditional
values, a focus on self-identity, and a preference for simplicity as a response
to the rapid changes and uncertainties of the modern world. Consumers are
finding solace in the familiar, placing importance on tradition, heritage, and
nostalgia in their decision-making. This trend reflects a yearning for clarity,
authenticity, and straightforward decision-making amidst the overwhelming
abundance of information and choices available today.
Additionally, the trend emphasizes social interaction and meaningful connections, leading individuals to prioritize togetherness and shared moments with family and friends. It also mirrors consumers' desire for diverse and authentic culinary experiences, driving the exploration of flavors or traditional tastes that evoke a sense of nostalgia and cultural connection.
32% I want to avoid ingredients that are harmful for the environment.
This ongoing trend signifies a collective commitment towards
ethical promises and initiatives, with both brands and consumers assuming
pivotal roles in advancing purposeful and environmentally conscious visions for
the future. Brands are increasingly adopting transparent and sustainable
practices, including ethical sourcing, mitigating carbon footprints, and
championing social and environmental causes.
This shift reflects a broader trend of responsible consumerism, where individuals actively endorse brands aligned with their ethical values. They look for brands that partake in environmentally friendly practices, contributing to the elevation of communities, preservation of natural resources, and the construction of a more sustainable and purposeful future. Emphasizing the significance of ethical and sustainable initiatives, brands are under heightened pressure to uphold ethical standards across their processes, from ingredient sourcing to production methods, to cater to evolving consumer preferences.
Exploring the interconnection of emotional wellness and probiotics
In October 2024 FMCG Gurus and Lallemand got together to talk about consumer attitudes towards emotional wellness and the market opportunities of probiotics in mental health.
We heard that consumers are prioritizing emotional wellness and taking steps to alleviate stress, anxiety, low mood and fatigue. At the same time, consumers are recognizing the link between digestive health and emotional wellbeing. The focus on improving both physical and emotional wellbeing is driving demand for functional foods, dietary supplements and specialty ingredients.
Consumer attitudes and behaviors toward mental wellbeing and probiotics
Looking more closely at specialty ingredients, FMCG Gurus’ research revealed that eight in ten of global consumers say they have heard of probiotics. However, only 20% of those consumers are aware that probiotics aid mental wellbeing. In fact, consumers were much more likely to associate the benefits of probiotics with digestive health and immune health.
At a time when spending on health and wellness products is becoming more considered, raising awareness between probiotics, digestive health and mental wellbeing could present an opportunity for food, beverage and supplement markets. Seven in ten consumers surveyed said that multiple health benefits are important when buying probiotics and over a third said science based claims are important.
“Over the last couple of years consumers have fundamentally changed their attitudes towards their digestive health. They recognise that it has a direct impact on their overall wellness both physically and mentally and this trend will continue. Consumers recognise this as a holistic issue. Extending claims on probiotics to focus on emotional wellness as well as digestive and immunity won’t be seen as too much of a radical change for consumers. Instead, this can be something that improves their overall health and wellbeing, which will improve the value perceptions of these products.”
Mike Hughes, Head of Research and Insight at FMCG Gurus
Examining the gut-brain axis
Lallemand shared their perspective as a global leader in the field of probiotics by taking a deeper dive into the mechanism of the gut-brain axis and looking at what the future holds for probiotics in mental health.
Karine Lasfargue, Product Manager at Lallemand Health Solution explained that communication between the gut and the brain is bi-directional. This means that just as digestive health affects emotional health, how we feel can also affect our digestive system.
We were introduced to the term “psychobiotics”, describing live microorganisms that may benefit mental health by influencing gut-brain communication, and Lallemand showcased their pioneering research into psychobiotics and how probiotics work with the digestive system. Ola Kassem, Clinical Research Specialist at Lallemand Health Solutions, talked more closely about the company’s psychobiotic product Cerebiome.
Questions and Answers
The audience took the opportunity to ask our experts questions, connecting consumer attitudes and behavior with industry-leading research and product development.
Introduction: Linking Metabolic Health with Well-Being
FMCG Gurus’ consumer insights show that approximately two-thirds of consumers across the globe say they understand metabolic health. These consumers recognize the link with overall well-being and the impact that metabolic health can have on weight and energy levels.
Despite this awareness, consumers take a reactive approach to improving metabolic health. For example, due to feeling unhealthy or having been told to do so by a doctor. This is in line with the broader trend of consumers moving away from a fear of illness and “health at all costs” to “considered health”. This places greater emphasis on whether products are effective, essential, and good value for money.
Lifestyle Changes
Consumers looking to improve their metabolic health over the next year are most likely to look to exercise more and improve dietary habits. This highlights that consumers are conscious that inactivity and poor diet can lead to weight gain. In turn, this can negatively impact their metabolic health. It also shows that consumers believe that metabolic health can be improved through lifestyle changes rather than seeking support from a healthcare professional.
For consumers looking to improve their dietary habits, 77% said they would drink more water. This highlights the link between hydration and the metabolism. It also mirrors the wider trend of consumers placing greater emphasis on getting the “basics” right in order to maximize wellness.
When asked what type of products consumers find appealing within the metabolic health market, half of consumers said that nutritional supplements are the most appealing. This suggests that they feel their diet is lacking in the required nutrients for the metabolism and are looking to top this up with supplements.
Fortified drinks were the second most appealing product for improving metabolic health, with 46% of consumers interested in these claims. Consumers recognize the link between good hydration and good metabolic health. These products may also be more convenient for consumers seeking on-the-go health products due to time scarcity.
Appealing to the Audience: Health Claims & Efficacy
Consumers who purchase metabolic health products are influenced by recommendations from healthcare professionals and multiple health benefits on product packaging. The health and wellness industry should look to educate consumers about the broader benefits of these products. In terms of wellbeing and long-term health of everyday food, drink and ingredients that are associated with the metabolism. Multiple health claims are associated with maximum efficacy, convenience, and value. As a result, this also appeals more broadly to consumers who want products that help aid overall health and wellness. In doing so, they hope that their metabolic health improves.
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.
FMCG Gurus' consumer insights highlight that 67% of global consumers acknowledge the connection between good skin health and overall well-being. This demonstrates that consumers understand the importance of skin health beyond just self-confidence and appearance. In addition, this highlights a recognition that poor skin health could indicate underlying health issues, significantly affecting quality of life. Despite this awareness, consumers are not entirely content with their skin health. Their dissatisfaction can be attributed to factors like stress, poor sleep, and finances.
Changing Dietary Habits
As consumers prioritize their health, they are making adjustments to their overall diets and lifestyles. This is in the hopes of enhancing their general well-being, including their skin health. Consumers have implemented various dietary changes over the past few years. The most popular is an increase in fresh fruit and vegetable consumption and engaging in more physical activity.
This return to fundamental nutrition highlights the recognition among consumers of the connection between diet and skin health. Consumers understand that habits such as irregular meal times, excessive indulgence, and inadequate micronutrient intake can negatively impact their appearance. Consequently, consumers realize that they don't necessarily need to rely on functional or fortified products to enhance their skin health. Instead, they strive to establish a balanced, structured, and nutrient-rich diet that offers positive health benefits.
Consumers are concerned about the impact of UV light
Consumers are keen on addressing various aspects of their skin health in the coming twelve months. Although dry skin is the most commonly reported symptom among consumers, protection from UV light stands out as the primary area of interest. This can be attributed to concerns about climate change and rising temperatures.
Consumers are well aware of the significant consequences of excessive sun exposure. Simultaneously, they acknowledge the increasing temperatures and the susceptibility to adverse and unpredictable weather conditions. Consumers are mindful that these environmental changes can not only affect their physical appearance but also elevate the risk of serious health issues. Consequently, there will be a heightened demand for products perceived to provide adequate protection from UV light.
Consumers are seeking functional products to address dry skin
On a global scale, consumers are drawn to a variety of skin health-related assertions within the food, beverage, and nutritional supplement industries. The appeal of claims related to alleviating dry skin is understandable, as it is a common issue experienced by consumers. Additionally, the popularity of claims related to enhancing collagen levels indicates that consumers are aware of the diverse benefits associated with collagen beyond skin care.
When selecting functional products, consumers prefer to encounter multiple health claims, associating such products with optimal effectiveness, convenience, and value. This signifies that during times of deliberate expenditure, skincare products featuring multiple claims will be highly sought after. Nonetheless, it is essential to recognize that consumers can exhibit skepticism towards these claims, necessitating brands to provide supporting evidence.
Many consumers are taking proactive steps in addressing multiple aspects of their health
Consumers are actively prioritizing their health and focusing on prevention rather than cure. They aim to improve their overall well-being, recognizing the importance of cognitive and emotional wellness alongside physical health for healthy aging. The emphasis on holistic health is evident, with sleep health and immunity being the primary focus for individuals in 2024. This shift is expected to drive the demand for functional products that offer health benefits beyond basic nutrition. Consumers will look for products with diverse health claims. This is because they perceive them to be highly effective, convenient, and valuable. This is particularly true as they become more deliberate in their spending on health and wellness.
Emotional and cognitive health remain top priorities
Consumers are paying attention to their emotional and cognitive well-being, acknowledging the interconnectedness of physical, emotional, and cognitive health. Consequently, they are seeking products with claims related to cognitive health and emotional wellness. In particular, claims associated with sleep health, which is linked to enhancing emotional wellness are of high appeal. These evolving consumer priorities are prompting proactive responses from the industry. Manufacturers are creating products with specific cognitive and emotional wellness benefits. This is aiming to provide maximum effectiveness, convenience, and value in response to the intentional spending on health and wellness.
Consumers are re-evaluating the importance of energy in relation to their overall health
Consumers are re-evaluating the importance of energy and mood. They are acknowledging the significant role these factors play in their overall health and well-being. Rather than seeking quick fixes for fatigue and low energy levels, consumers are broadening their perception of energy and linking it to wider health considerations. Persistent tiredness and fatigue are no longer seen as isolated issues but as indicators of underlying health issues. Consequently, consumers are seeking food and beverage products that can address these underlying causes. As a result, they are focusing on sustainable energy levels and mood enhancement instead of temporary energy boosts. This shift in consumer mindset is leading to a demand for products that offer long-term benefits. These products might include ingredients supporting mental clarity, stress reduction, and emotional balance. This will reflect a holistic approach to managing energy and mood for improved overall wellness.
Gen Z and Millennials are the least content with their health
Younger individuals, including Gen Z and Millennials, often
express the lowest satisfaction with their health compared to baby boomers who
perceive themselves to be in good health. This dissatisfaction is influenced by
various factors, including the pressures of modern lifestyles. Media coverage
frequently portrays them as the least healthy generation, revealing their
concerns about being overworked, lacking financial confidence, and worrying
about entering the property market while trying to maintain a social life.
Moreover, there is a growing trend of digital detox as young consumers seek to disconnect for health reasons. This involves limiting exposure to digital devices and online information to reduce stress and mental fatigue. Additionally, parents are encouraging their children to experience a more traditional childhood, free from the pressures of growing up too fast in the digital age.
In general, women consider themselves to be in good health, however, there has been a decrease in the number of women who report improved health over the past two years
Women remain proactive in prioritizing their well-being, emphasizing prevention over cure and seeking to enhance their health even in the absence of symptoms impacting their quality of life. FMCG Gurus' consumer insights reveal that 66% of women express that they are in good health. This figure has slightly declined compared to two years ago. Additionally, 34% feel that their health has improved over the past two years, although this represents a decrease from 2021. This suggests that, in the post-pandemic landscape, there may be less emphasis on health optimization, with new challenges emerging in maintaining well-being. These challenges include significant economic uncertainty, the threat of conflict, busy lifestyles, and other factors posing obstacles to women's physical and mental health.
Women aspire to enhance various aspects of their health in the next twelve months
When it comes to attitudes toward well-being, many women demonstrate a more proactive approach to health compared to men. There are multiple reasons for this, including fewer social taboos around addressing health issues, increased education on specific topics, and the unique challenges of menopause. This proactive stance on well-being drives women to seek improvement in various aspects of wellness in the upcoming year, even if they perceive themselves to be in good health. Overall, women are planning to enhance their general health and wellness, underscoring their preference for preventive measures. As a result, women are looking to make dietary and lifestyle changes in the hope of improving multiple aspects of their well-being simultaneously.
Notably, there has been an increase in the proportion of women seeking to address stress levels and mental health over the past two years, reflecting the acknowledgment that emotional well-being holds equal importance to physical health in enabling healthy aging. Women are currently facing various concerns such as the current cost-of-living crisis, global conflict risks, and trying to balance numerous activities, making them increasingly aware of the impact on their mental well-being.
Women are taking various measures to enhance their well-being
The proactive approach to health leads women to make various lifestyle improvements aimed at managing and enhancing their wellness. It is evident that women are more inclined to take general steps rather than seeking advice from healthcare professionals, indicating their belief in their ability to make changes independently. This suggests that many feel they do not require expert advice or products and view any potential symptoms as self-addressable to some extent. Overall, women are most likely to report improvements in their dietary habits over the past two years, although there has been a decrease in the proportion compared to two years ago.
Conversely, there has been a significant increase in those seeking to improve their sleeping patterns, signaling the growing recognition of the connection between good sleep and overall well-being.
Consumers understand that poor digestive health not only brings about discomfort and affects their quality of life but also heightens the risk of disease and illness. This could pose a threat to their long-term well-being. The food, beverage, and supplement industries have played a role in encouraging consumers to reassess their perceptions of gut health. From a holistic wellness standpoint, this is a concept that has resonated with consumers in the past decade. However, the decrease in the number of individuals making these connections compared to 2022 can be attributed to a shift in consumer focus away from health as the fear of illness diminishes post-pandemic.
Despite this awareness, consumers remain dissatisfied with their digestive health. They may feel that this dissatisfaction is a result of their own actions. This leads to the persistence of common symptoms that can have immediate and long-term impacts on wellness.
Digestive health and emotional wellness are interconnected
In the coming years, emotional wellness will be deemed equally important as physical well-being from a health standpoint. This is due to widespread stress and anxiety, which can affect relaxation, sleep quality, and energy levels. Additionally, consumers understand that poor emotional wellness doesn't just impact mood. Instead, it can also increase susceptibility to disease and illness, stemming from feelings of fatigue and depletion.
While consumers acknowledge that some sources of stress and anxiety are beyond their control, such as escalating prices and the looming threat of global conflicts, they also recognize that certain aspects of poor emotional wellness can be self-inflicted. For instance, 64% of consumers acknowledge the connection between their digestive health and emotional well-being. This shows they understand that symptoms like bloating and gas can influence mood. Moreover, habits such as irregular meal times, overeating, and late-night eating not only cause these symptoms but also directly impact the ability to relax and achieve satisfactory sleep levels.
Interestingly, there has been a drop in the appeal of digestive health products
The diminishing concern about illness is directly impacting food and beverage choices. Consumers still hold positive views of products designed to support gut health, but, there has been a noticeable decline in the proportion of individuals expressing favorability towards these products compared to two years ago. This trend highlights the diminishing priority given to health and wellness. This leads consumers to be less inclined to actively seek out health-related claims when purchasing everyday groceries. Moreover, there has also been a decrease in the proportion of individuals willing to pay a premium for products positioned around gut health over the past two years.
In addition to the reduced fear of illness, there is an increased level of price sensitivity. This is as consumers strive to balance and manage rising costs in various aspects of their daily lives. As a result, consumers are still in pursuit of wellness products and remain willing to pay a premium. But they are now placing greater emphasis on evaluating the efficacy, necessity, and value for money of the products they purchase.
Consumers tend to be less proactive in enhancing their mobility health
Generally, consumers are known for taking a proactive approach to their health. Although some of the urgency in maximizing well-being seen during the pandemic has diminished. However, when it comes to mobility health, consumers tend to be more reactive. Only 45% express interest in products addressing mobility health even without symptoms, and just 41% actively seek out such products. Despite recognizing the connection between good mobility and overall health and the availability of beneficial ingredients like protein and calcium in everyday food and drink options, a significant portion of consumers only consider their mobility health when experiencing symptoms.
Consumer satisfaction with mobility health is lacking
FMCG Gurus' consumer insights reveal that consumers are not entirely satisfied with their mobility. While bone health satisfaction is relatively high at 51%, only 34% are content with their energy levels, indicating a potential impact on quality of life. There hasn't been a notable increase in the proportion of consumers reporting an improvement in mobility health over the past year. For instance, 19% noted a decline, likely influenced by inactive lifestyles. This suggests that movability-related health issues may become more prevalent in the coming years across all demographics.
Consumers commonly face mobility-related health issues
Due to a reactive approach and modern lifestyles, mobility-related health problems are widespread. While previously associated more with older consumers, issues now affect individuals of all ages due to factors like inactivity. Tiredness and lack of energy are commonly reported, impacting flexibility and overall performance in daily tasks.
Improving mobility is not a top priority for consumers over the year
Despite intending to make health and wellness improvements, many consumers do not prioritize addressing mobility health, even with prevalent symptoms. Cognitive health takes precedence, with less attention given to joint and bone health. Consumers tend to address movability concerns mainly when experiencing discomfort. This indicates a need to shift towards preventative measures rather than reactive responses.
Consumers acknowledge the benefits of activity for mobility health
Consumers understand the correlation between good mobility health and overall well-being. They recognize that lifestyle changes can enhance movability without seeking specialized medical advice. Increasing physical activity and reducing inactive behavior are seen as effective ways to improve movability. Emphasizing light exercises like walking and swimming can have a positive impact on movability and encourage a preventative approach to maintaining mobility health.
Consumers are Displaying Differing Attitudes to their Health
A common question within the industry is about the lasting effects of the pandemic and its impact on consumer behavior regarding wellness. As individuals reevaluated their diets and lifestyles with a new sense of urgency, it sparked discussions about whether the pandemic fundamentally altered consumer behavior. There has been a significant focus on proactive health in recent years. This has included people seeking to minimize their susceptibility to disease.
However, the reality is that the pandemic's influence on attitudes and behaviors toward health and wellness appears to be mostly short-term. From 2020 to 2024, there has been little change in the percentage of those who consider their health as good or excellent. Meanwhile, opinions on whether health has recently improved or worsened have become more polarized. Ultimately, the lack of substantial change in perceptions of healthiness suggests that the pandemic's impact was short-term.
It's Crucial to Acknowledge that Attitudes Toward Health are now Less Influenced by Fear of Illness
In 2024, a noticeable shift in attitudes toward health and wellness is that consumers are allocating less attention to the topic compared to previous years. This shift doesn't indicate a lack of concern for their well-being. Instead, it reflects a change in focus driven by daily news that no longer emphasizes infection and mortality rates. Now consumers are preoccupied with other pressing concerns. This includes living costs, threats of war, and migration, making health a less central issue for them.
Additionally, when assessing their health, consumers are placing more emphasis on immediate health issues rather than long-term concerns. They are evaluating their well-being based on how they feel and what they see in the mirror. As a result, emotional wellness has now taken precedence over aspects like digestive health and immunity. Yet many consumers feel that there has been no improvement in these areas in recent years. This shift reflects consumers' focus on day-to-day survival in an uncertain era.
Consumers are Adopting New Methods of Researching into their Health and Nutrition
While consumers have typically viewed themselves as proactive rather than reactive in terms of maintaining and enhancing their health, this sense of proactivity has notably decreased during the pandemic. This shift is evident in the reduced extent to which consumers engage in research on health, nutrition, and ingredients. Overall, the level of research conducted by consumers in these areas has declined. There is a greater number now indicating that they research these topics "some of the time" rather than "all of the time". This shift suggests that instead of prioritizing prevention over cure and overall wellness maximization, consumers are more inclined to research health-related issues when they feel they have a specific health concern or are aware of a potential problem emerging. Consequently, when seeking products to address any symptoms they may be experiencing, consumers will place greater emphasis on evaluating the effectiveness of these products.
Nutrition Genetic Testing is Appealing to Over Half of Consumers
Although awareness of nutrition genetic testing has decreased in recent years, the proportion of consumers finding the concept appealing, when given a definition, has remained consistent. Furthermore, among those who find the concept appealing, there has been a rise in the proportion expressing willingness to use it. This indicates a positive trend, suggesting that the appeal and willingness observed in 2020 were not simply a reactive response to the pandemic. This instead reflects consumers' growing openness to personalized and customized solutions due to their perceived greater effectiveness. Around half of all consumers find nutrition genetic testing appealing, and of those, three-quarters are open to using it. This suggests that approximately one in four individuals are currently open to the idea of utilizing nutrition genetic testing. This indicates an opportunity for the potential of widespread appeal rather than being limited to a niche market.
Consumers in today's society are balancing a variety of concerns, ranging from health and sustainability to ethics and social justice. Consequently, they are increasingly turning towards food and beverage brands that actively address these issues. With a heightened awareness surrounding environmental impact, fair trade, and animal welfare, consumers now expect brands to mirror their values and advocate for social responsibility. This demand transcends beyond product offerings; consumers are seeking brands that authentically prioritize making a positive impact in the world.
The Influence of Consumer Beliefs on Brand Preference
In the digital era, social media plays a pivotal role in enabling consumers to explore brands, express their identities, and champion causes close to their values. Therefore, brands that align with consumers' core beliefs and values hold significant appeal. This can be demonstrated through transparent communication, ethical practices, and tangible support for social and environmental causes. For example, FMCG Gurus' insights reveal that 27% of global consumers have actively boycotted brands based on ethical considerations in the past two years.
Striking a Balance Between Modern and Traditional Marketing in the Food Industry
In an industry where traditional advertising may sometimes feel outdated or disconnected from the current social context, brands face the challenge of staying relevant and resonating with consumers. To address this, brands should consider embracing progressive values, advocating for meaningful social causes, and embodying traits like empathy and compassion. By weaving these values into their messaging and product offerings, brands can forge authentic connections with consumers. This will not only cater to consumers' needs but also contribute to societal well-being and environmental sustainability.
Ensuring Inclusivity in Marketing for Post-Menopausal Women
Post-menopausal women should feel valued as they navigate the physical and emotional changes that come with this life stage. During these times, post-menopause can have a profound impact on various aspects of women's lives. As a result, brands should prioritize inclusive packaging and marketing strategies that resonate with their unique experiences and requirements. Market research by FMCG Gurus indicates that 62% of perimenopausal, menopausal, and post-menopausal women emphasize the importance of positive engagement by brands. Due to this, brands should offer support during this phase and avoid stereotypes or stigmas associated with menopause. This can be achieved by focusing on the health benefits of products in an empowering manner. In addition, inclusive approaches to product promotion and marketing can actively contribute to the empowerment and well-being of post-menopausal women. This will ensure they feel acknowledged, valued, and understood by the brands they engage with.
Consumers are turning to a simplified approach, favoring natural ingredients and products. Many are now choosing a more straightforward path to wellness, focusing on the intake of fresh fruits and vegetables. Research suggests that a significant portion of global consumers have started cooking more from scratch, and a majority of those who have adjusted their diets in the past two years have increased their consumption of fresh foods. By embracing this "back-to-basics" mindset, consumers are aiming to improve their health through unprocessed foods packed with nutrients. The preference for natural ingredients aligns with the larger trend towards raw and pure options. This transition signifies a choice by consumers to prioritize health and nutrition by returning to authentic and familiar ingredients and sources.
Familiarity, naturalness, and authenticity
Consumers are seeking food and beverages that are familiar, natural, and authentic, with a preference for recognizable ingredients. For instance, FMCG Gurus' consumer insights reveal that 72% of global consumers seek out natural food and drink products and ingredients at least some of the time. There is a strong emphasis on authenticity as consumers prioritize natural products beneficial for both health and the environment. This trend is driving heightened demand for products bearing "free-from" labels and featuring simplified ingredient lists.
Better-for-you food and drink
The "better-for-you" trend reflects consumers' increasing favor for natural, unprocessed, and pure products that are perceived as healthier. FMCG Gurus’ consumer insights show that more than half of consumers who have become more mindful of ingredient lists have done so to prioritize the consumption of "beneficial" ingredients. This trend underscores the appeal of unprocessed and fresh choices. Consumers are drawn to these products because they are believed to offer greater nutritional value and lack artificial additives.
However, consumers must ensure that naturalness does not mean a compromise on sensory appeal
Brands must ensure that prioritizing natural ingredients does not come at the expense of sensory appeal. It is crucial to position natural products not only as beneficial for health and the environment but also as delicious. While natural products are often associated with health advantages, there is a concern about potential compromises in taste and texture. For instance, FMCG Gurus' consumer insights reveal that 33% of global consumers state they find healthy food bland and boring.
Therefore, it is essential for brands to highlight the various benefits of natural products, showcasing their sensory appeal, health benefits, and positive environmental impact. This approach can help consumers recognize that natural products can offer both wellness benefits and enjoyment, combatting the idea that they must sacrifice taste or texture for the sake of health and environmental consciousness.
Many consumers are prioritising
their happiness by seeking products that enhance their well-being, provide
enjoyable experiences, and evoke emotions of comfort and escapism.
This blog explores our fourth top trend, Strive for Happiness. There is a growing trend of self-care in the food and drink industry. This is focused on promoting products and lifestyles that prioritise and support consumers’ physical, mental, and emotional well-being. In addition, our findings explore how consumers are turning to products that promote balance. This can be through moderating and avoiding certain ingredients deemed ‘bad for you’. Additionally, this could also be turning to streamlined product formulations, seeking a back-to-basics approach to their health and happiness.
Consumers are Seeking Ways to Strive for Happiness by Uplifting their Mood and Emotional Wellness
In a time of ongoing unpredictability, consumers are increasingly focusing on their emotional health. The instability of recent years has had a significant impact on people's emotional well-being, leading to emotional exhaustion, decreased energy, and low mood. It is now widely recognised that these emotional states not only disrupt daily life but also increase the risk of health issues. As a result, a significant number of consumers are seeking out methods to boost their mood and improve their mental well-being.
This heightened emphasis on emotional wellness represents a fundamental change in consumer behavior, as individuals strive to actively address the effects of the current environment of uncertainty. Our research indicates that 57% of global consumers have actively sought to enhance their mental well-being in the past two years. Consequently, companies are acknowledging the growing demand for products and solutions that cater to emotional well-being, offering a variety of options aimed at promoting mental health. This trend highlights a shift towards a more comprehensive approach to overall well-being.
Fast-Pace Life and Rising Prices Can Impact on Mood and Happiness
Amid growing consumer worries about rising prices, these economic changes will impact their overall emotional state and well-being. In response to these challenges, FMCG Gurus' consumer insights reveal that 7 in 10 consumers report making adjustments to their diet. This indicates a shift towards healthier choices to promote a sense of well-being. Furthermore, many consumers are grappling with personal and professional responsibilities, hindering their ability to relax and destress. As a result, a common strategy employed by consumers involves striving for a better work-life balance. Consumers are consciously dedicating more time to relaxation and improving their sleep quality. This trend underscores a shared focus among consumers on adopting a slower pace of life whenever feasible, acknowledging their well-being as a top priority.
Consumers are Focusing on Recharging and Reviving by Focusing on Sleep Hygiene
Over the past few years, there has been a noticeable increase in attention given to the concept of sleep hygiene. This shift is driven by consumers placing importance on recharging and revitalising, acknowledging the significance of adequate rest and recovery. This change reflects an attempt to step back from daily pressures and find more time for self-care.
As a result, there has been a rise in the self-care trend. This trend promotes products and lifestyles that prioritize and improve physical, mental, and emotional well-being. Particularly noteworthy is the focus on enhancing sleep hygiene and the quality of sleep within this trend. This highlights the broader awareness of the negative effects linked to poor bedtime practices. By emphasising sleep as a fundamental element of overall well-being, there is a growing recognition of the connection between relaxation and holistic health.
Consumers are Aware of the Link Between their Cognitive and Overall Health
Despite a slight decrease compared to 2021 when consumers were more health-conscious due to the pandemic, a significant number of consumers acknowledge the connection between good cognitive health and overall well-being. This indicates that consumers understand the crucial role cognitive health plays in healthy aging. Traits like forgetfulness and difficulty concentrating can be recognized as potential indicators of declining overall health. However, consumers express a lack of contentment with their cognitive health, despite a higher proportion who reported satisfaction two years ago. This dissatisfaction may lead to concerns about long-term health and the ability to maintain an active lifestyle in later years. Worries may stem from various factors they perceive as beyond their control, including hectic schedules, time constraints, and poor dietary choices, all of which can impact cognitive function.
Consumers are Proactively Addressing their Cognitive Health
Many consumers are adopting a proactive approach to health. FMCG Gurus' consumer insights reveal that 53% of global consumers state they are interested in cognitive health products even when not suffering from specific health problems. This demonstrates widespread consumer interest in enhancing well-being even in the absence of symptoms. This interlinks with the growing curiosity around cognitive health and the demand for products targeting this aspect of wellness.
However, there has been a decline in interest in such products between 2021 and 2023. This shift underscores a more cautious approach to health and wellness spending in the post-pandemic period, marked by economic uncertainties and inflation. Despite this, consumers remain open to purchasing cognitive health products, provided they are perceived as essential, proven effective, and offer good value for money.
Consumers are Changing Their Dietary Habits
In the past year, consumers have implemented various dietary adjustments to enhance many aspects of their well-being, including their cognitive health. The range of changes made by consumers suggests their dissatisfaction with existing dietary habits and their recognition of the potential long-term health impacts. Overall, consumers are leaning towards the return of back-to-basics nutrition. For example, FMCG Gurus' market research highlights that 61% of global consumers have eaten more fresh fruit and vegetables in the last year to improve their cognitive health. This highlights how over half of consumers are prioritising the consumption of more natural and nutritious foods.
Additionally, consumers are striving to create more structured dietary plans, reducing non-essential consumption occasions like snacking and opting for more nutritious options over convenient but less healthy choices.
Consumers Often Associate Healthier Products with Higher Prices
As consumers take proactive steps toward their health, they continue to show interest in products promoting cognitive health and actively seek out such items while shopping. This indicates that people believe certain everyday food and beverage products contain nutrients that can support and enhance brain health.
However, there has been a noticeable decline in the proportion of consumers willing to pay a premium for products designed to support cognitive health compared to two years ago. This coincides with increased price inflation. Consumers often associate healthier products with higher prices, leading to concerns about striking a balance between nutrition and affordability. This underscores the importance of brands educating consumers about affordable everyday products that can contribute to maintaining and enhancing cognitive well-being.
Consumers Often Skip Meals but Want More Structured Eating Habits
Meal-time fragmentation is a growing trend on a global scale. Consumers are frequently skipping meals, particularly earlier in the day. For instance, FMCG Gurus’ consumer insights reveal that 47% of global consumers say they skip breakfast at least sometimes. This behaviour is often attributed to a lack of time or hunger. This indicates a shift away from traditional structured meal times to more informal eating patterns throughout the day. When meals are skipped, it is common for consumers to opt for snacks to avoid hunger.
However, these choices may lack nutritional value, contributing to rising obesity rates associated with changing meal patterns. Although, in the past year, there has been a noticeable increase in consumer efforts to combat meal-time fragmentation. This is particularly noticeable in the morning. This shift is likely linked to consumers' desires to improve their health. Additionally, this may also be to take greater control of their finances by planning their meals more intentionally.
Snacking is Driven Mostly by Indulgence
Consumers indicate that they choose a variety of snacks. This can range from those recognized for their indulgent nature to those perceived as balanced and healthy. On the whole, consumers are most inclined to snack on chocolate and potato chips. FMCG Gurus’ market research highlights that 83% of global consumers snack on chocolate and 78% snack on potato chips. This suggests that despite intentions to enhance their overall well-being, snacking is driven more by indulgence rather than health considerations.
From a health perspective, the emphasis is on minimizing feelings of guilt associated with snacking rather than maximizing nutritional intake. In recent years, consumers have navigated through various uncertainties that have heightened their stress levels. This trend is likely to persist for the foreseeable future. As a result, this is leading people to seek snacks for escapism.
Consumers are Snacking More Frequently, but are Looking to Make their Snacking Healthier
On a global scale, 28% of consumers report an increase in their snacking frequency compared to the previous year. This is partly attributed to the hectic lifestyles that make it challenging to adhere to structured meal plans. Additionally, it is driven by consumer concerns about the cost of living, global conflicts, and other stress-inducing factors. This is prompting individuals to turn to food for escapism. Many respondents expressed efforts to promote healthier snacking habits. This suggests dissatisfaction with their current behaviours, particularly considering the increased frequency of snacking. They are striving to alleviate the guilt associated with their consumption patterns. However, while escapism often outweighs the nutritional value of snacking habits, it is unlikely that consumers will improve the healthiness of snacking.
Consumers are Snacking More as a Means of Escapism
FMCG Gurus surveyed consumers who reported an increase in snacking frequency compared to a year ago. Our findings reveal the reasons behind this change. The main response indicated that individuals are turning to snacks to alleviate stress. This is surpassing the preference for seeking out healthier options. For instance, 45% of these consumers said they are snacking more frequently to alleviate stress. This underscores the significance of not overestimating the impact of health considerations on snacking behaviours. Consumers express dissatisfaction with their emotional well-being. This includes frequently experiencing stress, anxiety, and poor sleep patterns. All of these factors affect their mood, energy levels, and ability to manage daily responsibilities. Considering the persistence of challenges such as price inflation and global conflict threats, consumers will continue to seek snacks as a means of stress alleviation.
Proactive Consumers are Focusing on a Prevention over Cure Approach
In today's health-conscious society, there is a noticeable trend among consumers toward being proactive in maintaining their wellness. For instance, FMCG Gurus’ consumer insights reveal that 63% of global consumers deem themselves a proactive consumer. This means they feel they do not suffer from health problems and are looking to improve their health. This shift is primarily driven by the desire to sustain peak energy levels and an active lifestyle well into advanced age and reduces the risks of diseases. Consequently, there is a significant focus on functional and fitness-focused products and services. These are aimed at enhancing performance or promoting overall well-being.
The food and beverage sector is experiencing an increase in tailored products. These kinds of products are designed to help individuals reach their health objectives and uphold a high quality of life. By adopting this movement, consumers are actively taking control of their health and embracing a proactive approach.
Consumers are Researching Various Products and Ingredients while Focusing on Health at all Costs
With a strong focus on health and well-being, consumers are actively researching various products and their components. This increased attention to detail is resulting in the examination of ingredient lists. As a result, individuals are striving to make more informed decisions that align with their proactive approach to health. For example, FMCG Gurus’ market research highlights that 45% of global consumers state that in the last two years they have taken greater interest in ingredients in food and drink that are known to boost health. Going beyond basic nutrition, there is a growing emphasis on identifying ingredients known for their significant health benefits. This trend offers an opportunity to educate a wider audience about their specific nutritional needs and preferences.
Additionally, it serves as a platform to spotlight particular ingredients that may help manage symptoms commonly associated with specific age groups. This will empower consumers with tailored knowledge to support their health objectives. As consumers continue to prioritize wellness, this conscientious shift in ingredient research and understanding is inherently shaping a more informed and proactive approach to personal health management.
Personalized and Tailored Health Plans Have a Growing Appeal
The food and beverage industry is experiencing a notable surge in demand for individualized and highly customized health solutions, as people seek personalized solutions that address their distinct requirements and preferences. For instance, FMCG Gurus’ consumer insights reveal that 59% of global consumers say they are interested in food and drink products that are customized to meet their individual needs. This trend toward personalized wellness is propelling the popularity of products and experiences that are specifically tailored to individual lifestyles, preferences, and needs.
Consequently, there is a growing opportunity for brands to provide customized health products and experiences that resonate with consumers. By aligning their offerings with the needs of each individual, brands can capture the attention and loyalty of health-conscious consumers. This will give them a sense of control over their personal well-being. As a result, this shift towards personalized health plans signifies a change in how individuals approach their wellness journey. This emphasises the importance of customized solutions designed to cater to the diverse and specific needs of each consumer.
Health Monitoring Apps are Becoming More Popular
The health and wellness sector is currently witnessing a remarkable rise in the popularity of health monitoring apps. This corresponds to a new wave of innovation. For example, FMCG Gurus’ market research highlights that 23% of global consumers use mobile apps to help monitor their diet. This emerging trend is connected to the heightened recognition of the crucial role played by DNA and individual genetic makeup in shaping overall health. As consumers gain a deeper understanding of the influence of genetic factors on their well-being, there exists an opportunity for technological advancements to enable real-time health monitoring. This will provide customized solutions to address their specific health needs and objectives.
These factors highlight a substantial shift towards personalized and data-driven approaches to health management. This will also involve a focus on harnessing technological breakthroughs to empower individuals in optimizing their well-being based on their genetic makeup.
A significant portion of hot drink consumption is driven by habit. This has led to a lack of change in consumption for staple categories such as hot black tea and coffee. However, a more apparent trend is the growing percentage of individuals consuming hot coffee specialties and hot tea weekly. For instance, FMCG Gurus’ consumer insights reveal that 32% of global consumers say they drink hot speciality coffee weekly. In addition, our findings indicate that 30% of global consumers drink hot black tea weekly. This shift can be attributed to consumers seeking affordable indulgence as escapism during uncertain times. This is also accompanied by visiting food service outlets more often compared to the pandemic period.
Additionally, there has been a rise in the percentage of consumers regularly turning to green tea. This suggests a preference for better-for-you options among certain consumer segments.
Consumers Have Conflicting Behaviors During Today's Recessionary Period
Even before the current economic challenges, a considerable number of consumers were managing their finances on a month-to-month basis and felt they lacked substantial finances. The escalation of price inflation has only enhanced these concerns, resulting in opposing attitudes among consumers toward product categories associated with indulgence. On one hand, there is a desire to limit spending on non-essential product categories or those linked to premium pricing.
Conversely, individuals continue to pursue indulgences as a means of escapism and compensation for reduced spending on larger-ticket items. These conflicting attitudes and behaviors are directly influencing the hot chocolate and hot coffee specialties categories. As a result, consumers demonstrate both a reduction and an increase in consumption simultaneously. This underscores the consumer focus on cost consciousness. As a result, brands should emphasize affordable indulgence and promote hot drinks as a means of escapism and self-care.
Botanicals are Highly Appealing
Authenticity and genuineness hold significant importance for consumers, particularly when selecting hot beverages. Consequently, it's unsurprising that 42% of global consumers indicate that botanicals make them want to increase their consumption of such beverages. This influence stems from two primary reasons. Firstly, consumers link these ingredients with environmental friendliness and purity. Secondly, with the promotion of various aspects of health during a time when proactive health approaches are prioritized (even as spending on health and wellness products is considered less essential compared to the pandemic period).
On a global scale, consumers mainly associate botanicals with contributing to sleep health. For example, FMCG Gurus’ market research indicates that 63% of consumers who are likely to purchase beverages with botanicals/botanical flavors believe they help to improve sleep health. The association with supporting physical and emotional well-being will resonate with consumers and shape their perceptions of value. This is important during a time when they strive to maintain fitness levels for as long as possible. This is especially pertinent as consumers express concerns about the impact of elevated stress and anxiety on their mood, sleep patterns, and long-term health.
Consumers are Seeking Ingredients That They Deem 'Better For You'
In addition to steering clear of what consumers consider dietary drawbacks, they actively seek ingredients perceived as beneficial for themselves and the environment when selecting hot beverages. Through a better-for-you lens, consumers emphasize the importance of sustainably sourced ingredients. This indicates their increased attention to the supply chains of particular beverages. Consumers express a desire for ingredients to be produced in an equitable and responsible manner.
Health-related claims hold significant appeal. This is particularly true as certain hot drinks have long been associated with supporting both physical and cognitive well-being. However, in a climate where concerns about illness have lessened, it is paramount that product claims are viewed as trustworthy. In addition, health benefits should not be excessively highlighted to the detriment of sensory enjoyment.
On a global scale, a significant number of beverage choices are driven by habits, as consumers select specific drinks based on their needs. It's not surprising that certain product categories have maintained a consistent proportion of regular consumers over time. However, there has been a noticeable increase in consumers turning to cordial, squash, and syrups weekly in recent years. FMCG Gurus’ consumer insights reveal that 53% of global consumers said they drink cordial, squash, and syrups either daily or weekly in 2024. This has increased by 12% since 2021. This rise in cordial consumption can be linked to people seeking more cost-effective options. This is due to increasing prices, especially in product categories they regularly purchase from. On the other hand, there has been a decline in the number of people consuming chilled juice weekly, likely due to its premium pricing.
During a Period of Financial Uncertainty, Consumers are Spending in the Health and Wellness Market more Sparsely
When assessing beverages with health benefits, there has been a decline in individuals regularly consuming these products compared to 2021. For instance, FMCG Gurus’ market research highlights that in the protein drink category, 26% of consumers drink this beverage daily or weekly. This shows an 11% decrease in consumers purchasing protein drinks daily or weekly since 2021. This decrease is particularly pronounced in the isotonic drinks category. While consumers remain proactive about their health, a reduced concern about illness, coupled with escalating prices, has led to a shift from an unwavering focus on health to a more thoughtful approach. This implies that consumers are still interested in health and wellness products but are using them less frequently. Additionally, it is possible that they are more discerning about their effectiveness, necessity, and value, especially for products with higher price points.
When Checking Nutritional Labels, Consumers are more Likely to Look at Negative Dietary Ingredients
When choosing beverages, many consumers review the nutritional details on the packaging, a percentage that has remained consistent over the past two years. The inclination to inspect labels varies depending on the beverage category. Generally, consumers are more inclined to review information for negative dietary aspects rather than ingredients associated with health benefits. Sugar is the most commonly checked ingredient. While the sugar content does not necessarily deter individuals from purchasing, particularly for occasions of indulgence, it does underscore how people are mindful of the sugar content in soft drinks. Additionally, the association with health issues such as obesity is clear. This has been influenced by heightened attention to the topic over the past few decades.
Recognizable, Streamlined, and Natural Ingredients are Appealing to Many Consumers
The current challenges posed by the cost-of-living crisis have affected consumers' financial stability. However, it is vital to recognize that individuals prioritize value perceptions over affordability when selecting soft drinks. Furthermore, consumers are still willing to upgrade to products they perceive as high quality. This is particularly clear when seeking moments of affordable indulgence to escape and compensate for reduced expenditures in other areas. This underscores the importance of emphasizing innovation rather than solely focusing on offering the lowest price in new product developments. Encouragingly, pushing the boundaries of premium within economy segments can prompt consumers to reconsider their perspectives. On a global scale, consumers highlight that 100% natural production methods greatly influence their view of premium quality. This indicates a desire for assurance that products are meticulously crafted with a focus on natural ingredients, associated with healthiness, sustainability, and superior quality.
Increased consciousness regarding environmental issues has amplified consumer anxieties, particularly concerning food waste, carbon emissions, and global warming. These worries are rooted in various factors. For example, direct health repercussions, natural resource depletion, and the repercussions of elevated temperatures on food availability. Consequently, consumers recognize the link between food production practices and climate change. This underscores the necessity for measures to protect food reservoirs and disrupt the cycle of environmental degradation.
Biodiversity
As environmental awareness expands, consumers are increasingly acknowledging the importance of biodiversity. Consumers are also more aware of the profound influence of animals, plants, and insects on the planet. This heightened awareness coincides with a growing concern about species extinction, largely attributed to human-induced factors. The extinction of species yields numerous consequences. This includes disruptions in supply chains and potential food shortages stemming from the impact on the food lifecycle. Consequently, consumers are advocating for efficient food production techniques and the implementation of "smart" agricultural practices by manufacturers. These approaches seek to conserve scarce resources and safeguard animal, insect, and plant species, taking into account their far-reaching effects.
Carbon Footprint
Four out of five consumers deem it essential for food and beverage brands to take action to counteract their carbon footprint. This is because they recognize the substantial contribution of businesses and agriculture to environmental challenges. This recognition underscores a cycle where the industry is both affected by and contributes to the adverse effects of global warming on food supply chains. As a result, this emphasizes the urgent need for brands to implement measures across the supply chain to diminish carbon emissions and openly communicate these endeavors. Consumers increasingly urge brands and manufacturers to actively address the elimination of their carbon footprint. They express the aspiration for brands not only to neutralize but to exceed their carbon emissions. This reflects a growing emphasis on environmental consciousness among consumers who prioritize aligning with brands that share their values and perspectives on sustainability.
The Ethical Treatment of Farmers
Consumers are in pursuit of brands that prioritize the ethical treatment of farmers. FMCG Gurus' consumer insights highlight that over a third of global consumers are actively seeking ways to embrace a more environmentally sustainable way of life. This commitment highlights a willingness to boycott brands based on their ethical standing. As a result, this demonstrates a clear connection between environmental concerns and consumer actions. Additionally, consumers are scrutinizing ingredient lists and product assertions, particularly those related to environmental sustainability across their dietary, lifestyle, and purchasing patterns. There is a noticeable decline in trust in brand practices and policies. This is influenced by extensive coverage of greenwashing and exaggerated claims in the media. This skepticism also translates into a preference for avoiding environmentally harmful ingredients, underscoring a strong consumer inclination toward eco-friendliness in both dietary and lifestyle choices.
Food Waste
Consumers are becoming more aware of the magnitude of food waste, acknowledging its significant ethical, environmental, and financial implications. Media exposure of food service establishments and retailers disposing of perfectly edible food based on shape, size, or appearance has elicited an emotional reaction from consumers. Although there is an understanding that consumer behavior plays a role in food waste, such as purchasing items and forgetting about them until they spoil, consumers attribute a substantial portion of the waste to products with limited shelf lives. The food and beverage industry should tackle this issue through measures like streamlining supply chains and devising packaging innovations that extend product shelf life without the use of preservatives.
Consumers are Less Confident about their Financial Savings
Many people are experiencing the impact of rising prices and are actively looking for ways to reduce their expenses. The increase in prices is due to various factors such as crude oil costs, population growth, climate change, and disruptions in global supply chains. There is a growing concern about economic uncertainty and personal savings, leading consumers to adopt a more cautious approach. This shift is driven by a belief in insufficient household savings, resulting in more individuals feeling financial pressure and dealing with everyday living expenses. As a result, as consumers adopt more conservative and recession-based spending habits, their brand loyalty diminishes. This makes them more open to exploring different shopping options and engaging in both high and low levels of consumerism.
Consumers are Cutting Down on Non-Essentials as a Result of Rising Grocery Costs
When analyzing price inflation,
consumers are more likely to observe price hikes in essential items such as
bread and dairy, highlighting the challenge they face in reducing their
shopping expenses. Despite their efforts, consumers may struggle to stick to a
budget and occasionally make impulse purchases on non-essential items, leading
to subsequent feelings of guilt.
Even before the recent surge in the cost of living, many consumers already found grocery shopping for food and beverages to be costly. The increase in prices over the past year has amplified these concerns. As a result, this has led to a rise in the percentage of individuals who perceive grocery shopping as expensive. Interestingly, the percentage of individuals noticing price increases remains consistent. This indicates that a growing number of people have previously felt capable of managing living costs but are now encountering difficulties.
Consumers are Concerned about Rising Prices and Worry that Cost-Cutting will Impact their Physical and Emotional Health and Wellness
The increased emphasis on health
in recent years, accelerated by the pandemic, has prompted many individuals to
take an active approach to their well-being, leading to an overall sense of
enhancement in their health. Consumers are driven to maintain these
improvements for the long term. At the same time, a concern shared by more than
half of global consumers is the impact of rising prices on their health and
well-being.
This concern can be attributed to two primary reasons. Firstly, consumers perceive maintaining a healthy diet and consuming fresh foods as costly. This causes them to make trade-offs between nutrition and affordability. Secondly, consumers are apprehensive about the effect of rising prices on their emotional well-being, as it is associated with increased stress levels. This highlights the necessity for retailers, brands, and manufacturers to educate consumers on how they can uphold a healthy diet on a budget, by providing innovative solutions and guidance to challenge the notion that nutritious products come with a high price tag. Furthermore, this trend is also expected to fuel the demand for products and ingredients perceived to contribute to emotional wellness.
Promote Value for Money Rather Than Low Price
Amidst consumer spending cutbacks, it is crucial to acknowledge that they are not solely seeking the lowest prices, but rather looking for products they consider to offer great value for money. Consumers perceive products as providing good value for money when they strike a balance between quality and price. Moreover, products that exhibit maximum effectiveness will strongly appeal to them. This may encompass aspects such as nutritional value, multifunctional attributes, and sensory appeal. Consequently, brands, producers, and retailers should highlight the value and narrative behind their products to resonate with consumer needs.
While there has been a surge in awareness around food and
drink-related allergies and intolerances among younger demographics in the past
decade, it's important to note that only half of the population feels confident
in distinguishing between an allergy and an intolerance. Furthermore, there is
often a lack of understanding regarding the profound impact of food allergies
on the immune system and food intolerances on the digestive system.
This widespread lack of knowledge regarding the distinct symptoms and impacts on well-being calls for attention, especially given that consumers perceive immune function and digestive health as fundamental to overall well-being. As a result, this increases the likelihood of individuals confusing allergies with intolerances, or self-diagnosing conditions that may not accurately reflect their situation.
Symptoms and Ingredients
Globally, FMCG Gurus' consumer insights reveal that 41% of consumers report having a food allergy or intolerance, with a slight prevalence of reported intolerances which are often associated with milder symptoms.
Our findings indicate a substantial number of consumers are actively seeking to avoid specific ingredients or products when selecting food and beverages due to the potential impact on their well-being and the heightened risk of serious health issues. It emphasizes the critical significance of ensuring that product labeling provides clear and uncomplicated information, and that there is a diverse range of suitable products available to accommodate individuals adhering to specific dietary requirements, both in retail and food service settings.
Diagnosis and Sources of Information
Slightly more than a third of consumers who report having a
food allergy or intolerance have not received a formal diagnosis from a
healthcare professional. Among those individuals, only half are confident in
the accuracy of their self-proclaimed health condition.
Consumers frequently turn to online sources for information on allergies and intolerances, bypassing the guidance of medical experts, leading to self-diagnosis and potentially inaccurate assessments. Consequently, the percentage of consumers claiming to have allergies or intolerances often surpasses official national statistics in many countries. The hazards of self-diagnosis include misinterpreting symptoms as one condition when they may require different dietary adjustments, as well as the potential for consumers to unnecessarily eliminate vital nutrients and food items from their diets.
Consumer Concerns
Among consumers who claim to be free from allergies or intolerances, four in ten express concerns about either developing such conditions or believe that they already have them. This emphasizes two important issues. Firstly, individuals might experience symptoms without a formal healthcare professional diagnosis, leading to instances where people have undiagnosed allergies or intolerances, or are self-diagnosing and mistaking other health issues for allergies or intolerances.
Secondly, it signifies a widespread belief that allergies and intolerances can manifest over time due to various factors, from aging and gut health to poor dietary habits and food choices. Regardless of the perceived reasons behind the development of allergies and intolerances, these findings indicate that over the next decade, the proportion of consumers self-identifying with allergies or intolerances is more likely to increase rather than decrease.
Consumers are mindful of environmental concerns related to food and drink packaging. They acknowledge the potential negative impact certain materials can have on the planet, including landfills and oceans. This heightened awareness has led to a rise in the number of individuals actively recycling packaging compared to previous years. These findings indicate a growing environmental consciousness. For instance, FMCG Gurus’ consumer insights reveal that 82% of global consumers say they recycle soft drinks most or all of the time. Additionally, 78% of global consumers say they recycle food products most or all of the time.
While consumers demonstrate a strong desire to recycle regularly, they also face various obstacles such as the types of packaging used, lack of awareness, and their busy lifestyles. Despite these challenges, the commitment to recycling and environmental issues underscores the importance of designing packaging with minimal ecological impact and implementing sustainability practices throughout the packaging life-cycle.
The Industry Needs to Look for Ways to Make Recycling as Simple and Hassle-Free as Possible
While consumers strive to recycle, they acknowledge they may not always follow through. A common reason cited is the tendency to repurpose packaging for other uses. This presents opportunities for innovative design approaches that focus on both aesthetics and functionality. For instance, designing packaging that can easily be repurposed for alternative uses.
In addition, many consumers find recycling time-consuming. For instance, there has been a notable increase in individuals expressing intentions to recycle but occasionally forgetting, particularly as people adjust to busy post-pandemic routines. This underscores the importance of not overestimating consumers' altruism and highlights the industry's need to streamline recycling processes. This will make them user-friendly and convenient to prevent them from being perceived as burdens or stressful tasks.
Consumers Will Prioritize What Types of Sustainability Features They Evaluate
When making purchasing decisions, consumers have only seconds to consider various factors such as price, taste, and convenience. Often, they briefly assess the sustainability of packaging based on its volume and material. Consequently, consumers prioritize specific sustainable packaging claims they recognize and trust, even amidst a landscape of innovative options. The most crucial packaging attributes consumers seek are recyclability, reusability, and reduction in usage. This shows an emphasis that necessitates clear, straightforward communication to shoppers. For example, FMCG Gurus’ market research highlights that 81% of global consumers think it is important that product packaging is recyclable.
Post-Pandemic, Consumers are More Inclined to Feel There is too Much Unnecessary Packaging When Buying Food and Drink
Between 2021 and 2023, there has been a decline in the proportion of individuals who believe that environmental claims regarding packaging are overstated. This indicates a growing concern about the environmental impact of materials like plastic ending up in landfills and oceans. As consumers become increasingly informed and apprehensive about this issue, it is essential for the industry to adopt a comprehensive approach to packaging sustainability. Although the demand for information regarding the packaging life-cycle has remained steady, there has been a noticeable increase in the number of people expressing that packaging can be excessive. As a result, there is greater demand for simplified recycling information during the same period. This shift reflects a post-pandemic mindset where consumers are less preoccupied with product contamination along the supply chain and are leading busy lives, underscoring the need for sustainable processes to be straightforward and hassle-free.
Globally,
consumers remain vigilant about the ingredient information displayed on product
packaging for a variety of reasons. These reasons include seeking safety and
quality assurance, as well as the desire to avoid or moderate what they
perceive as harmful dietary components. Regardless of the specific motivation,
consumers seek the ability to quickly assess a product's nutritional profile,
leading to a heightened preference for "free-from" claims and
simplified ingredient lists. There is also a strong demand for straightforward
nutritional labeling to address concerns about undisclosed ingredients hidden
behind complex labeling strategies.
Research indicates that a significant majority of consumers express a preference for sugar-free claims, ranking behind only natural and additive-free claims in popularity. For instance, FMCG Gurus’ consumer insights reveal that 64% of global consumers like to see sugar-free claims. While consumer attitudes toward sugar are multifaceted, the overall tendency is to view sugar negatively, often considering it a primary dietary concern.
Attitudes Toward Sugar
Despite the prevailing negative attitudes toward sugar, a significant portion of consumers report a shift in their perceptions of sugar over the past few years. This indicates that as consumers increasingly take a proactive approach to their health and become more concerned about the long-term effects of their dietary choices, they are paying closer attention to their sugar intake. One of the primary reasons for the unfavorable view of sugar is its association with obesity. For example, FMCG Gurus’ market research indicates that 76% of global consumers believe sugar is a cause of obesity. Given the current concerns about rising prices in the food and beverage market, as well as the post-pandemic emphasis on self-assessment and physical appearance, many individuals are cautious about consuming excessive sugar and its potential impact on their health.
Monitoring Sugar Intake
Roughly
one-fifth of consumers indicate that they are managing a health condition that requires
careful monitoring of their sugar consumption. For instance, FMCG Gurus’ consumer
insights reveal that 20% of global consumers say they suffer from health issues
that require them to take care of their sugar intake. This highlights a
significant segment of people concerned about their sugar intake not only for
its immediate effects on physical appearance, but also due to the potential
serious health implications.
Furthermore, within the upcoming year, consumers are prioritizing various aspects of their well-being that are directly influenced by sugar intake, particularly heart health. This heightened focus is expected to bring increased attention to the topic of sugar consumption as individuals strive to maintain fitness and vitality well into the later stages of life while reducing the risk of disease and illness. As people engage in research and self-education about the impact of sugar on the body, the subject of sugar intake is likely to come to the forefront. Although these developments may not lead to fundamental and long-term changes in dietary habits for consumers, they do indicate that excessive sugar consumption can evoke feelings of concern and guilt after consumption.
Can Sugar Intake in Moderation Have Positive Benefits?
Despite
the prevailing negative sentiments towards sugar, stemming from concerns about
excessive intake and the challenges of monitoring it, four in ten individuals
uphold the belief that moderate sugar consumption is important as part of a
well-rounded diet, although compared to two years ago, there has been a decline
in the proportion of people expressing this view.
When asked about the benefits they associate with sugar, respondents commonly identified energy-boosting and mood enhancement as the primary advantages. However, the uncertainty of escalating prices and global conflicts in the upcoming year can lead to heightened stress and anxiety for many individuals, consequently disrupting their ability to rest and sleep properly. This can result in feelings of fatigue and difficulty in navigating daily activities. Consequently, despite the awareness of excessive sugar intake, individuals are anticipated to continue turning to high-sugar items in the coming year as a means of escape and for energy-boosting purposes.
Consumers are Regularly Turning to Cordial, Squash, or Syrups
A trend over the past three years has been the increase in consumers turning to cordial, squash, or syrup. For instance, FMCG Gurus' consumer insights reveal that 54% of global consumers say they drink cordial, squash, or syrups at least weekly. This category, traditionally seen as a more economical alternative to juice, has seen this increase, while there has been no fundamental shift in the overall consumption of juice.
This surge in the preference for a more budget-friendly option aligns with price inflation, prompting individuals to moderate their food and beverage expenses. It suggests that consumers are increasingly turning to cordials for economic reasons. This presents an opportunity for brands in the soft drinks industry to focus on affordable innovation. As a result, this will challenge consumer perceptions and associations with cordials.
Health Based Beverages are being Consumed Less Frequently
In comparison to three years ago, there has been a decrease in consumers who report regularly turning to health-focused beverages. This is particularly evident in the functional juice and water category. For example, FMCG Gurus' market research highlights a 21% drop in consumers drinking functional juice or water between 2021 and 2024. This shift can be attributed to two primary factors. Firstly, the impact of COVID-19 on purchasing behavior across food and beverage categories has lessened compared to three years prior. Secondly, the association of healthy beverages with premium pricing at a time when individuals are grappling with everyday living expenses. This has led consumers to move away from the mindset of "health at any cost" and towards a more considered approach to wellness.
As a result, consumers continue to purchase health and wellness products, but with less emphasis on spending and a focus on the effectiveness, necessity, and value for money of the products. With price inflation expected to continue influencing consumer purchasing patterns and consumers reducing their consumption of such beverages, it becomes essential for brands in the health and wellness market to ensure that their products align with the key consumer needs in terms of claims, format, and product attributes.
Perceptions Regarding the Healthiness of Energy Drinks are Shifting
In striving for a well-rounded diet, consumers embrace a balanced approach to health. This involves some choices driven by the goal of managing well-being through indulgence. This approach extends to the beverage sector, where there is no direct link between the perceived unhealthiness of a category and efforts to reduce consumption.
One trend in recent years is the shifting attitudes towards the health aspects of energy drinks. There has been a noticeable drop in the percentage of consumers viewing energy drinks as unhealthy. However, for the first time, respondents were more inclined to label them as healthy. For instance, FMCG Gurus' consumer insights reveal 39% of consumers who say they purchase energy drinks deem them to be healthy, compared to 19% in 2021. This shift indicates that consumers are moving away from perceiving energy drinks as essential pick-me-ups that require moderation due to their immediate energy boost followed by a crash. Instead, energy drinks are now seen as a safe option providing sustained and consistent energy without side effects. This change is driven by fatigued consumers seeking products to support them both physically and cognitively throughout the day.
Consumers are Conscious of Sugar in the Soft Drinks Market
Consumers continue to prioritize awareness of product ingredients. This is despite a slight decline compared to the pandemic period, attributed to reduced risk aversion and health consciousness. There remains a strong desire to avoid ingredients perceived as detrimental to personal health and the broader environment. Notably, sugar ranks as the top ingredient of concern for consumers. For example, FMCG Gurus' market research highlights that 51% of global consumers are concerned about sugar in beverages. This reflects the heightened attention to sugar content within the beverage industry. In addition, concerns about weight amid uncertain times are leading individuals to seek solace in less healthy food and drink.
Interestingly, there has been an increase in individuals expressing concerns about artificial sweeteners over the past three years. This aligns with the growing emphasis on naturalness claims within the soft drinks market.
Around two-thirds of women consider themselves to be in good health, a percentage that has remained consistent over the past two years. This suggests that women generally prioritize proactive health measures and emphasize prevention over treatment.
Additionally, FMCG Gurus’ consumer insights reveal that approximately one-third of women feel that their health has gotten better over the past two years. Although, this proportion has slightly decreased compared to two years ago. While the overall outlook remains positive, this slight decline may indicate a reduced sense of urgency regarding health and well-being post-pandemic. This has been potentially influenced by economic concerns or the fast-paced nature of modern life. Despite this minor decrease in reported improvements, these findings illustrate women's ongoing dedication to wellness practices as they strive to maintain fitness and vitality throughout their lives. This is likely to drive the demand for products that support these efforts.
Emotional Wellness Remains a Priority for Women
In the upcoming twelve months, women will focus
on enhancing different aspects of their well-being. Despite general wellness
being the most popular response (suggesting overall good health but room for
improvement), FMCG Gurus’ market research shows that there has been a
significant increase in the number of women aiming to enhance their stress
levels and mental health over the past two years, two interlinked concerns.
This trend underscores dissatisfaction among women regarding their emotional
well-being, encompassing mood, happiness, and relaxation levels, which directly
impact energy and sleep quality.
Women acknowledge that emotional well-being plays a crucial role in healthy aging, highlighting its impact on physical health. Presently, emotional well-being is affected by various factors like economic uncertainties, global tensions, busy lifestyles, and the pressures of maintaining a curated image in the era of constant social media connectivity. These challenges are anticipated to persist in the foreseeable future.
Women Have Attempted to Improve their Dietary Habits
Women are actively taking steps to enhance their well-being by adjusting their diets and lifestyles. Notably, women are more inclined to make general changes rather than seeking specialized advice. This indicates a belief that some health concerns are self-imposed and can be addressed independently without professional intervention. The most common change reported by women in the last year to boost their health has been in their diets. FMCG Gurus’ consumer insights indicate that 70% of women globally have taken steps to improve their dietary habits in the last year.
Although there has been a decrease in the proportion compared to two years prior. This decline could be attributed to economic factors such as increasing prices, which has raised concerns about the balance between nutrition and affordability. As a result, leading to the perception that healthier foods come at a premium. This makes it harder for women to make substantial dietary changes compared to 2021.
A significant trend is the rise in the percentage of women focusing on improving their sleep health over the past two years. This shift aligns with a growing emphasis on emotional well-being among women and a recognition of the connection between quality sleep and mood. It also indicates a realization among women that some sleep issues may be self-inflicted. This is often linked to behaviors like using digital devices before bedtime rather than worrying about external factors beyond their control.
Women are Taking a Back-to-basic Approach to Nutrition
When asked about their efforts to enhance their
dietary habits, women indicated a preference for increasing their consumption
of fruits and vegetables. For instance, FMCG Gurus’ market research highlights
that 69% of these women increased their intake of fruit and vegetables. This reflects
a global inclination towards a return to traditional nutrition amidst
escalating costs and health concerns. This trend involves a shift away from
functional products commanding premium prices in favor of familiar, natural,
nutritious, and affordable options.
Additionally, women expressed a desire to reduce their sugar intake. However, it's important to consider potential disparities between attitudes and behaviors when discussing dietary habits. The awareness of sugar intake is particularly notable given the prevalent concerns about weight gain over the past year. This can be attributed to increased comfort eating and reliance on processed, budget-friendly items due to economic pressures, which can lead to reduced attention to micronutrient intake.
Consumption patterns in the hot beverages
sector are long-established and are usually driven by habit. As a result, it is
not a surprise that the proportion of consumers who drink these products on a
weekly basis has shown minimal change over the past few years. While there has
also been only a slight shift in the frequency of hot green tea and hot
chocolate consumption, there has been a noticeable increase in the number of consumers
who drink specialty coffees on at least a weekly basis.
With the challenges brought about by rising prices, many individuals have had to rethink their spending habits in order to make their money stretch further. One consequence of this is that consumers are seeking out products that they view as affordable indulgences, providing a sense of reward and escapism. This can be seen as a way of compensating for cutting back on more expensive items. This presents a significant opportunity for innovation, as it allows for the promotion of high-quality ingredients and new, unique flavors that can shape consumer perceptions of value, which is essential during a cost-of-living crisis.
Consumers are Conscious of Sugar Content
On a global scale, consumers remain proactive about their health, recognizing the potential long-term effects of their dietary choices. They are more attentive to product ingredient lists and are mindful of dietary risks, although to a lesser extent than seen in 2021 during the heightened pandemic period.
Sugar content stands out as a primary concern for consumers. For instance, FMCG Gurus’ consumer insights reveal that 43% of global consumers say they are concerned about hot drinks containing sugar. However, this concern is relatively lower compared to the levels observed in the soft drinks sector, where consumers have more control over adding sugar themselves. While the proportion of individuals worries about sugar content has slightly decreased over the past three years, there has been a rise in individuals conscious of the use of artificial ingredients, aligning with a growing consumer emphasis on natural ingredients.
Healthy Beverages
Perceptions regarding the
healthiness of hot drinks vary significantly between different categories.
Generally, consumers are more inclined to view hot green tea as healthy, and
there has been a noticeable rise in the proportion of individuals expressing
this view over the past three years. For instance, FMCG Gurus’ market research highlights
that in 2021, 58% of global consumers who purchase hot green tea feel that it
is healthy. Additionally, in 2024, 68% of global consumers who purchase hot
green tea deem it to be healthy. Hot green tea has long been labeled as a
superfood due to its antioxidant properties and its association with promoting
various aspects of physical and cognitive health. The increased emphasis on the
health benefits of hot green tea aligns with consumers adopting a more basic
approach to nutrition and seeking everyday products to maximize their intake of
health-boosting ingredients, especially as functional products are often
associated with a premium price.
Conversely, there has been a decrease in the proportion of consumers who consider hot coffee specialties and hot chocolate to be healthy compared to three years ago. This shift could be attributed to some consumers prioritizing escapism and indulgence when turning to these products, rather than seeking out healthier options within the categories. Additionally, in the case of hot coffee specialties, increased consumption rates may lead individuals to perceive their intake as incompatible with maintaining an overall healthy diet and lifestyle.
Despite the growing emphasis on changing dietary patterns, a
significant proportion of consumers continue to incorporate dairy products into
their diets. This particularly applies to those following a flexitarian
approach who show less reluctance to avoid dairy compared to meat. Furthermore,
consumers view dairy as a contributor to an overall balanced diet due to its
association with essential nutrients such as protein, calcium, and various
vitamins and minerals.
While the consumption of fresh milk has decreased over the past few decades, with many opting for alternative functional beverages, it remains a staple ingredient in hot drinks. Although the plant-based milk sector has seen substantial growth, it still remains behind the dairy market, with many consumers willing to switch between dairy and plant-based options based on the occasion. Additionally, dairy products, such as yogurt, are popular choices for snacking, with many individuals regarding them as a better-for-you, guilt-free alternative to items like chocolate and confectionery.
Consumers are Cutting Back on Non-Essentials
Overall, consumers say that their dairy consumption habits
have remained consistent over the past few years, emphasizing the significance
of dairy in their diets and indicating a reluctance to decrease consumption due
to health or financial considerations, particularly amidst rising prices.
The exception to this pattern can be seen through the
decline in consumption of ice cream. For instance, FMCG Gurus’ consumer
insights indicate that where nearly three in ten consumers express a desire to
reduce their intake, reflecting a trend of cutting back on indulgent and
perceived non-essential, less healthy products during times of financial
uncertainty, although the ability to do so may not fully align with attitudes.
While some consumers are increasing their consumption of soy and fresh milk in pursuit of healthier and more sustainable options, a notable portion has actively sought to reduce their intake, signaling more challenging conditions for the plant-based market compared to a few years ago.
Consumers are Likely to Check Nutritional Labeling in ‘Better-For-You’ Product Categories
Consumers show an interest in nutritional information when choosing
dairy products, with ingredient integrity significantly influencing their
perceptions of value as they navigate through altering purchasing habits to
manage escalating prices while aiming to minimize sacrifices.
Notably, consumers are most inclined to check nutritional labels when purchasing fresh milk products. For example, FMCG Gurus’ market research reveals that 64% of consumers who purchase such products say they regularly check nutritional labeling in the fresh milk category. This underscores a widespread focus on nutritional content in categories perceived as healthier while showing less attention in categories linked to indulgence. Furthermore, within the milk category, consumers are inclined to check nutritional labels to assess product freshness, particularly for perishable items. This highlights the need for product information to be easily accessible and transparent, enabling consumers to make more informed decisions about a product's nutritional profile within seconds.
Purity and Freshness Come Hand in Hand
Perceptions of quality, safety, and value within the dairy
industry are significantly influenced by freshness, reflecting consumers' more attentive
approach to spending and their heightened scrutiny regarding the best value for
their money. Freshness is commonly associated with naturalness and products
free from additives, concepts that have witnessed a notable increase in
consumer recognition between 2021 and 2023. For instance, FMCG Gurus’ consumer
insights show that 71% of consumers felt that natural claims shaped perceptions
of whether a product is genuinely fresh in 2023. In comparison, only 43% of global
consumers felt this way in 2021.
This shift post-pandemic suggests a decreased emphasis on product story and origin, with consumers prioritizing health and purity over concerns about supply chains. It underscores a consumer preference for authentic ingredients that are perceived as beneficial for overall well-being and the environment.
There is a widespread lack of confidence in the global economic outlook for the next year, with a majority of individuals feeling that their country is in a recession. Additionally, there has been a decline in the percentage of people who believe their household can comfortably cover living expenses over the past year. This indicates that a growing number of individuals are experiencing financial strain, which will significantly impact their purchasing behavior.
Consumers are Making Conscious Efforts to Cut Costs in Various Areas
As consumers face financial
pressures, they are making significant lifestyle adjustments to stretch their
budgets. While these measures may offer a sense of financial control, they can
have adverse effects on both physical and emotional well-being.
In the past year, there has been a noticeable rise in the number of people seeking to minimize their energy usage as a result of escalating prices. For instance, FMCG Gurus’ consumer insights reveal that 66% of global consumers have made attempts to reduce their energy usage at home in the last six months. This poses the risk of people feeling cold in their own homes, particularly impacting the health of more vulnerable individuals. Additionally, there has been a slight increase in the proportion of people reporting reductions in spending on gifts for loved ones. This can impact emotional well-being as it leads to feelings of reluctance to make sacrifices and may induce guilt, particularly among certain demographics such as parents.
Consumers are Concerned that Price Inflation within the Food and Drink Market will Continue to Worsen
Even
prior to the current cost-of-living challenges, many consumers found that
shopping for food and drinks was a costly endeavor. The inflation in prices
over the past year has heightened these concerns, with a noticeable increase in
the percentage of individuals who now perceive grocery shopping as expensive. For
example, FMCG Gurus’ market research demonstrates that 53% of global consumers
deem food and drink shopping to be expensive, having increased from 47%. In
contrast, the proportion of people who believe that prices are rising has
remained steady, suggesting that there is a growing segment of the population
that was managing living costs a year ago but is currently facing difficulties.
When analyzing price inflation, consumers are more inclined to believe that prices have risen for essential items like bread and dairy, as opposed to non-essential luxuries. This signifies the difficulty of significantly reducing spending on essential groceries. However, it's important to acknowledge that despite their best efforts, consumers may struggle to adhere to a budget and make impulsive purchases on non-essential items, leading to feelings of guilt afterward.
The Foodservice Sector will Continue to Experience Challenges Across the Next Year
In the past year, three out of four individuals worldwide
have cut back on their spending in the foodservice sector, indicating how
restraining consumption has become a part of daily life for many. When reducing
expenses, individuals are not solely focused on cutting spending in formal, upscale
outlets, but are also aiming to limit their spending on more informal, casual
occasions such as snacking and enjoying hot drinks in this sector.
However, it's important to recognize that people place a high value on self-indulgence and are opposed to feelings of sacrifice, particularly when they often turn to treats as a means of escaping daily pressures. Consequently, there has been a noticeable increase in the proportion of individuals seeking out small indulgences (like cakes, chocolate, and alcoholic beverages) as a way to compensate for reduced spending within the foodservice sector. Despite the cost-cutting mindset of consumers, brands and retailers must promote the concept of affordable indulgence in 2024.
We often discuss strategies for making healthy products more appealing, including factors like taste, multifunctional benefits, and transparent claims. While this is important when targeting consumers looking to improve their health, it is also important to consider how the industry can support long-term adherence to health plans, especially considering that many people struggle with this. Additionally, it can be challenging to measure the efficacy of health products. Key themes highlight the need for new approaches to promoting long-term healthy living. This includes encouraging gradual improvements instead of radical changes. Another approach is toning down the health message to alleviate pressure and promote balanced approaches, by challenging perceptions of healthy living from both a category and behavioral perspective.
Consumers will Prioritize their Emotional Health Alongside their Physical Wellbeing in 2024
Globally, consumers are taking a proactive approach to their well-being, with motivations shifting from a fear of illness to a desire to maintain overall wellness in modern-day life.
Over the next twelve months, people are focused on addressing various aspects of their well-being, with importance placed on both mental and physical health. For instance, FMCG Gurus’ consumer insights reveal that 62% of global consumers would like to improve their mental well-being over the next twelve months. There has been an increased emphasis on day-to-day health traits and emotional wellness, reflecting a shift from a long-term wellness focus and a greater awareness of the interconnected nature of energy levels, sleep quality, and mental well-being. This is because post-pandemic, consumers are facing concerns such as rising prices and global conflict. As a result, they are struggling to balance personal and professional responsibilities at the expense of rest and recuperation, impacting sleep health, mood, and energy levels.
The Challenges and Barriers Consumers Face When Trying to Lead a Healthy Lifestyle
Due to the numerous obstacles and
challenges that consumers face in pursuit of a healthy lifestyle, health
problems persist despite their dedication to well-being. The prevalence of
lifestyle-related health issues like obesity and diabetes continues to
increase. This highlights that despite genuine intentions, consumers struggle
to maintain long-term commitments to health plans. Furthermore, when they
deviate from their health routines, they are more inclined to abandon their
health goals altogether rather than attempt to revert to the original plan.
The most prominent challenge faced by consumers in pursuing a healthy lifestyle includes a significant increase in individuals citing financial issues as the primary barrier. Linked to this, is the rise in individuals dealing with everyday living costs. This has led to a surge in the number of consumers indicating that feelings of stress directly impact their eating habits. For instance, FMCG Gurus’ consumer insights indicate that 69% of global consumers feel that healthy eating is expensive, followed by issues of stress and difficulty understanding nutritional labeling. Even before the current cost-of-living crisis, numerous individuals were facing financial difficulties, and soaring prices have intensified these concerns.
Moreover, the issue of escalating prices is not short-lived but rather one that will substantially impact consumption habits over the following decade. Regardless of industry efforts, the notion persists that healthy food is costly and lacks flavor. This is leading people to believe they must compromise between nutrition and affordability, often turning to less healthy options for moments of comfort in times of uncertainty.
The Next Steps for Brands in the Health and Wellness Market
The industry should shift its focus from promoting radical transformation to emphasizing gradual improvement. The industry must acknowledge that many dietary plans are prone to failure, with the primary goal being to support consumers in returning to their health plans. One common reason for the failure of health goals is that consumers often place excessive pressure on themselves to make significant alterations to their diets and lifestyles, associating these changes with compromise and sacrifice. When they inevitably deviate from these health routines, often due to the desire for indulgence, they are more likely to abandon their health plans completely rather than return to them.
Although this pressure can be self-imposed, it is important for the industry not to be seen as endorsing unrealistic health goals or stereotyping what constitutes good health, particularly from an appearance standpoint. However, the industry can contribute to addressing this by promoting a more nuanced message and encouraging gradual changes that are more sustainable in the long run rather than focusing on vast transformations.
Consumers are increasingly aware of the link between good cognitive health and overall well-being. Many individuals express dissatisfaction with their cognitive health and recognize that their diets and lifestyles can impact their cognitive wellness. In addition, consumers are mindful of broader issues such as stress and poor sleep habits and its significance on healthy aging. Consumers also show a preference for cognitive health claims on various food, beverage, and supplement items. Many consumers feel that multiple health claims on products contribute to maximizing effectiveness, convenience, and value. Brands must provide evidence to support such claims to elevate the value of these products.
Cognitive Health Problems
Many consumers are aware of the connection between good cognitive health and overall well-being. Many of these individuals encounter various cognitive-related issues. These issues include problems with energy levels, mood, task performance, and general wellness. On a global scale, consumers are prone to reporting difficulties with sleep and feelings of fatigue and exhaustion. These two areas are intertwined, as individuals face daily pressures and stress that can hinder their ability to unwind, relax, and maintain healthy sleep patterns. For instance, 37% of global consumers say they sometimes have difficulty sleeping, while 15% state this occurs most of the time. It is important to note that inadequate sleep hygiene directly influences mood and energy levels and can cause feelings of stress.
Proactive Health and Motivations
When asked about their motivation to enhance cognitive health, 48% of global consumers
express a desire to enhance their overall quality of life. Over time, consumers
may associate characteristics such as forgetfulness, blurred vision, and difficulty
concentrating as indicators of declining overall health. As individuals strive
to maintain health as long as possible, they acknowledge the significance of
feeling alert, sharp, and focused. Furthermore, a significant number of
consumers state that they have either consulted medical professionals regarding
their cognitive health or believe they are encountering issues, highlighting
widespread dissatisfaction with cognitive well-being.
FMCG Gurus surveyed consumers interested in proactively
maintaining cognitive health. Our findings revealed that a majority of these consumers
are inclined towards general lifestyle adjustments rather than seeking
professional medical advice. For instance, FMCG Gurus’ consumer insights reveal that 28% of global consumers
who are taking a proactive approach to their cognitive health have reduced
their alcohol intake. This suggests that consumers believe certain health
issues are self-inflicted due to their lifestyles.
On a global scale, individuals focusing on cognitive wellness expressed intentions to reduce alcohol consumption and increase their intake of nutritional supplements. This highlights consumers' desire to enhance their diets and steer clear of products they perceive as detrimental to their health.
Sources of Information
As consumers prioritize their cognitive health, they are
actively seeking information from various sources to enhance their well-being. FMCG
Gurus’ consumer insights reveal that 70% of global consumers find doctors the most influential sources
for information about brain health. This suggests that consumers are inclined
to seek guidance from healthcare professionals.
Despite this positive trend, the food and drink industry must also consider the widespread popularity of online articles and the associated risks. While many online sources are credible, there is a potential for misdiagnosis and the promotion of suboptimal diet and lifestyle plans.
Consumers have become increasingly conscious about their sugar intake. This is due to a widespread recognition of the impact that excessive sugar intake has on one’s health. With the stress and worry brought about by modern-day living, comfort eating will be on the rise. While consumers will be seeking moments of escapism from more indulgent foods, they will likely become conscious of their sugar intake. As a result, consumers will be making attempts to moderate their intake of sugar over the next year.
Brands must meet the demand for indulgent products, with better-for-you alternatives. This will enable consumers to seek conveniently nutritious products. It must be noted that these products should not compromise on sensory appeal, as this is a key product attribute among consumers. In addition, brands must make product labeling clear and concise. This will avoid confusion and the perception that such labeling is disguising hidden sugar.
Consumer Attitudes & Purchasing Behaviors
Sugar is recognized as the number one dietary evil among global consumers. Our findings highlight that consumers are aware of the link between excessive sugar intake and increasing rates of obesity and diabetes. For instance, FMCG Gurus’ consumer insights reveal that 76% of global consumers believe sugar is the cause of obesity.
Additionally, consumer attitudes toward sugar have altered in the last couple of years, with 34% of global consumers stating this. The reason for this could be the influence that the pandemic had on consumers' approaches to health. Due to this, many consumers became increasingly attentive to the ingredient listings on the products they consume. A number of consumers are attempting to improve their dietary habits with more streamlined, health-boosting ingredients.
Labeling & High Sugar Content
A significant proportion of consumers are sometimes skeptical of the practices and policies of brands. This can be attributed to the health-washing and greenwashing scandals that have come to light in recent years. FMCG Gurus’ market research reveals that 42% of global consumers say they are concerned and 22% are very concerned about hidden sugars in food and drink. This could be due to widespread confusion around sugar content labeling, with many consumers who deem labeling difficult to understand.
Rising prices are causing consumers to seek products that they deem good value for money. Due to this, brands must keep nutritional labeling simple and transparent. This will enhance both trust and value for such products, and allow the process of checking ingredient lists to be quick and easy.
Natural Sweeteners
On a global scale, 37% of consumers say they deem natural sweeteners to be healthy alternatives to sugar. This figure was almost identical to the figure two years earlier. This highlights the association with natural ingredients being cleaner and better for you.
However, it should be noted that even if people deem natural sweeteners better for you, it is not to say that they will seek out these products. For instance, FMCG Gurus’ consumer insights reveal that only 8% of global consumers seek out products that contain natural sweeteners all of the time, and 20% some of the time. This could be linked with consumer perceptions around natural products being more expensive, and perhaps not having the same sensory appeal as other sweeteners.
These findings indicate that many consumers are unwilling to trade-off between taste and wellness. As a result, brands must ensure that natural sweeteners are positioned as being good value for money, aligning with price sensitivity. Also, it is crucial that the brands place greater emphasis on the sensory appeal of natural sweeteners, and do not overcompensate on health credentials. This is because consumers may feel as though taste is being compromised for health.
Modern living has resulted in a significant proportion of consumers suffering from aches and pains. Among these consumers, there is great concern that these aches could result in more long-term, serious health issues. Importantly, a large number of consumers state that they are less proactive in addressing their joint and bone health, in comparison to other areas of their health. Despite this, consumers are widely aware of the effect that inactivity and poor posture have on their joint and bone health.
Many consumers can identify the crucial link between their joint and bone health with their overall health and wellness. When addressing this area of health, multifunctional products will appeal to consumers. These products will offer maximum efficacy, convenience, and value to consumers. In addition, brands should promote regular exercise and products enriched with calcium and protein. It is also essential that brands validate these claims with clinically proven evidence.
Consumer Attitudes & Behaviors
A significant number of global consumers say they are aware of the link between good joint and bone health and good overall health. For instance, FMCG Gurus’ consumer insights reveal that 65% of global consumers recognize the link between joint and bone health with overall health. As a result of this awareness, global consumers deem products that aid this area of health appealing, particularly in the dairy category. Many of these consumers are interested in such products, even if they are not suffering from symptoms.
Joint and bone health problems are often associated with senior consumers. However, modern-day living has enabled these health problems to become more widespread among consumers of all ages. This highlights a greater urgency for brands to offer products that aid this area of health.
The Steps Consumers are Taking
Over the last year, consumers have incorporated many steps to address their joint and bone health. FMCG Gurus’ market research illustrates that the most common actions taken among consumers are increased exercise (47%) and dietary changes (31%). This highlights the recognition that inactivity can impact flexibility, mobility, and muscle health. Additionally, this illustrates the importance of dietary habits in various aspects of health. To combat this, many consumers have increased their intake of health-boosting ingredients such as protein and calcium.
Benefits
Our
joint and bone health country reports delve into the benefits consumers would
like to obtain from food, drink, or supplements designed to aid joint and bone
health. Our findings demonstrate that consumers are interested in products with
various day-to-day and long-term benefits. Overall, many consumers said they are
seeking products that will aid lifestyles in general. This is suggestive of the
impact that aches and pains can have on one’s overall quality of life.
As a result, brands should look to incorporate a variety of health benefits. This is essential during today’s busy, fast-paced, and financially uncertain world. Due to this, multifunctional claims will highly appeal to consumers because they are linked with maximum efficacy, convenience, and value. These claims will appeal to both reactive and proactive consumers. However, brands must offer clear and concise evidence to validate such claims.
Amid an era of uncertainty, consumers have likely gained weight in the last year. This could be a result of increased comfort in eating and drinking. Among a significant proportion of consumers, our findings suggest that many are unsatisfied with their waistlines. This includes consumers classifying themselves as overweight, or expressing that they want to lose weight. Importantly, consumers are aware of the link between weight management and the risk of disease and illness. In response to this increased awareness, many consumers have incorporated an approach of avoidance and moderation, as well as back-to-basics nutrition in terms of dietary habits. However, brands must be aware that overall, consumers deem a healthy diet as balanced and compromise-free. As a result, brands must make food and drink labeling clear and concise. This will enhance transparency and trust among consumers. Also, consumers will be able to moderate and avoid certain dietary evils, such as sugar, more easily.
Consumer Attitudes & Awareness
FMCG Gurus’ consumer insights reveal that on a global scale, 36% of consumers deem themselves overweight or obese. Additionally, 33% of global consumers feel that they have gained weight over the last twelve months. This highlights that the proportion of obese and overweight people continues to rise.
It is important to note that what consumers deem a healthy weight varies and is subject to various factors. However, this subjectivity means that many consumers will be unaware of their risk of various health problems if they are over or underweight.
FMCG Gurus’ market research shows that 15% of consumers say they do not know what their recommended weight is or are unsure. Also, 17% of people say they weigh themselves once a week. This illustrates that a significant proportion of consumers are not observant of their weight, perhaps making assessments determined by their perceptions, rather than what would be deemed a healthy weight based on their BMI. This lack of awareness around what the recommended weight is highlights a key opportunity for brands that operate in the weight management, and dietary markets. Brands must ensure that there is more information and education around weight, through reliable sources and legitimate scientific evidence.
What Constitutes as a Diet?
Conventionally, diets have been based solely on avoidance and moderation of dietary evils, such as sugar. But with this, consumers would adopt a rather regimented and strict approach to what they eat and drink. The main goal would be to lose weight as quickly as possible. However, in today’s world, diets are more likely to fail due to feelings of sacrifice. This approach is unsustainable for many consumers in the long term. As a result, many consumers have taken a new approach to dieting. This approach continues with avoidance and moderation but without feelings of compromise and sacrifice. Instead of taking a strict, radical approach, consumers are now dieting in a way that is more balanced and somewhat compromise-free. With this approach being more realistic, it has proved to be more sustainable in the long term among consumers. For instance, FMCG Gurus’ consumer insights reveal that 71% of global consumers associate a balanced diet with being compromise-free, while 64% see it as a life goal. This highlights how important it is for consumers to feel they can continue these healthy eating plans for the long term.
Weight Loss & Dieting
Consumers have adopted a holistic approach to weight management.
This can be seen through consumers addressing their weight both through
lifestyle and dietary habits.
While consumers deem exercise as key for addressing weight loss, dietary habits are seen as the main focus among people who are looking to lose weight. Some of these dietary habits can be seen through minimizing a dependency on convenient and indulgent food and drink and making more of an attempt to monitor micronutrients. FMCG Gurus’ market research shows that 67% of global consumers say they are looking to reduce their intake of sugar. This highlights a huge awareness among consumers of the link between excessive intake and weight gain. In addition, 69% of global consumers are incorporating a back-to-basics approach to nutrition by eating more fresh food and vegetables. This means consumers will be minimizing their intake of convenient and processed food, both at-home and out-of-home, and instead, consume more fresh fruit and vegetables.
On a global scale, a significant proportion of consumers recognize the link between their heart health and their overall wellness. As a result, many consumers have adopted a holistic approach to aiding this area of health. This means that consumers are aware that some heart health issues are self-inflicted, through dietary and lifestyle habits. To maintain and enhance this area of health, various steps are being incorporated into consumers’ routines. These steps include seeking out heart health claims on food, drink, and supplements. Additionally, consumers are looking to improve their lifestyle habits, such as exercise and sleep patterns to improve their heart health.
Consumer Attitudes
Overall, consumers are satisfied with their heart health, but many feel that this area of health could be improved. This highlights a proactive approach from consumers. For instance, FMCG Gurus’ consumer insights reveal that 63% of global consumers agree with that statement: I am interested in heart health products even when not suffering specific health problems. Our findings illustrate both a proactive approach from consumers and a significant interest in products and information that aid the healthy function of the heart. In today’s post-pandemic world, consumers have become increasingly proactive in maintaining and improving multiple areas of health. This is because even though consumers may not be suffering from symptoms, they are looking to take a prevention over cure approach. This way, consumers are looking to reduce their chances of illness and health complications.
Claims & Product Formats
During today’s
recessionary climate, consumers have adopted more considered spending decisions.
However, a large proportion of consumers still continue to address their health
proactively. This approach means that active ingredient claims are of high
appeal to consumers. In terms of product categories, consumers are most likely
to say they find heart health claims appealing in the breakfast cereal space. For
example, FMCG Gurus’ market research shows that 37% of global consumers would
like to see heart health claims in breakfast cereals. Our findings suggest that
consumers tend to be more health-conscious in the morning.
Further to this, many consumers also like to see claims that aid the function of the heart in the bread and juice/smoothies categories. These product categories are also associated with breakfast time. This suggests that consumers deem the mornings a convenient time for functional products.
Heart Health Problems & Actions
While some people feel unsatisfied with this area of health, there have been various heart health-related problems reported at least some of the time. In general, consumers are more likely to experience day-to-day, “minor” heart health symptoms. The most common symptom is consumers feeling constantly tired. For instance, FMCG Gurus’ consumer insights reveal that 42% of consumers suffer from constant tiredness at least sometimes.
Many associate tiredness with consumers’ busy, fast-paced lives, such as poor sleep health and everyday stresses and worries. However, others feel that constant tiredness could signify a more serious health issue. This is comparable to heartburn and shortness of breath which are also symptoms experienced by consumers at least some of the time.
In terms of addressing these problems, consumers have adopted general steps, as opposed to specialist steps or advice. Our findings suggest that consumers may feel that some symptoms are self-inflicted, and can be improved through dietary and lifestyle habits.
Consumers have become increasingly aware of the link between good skin health and overall health and well-being. As a result, multifunctional health claims on food and drink products will highly appeal to consumers. This is because many consumers associate such claims with maximum efficacy, convenience, and value for money. All of these product attributes are particularly crucial during a time of financial uncertainty and busy, fast-paced lifestyles.
In terms of storytelling, hydration and self-care are two equally significant messages brands should be promoting when addressing skin health. In addition, brands must highlight the link between inner wellness and outer beauty. In doing so, brands should avoid perpetuating existing stereotypes around beauty and enhancing the pressure on consumers to look good.
The Impact of Financial Uncertainty
Consumers acknowledge the link between skin health and overall well-being. However, a significant proportion of consumers are not overly satisfied with their skin health. FMCG Gurus’ consumer insights reveal that 21% of global consumers are not satisfied with their skin health.
Our findings suggest that the current climate of economic uncertainty has caused consumers to cut down on products they deem non-essential. Many consumers have likely reduced spending in the personal care industry. This means consumers may have sought out cheaper personal care products, reducing their brand loyalty. In addition, many consumers will have either stopped or reduced spending in spas and salons. These behaviors are likely to cause stress for consumers on their physical appearance, due to having to cut down on self-care endeavors.
Holistic Skincare
Equally, many consumers have taken a holistic approach to their skin health. This means that consumers do not solely associate skincare with physical attractiveness. Instead, many perceive skin issues, such as blemishes, with other health issues. For example, FMCG Gurus’ market research demonstrates that 37% of consumers looked to get more sleep to address their skin health. Additionally, 46% of consumers exercised more to address their skin health. This demonstrates a greater awareness of the impact of certain lifestyle habits on various areas of health.
Product Formats
A
significant proportion of consumers have adopted a proactive and holistic
approach to their health and wellness. Due to this, many consumers like active
ingredient claims on food and drink products related to skin health. However,
brands must look to validate these claims. This will ensure trust and transparency.
In addition, the skincare industry must educate consumers on safe and healthy
personal care routines.
On a global scale, consumers find skincare claims most appealing in the nutritional supplement and bottled water sectors. For example, FMCG Gurus' market research shows that 37% of consumers like to see skin health claims on nutritional supplements. This appeal of nutritional supplements is because of the association with higher dosages of ingredients and therefore, maximum efficacy. Also, skincare claims in the bottled water sector are highly appealing to consumers. This is due to the connection between hydration and skin health.
Problems & Actions
Consumers experience various problems with their skin health. One of the most common symptoms consumers suffer from is dry skin. For instance, FMCG Gurus’ consumer insights reveal that 35% of consumers suffer from dry skin. Consumers associate this condition with many factors. This includes time scarcity, poor lifestyle habits, and financial uncertainty. Our findings suggest that consumers feel their busy lifestyles are impacting certain areas of health. This could mean many are struggling to relax and unwind. Furthermore, sleep health is being impacted by financial worries and poor lifestyle habits, such as using technology before bed.
To combat these problems, consumers are turning toward hydration. For example, FMCG Gurus’ consumer insights reveal that 62% of consumers have drank more water over the last year to address their skin health. This highlights more of a back-to-basics approach to skincare. While this could be reflective of the growing trend of naturalness, this may also mirror consumers' financial stresses. With rising prices, many consumers may feel that spending in the skincare market is less essential. As a result, brands must ensure they provide promotional offerings to align with today’s recessionary climate.
Initially, the sports nutrition market focused on the development of nutritional products designed specifically for fitness enthusiasts and athletes. These types of products have been designed to optimize performance, recovery, and overall health and wellness.
However, in recent years, the sports nutrition market has significantly grown. This is a result of increased consumer attentiveness towards health. Many consumers seek sports nutrition products that will support their daily well-being. This includes protein powders, sports drinks, energy bars, and dietary supplements. As a result, the increased demand for such products has led the sports nutrition market to move beyond a niche, towards a market of mass appeal.
This rise in health consciousness is evident through our findings. For instance, FMCG Gurus' consumer insights reveal that a large proportion of sports nutrition consumers indicate some level of weekly exercise. Their motivation for this exercise is not solely for physical appearance or competitive sports, but rather to maintain an overall healthy lifestyle.
Product Formats
On a global scale, consumers are drawn to a variety of sports nutrition products. In particular, sports drinks and energy drinks have emerged as the most favored choices. For example, FMCG Gurus' market research highlights that 62% of consumers who purchase products in this market have purchased energy drinks in the last six months. These products surpass more traditional products like protein powder and shakes in terms of popularity.
Furthermore, despite the challenge of rising prices, consumers were more likely to have increased their usage of sports nutrition products rather than decreased. Notably, the top three categories of increased consumption were energy/sport gels, protein-fortified foods, and protein cereals. This highlights that consumers are continuing to prioritize their health.
Are Sports Nutrition Products Essential During a Cost-of-Living Crisis?
The cost of living crisis is significantly affecting many consumers. As a result, consumers are being forced to make challenging decisions to stretch their finances. On one hand, maintaining health remains a priority. Many believe that proactive health measures during the pandemic have improved their well-being. But, on the other hand, 60% of those who purchase these products recognize that price inflation will influence their consumption habits in this market.
In response to this financial strain, consumers are most likely to opt for products they deem essential. This indicates a careful approach to consumption by seeking out products that are better value for money.
The Sensory Appeal of Sports Nutrition Products
When examining these products in food form, consumers are satisfied with the variety available and the protein content in these products.
Notably, consumers show less satisfaction with the sugar content and sensory aspects of these products. FMCG Gurus' insights reveal that of consumers who purchase these products, 21% are unsatisfied with the sugar content in high-protein snacks. This dissatisfaction with sugar content highlights the avoidance and moderation of "unhealthy" ingredients while maximizing the intake of health-boosting ingredients. Furthermore, sensory appeal is crucial to consumers. It is particularly important for products that substitute traditional snacks like chocolate for high-protein alternatives. Brands must ensure these products are not linked with inferior taste and texture, especially if they are positioned at a premium price point.
Women are increasingly taking an active role in maintaining their well-being, with a greater emphasis on addressing everyday health concerns. However, the high costs associated with health and wellness products are causing more attentive purchasing decisions. Attention to emotional wellness is being recognized as equally important as physical health for ensuring overall long-term well-being. Additionally, there is a growing market for food, beverages, and supplements that support women's menstrual health. Furthermore, there is a pressing need for a more comprehensive approach to cater to the needs of perimenopausal, menopausal, and post-menopausal women.
Health Goals
In general, women perceive themselves as being in good health, although it should be noted that there has been a slight decrease in the proportion who hold this view compared to two years ago. While women are more likely to report that their health has improved rather than declined over the last two years, there has been a noticeable decrease in women who believe their health has improved in 2023 compared to 2021. For instance, FMCG Gurus' consumer insights reveal that in 2021, 27% of women globally felt their health had slightly improved, compared to 22% of women globally in 2023. This suggests that as fear of the pandemic diminishes, there has been less urgency placed on maximizing wellness.
In the next twelve months, women are looking to enhance various areas of their well-being. For example, FMCG Gurus' market research highlights that women would like to improve their weight, sleep health, energy levels, stress levels, and general health. It is also crucial to note that during times of uncertainty, women acknowledge the equal importance of emotional wellness to physical well-being for sustaining long-term health.
Brands must be aware that post-pandemic, women are prioritizing their day-to-day health. For example, after enhancing overall health, the three major priorities for women are improving waistlines, sleep health, and energy levels. These findings also indicate that many women perceive a return to post-pandemic society and financial concerns as creating daily obstacles to their health and well-being.
Weight Management
Increased levels of uncertainty and stress can cause comfort eating. During this process, individuals tend to pay less attention to their nutritional intake, potentially resulting in weight gain. With increased pressure to conform to society's narrow beauty standards, weight gain can cause more feelings of stress among women. FMCG Gurus' findings show that 39% of women globally feel they have put on weight in the last twelve months. Following this, 43% of women on a global scale have attempted to lose weight over the last twelve months. In terms of the dieting market, products mustn't be linked with compromise. In addition, marketing strategies must avoid presenting narrow stereotypes of attractiveness.
Emotional Wellness
Emotional well-being is of significance among women. Many consider this area of health just as important as physical health. Also, with the pressures of rising prices, it is clear that emotional wellness is being impacted. Financial concerns and insufficient sleep are linked with impacting mental well-being. For instance, FMCG Gurus' consumer insights reveal that 58% of women globally think their mental health is being impacted by a lack of sleep. However, our findings also indicate that some emotional wellness issues could be self-imposed. For example, FMCG Gurus' market research shows that 59% of women globally spend too much time on digital devices. This excessive time spent looking at screens is linked with inadequate sleep hygiene and difficulty relaxing.
Menstrual Health
As the population ages, an increasing number of women will fall into the categories of perimenopausal, menopausal, or post-menopausal. These women are typically embracing a proactive approach to health. The challenges confronted by women in these stages of life can significantly impact their personal and professional quality of life. Additionally, women may not be fully aware of the range of non-prescription products available to help manage their symptoms. This leads many women to consider their conditions as inevitable rather than seeking out alternative products for symptom management outside of professional healthcare. As a result, brands must raise awareness around the range of products available to deal with these symptoms.
As consumer needs evolve, the focus on cognitive health has become increasingly prominent. Many consumers have felt satisfied with this area of health since the pandemic. However, there remains a significant number of consumers who are unsatisfied with their cognitive well-being. Notably, consumers are placing a greater emphasis on emotional wellness and cognitive health. They recognize the equal importance of this alongside physical well-being.
Amidst this shift in mindset, consumers are dealing with symptoms such as stress, worry, and tiredness. This is resulting in a desire among consumers to enhance their overall health and quality of life. Interestingly, while many acknowledge cognitive health concerns, consumers tend to refrain from seeking specialist treatment. Instead, many opt for general approaches to improve this area of health.
Attitudes & Behaviors
In today’s post-pandemic society, consumers are demonstrating a proactive stance towards wellness. However, it is suggested that issues such as price inflation are impacting cognitive health. Importantly, recent trends from 2021 to 2023 reveal an increase in satisfaction levels regarding this area of health. For instance, FMCG Gurus’ consumer insights reveal that in 2021, 45% of consumers were satisfied with their cognitive health, and in 2023, 55% of consumers were satisfied with this area of health. Alternatively, there was a 10% decrease in consumers who are interested in brain health products even when they are not suffering from specific health problems.
These findings indicate a shift in consumer behavior, reflecting a decreased sense of urgency in actively seeking out functional products daily, as well as a reduction in the level of concern compared to the pandemic era. Furthermore, while factors such as price inflation continue to impact brain health, their effect appears to be less pronounced than during the pandemic.
Increased Intake of Fresh Fruit and Vegetables
In the past year, consumers have implemented various measures to enhance their cognitive health, indicating dissatisfaction with this aspect of wellness and recognizing the potential impact of poor cognitive well-being on overall long-term health. FMCG Gurus’ market research highlights that 49% of global consumers have eaten more fresh fruit and vegetables in the last twelve months to improve their cognitive health. The emphasis on consuming more fresh fruits and vegetables reflects consumers' belief in the ability of their diets to support cognitive health, rather than relying on specialized functional foods. This suggests an awareness among consumers that behaviors such as excessive consumption and inadequate nutrient intake can affect areas such as alertness and concentration.
Cognitive Health Problems
Consumers are actively prioritizing various aspects of their health and well-being. There has been an increased effort to elevate emotional wellness to the same level as physical health, positioning cognitive health as the second most crucial priority after gut health. For example, FMCG Gurus’ consumer insights reveal that 17% of global consumers are most concerned about their cognitive health.
This increased focus is linked to the impact of COVID-19 on cognitive health over the past few years. As society transitions to a post-pandemic phase, consumers are increasingly conscious of the influence of busy lifestyles and macroeconomic factors, such as price inflation, on their cognitive well-being in both the short and long term. Also, there is a growing recognition that cognitive health does not solely affect mood and energy levels but can also lead to long-term health issues, significantly impacting overall quality of life.
Ingredients
Consumers prioritize cognitive
products that enhance memory over improving sleeping patterns, despite
tiredness and sleep difficulties being more commonly experienced. This suggests
that individuals believe they can address fatigue and poor sleep habits by
improving their bedtime routines without the need for additional products.
Consumers link various fruits and vegetables to memory enhancement, with bananas being the most commonly mentioned. For instance, FMCG Gurus’ market research indicates that 44% of global consumers associate bananas with memory-boosting benefits. This highlights the perception that everyday grocery items can contribute to improving cognitive health, influencing their willingness to actively seek out and invest in functional products that offer similar benefits.
In today's health-conscious society, the connection between good heart health and overall wellness has caught the attention of consumers. While many individuals feel satisfied with their current heart health, there is a growing demand for products that enhance long-term heart health. Consumers recognize that certain heart health issues stem from factors such as diets and lifestyles. This has prompted a desire for heart-healthy options in product categories. Some of these categories include the breakfast category, with a demand for natural and healthier ingredients.
Moreover, a significant proportion of consumers are concerned with feeling constantly tired. This highlights the holistic interconnection of heart health with other aspects of well-being, such as sleep health and immunity. As a result, consumers seek products with multiple health claims. Multifunctional products are deemed more effective, convenient, and valuable by consumers. Nevertheless, brands must ensure that they validate their health claims to prevent misinformation and misdiagnosis. This is particularly important in an era of skepticism including issues like health-washing and green-washing.
Attitudes and Behaviors
The COVID-19 pandemic led to a heightened global focus on health. This resulted in increased consumer attention to various health issues. The surge in interest is reflected in the demand for information on improving heart health and consumer preferences for products that support heart health. Also, consumer interest in immunity-boosting products was significant.
In today's post-pandemic world, consumers are looking for products that support heart health for the purpose of improving physical appearance and self-confidence. This suggests a heightened emphasis on aesthetics and self-improvement in today's world, underlining the trend towards holistic well-being.
When asked about steps taken to enhance heart healthiness, the most common responses included consuming a diet rich in fruits and vegetables and engaging in regular exercise. Incorporating a variety of fruits and vegetables into one's diet can lead to a more balanced and heart-healthy lifestyle. Similarly, regular exercise contributes to strengthening the heart muscle, reducing stress, and aiding in blood pressure and sugar level management.
Addressing Heart Health
Consumers are actively addressing heart health issues, with many aiming to enhance their heart health through increased physical activity and over a third seeking to modify their diet and improve their sleep habits. Furthermore, diabetes is closely related to heart health. This is because individuals with diabetes face heightened risks of heart disease due to elevated blood sugar levels, hypertension, inflammation, and an increased tendency for blood clotting. Embracing a heart-healthy lifestyle, which includes regular exercise and a balanced diet, is crucial for lessening these risks.
In addition, the quality and duration of sleep can significantly affect heart health and overall well-being. Inadequate sleep can lead to elevated blood pressure, heightened stress levels, inflammation, and disruption of restorative functions. Sleep health also plays a vital role in regulating blood sugar levels. Insufficient sleep can potentially lead to insulin resistance, a risk factor for type 2 diabetes and heart disease. Prioritizing consistent, high-quality sleep is essential for promoting heart healthiness.
Ingredients & Claims
Consumers are increasingly adopting a proactive and natural approach to mitigating the risk of heart disease. Products that address health concerns align with the growing interest in holistic health and may be perceived as more convenient and cost-effective compared to prescribed medications. It is crucial for these products to be backed by scientific evidence to enhance consumer trust. These products have the potential to support consumers in achieving their health objectives.
Supplements can bridge nutritional gaps in consumers' diets, particularly for those not obtaining sufficient nutrients through meals. They offer a convenient means to ensure a consistent intake of essential nutrients, vitamins, and minerals, which is particularly appealing to individuals with hectic lifestyles or dietary restrictions. The increasing popularity of options such as chewables and liquids indicates that consumers are willing to balance efficacy, convenience, and sensory appeal, seeking products that seamlessly integrate into their daily routines.
The trend of consumers adopting diets that involve avoiding or moderating animal-based products is spreading globally. These individuals look to align their dietary choices with their ethical, environmental, and health goals.
However, many consumers find it challenging to completely give up dairy and meat in the long run. Interestingly, the plant-based market has experienced a slowdown in sales over the past year. This presents an opportunity for brands to explore new possibilities within the plant-based market. By creating innovative products, they can attract late adopters to the market and assist consumers in adhering to alternative, flexitarian dietary plans.
In this blog, we will delve into consumer perceptions, various diet approaches, and the potential for protein hybrids. Examining the environmental concerns surrounding food production, we will explore how protein hybrids have the potential to address environmental issues and contribute to a more sustainable and eco-friendly food system.
What are Protein Hybrids?
Protein hybrids offer a range of advantages, including the ability to elevate nutritional value, facilitate the creation of plant-based alternatives for meat and dairy products, and align with diverse health and wellness trends. Plant proteins extend beyond food and beverages, but also encompass fields such as supplements, pharmaceuticals, agriculture, and biotechnology. Moreover, protein hybrids are gaining popularity due to their multitude of benefits.
Health and the Environment
Consumer motivations around dietary choices are increasingly driven by health, environmental, and ethical considerations. As people become more aware of the challenges posed by animal agriculture, they are finding plant-based alternatives more appealing due to their perceived ethical and environmental benefits, with particular concerns surrounding dairy products. For instance, FMCG Gurus' consumer insights reveal that 45% of global consumers eat/drink dairy alternative products. Of these consumers, 70% do so because they deem plant-based alternatives as healthier than regular milk products.
Additionally, over half of consumers view plant-based products as more trustworthy in comparison to their traditional counterparts.
Food Shortages are Intensifying
The global food supply is facing the challenge of food scarcity and FMCG Gurus' market research highlights that 43% of global consumers are concerned about food shortages. Meat-based protein hybrids present promising solutions to address these shortages. By enabling increased protein production, these hybrids offer the potential for a more resource-efficient alternative to traditional animal agriculture. This can help alleviate the environmental and resource impact associated with livestock farming, leading to a more sustainable, environmentally conscious, and resilient food system.
Furthermore, meat-based protein hybrids can complement plant-based diets by providing a balanced intake of essential amino acids and nutrients. This ensures that consumers can meet their daily dietary requirements while minimizing the reliance on traditional animal-derived products.
Consumer Attitudes Toward Protein Hybrids
Protein hybrids have the potential to make the shift to plant-based alternatives more appealing for individuals who follow meat-based diets. For those who find it difficult to completely give up animal products, protein hybrids provide an opportunity for imitation. For instance, FMCG Gurus' consumer insights reveal that 58% of global consumers found the idea of protein hybrid products appealing or very appealing. Of these consumers, 44% said this appeal is because they struggle to give up animal-based products completely. This allows consumers to continue enjoying the familiar taste and nutritional qualities of certain products while incorporating plant-based and alternative ingredients.
By incorporating protein hybrids
into their diets, individuals can make the transition to different dietary
choices more manageable, especially for those who have specific preferences or
habits related to animal-based products.
Additionally, protein hybrids offer the advantage of being more environmentally friendly. In fact, more than a third of consumers perceive them as such. This further emphasizes the potential benefits of protein hybrids in terms of sustainability.
Across the next year, a significant proportion of parents will be altering their diets and lifestyles, in line with rising costs. This will have an impact on their child’s health and wellness. Additionally, parents will be increasingly conscious of the long-lasting implications of COVID-19 on their children’s physical and emotional health. As a result, many parents recognize the impact that the cost-of-living crisis and the pandemic have had and continue to have on the wellness of their children. To cater to parents' need states, brands must ensure they stay up to date with early life trends in the food and drink industry.
Proactive Approach
Following the pandemic, a large proportion of consumers have integrated a proactive, prevention-over-cure approach to their child’s health and wellness. For instance, FMCG Gurus’ consumer insights highlight that 65% of UK parents stated that they have been more proactive in addressing their child’s health due to COVID-19. This demonstrates that for a significant number of parents, their child’s health and wellness is at the forefront before symptoms or health complications occur. Instead, parents are looking to boost multiple areas of their child’s health.
Convenient vs Natural
The appeal of quick, efficient, and on-the-go snacks and ready meals are decreasing in demand among parents in the UK. For example, FMCG Gurus’ market research reveals that of UK parents who have changed their dietary habits to address health problems, 42% increased their child’s consumption of fruit and vegetables. Also, 36% of UK parents reduced their child’s sugar intake. This suggests that many parents in the UK are seeking out a back-to-basics approach to their child’s nutrition. This is because parents are looking for fresh fruit and vegetables, with natural ingredients. Additionally, many parents are moving away from artificial ingredients and dietary evils such as sugar and GMOs.
Multifunctional Health Claims
Despite this turn away from ready-made meals and on-the-go food and drink, parents are still looking for convenience in other forms. For instance, when asked about the most appealing claims and factors in food and drink, 75% of UK parents said they like to see food and drink that helps promote a healthy diet, followed by products that enhance nutritional levels and strengthen immunity. This highlights how parents want products that have high nutritional value, to ensure that their child is getting sufficient nutrients and vitamins.
However, the reality for many parents is that they do not have the time to seek out various products that target specific areas of health. Instead, they are more likely to be drawn to multifunctional health-boosting claims. As a result, brands should consider developing products with multiple health benefits to appeal to parents' busy lifestyles. If these claims are backed up with clear and concise scientific evidence, many parents will deem these products as having maximum efficacy, value, and convenience.
Additionally, brands must make sure to avoid complex nutritional labeling. Instead, keeping labeling simple and concise will provide ease for parents when checking this.
Rising Prices
Brands should position food and drink products as being good value for money. This is particularly important during today’s recessionary climate. For instance, 41% of parents in the UK are concerned that rising prices will impact their child’s health over the next twelve months. Our findings illustrate how parents have become increasingly conscious of rising prices. As a result, this will have an impact on the health and wellness of their children. Parents will be cost-cutting on healthier products, which are often deemed more expensive. Brands must respond to this by expressing to consumers the value of their products. Rather than choosing the cheapest option, consumers are searching for products they deem good value for money. As a result, if brands can communicate value, consumers will be more likely to purchase during today’s cost of living crisis.
Adaptogens are becoming increasingly popular in the food and drink industry. This is particularly true in the health and wellness sector. These natural substances, derived from plants and herbs, have been used in traditional medicine for centuries. Adaptogens are known for their ability to support the body's ability to adapt to stress and promote homeostasis.
The food and drink industry has recognized the growing demand for natural stress relief solutions. As a result, many brands have incorporated adaptogens into various products. These products include supplements, beverages, and functional foods. By adding adaptogens like ashwagandha, ginseng, and maca, food, drink, and supplement companies are responding to the growing demand for natural and holistic approaches to improving well-being.
What are Adaptogens?
Adaptogens have been used in traditional medicine for centuries. These plants and herbs have unique properties that help the body adapt to stress and promote balance. Adaptogens regulate the body's response to stressors, support the adrenal glands and the hormonal system, and increase the body's resilience to physical, mental, and emotional challenges.
Integrating Adaptogens into the Food and Drink Industry
Adaptogens are not only being used as standalone ingredients but are also being combined with other botanicals and nutrients to enhance their efficacy.
The food and drink industry recognizes the growing interest in natural health solutions and the demand for stress relief products. Companies are incorporating adaptogens in various product categories. For instance, FMCG Gurus’ consumer insights reveal that 35% of global consumers who have heard of ginger, like to see this ingredient in the hot beverage category. Also, 34% of consumers who have heard of ginseng like to see this ingredient in the nutritional supplement product category. These products are designed to provide consumers with holistic health benefits and support their overall well-being.
Prioritizing Health and Well-Being
Adaptogens are associated with enhancing energy levels, improving focus, promoting vitality, and improving sleep health. Importantly, 54% of global consumers are seeking out products that help improve sleep patterns. As a result, consumers are increasingly looking for products that contain adaptogens for their wellness routine.
The food and drink industry's integration of adaptogens aligns with the demand for natural and plant-based products. These ingredients not only offer potential health benefits but also resonate with consumers who prioritize sustainability, holistic health, and wellness.
Functional Beverages
Adaptogenic teas and coffees have gained a loyal following. This is because consumers look for natural and functional alternatives to caffeinated drinks. For instance, FMCG Gurus’ consumer insights reveal that of consumers who have heard of these ingredients, 40% like to see chamomile in hot beverages, followed by 35% who like to see ginger. Additionally, 34% like to see ginseng, and 33% like to see turmeric in this product format. These adaptogenic beverages aim to provide not just a temporary boost but also long-term benefits like stress reduction and improved focus.
Functional foods, on the other hand, include adaptogens in their formulation to enhance their nutritional value and provide additional health benefits. Adaptogenic snacks, protein bars, and even adaptogen-infused chocolates are making their way into the market to cater to the growing consumer demand for functional and indulgent products. For example, FMCG Gurus’ market research highlights that 35% of consumers who have heard of ginger, like to see this ingredient in the confectionery and chocolate format.
Consumer Awareness and Education
Consumer awareness and education play a crucial role in the expansion of adaptogens in the food and beverage industry. The industry must continue to take steps to educate consumers about the benefits of adaptogens, how they work, and the various ways to conveniently incorporate them into their daily routines.
In today's rapidly
evolving beauty and wellness industry, it is crucial to empower and educate
consumers. As the industry constantly adapts and responds to changing consumer
values, it becomes imperative to shift the focus from unrealistic beauty
standards to promoting overall well-being. By encouraging the development of
products and services that prioritize consumer value and cater to individual
needs, the industry can foster a greater sense of self-care and wellness.
Moreover, through educational marketing campaigns and collaborations with skincare experts, the industry can enlighten consumers on the relationship between nutrition, hydration, and skin health. Embracing ethical and sustainable practices not only appeals to environmentally conscious consumers but also presents opportunities for innovative products infused with adaptogens or wellness-focused formulations.
Consumer Attitudes
Consumers demonstrate a notable interest in skin health products, even when not experiencing specific symptoms, presenting its significance as a vital component of self-care. Surprisingly, FMCG Gurus’ consumer insights reveal that over 50% of global consumers actively seek out food and drink products that can contribute to improving their skin health. The importance of healthy skin extends beyond mere aesthetics; it serves as an indicator of overall well-being and contributes to self-esteem and confidence.
Consumers actively pursue products that not only enhance their external appearance but also foster a deep sense of inner well-being. This strong connection between skin health, confidence, and an overall sense of feeling good is compelling evidence of how consumers value the holistic benefits.
Inner Beauty, Outer Glow
The interplay between inner well-being and skin health has ignited a wave of innovation within the skincare industry. This has resulted in the development of wellness-infused products and supplements that specifically target the enhancement of skin health. For example, FMCG Gurus’ market research reveals that 37% of global consumers like to see claims about products improving skincare health in nutritional supplements. This emerging trend has paved the way for the inclusion of ingredients such as adaptogens, probiotics, and retinols in skincare formulations, celebrated for their diverse range of benefits. By strategically positioning these products as part of a holistic approach to personal wellness, the skincare industry bridges the gap between physical health and skin health.
Rethinking Beauty Standards
The notions of beauty in society continually face challenges and undergo redefinition due to various societal influences. In promoting a more inclusive perspective, it becomes crucial to encourage diverse representations of beauty that empower individuals to embrace their distinct qualities and inner beauty. By promoting self-acceptance and self-love, we recognize that beauty encompasses a multifaceted range of characteristics. Additionally, advocating for diversity and inclusion in media, advertising, and entertainment helps challenge the limited and narrow beauty ideals that exist, fostering a more inclusive and positive beauty narrative.
Health Concerns
Consumers have demonstrated significant concern for their
digestive health, recognizing that a well-functioning digestive system is
essential for overall well-being and comfort. FMCG Gurus’ consumer insights
reveal 18% of global consumers are concerned about their digestive health. Digestive
problems can cause considerable discomfort and have an impact on other aspects
of health, including mood, immunity, and weight management. This highlights the
appeal of adopting dietary and lifestyle practices that support optimal
digestion. Moreover, digestive health is intricately linked to skin health. A
compromised gut can contribute to skin issues such as acne or eczema, while a
healthy gut can enhance skin clarity and radiance. The connection between
digestive health and skin health underscores the importance of nurturing a
healthy gut for achieving vibrant and healthy skin.
This demonstrates that consumers directly connect physical appearance with both emotional and physical well-being. Particularly during times of economic uncertainty, when stress and anxiety are prevalent, feelings of self-confidence become even more significant. Additionally, consumers remain concerned about illness and disease, and they recognize a link between skin, hygiene, and vulnerability to poor health. Therefore, it is crucial for brands to promote the concept of holistic health and beauty from within when targeting consumers seeking to maintain and improve their skincare routines.
Consumers are increasingly concerned about the potential effects of rising prices on their physical well-being. FMCG Gurus’ consumer insights reveal that 12% of global consumers are concerned that rising prices will have an impact on their waistlines. This is because many consumers believe healthy foods to be more expensive. As a result, consumers will feel that they have to compromise on nutrition in favor of more affordable options. In addition, during times of uncertainty, many consumers turn to comfort eating for a sense of escapism. This can result in consumers compromising on the nutritional value of food and drink, for indulgence to ease stress.
To tackle these challenges, the food and drink industry must proactively respond by providing innovative recipe ideas, inspirational solutions, and practical guidance on how consumers can maintain a healthy diet while managing their budget more effectively.
Finding Beauty from Within
Consumers frequently experience a sense of pressure to conform to specific beauty standards. For instance, FMCG Gurus’ market research highlights that of those who are currently on a diet to lose weight, 50% have looked to lose weight to improve their self-confidence. This heightened level of pressure often contributes to the failure of long-term dietary plans, as individuals may be drawn towards more extreme and unsustainable approaches.
In this context, it is crucial for the food and drink industry to actively avoid reinforcing stereotypes related to appearance. Instead, a focus on promoting the connection between weight, overall well-being, and genuine beauty based on inner wellness should be emphasized. Importantly, 70% of global consumers who are currently on a diet say they have looked to lose weight to improve their long-term health. This illustrates that the majority of consumers already on a diet to lose weight, have done so for health purposes, as opposed to solely what they see in the mirror. By championing this holistic approach, the industry can instill a positive and inclusive mindset surrounding health and attractiveness.
Establishing a Balance
In the coming years, consumers will face a dilemma. On the
one hand, there is a strong desire among many to shed excess weight. On the
other hand, people often turn to indulgent food and beverages as a means of
escapism, which tends to conflict with their health objectives.
As a result, snacking and non-essential consumption occasions will be subject to greater scrutiny. Brands must proactively address this issue by finding ways to alleviate the guilt associated with these moments. This can be achieved through the use of free-from claims, highlighting the absence of specific ingredients, as well as promoting natural ingredients to assure consumers of the health-conscious choices they are making.
Avoid Compromising
Despite consumers' efforts to lose weight, the prevalence of
obesity continues to increase, suggesting that current approaches are not
yielding effective results. One contributing factor to this trend is the
perception that dietary plans have traditionally been associated with
compromise and sacrifice, making it challenging for individuals to sustain them
in the long run. For instance, FMCG Gurus’ consumer insights reveal that 60% of
global consumers who are currently on a diet to lose weight stated that a key
challenge when trying to lose weight is being prone to enjoying moments of indulgence.
To address this issue, the industry must emphasize the concept of moderation and enjoyment in diets. Encouraging individuals to adopt a long-term approach to their dietary choices, rather than viewing it as a short-term, solely weight-focused plan. By framing healthy eating as a way of life that allows for occasional indulgences, the industry can help individuals maintain a balanced and sustainable relationship with food.
Clear & Concise Labeling
While consumers acknowledge that there are several
challenges associated with their dietary habits, many of which are
self-inflicted, they also express frustration due to a lack of awareness
regarding the nutritional content of the products they consume. FMCG Gurus’
market research highlights that 39% of global consumers who are currently on a
diet to lose weight find nutritional labeling complex and confusing, making it
difficult to understand.
Consumers understand that not all products may be inherently healthy, but they strongly oppose being misled about the healthiness of these products. Therefore, it is imperative that labeling practices are designed to be straightforward, transparent, and devoid of deliberate attempts to confuse or obscure information about ingredients. This approach will enable consumers to make informed choices and ensure that the labeling accurately represents the nutritional value of the products they rely on.
Education & Awareness
When consumers embark on weight loss journeys, they seek
information from multiple sources. Among these sources, healthcare
professionals are typically considered the most influential by consumers. FMCG
Gurus’ consumer insights reveal that 81% of global consumers who are currently
on a diet to lose weight find doctors the most influential source when finding
information about weight loss. However, the prominence of online information
poses a challenge that the industry needs to tackle.
It is crucial for brands to take on the responsibility of educating consumers about the drawbacks of extreme dietary plans and the immediate, as well as long-term complications associated with such practices. By promoting awareness about these challenges, brands can guide consumers towards more informed and sustainable approaches to weight loss and overall well-being.
In a society recovering from the pandemic, consumers are placing greater emphasis on their day-to-day health concerns. Also, the prevailing cost-of-living crisis and other global issues are affecting mood, energy levels, and sleep patterns. As a result, addressing these aspects of wellness has become a top priority for consumers. While people seek products that offer multiple benefits, focusing on emotional well-being is especially important. Brands should establish a connection between herbal remedies and their potential to facilitate relaxation and promote a sense of calmness to meet the needs of consumers.
Raw and Pure Ingredients Appeal
The appeal of natural claims to consumers is multifaceted. They not only signify products that are environmentally friendly but also align with growing concerns about health and sustainability. The interconnection between health and sustainability is leading to a rising demand for natural remedies with simple and familiar ingredients. FMCG Gurus' consumer insights reveal that 79% of global consumers like to see 100% natural claims on product packaging. Consequently, actively promoting ingredients sourced directly from plants, fruits, or vegetables can be especially appealing to individuals seeking fortified products and those who prioritize sustainable choices.
Promote Transparency and Reassurance
Natural remedies are associated with many advantages. However, it is important to acknowledge the potential downside of their perceived lack of efficacy. To ensure perceptions of value and effectiveness, brands should consider incorporating scientific evidence on packaging to support the claims made. By doing so, natural remedies can be seen as more credible and reliable. This will address concerns about their experimental or unproven nature. This is especially significant given the current consumer inclination towards more considered spending on health and wellness brands.
Notions of Past and Simpler Times
Consumers hold positive attitudes towards natural remedies due to their familiarity and trustworthiness. These perceptions often stem from childhood, as individuals may have been introduced to these remedies by their parents and grandparents. Additionally, natural ingredients are often associated with historical use in addressing health issues. Marketers can leverage these existing attitudes by evoking nostalgia and simpler times, eliciting emotional responses, and enhancing trust among consumers.
In terms of sleep health, consumers like to see ingredients associated with simpler times, comfort, and relaxation. FMCG Gurus' market research highlights that 75% of global consumers associate lavender with improving sleep patterns, followed by 74% who said chamomile. This demonstrates how consumers like to see ingredients they know and trust when improving sleep hygiene. As a result, botanicals are associated with enhancing sleep health, with a high proportion of consumers using them as a remedy.
Multifunctional Benefits to Address Physical and Emotional Well-Being
Natural ingredients, including botanicals and plant-based sources, are commonly linked to promoting both physical and emotional well-being. This holds particular appeal for consumers who prioritize addressing emotional wellness alongside their physical health. FMCG Gurus' consumer insights reveal that of proactive health consumers, 51% would like to improve their mental well-being and mood over the next twelve months. This highlights that a preventative and proactive approach to health is valued over cure, and consumers are seeking products that contribute to overall well-being rather than targeting specific issues. By emphasizing the diverse advantages herbal remedies offer, brands can better cater to the needs and preferences of health-conscious consumers.
Living with diabetes requires a diligent approach to food and
drink choices. This is because maintaining stable blood sugar levels is
paramount to managing the condition effectively. As the consumer demand for
healthier and diabetes-friendly products continues to grow, the food and drink
industry plays a vital role in providing suitable options that promote
well-being while maintaining taste and convenience.
Throughout this blog, we will delve into key areas that are of significant importance when it comes to diabetes management. With a focus on ingredients, free-from, and natural claims, clear nutritional information, and balanced meals and portion sizes, we aim to provide valuable insights into how the food and drink industry can better cater to the needs of individuals living with diabetes.
Lifestyle and Weight Management
Maintaining a well-balanced and nourishing diet is crucial for effectively managing diabetes. It is especially essential to monitor the intake of carbohydrates as they are converted into glucose, impacting blood sugar levels. Individuals with diabetes should prioritize their overall health and well-being by engaging in regular physical activity and adhering to a diet that promotes optimal health. By doing so, they can prevent blood sugar spikes and enhance insulin sensitivity, enabling the body to utilize glucose more efficiently. Embracing a healthy lifestyle empowers individuals with diabetes to improve their overall quality of life, reduce the risk of complications, and attain better control over their blood sugar levels.
Weight management plays a crucial role in mitigating the chances of type 2 diabetes and effectively managing the condition for individuals who have already been diagnosed. With a health-conscious and proactive approach that was catalyzed during the COVID-19 pandemic and has remained since consumers deem their health and wellness highly important. FMCG Gurus’ consumer insights highlight that 68% of global consumers have actively tried to improve their dietary habits over the last twelve months. This highlights that consumers seem motivated to address and maintain a healthy weight. The approach to improve dietary habits and health is due to health concerns, such as type 2 diabetes, heart disease, hypertension, and certain types of cancer. This demonstrates that consumers will be seeking food and drink that they deem healthy, possibly with the moderation or avoidance of dietary evils, such as sugar.
Health-Boosting Ingredients
Brands must offer more products that are higher in dietary fiber. This can help slow down the absorption of glucose, and assist those with diabetes in maintaining steady blood sugar levels. FMCG Gurus’ consumer insights reveal that 18% of respondents associate an unhealthy gut microbiome with a high risk of diabetes. As a result, consumers want to see digestive health claims on food and drink products. However, it must be noted that when it comes to the gut microbiome's influence on diabetes, there is still much that remains to be understood. Individuals should consult healthcare professionals before making significant dietary or medical changes based on current knowledge of the gut microbiome.
In addition, brands should look into incorporating healthier fats in food and drink products. Some healthy fats can include those found in nuts, seeds, avocadoes, and olive oil. This demonstrates how brands should look to minimize trans fats and saturated fats in products, as these ingredients are associated with negatively impacting heart health.
Make Nutritional Information Clear and Concise
Also, it is essential that brands provide clear labels on products that display nutritional information, such as carb, sugar, and fiber content. This makes the process of making informed choices in line with diabetes easier for consumers.
Another aspect we will explore is the clear and concise presentation of nutritional information. Diabetic individuals rely heavily on this information to make informed choices about their food and beverage consumption. As a result, brands must accurately convey nutritional content, as well as strategies to provide easily understandable information that caters to the needs of individuals managing diabetes.
Sugar Moderation and Balanced Portions
In the beverage industry, brands should offer a wider variety of low-calorie and sugar-free options. Some examples of this include water, unsweetened tea, and naturally flavored water. If brands offer and promote these alternatives, this will help consumers avoid a high sugar intake and encourage them to stay hydrated with ease.
Designing products that align with well-balanced meals can play a vital role in averting sudden rises in blood sugar levels. Additionally, offering smaller portion sizes can assist individuals with diabetes in effectively controlling their carbohydrate intake and facilitating weight management. This creates the opportunity for brands to create and promote food and drink that satisfy consumer expectations for portion control and overall meal balance.
Research and Education
Brands should support education initiatives. This could include collaborating with healthcare professionals and organizations to communicate accurate information about diabetes-friendly products and dietary choices. This will help consumers with diabetes to make more informed choices when eating out of the home and will allow them to manage their blood sugar levels more easily during these times.
Additionally, it is important that brands consider investing in and supporting research on the development of innovative products that are tailored to the needs of consumers with diabetes.
The metabolism refers to the set of chemical processes that occur within the digestive system. It involves the conversion of nutrients from food and drink into energy and the foundation required for growth, repair, and other healthy bodily functions. Good metabolic health means your body is able to digest and absorb nutrients from food without unhealthy spikes in sugar, fat, inflammation, and insulin. It is important these spikes are avoided as they can contribute to the long-term impact of food on your health, such as high cholesterol, high blood pressure, and increased levels of body fat.
Attitudes towards Metabolic Health
Having good metabolic health lowers your risk of metabolic diseases. The metabolism plays a key role in impacting other areas of health and can be impacted by food and drink. Another key component to metabolic health is sleep and stress management. For instance, when asked what health problems consumers suffer from, 47% said constant tiredness. This symptom could be related to the metabolism, due to its important role in producing energy for the body’s functions. Disruptions in metabolic processes can lead to reduced energy levels and tiredness.
Consumers also expressed concerns about their sugar levels. This can also be linked to the metabolism, with certain metabolic issues affecting blood sugar regulation; such as insulin resistance which can influence energy crashes and fatigue.
Diet & Lifestyle
Dietary and lifestyle habits can play a role in the functioning of the metabolism. For example, the timing of meals can affect the metabolism, and eating balanced meals regularly can help keep your metabolism active. Also, staying hydrated is important for maintaining optimal metabolic function. Water is required for various metabolic reactions, including those involved in digestion and nutrient transport. Regular physical activity, including aerobic exercises (like running and swimming), can also contribute to boosting the metabolism.
Sleep & Stress
When the body is under stress, various hormonal and physiological responses occur that can influence the metabolism in several ways. Our consumer insights highlight that almost three-quarters of global consumers experience stress some of the time. In some cases, chronic stress can lead to a reduced metabolic rate, making it harder for the body to burn calories efficiently. This can contribute to weight gain and difficulties in weight management. In addition, chronic stress can lead to sleep disturbances, such as insomnia or poor-quality sleep. Lack of sleep is known to influence the metabolism by disrupting hormones that regulate appetite, increasing the desire for high-calorie foods.
Sleep hygiene plays a significant role in metabolic function. The quality and duration of sleep have a significant impact on various metabolic processes. Sleep influences the release of hormones that are important for metabolic regulation. Our market research shows that 64% of global consumers get less than 7 hours of sleep per night, which is less than the recommended amount for an adult. Insufficient sleep is associated with the disruption of hormones, for instance, leptin (which suppresses the appetite) and ghrelin (which stimulates the appetite).
Conclusion
A well-functioning metabolism plays a central role in overall health. Being aware of how to support metabolic health can positively influence other health areas. By providing consumers with well-balanced, nutrient-dense options and transparent information, the food and drink industry can play a significant role in supporting consumers' efforts to improve their metabolism and overall health.
The performance nutrition market
initially focused on the development of nutritional products specifically
designed for fitness enthusiasts and athletes. These products have been
designed to enhance and optimize performance, recovery, and overall health and
wellness.
However, the performance nutrition market has seen significant growth in recent years. This is a result of increased consumer awareness and attentiveness towards their health. As a result, this led to a rise in more health and fitness-conscious consumers and has seen performance nutrition products move beyond being a niche, towards a market of mass appeal. Some of these products include protein powders, sports drinks, energy bars, and dietary supplements.
Proactive consumers
A significant proportion of performance nutrition consumers have adopted proactive approaches in addressing their holistic, overall health. This has meant consumers are recognizing the crucial link between how multiple areas of health have an impact on their general health and well-being. The most common area of health that consumers want to address is digestive health. For instance, FMCG Gurus’ consumer insights reveal that 56%of global consumers stated they have looked to improve their digestive health over the last six months. This highlights consumer awareness around the link between gut health and overall health. Following digestive health, consumers have also been looking to maintain and improve their cognitive health and their daily energy levels.
Natural Ingredients
With this shift towards health-conscious approaches, consumers have become more attentive to ingredients in food and drink. Many consumers are looking for food and drink that will give them a health boost beyond basic nutrition. FMCG Gurus’ market research shows that 67% of global consumers research different ingredients in food and drink most or all of the time. This suggests that consumers are looking for food and drink with natural, functional, and fortified claims and ingredients.
Additionally, consumers have employed an avoidance and moderation approach toward certain artificial ingredients and ‘dietary evils’. For instance, our market research demonstrates that 85% of global consumers are looking to avoid or minimize their intake of additives, and 88% are looking to avoid GMO products. Also, when purchasing sports nutrition products, 81% of global consumers stated natural claims are an important factor. This echoes a back-to-basics and raw and pure approach to nutrition. This approach demonstrates how consumers deem streamlined ingredient lists and natural ingredients appealing. These kinds of products will help performance nutrition consumers aid their health and boost daily energy levels.
Functional Ingredients
Protein is a vital nutrient that plays a key role in muscle growth, repair, and overall health. In the performance and sports nutrition market, protein is incorporated into various food and drink categories to cater to the increasing consumer demand for protein-rich products. FMCG Gurus’ consumer insights reveal that 87% of global consumers are looking to maximize their intake of protein.
A large proportion of consumers in the mainstream market have shown interest in protein consumption in order to aid an active lifestyle, weight management, and overall wellness. Importantly, with consumers’ diverse needs and preferences, protein products are available in various food and drink formats and categories. FMCG Gurus’ consumer insights reveal that of consumers who use specific products to help facilitate their workout routines, 37%consume high-protein cookies every couple of days. Also, 38% consume high-protein porridge or fortified breakfast cereals every couple of days. This demonstrates that these consumers like to see protein-fortified foods in various different formats. As a result, brands should continue to focus on product innovation and the formulation of protein-enriched foods, including yogurts, cereals, snacks, and protein-infused beverages.
Generation Alpha are the first generation entirely born in the 21st century. This generation is growing up in a data-centric world, where technology is ubiquitous. As a result, Generation Alpha are likely to be the most technologically savvy and diverse generation yet.
The first wave of Generation Alpha will reach adulthood by the 2030s. At this point, the global population is expected to be just under nine billion. Also, the world will have the highest-ever proportion of people over 60 years old. As a result, this generation will be coexisting alongside an aging population. Due to this, they will experience increased pressure on food systems and face challenges related to food safety and security.
Brands must familiarize themselves with the unique perspectives that Generation Alpha will offer. This includes their values regarding the issues of climate change, social justice, and technology. Also, brands must consider future consumerism and how this will significantly influence and shape the food and drink industry.
The Food and Drink Industry
With the rise of e-commerce and the increasing adoption of technology, the food and drink industry is likely to experience significant transformations. Generation Alpha will drive online shopping trends, and seek more convenience, personalization, and sustainable products. The industry will focus on providing seamless online experiences, utilizing data analytics to understand consumer preferences better and offer personalized and customized products.
Technology and Social Media
Automation and AI will continue to advance and intertwine with various aspects of daily life. Generation Alpha will witness the expansion of AI-powered virtual assistants, making them an integral part of their daily routines. AI will assist this generation in decision-making, learning, and providing personalized experiences, which will create a more efficient and intelligent society. Moreover, it is likely that this generation will grow up immersed in advanced technologies like AI and VR. This generation's familiarity with technology will drive further innovation in these areas.
With the rise of social media and the internet, Generation Alpha could face overexposure to technology and digital media. This could lead to issues of excessive screen time from a young age. As a result, there is a high possibility that this generation will face health implications and other challenges such as addiction, cyberbullying, and other negative online experiences.
Alternatively, it is important to note that with the presence of social media, Generation Alpha will be exposed to a wider range of information and opinions.
Healthy Living and COVID-19
Generation Alpha are likely to prioritize healthy living and sustainability. This will influence the food and drink industry to continue with the growing demand for healthier food options and ingredients, environmentally friendly claims and credentials, and sustainable sourcing. Technology will play a role in promoting wellness, with wearable devices and health-tracking apps becoming more prevalent. Additionally, education on mental health and well-being will be emphasized for this generation, due to the links with an over-exposure to social media.
Generation Alpha will experience the long-term consequences
of the COVID-19 pandemic. The pandemic has accelerated digital adoption and
remote learning and working. As a result, flexibility and adaptability will be
ingrained in their approach to work, education, and life.
Additionally, the effects of the COVID-19 pandemic will be seen through aspects of socialization, and emotional and cognitive development for Generation Alpha, in comparison with other generations.
Conclusion
Overall, Generation Alpha will drive technological advancements, emphasize sustainability and wellness, and push for societal improvements. Their digital fluency, tech-savviness, and social consciousness will result in a future defined by innovation, connectivity, and resilience.
Menopause is a significant milestone in a woman's life, signalling the end of her reproductive and menstrual cycle. Yet, the impact of hormonal changes doesn't stop with menopause. It continues into postmenopause, a phase that women experience for the rest of their lives after menopause. This transition can bring a variety of changes to the body and mind. This blog will explore what postmenopause is, how it affects health and wellness, and what steps women can take to navigate this life stage.
So, What is Postmenopause?
Postmenopause is the phase of a woman's life that follows menopause. Menopause itself is defined as the point when a woman has not had a menstrual period for 12 consecutive months. On average, this tends to occur around the age of 51, although it can happen earlier or later. Postmenopause, however, is the rest of a woman's life after menopause. It's not a transition, it's a new phase of life.
The Impact on Physical Health
One of the most noticeable changes during postmenopause is the shift in hormones, notably the significant decrease in estrogen. This hormonal shift can impact various aspects of physical health:
Bone Health: Estrogen plays a crucial role in maintaining bone density. With its decline in postmenopausal women, there is an increased risk of osteoporosis, a condition characterized by weakened and brittle bones. Partaking in regular weight-bearing exercise and increasing intake of vitamins that promote bone health such as calcium and vitamin D are practices that can help.
Heart Health: Hormonal changes can affect cholesterol levels and blood pressure, so the risk of heart disease increases after menopause. To support heart health, maintaining a healthy, balanced diet, engaging in regular exercise, and managing stress are essential.
Weight Management: Many women find it more challenging to maintain their weight during postmenopause as hormonal changes can influence metabolism and fat distribution. A balanced diet and regular physical activity can also help manage weight.
Vaginal and Sexual Health: Vaginal dryness and thinning of vaginal tissues are common postmenopausal symptoms. Over-the-counter lubricants and moisturizers can help relieve discomfort. Changes in hormones can also affect libido and comfort during intercourse. Open communication with a partner and a healthcare provider is essential for maintaining a healthy and positive sex life postmenopause.
The Impact on Mental and Emotional Health
Postmenopause can also influence change in women’s mental and emotional well-being. Here are some of the areas impacted and symptoms experienced:
Mood Swings: Hormonal fluctuations can cause mood swings,
irritability, and even symptoms of depression and anxiety. Mindfulness
techniques, relaxation exercises, and support from loved ones can help manage
emotional changes.
Cognitive Function: Some women report changes in the state of
their memory and cognitive function during post-menopause. Mental stimulation
and engaging in activities such as puzzles, reading, or learning new skills can
support cognitive health during this time.
Sleep Disturbances: Night sweats and insomnia are common
symptoms during post-menopause. Creating a sleep-friendly environment, engaging
in relaxing sleep routines, and establishing a regular sleep schedule can help
improve sleep quality.
Stress: Stress management is crucial during postmenopause. Techniques like meditation, deep breathing exercises, and yoga can help reduce stress levels and improve overall well-being.
Taking Charge of Your Health in Postmenopause
While postmenopause brings its own set of challenges, it is also an opportunity for self-care and empowerment. Prioritizing health by incorporating regular exercise as part of a routine, ensuring you have a healthy balanced diet, and partaking in mindful and mentally stimulating practices are all important steps to consider when entering post-menopause. It is important women do not feel hesitant to seek support for symptoms or enquire about how they feel during this time; to monitor overall health and discuss any concerns, by reaching out to a healthcare professional, friends, and family. There should no longer be stigmas around this topic as it is a natural process and can be an empowering and fruitful time in a woman’s life.
There is a plethora of treatment options to explore if you are struggling with severe symptoms, consider discussing treatment options with your healthcare provider; it is essential to weigh the risks and benefits as different women are affected differently. Postmenopause is an incredibly unique experience for every woman.
In conclusion, by prioritizing your health
through a balanced lifestyle, regular check-ups, and seeking support when
needed, women can embrace this stage with confidence and vitality. It is a new
chapter full of opportunities for self-care and growth.
As technology continues to advance, Artificial Intelligence (AI) will play an increasingly vital role in shaping the future of the food and drink industry. Some ways that AI is driving innovation and efficiency is through the streamlining of operations and optimization of supply chains. This enables food and drink companies to optimize their production processes, reduce waste, and ensure products meet customer needs.
Addressing Sustainability
One of the biggest challenges affecting the food and drink industry across the next decade is inadequate food supplies. This is a result of population growth and the climate crisis. This is leading to increased food waste and shortages. Consumers are aware the food industry is impacted by environmental circumstances. However, it is also a significant contributor to the problem. This is a result of the impact agriculture can have on the planet, and food waste in the production process.
As a result, farming processes must be made more efficient. Artificial Intelligence can facilitate this step toward a more efficient food system. For instance, AI can be used to monitor and predict weather patterns for optimal production. In addition, AI can be used to measure carbon emissions and food waste. This would help implement automated quality control across the supply chain that makes criteria easier to monitor and follow.
Regenerative Farming
AI is predicted to have a significant influence on regenerative agriculture over the next ten years. For example, FMCG Gurus’ consumer insights reveal that 80% of global consumers would trust a company more if they were doing Regenerative farming. The top reason behind this is that a large proportion of consumers consider it better for the environment. While Artificial Intelligence is something that will drive regenerative farming, consumers say this process enhances trust in brands. This highlights that AI not only has environmental benefits but also can shape perceptions of value.
Enhancing Value
During today’s cost-of-living crisis, rising prices are a key concern for consumers. As a result, consumers will be closely seeking promotional offers on products, but many feel that promotional offerings could be personalized. For instance, FMCG Gurus’ market research highlights that 37% of global consumers think retailers could make shopping more affordable by offering customized and personalized promotional offerings suited to their specific needs. The growth of AI can facilitate personalized and customized promotions and offers based on consumers' specific needs. This will mean that brands and retailers can closely monitor the spending habits and purchasing patterns of consumers. As a result, AI in the food and drink industry could enhance customer satisfaction and brand reputation.
Quality Control
Globalization is associated with many benefits, however, consumers are concerned about extended supply chains. For example, 40% of global consumers would like to hear more information from brands about safety assurance for the handling and manufacturing of products. In addition, consumers are concerned about the hygiene standards of the products they purchase. This concern has heightened during the pandemic due to high levels of information regarding safety standards, and how viruses, germs, and bacteria can be passed on during the distribution of goods. While fear of the pandemic has passed, the long-lasting implication of this is that consumers are highly conscious of the safety and cleanliness of supply chains.
Automated production may alleviate concerns about hygiene, with cleanliness and hygiene standards more easily monitored through technology.
The climate crisis is impacting food production in
several ways. Extreme weather events, such as droughts, floods, and heatwaves,
can damage crops and disrupt supply chains. Changing weather patterns and
temperatures can also affect the growth and productivity of agricultural crops.
Additionally, the loss of biodiversity can impact crop yields.
Over the next decade, the inadequacy of food supply chains will be emphasized by food waste and shortages, population growth, and erratic weather conditions. To address these challenges, companies in the food and beverage industry must continue implementing sustainable practices, such as promoting regenerative farming and sourcing ingredients from sustainable and resilient supply chains. These efforts will lessen the impact of the climate crisis on food production and ensure a more sustainable and secure food system for the future.
Consumer Concerns
Consumers have become more attentive to the environmental
credentials of food and drink brands. Some critical concerns among consumers include
food wastage and shortages. For instance, FMCG Gurus’ consumer insights
highlight that 68% of global consumers are concerned about food waste and 43% are
concerned about food shortages. This highlights the direct impact of these environmental
issues on health and the damage to natural resources. Additionally, consumers are
aware that rising temperatures can have an effect on food supplies due to increasing
temperatures.
As a result, more needs to be done to protect food sources. Companies
must ensure corporate and social responsibility should be put at the forefront
of brand philosophy and implemented along the supply chain.
Packaging Innovation
Consumers deem short shelf-life one of the biggest contributors to food waste. For example, FMCG Gurus’ market research reveals that 59% of global consumers state short shelf life of products is the main contributor to their food waste. This highlights the opportunity for packaging innovations by extending the shelf life of products without using preservatives. In doing so, brands must provide maximum reassurance over the safety and quality of such products to ensure appeal.
Alternative Protein Sources
With inadequate food supply chains, the plant-based
market is more of a necessity than ever before. This creates an opportunity for
the plant-based market to offer an alternative protein source amid these food
shortages. It is important to note that over the last couple of decades, plant-based
products have moved away from being a niche, but are part of a large proportion
of consumers' diets. Many consumers incorporate plant-based products in their
diets through an avoidance or moderation of animal-based products, due to
health, sustainability, and ethical concerns.
As a result, brands must position plant proteins and
hybrids as a necessity to help address the food crisis. FMCG Gurus’ consumer
insights reveal that consumers find a variety of plant-based protein sources
appealing. For instance, 60% of global consumers find nut protein appealing,
followed by 56% who deem soy protein appealing. However, during today’s cost of
living crisis, the plant-based market must address barriers of affordability in
this market to enhance the value and appeal of protein sources and hybrids.
Upcycled Ingredients
Over the last couple of years, upcycled ingredients have
become a growing trend from a new product development perspective. With excess
food being put back into the supply chain as opposed to adding to food waste,
consumers find this process appealing due to its ethical and environmental
benefits. For example, FMCG Gurus’ market research reveals that 71% of global
consumers say they find upcycled ingredients appealing. The reasons for this
are due to associations with naturalness and tackling food waste.
Additionally, during a cost-of-living crisis, upcycled ingredients will have higher appeal, enabling these ingredients to be positioned as a win-win for the environment and the consumer.
In the beverage industry, coffee trends have seen a rise in unique flavors and blends. There is an increased demand for specialty and artisanal coffees, as consumers are becoming more interested in the origin and quality of their coffee. Sustainability is also playing a big role, with consumers seeking out brands that prioritize ethical sourcing and environmentally friendly practices. Additionally, ready-to-drink coffee products have become increasingly popular, offering convenience and on-the-go options. Coffee innovations such as cold brew and iced coffee are also gaining traction.
Coffee Consumption
Drinking coffee is a daily occurrence for a large proportion of consumers. For instance, FMCG Gurus’ consumer insights reveal that 47% of global consumers drink hot coffee daily. In comparison, only 5% of global consumers drink specialty coffee daily, such as a latte or americano. This highlights how specialty coffees are seen as more of a treat rather than a daily necessity. It is important to note that of hot coffee drinkers, a majority purchase coffee in the supermarket. This suggests that regular coffee drinkers pick up coffee as part of their food shop, as opposed to those who consume specialty coffees as a treat or when they are on the go outside of the home.
Speciality Coffee
Coffee
consumption has been steadily growing as more people appreciate the rich
flavors and unique profiles of specialty coffees. The demand for premium and
artisanal coffee is driving innovation in the industry, with companies offering
unique blends and limited-edition releases.
However, it is important to consider the impact of rising costs on the specialty coffee market. FMCG Gurus’ market research has revealed that 77% of global consumers are looking to reduce spending in coffee shops and cafes over the next month. This highlights the impact of the cost of living crisis on out-of-home purchases. To respond to this, brands in the coffee market should offer premium at-home coffees during this recessionary period.
Sustainability
Sustainability and ethical practices in the coffee market are becoming increasingly important. Consumers are looking for brands that prioritize ethical sourcing, fair trade practices, and environmental conservation. Many companies are implementing initiatives to support farmers, promote biodiversity, and reduce their carbon footprint. FMCG Gurus’ consumer insights reveal that 70% of global consumers look for environmentally friendly claims in hot coffee. Additionally, 47% of global consumers seek fair-trade certified claims in hot coffee. This highlights that a significant proportion of consumers are placing a greater emphasis on the environmental and social impact of their coffee choices.
As a result, coffee brands are increasingly focusing on ethical sourcing practices, fair trade certifications, and supporting local coffee farmers. Additionally, there is a growing trend towards eco-friendly packaging and promoting recycling initiatives. Our findings reveal that 41% of consumers seek out hot coffee with recyclable packaging. As a result, the coffee market must continue to work towards more sustainable initiatives to meet the evolving demands and values of environmentally-conscious consumers.
Sugar Content
With a greater
focus on long-term health, consumers are seeking out healthier alternatives and
reducing their sugar intake. FMCG Gurus’ market research shows of the consumers
who check nutritional labeling on coffee, 60% check for sugar content. In
response to this demand, coffee brands must offer low-sugar or sugar-free
options, as well as natural sweeteners or flavored syrups with reduced sugar
content. This allows consumers to personalize their coffee experience while also
aligning with their health-conscious choices.
However, it is important to note that taste and sensory appeal is a priority for many consumers when it comes to coffee, so brands must make sure they do not overpromote health and compromise on taste.
Milk trends have evolved to meet changing consumer preferences and health-conscious lifestyles. Since the COVID-19 pandemic, a large proportion of consumers have become more attentive to their health and wellness. As a result, many consumers adopted more mindful shopping habits, with a focus on ingredient lists and nutritional labeling. This approach has led to a growing demand for consumers following vegan or plant-based diets. For instance, dairy-free alternatives such as almond milk, soy milk, and oat milk have become more popular in recent years. FMCG Gurus’ consumer insights reveal that 30% of global respondents consume oat milk on a daily or weekly basis.
While these kinds of milk are on the rise, it is important to note that fresh milk still stands as the most popular type of milk. Despite this, some consumers are taking a proactive approach to their health and sustainability by seeking out more organic and natural milk.
Dairy and Plant-Based Milk Alternatives
Plant-based milk alternatives are gaining popularity in the milk
industry. For example, FMCG Gurus’ market research highlights a 9-12% increase in
consumers drinking plant-based alternative milk at least weekly since 2017.
Almond milk has seen the highest increase since 2017. This illustrates a
growing proportion of consumers who are following a diet that involves an
avoidance or moderation of animal products. Many consumers are opting for these options due to health,
environmental, and ethical concerns.
However, our findings show that fresh milk has seen a 29% increase since 2017. This demonstrates that fresh milk dominates the milk market. It is important to highlight that the increased consumption of fresh milk may have been influenced by people staying at home in 2021 due to the pandemic. As a result, people will have been eating breakfast cereal more frequently, as well as scratch cooking and baking. In addition, dairy milk has been a traditional staple for many years, due to its taste, nutritional value, and familiarity to consumers.
Ensure Naturalness
With more emphasis on health and ingredients, consumers deem
authenticity and naturalness important product attributes in the milk market.
For instance, FMCG Gurus’ consumer insights demonstrate 74% of global consumers
find purity claims important in the fresh milk category. This illustrates that
consumers are avoiding and moderating ingredients deemed unnatural or
artificial. These kinds of ingredients are associated with being detrimental to
health and the environment. As a result, brands in the milk market should
position products around clean labels and provide streamlined ingredient lists
to enhance notions of naturalness.
In addition, naturalness is associated with higher quality and premium. This is particularly important during today’s cost of living crisis in which consumers are seeking out products they deem good value for money.
Promote Nutritional Labeling and Functional Ingredients
Nutritional labeling and functional ingredients have captured the
attention of many consumers in recent years. FMCG Gurus’ market research
reveals that 62% of global consumers check the nutritional labeling of Kefir or
probiotic milk most or all of the time. This illustrates a focus on the
functional, health-boosting benefits of milk. Some of the benefits of Kefir
milk include improving cholesterol, blood sugar control, and gut health. Our
findings demonstrate an increased demand for ‘good for you’ products to aid
consumers’ long-term health and wellness.
Moreover, consumers prioritize checking for sugar and protein content when checking nutritional labeling. Our consumer insights highlight of consumers who check for nutritional labeling in the oat milk category, 65% check for sugar content, followed by 64% who look for protein content. This demonstrates how consumers are moderating their sugar intake to avoid health complications. Also, protein is a priority for consumers in the oat milk category. This suggests that consumers are increasing their intake of protein in their diet, due to nutritional benefits. As a result, brands should promote functional ingredients and nutritional value in milk products, without compromising on taste and sensory appeal.
With an increased focus on health and wellness, consumer attitudes toward bakery products have shifted. As a result, many consumers are actively seeking healthier alternatives and becoming more attentive to the nutritional content of bakery products. Because of this, there is a growing demand for gluten-free, organic, and low-sugar bakery products. A large proportion of consumers are looking for bakery products that offer a convenient health boost.
Freshness and quality are also important factors influencing consumer attitudes toward bakery products. Consumers are likely to prioritize bakery products that contain natural, fresh, and authentic ingredients. This is particularly important in today’s cost-of-living crisis as consumers are seeking out products they deem good quality and therefore good value for money.
The Importance of Nutritional Labeling
Consumers have become more attentive to the content and ingredients in baked products. Sugar, additives, and preservatives are perceived as ‘bad’ and unhealthy ingredients that consumers are moderating and avoiding in their diets. For instance, FMCG Gurus’ consumer insights revealed of UK consumers who check nutritional labeling, 75% check for sugar content, and 50% check for health claims. This highlights that consumers are actively wanting to reduce their intake of dietary evils and increase their intake of ingredients that are better for them.
Additionally, a significant proportion of consumers find functional ingredients appealing in bakery products. Some of the most sought-after ingredient claims include high in fiber (55%) and high in protein (50%). This illustrates that consumers want a convenient health boost from bakery produce, with digestive health a top priority for many consumers. Consumers want to see a focus on boosting health whilst ensuring they receive maximum value for money.
Moreover, consumers are interested in whole grains and ancient grains in bakery products. These ingredients are deemed healthier than white bread due to their functional ingredients such as fiber. This demonstrates that brands must offer functional and better for you bakery products.
Quality in a Cost-of-Living Crisis
Despite bakery items traditionally being associated with indulgence and being less healthy, consumers are attentive to health claims on bakery products. This means consumers are seeking bakery products that have natural and authentic ingredients. For example, FMCG Gurus’ market research indicates 63% of UK consumers deem bakery products with natural ingredients as higher quality or more premium. Our findings demonstrate that consumers want products that are real and authentic because these ingredients are deemed better for them and the wider environment.
Importantly, consumers still enjoy moments of indulgence in their snacking routines but do not want to feel guilty afterward. Equally, taste is an important product attribute to consumers and brands must ensure taste is not compromised through the overemphasis of health claims. Due to this, brands should ensure sensory appeal and natural ingredients in bakery products. As a result, consumers in the UK will be likely to deem products premium and good value for money. This is especially important during today’s cost-of-living crisis.
Sustainability Claims
Consumers are seeking ways to be more environmentally friendly. Environmental and sustainable claims are important as they help consumers be proactive in their dietary and shopping habits. FMCG Gurus’ consumer insights show 67% of UK consumers find sustainability claims and pledges important in bakery products. The most appealing claims are environmentally friendly and reduced carbon footprint. This highlights an awareness among consumers regarding how food supply chains are being impacted by the climate crisis and carbon emissions. At the same time, they also realize that food production and agriculture are one of the leading causes of emissions. As a result, new and innovative farming methods which eliminate carbon footprint will be appealing to consumers.
The health and wellness market has experienced significant growth in recent years. Consumers are becoming increasingly conscious of their health and are actively seeking out products that promote physical well-being, mental well-being, and overall balance in their lives. For instance, FMCG Gurus’ consumer insights reveal that 53% of proactive consumers have changed their attitude towards their health in the last two years because they wanted to prevent any health problems occurring by leading a healthier lifestyle. This indicates that a large proportion of consumers have adopted a proactive approach to their health and wellness over the last few years, which has been catalysed by the pandemic.
However, the reality for most consumers is they lack the time, finances, and motivation to seek out certain products for specific health solutions. Rather, consumers are looking for food and drink products that will simultaneously address multiple areas of their physical and emotional wellbeing. As a result, brands must take steps to facilitate food and drink with maximum convenience and efficacy for proactive and reactive consumers.
Proactive and Reactive Consumers
Proactive consumers take conscious steps in their purchasing decisions when seeking out food and drink. Due to this, this category of consumers address their health before symptoms occur, to maintain good health for the long-term. FMCG Gurus’ market research highlights that 85% of proactive consumers in the UK agree they want to stay fit and active until as late in life as possible.
Conversely, reactive consumers prioritize convenience and practicality in their purchasing decisions. They seek out products that are easily accessible, require minimal effort or time, and fit into their daily routines. Also, reactive consumers tend to address their health after symptoms have occurred. For instance, our findings show that significantly less reactive consumers turn to functional or fortified food and drink to boost their health, as opposed to proactive consumers. Our market research demonstrates that 50% of proactive consumers will seek out functional and fortified food to aid and enhance their health, while only 10% of reactive consumers will do this. This suggests that proactive consumers are more attentive to boosting their health and will seek out products and claims with benefits.
Promote Multifunctional Products
Proactive consumers often deem their health and wellness as holistic, and feel that multiple areas of their health are interlinked. 57% of proactive consumers find multifunctional benefits to be a valuable attribute when purchasing health products. Moreover, 58% of reactive consumers deem price a valuable attribute when seeking out health products. As a result, brands must provide consumers with food and drink products which will aid overall, holistic health, while aligning with the current cost of living, to offer maximum appeal to both proactive and reactive consumers.
Recessionary Shopping Habits
Today’s current cost-of-living
crisis is impacting consumers’ health and wellness habits. FMCG Gurus’ consumer
insights reveal that 40% of global consumers are concerned about rising living
prices. This means that consumers’ have been adopting recessionary shopping
habits and are having to make more compromises on products that they do not
deem a necessity. Due to this, brands must communicate maximum value for money.
However, consumers are differentiating between low costs and good value for money. This means that consumers are looking for multifunctional products which will target their health and wellness, have sensory appeal, and contain natural ingredients. These kinds of products will enhance consumer perceptions of value through having maximum efficacy.
Avoid Health-Washing
Consumer skepticism regarding health claims across the food, drink, and supplement industries are common. As a result, clinically-proven scientific evidence must be provided by brands to support health claims and to build consumer trust around a product. For instance, our market research indicates that 41% of global consumers find scientific evidence on packaging to support health claims important. This is because when consumers are seeking out health-boosting food and drink, they want to see clear and concise ingredient and nutritional labelling with scientific evidence to ensure maximum transparency and trust.
Snacking is common among consumers’ who lead busy, fast-paced lives.
This often results in consumers’ skipping meals and having a quick snack to
gain an energy or nutritional boost. However, in recent years, there has been a
growing trend towards healthier snacking options in the food and beverage
industry. A significant proportion of consumers are seeking out snacks that are
low in sugar, high in protein, and made with natural ingredients. Consumers
deem this kind of snack conveniently nutritious and a form of guilt-free
indulgence.
Moreover, there has also been a rise in demand for snacks that are plant-based, gluten-free, and suitable for people with dietary restrictions. Many companies are responding to these snacking trends by developing new products that meet these criteria, and are reformulating existing products to make them healthier.
Real and Authentic Ingredients
FMCG Gurus’ market research
demonstrates that consumers are looking for snack products that are deemed
natural, fresh and healthy. For instance, 59% of global consumers like to see
natural claims on snacks. As a result, consumers are paying much more attention
to the ingredients in snack products. This has led
to a rise in demand for snacks that are both conveniently nutritious, and low
in dietary evils such as sugar and chemicals.
This indicates that the formulation of snack products and the ingredients they contain shape consumers’ perceptions around snacking products. This can impact consumer attitudes around quality and healthiness, with consumers finding authentic, green and clean ingredients appealing. FMCG Gurus’ consumer insights reveal that 28% of global consumers feel that snacks which are free-from ingredients deemed bad for health, make a snack more premium or high quality. This highlights that streamlined ingredient lists and free-from claims further enhance perceptions of value, as consumers deem these products better quality, better for the environment and healthier. Brands must ensure that products have enhanced perceptions of value, especially during today’s cost of living crisis, in which consumers are looking for snacks that they deem good value for money.
Environmental Claims
Over the years, consumers have become increasingly aware of the
environmental impact of the food production industry and their own dietary,
shopping and overall lifestyle habits. This has meant that consumers are
looking for snacks that have been sustainably sourced and formulated in some
way. FMCG Gurus’ findings highlight that 44% of global consumers say they will
put a snack product back if they are not happy with the ethical or environmental
credentials of the product or brand. Some companies are responding to this
trend by using ingredients that are grown using smart, sustainable farming
practices, such as regenerative agriculture and organic farming.
Additionally, some other sustainable practices that brands can
incorporate into their production and distribution processes are the use of biodegradable,
recyclable, and plastic-free packaging, as well as the implementation of
sustainable practices throughout supply chains to minimize and eliminate food
waste and carbon emissions.
The sustainability trend in the snack market highlights that consumers want to know the story behind the snacks they purchase. Brands must provide clinically-proven evidence with sustainable credentials and claims, to enhance transparency, reassurance and trust which will combat consumer skepticism and greenwashing concerns.
Functional Claims and Digestive Health
In terms of health, a large proportion
of consumers have adopted an avoidance and moderation approach to snacking.
This has meant that consumers are actively avoiding or moderating their intake
of dietary evils, such as sugar. Importantly, FMCG Gurus’ consumer insights reveal that 34% of global consumers find
digestive health claims appealing on snack products. The trend towards
digestive health in the snack market is driven by consumers' desire for more
functional claims on products for a health boost beyond basic nutrition.
This indicates that consumers are becoming increasingly aware of the importance of their gut health and are seeking out snacks that will aid this area of health. Some examples of these products include snacks that are high in fiber, probiotics, and other nutrients that are deemed good for digestive health. In addition, snacking brands should look to incorporate ingredients such as chia seeds and flax seeds into their products, to offer health-boosting benefits for digestive health.
Nostalgic Snacks
While healthy snacking options are
popular amongst consumers, brands must not over promote health and compromise
on the taste and sensory appeal of snacks. This is because 64% of global
consumers overall prefer traditional snacks such as chocolate and
confectionery. Nostalgic and
indulgent snacks often provide a sense of comfort and escapism for consumers.
These can be high in sugar, fat, and calories, and are not typically considered
to be healthy. As a result, brands should aim to offer comfort, indulgence and
convenient nutrition in snack products to offer maximum value.
In addition, when it comes to enhancing the sensory appeal of snacks, brands should look into the use of innovative flavors and ingredients, which a significant number of consumers find appealing.
A large proportion of men tend to evaluate their health through a more physical perspective. FMCG Gurus’ consumer insights reveal that on a global scale, 60% of men measure good health by how fit and active they are. This indicates that there is less emphasis from men on internal aspects of health, such as emotional wellness and dietary habits. Internal aspects of men's health should not be overlooked, therefore it is important that the health and wellness industry place more significance on addressing various areas of men’s health, such as their well-being and diets, in a manner that is relatable and appealing to male audiences.
Eliminating stereotypes
When it comes to mental and cognitive health for men, more
must be done by the health and wellness market to address and eliminate certain
stigmas, barriers and stereotypes. There is a need for more spaces in which
social taboos can be addressed and eradicated. For instance, FMCG Gurus’ findings
demonstrate that some of these barriers can be seen through the physical and
financial pressures faced by men and a potential to feel inferior if men do not
achieve often unrealistic goals, fuelled by social media. In addition, some
other barriers faced by men involve a lack of resources for post-pregnancy, and
less support around all areas of health, with a specific focus on mental
health. As a result of these ever-present barriers and stigmas for men in
society, the health and wellness market must be doing more to establish
judgement-free support systems, resources and communities to support men’s
health.
In some instances, the health and wellness market can be
geared more so towards women. As a result, health and wellness brands should
take more steps to advertise health and wellness in more of a neutral manner
when it comes to age and gender. To do so, brands should aim to position health
and wellness in a more inclusive, relatable light. Some ways that the market
can do this is by using more prompts and products that are positioned around
mental health, general well-being and reaching out during times of need.
Health Claims
Health claims with mood enhancing benefits and known for
improving overall well-being are of high appeal to men. FMCG Gurus’ consumer
insights highlight that globally, 50% of men like to see mood and overall
wellbeing boosting health claims on food and drink products. Following this,
48% of men find claims which support digestive health on food and drink
appealing. This suggests that men value multifunctional claims on products to
address multiple areas of their health at once. If brands in the health and
wellness market offer multifunctional, health-boosting food and drink,
consumers will be more willing to pay a premium price, as they deem these
products good value for money.
Rising Costs and Mental Health
In terms of mental health, societal pressures and barriers can result in men being less likely to seek out help. FMCG Gurus’ findings reveal that on a global scale, 26% of men are concerned that rising costs will impact their ability to manage their mental wellbeing and mood. It is important to note that of the different areas of health that men are concerned about amid the cost of living crisis, this was the highest. This illustrates that male consumers are concerned that rising costs will have a direct impact on their mental wellbeing, due to increased stresses and anxieties during this uncertain time. As a result, brands must facilitate affordable indulgences and external resources which promote and aid cognitive and mental wellbeing for men during this unstable time.
The cost-of-living crisis has caused many consumers to adopt recessionary shopping habits while they are looking for products that are affordable and good value for money. As a result, 35% of global consumers have demonstrated less brand loyalty in the soft drinks market over the last twelve months. Despite this, consumers remain proactive by prioritizing their health and seeking out nutritional soft drinks. Due to this, brands in this market should promote soft drinks as being in high functional ingredients and nutritional value. By doing so, this will enhance perceptions of value and consumers will deem these products as having maximum efficacy, which is essential during this recessionary period.
Natural and Transparent
While 60% of global consumers find natural ingredients in
soft drinks appealing, streamlined ingredient lists are also of high appeal.
Brands should be focusing on natural, raw, and pure ingredient lists, and
promote free-from claims to enhance consumer perceptions of quality and value
for money.
Equally, it is just as important that brands provide maximum transparency around ingredient lists and health claims. While many consumers are actively avoiding dietary evils, complex nutritional labelling can often create confusion and lead to skepticism. This is because consumers are aware of green-washing and health-washing scandals through exaggerated claims. FMCG Gurus’ consumer insights reveal that 51% of global consumers are concerned about the hidden ingredients in food and drink, disguised via complex labelling. As a result, brands should offer reassurance to consumers that there are no hidden ingredients through clear, simple labels, and clinically proven scientific evidence which support certain claims.
Sustainability
Consumers have expressed concern about the state of the
wider environment and are aware of the impact that food and drink production
causes. FMCG Gurus’ findings highlight that 42% of global consumers have made
greater efforts to find more environmentally friendly beverage brands. Also,
consumers are recognizing the links with environmental damage on their overall
health. For instance, 67% of global consumers say they have changed their diet
in the last two years to lead a more sustainable lifestyle and said they felt
this made their diet healthier. This illustrates that consumers believe health
and sustainability are interlinked and want products that are good for them and
the wider environment. As a result, soft drink brands must make sure to
implement sustainability credentials at the core of their philosophy to shape
perceptions of green and clean production.
Moreover, to spread more awareness, soft drinks brands should highlight how sustainability credentials are directly linked to having a positive impact on the health and wellness of the consumer. This will not only create more awareness for the importance of sustainability for the planet and health, but also shape perceptions of value and quality, which is essential in a recessionary market.
Cost-of-Living
The cost-of-living crisis is having a direct impact on the health and wellness. FMCG Gurus’ consumer insights demonstrate that 43% of consumers felt they need to make changes to their health and wellness routines. This suggests that consumers deem healthy drinks more expensive. However, despite this adoption of recessionary spending habits, brands must understand that consumers are driven more by value for money as opposed to low cost. This means that consumers will not be seeking out the cheapest products because of the cost-of-living crisis, but instead will be trading up between soft drinks that are associated with maximum value.
To cater to this, brands should promote the efficacy of products, including multifunctional health benefits and health-boosting ingredients. This will appeal to a large proportion of proactive consumers, who are looking to adopt a prevention over cure approach to their long-term health and wellness.
COVID-19 has influenced early life nutrition and parents’ attitudes towards health in the long-term. FMCG Gurus' consumer insights finds that 60% of parents agree that they have become more conscious of their child’s health as a result of COVID-19, a 16% decrease since the height of the pandemic in 2021. This is something which many adults are also feeling with regards to their health, which is reflected in their attitudes towards their child’s health.
Attitudes to Health
Our research finds that consumers feel satisfied with their child’s overall health. Parents demonstrate varying levels of satisfaction towards their child’s health and wellness, overall feeling that their child’s health and wellness could be improved.
Parents are most likely to feel satisfied that their child
is not overweight, with three quarters of parents stating this. Following this,
parents are satisfied with their child’s dental health (73%), height (71%) and
eyesight (70%). On the other hand, parents are least satisfied with their child’s
brain development, with 60% of parents saying this, followed by weight (59%).
Parents are taking a prevention over cure approach to wellness issues and do not feel their kids have symptoms. Parents are especially likely to be taking a proactive approach to their child’s mental wellbeing, with 74% of parents saying they are concerned about this issue. Addressing children’s emotional and mental wellness will be a major priority for parents in an era of uncertainty.
Improving Health
Our research finds that parents prefer to address and improve their child’s health by general rather than specialist means. The most common step parents take is changing their child’s diet (37%), whereas only 16% of parents concerned about their child’s health chose to seek medical advice. This implies that parents see their child’s health issues as being self-inflicted as they can be addressed by making lifestyle changes, rather than seeking out specialist help.
As mentioned, parents are looking to make changes to their child’s eating and drinking habits. The most common step taken when addressing diet is to increase the intake of vitamins and minerals, followed by increasing their consumption of fruit and vegetables. These steps indicate a back-to-basics approach to nutrition, whereby parents encourage their children to consume a diet deemed natural, healthy and free-from ingredients deemed unhealthy, such as sugar, salt, and fat.
Challenges to Health
Rising living costs are affecting all areas of consumers
lives and is something which does not appear to be short term. The current
cost-of-living crisis is something which parents see as having a direct impact
on their child’s health, with 42% of parents saying this. The top reason
parents are concerned is as they think healthy food and drink is expensive and
they will have to compromise on nutrition. Furthermore, parents think that
their child will have to eat more processed food.
Another major challenge parents see when trying to maintain their child’s health is hidden sugars in food and drink, with 51% of parents saying this. Over the last couple of decades, there have been high profile media cases of hidden sugar in food and drink products, resulting in parents feeling that brands can use unnecessarily complex and confusing labelling to disguise certain ingredients. As such, it is important that nutritional labelling is as simple and transparent as possible so that parents feel they can make an informed decision about the nutritional profile of products in a matter of seconds.
In recent years and over the coming months and years, consumers have become more attentive to their health and wellness. As a result, consumers are seeking products which align with their health goals. While bakery products are typically associated with indulgence, they can be used as a convenient way to boost health and gain a nutritional boost.
Healthy Indulgence
Despite bakery items traditionally being associated with indulgence and being less healthy, consumers are attentive to health claims on bakery products. For instance, FMCG Gurus consumer insights found that consumers seek claims including non-GMO (67%), natural (66%), sugar-free (64%), and low/free from sodium (37%). This indicates that consumers look for natural ingredients that they deem real and authentic, because these ingredients are deemed better for them and the wider environment.
Consumers like to enjoy moments of indulgence in their snacking routines, but do not want to feel guilty afterwards. This is emphasized through FMCG Gurus' findings which highlight that 64% of global consumers check nutritional labelling some of the time when choosing a snack. This shows that bakery items are a common snack for consumers seeking a convenient and nutritional energy boost. In addition, the most appealing snacks are biscuits and cookies, with 63% of global consumers favoring biscuits and cookies and 46% favoring baked goods such as donuts.
Functional Ingredients
Consumers are interested in functional claims within the
bakery sector as a way to actively boost and improve their health. Our research
shows that when looking to improve health, 89% of consumers say they prefer
food and drink to nutritional supplements. When these consumers were asked what
kind of functional foods they find appealing, 47% said biscuits, 50% stated
bread, and 37% said cakes and pastries. However, it is important to note that
brands should not overpromote functional ingredients in these indulgent
categories such as cakes and biscuits at the expense of taste and flavor.
Digestive health is the area that most consumers are looking to address. As a result, high fiber claims will be of particular interest in bakery products. Almost half of consumers say they have had high fiber food in the last twelve months to aid their digestive health. In addition, nearly six in ten consumers globally plan to improve their digestive health over the next twelve months.
While consumers find functional claims appealing, they are also skeptical about them. Especially in product categories associated more with indulgence, brands need to provide evidence on packaging to support health claims.
Sustainability
Many consumers across the globe are looking to lead more sustainable and environmentally friendly lifestyles. As a result, consumers have turned to plant based diets and products. Consumers continue to modify their dietary habits and are looking to reduce or eliminate their intake of animal based products. This is because of concerns over animal welfare issues and the belief that such dietary habits are better for the individual and the planet. FMCG Gurus consumer research finds that 28% of global consumers say they find vegan claims appealing when seeking out bakery products.
Consumers can be concerned about the impact that the climate crisis has on their health, and as such, brands should look to offset their carbon emission and strive for net zero. Our research has found that over eight in ten global consumers say it is important that food and drink brands offset their carbon footprint. Of these consumers, 72% say this is because carbon emissions can be a danger to their health.
Emotional Wellness
Bakery products can be positioned around helping consumers
relax and unwind. Consumers are placing a high level of importance on their emotional
and mental wellbeing over the next twelve months. Emotional wellness will be a
priority for consumers within the next year and beyond as they look to deal
with the stress and anxieties of a cost-of-living crisis, having spent the
previous two years dealing with the uncertainties of a global pandemic. A high
proportion of consumers will look to improve their mental well-being over the
next twelve months, especially as a holistic approach means many see emotional
wellness as just as high priority as their physical health.
This brings the opportunity for the use of ingredients and botanicals which are associated with aiding relaxation, such as cannabis oil. Our research finds that 51% of global consumers say they would be willing to try products that contain cannabis oil. Of these consumers, six in ten said they would like to try cannabis oil in cakes and pastries. Additionally, bakery products can be positioned around sharing with loved ones as consumers look to maximize their personal relationships as a way to step back from daily pressures.
In recent years, consumers have become more attentive to the production processes behind the products they purchase. This is due to concerns regarding both the wider environment and consumers’ health and wellness. For instance, FMCG Gurus consumer insights highlight that 69% of global consumers say it is important for food and drink to be 100% natural. When asked why, the reasons ranged from clean label products being deemed better for them, more environmentally friendly, better quality, and more. This indicates that naturalness is associated with being beneficial in multiple ways and will shape perceptions of value around food and drink products. These product benefits are particularly important during today’s recessionary environment, in which consumers are seeking out food and drink products that they consider as being better value for money.
Engage in Story-telling
Clean label refers to consumers seeking out natural food and drink products. In doing so, consumers want complete transparency about the production processes and supply chains of food and drink, so that they can understand how products have been sourced and formulated. This gives consumers the opportunity to make more informed shopping decisions by choosing products that have natural claims. Importantly, the phrase clean label is more of an industry-led term rather than a consumer-driven term. For this reason, only 44% of global consumers have heard of the phrase clean label, which indicates a slight knowledge gap around this term.
Despite this, 66% of global consumers find it important that
food and drink products are healthy and nutritious. In addition, consumers have
expressed the importance of products having additional health benefits and free
from artificial ingredients. This indicates that although some consumers are
not aware of the meaning of clean label, a large proportion of consumers want
to understand the story behind food and drink products, so that they can shop
responsibly and know more about the naturalness of the products they buy.
This highlights an opportunity for brands to communicate and engage with consumers through product story-telling. By adopting this transparent approach, brands can tell the story of exactly how products have been developed and show green and clean credentials across supply chains. This method of story-telling will allow brands to market and promote their products as authentic, enhance brand identity and provide reassurance for proactive consumers.
Introduce Smart Production
Due to the importance of green and clean food and drink
products, brands must be looking for smarter initiatives and strategies to
ensure a more natural production process. One method of smart production is
regenerative farming. This technique is seen as both better for the environment
and the individual, which is a win-win for consumers.
Regenerative farming is a method of farming that makes sure soil, water, land, and natural resources are protected, as well as minimising carbon emissions. FMCG Gurus consumer insights highlight that this method of smart production is popular among consumers. For instance, 80% of global consumers have expressed that they would trust a company more if they were participating in regenerative farming and agriculture. The reasons for this were due to this process being better for the environment, health, and animal welfare. As this method aligns with being better for the environment and health, brands should be doing more to get involved in regenerative farming and transparently communicate credentials to enhance perceptions of value.
Maximum Simplicity
As more brands are using clean labels, consumer skepticism is growing. Over the last two years, consumers have become more skeptical around nutritional labeling and claims. FMCG Gurus market research reveals that 71% of global consumers believe nutritional labeling could be made simpler. This demonstrates that a significant number of consumers deem labels and ingredient lists on packaging confusing and complex. Some consumers feel that brands do this to disguise certain artificial ingredients. As a result, consumers look for simple, clear, and refined ingredient lists and claims which are backed up with clinically proven evidence to avoid greenwashing.
Brands should respond to skepticism by continuously looking
for ways to make their production processes and nutritional labeling
transparent, clear and simple for consumers to easily navigate when seeking out
clean label food and drink. This will establish maximum levels of consumer
trust for brands that do this.
In addition, if labels and ingredient lists are more stream-lined, this will build value around products, as consumers deem fewer, more familiar ingredients are better for you. However, during a time of reduced financial stability, a lack of trust, and rising prices, brands should be looking for ways to re-formulate their strategies to ensure products are good value for money.
Snacking is a daily ritual for many consumers, whether that is for seeking out of a much-needed energy boost to get them through their long day, or simply as a small moment of indulgence. In this current cost-of-living crisis, many consumers are making all important cutbacks on their food shop as they struggle with everyday living costs. Snacks are an item deemed as non-essential by some, meaning brands need to do all they can to increase perceptions of value and encourage consumers to purchase.
Snacking Habits
Meal skipping is common across the globe and many consumers
choose to replace meals with snacks. Our research finds that breakfast is most
commonly skipped, with nearly half of global consumers saying they skip it at
least some of the time. This tendency to skip meals means that snacking
occasions tend to be more frequent and need to satisfy various need states,
especially as the concept of what constitutes a meal and a snack becomes more
blurred.
Snacking is common across the globe at all times of the day.
Even though breakfast is the most commonly skipped meal, consumers are least
likely to snack in the morning, demonstrating that snacking is not driven
purely by the desire to satisfy hunger. The desire for energy is the main
reason why consumers snack in the morning, with 49% saying they snack in the
morning for an energy boost. In the afternoon and evening, consumers are
snacking as they want to satisfy hunger, with half of consumers saying this.
Consumers state they are snacking more, but are trying to be more-health orientated, however there is likely to be an attitude/behaviour gap. Our research finds that 28% of consumers snack more frequently compared to twelve months earlier and 31% say that their snacking has become healthier over the last year. Consumers could be snacking more due to the current cost-of-living crisis resulting in consumers seeking moments of comfort and escapism, despite this many will choose to seek out better-for-you snacks.
Health
In recent years, consumers have taken a more proactive
approach to health, as the pandemic resulted in them re-evaluating their
perceptions of wellness. While fear of the pandemic has passed, consumers
remain committed to leading a healthier lifestyle, especially as many people
feel their health has improved over the last few years. This means consumers
are more attentive to the ingredients they consume, seeking out functional
ingredients, while minimizing their intake of ingredients they do not deem
healthy such as sugar.
Our research finds that 64% of global consumers check the nutritional labelling when seeking out snacks, of these consumers 65% are checking for the sugar content. Following this, 53% check the calorie content and 45% check the fat content. This highlights that consumers are most likely to check the content of ingredients they deem unhealthy rather than ingredients that can boost their health. This shows that when it comes to the average snacking occasions, consumers are more likely to seek out better-for-you products associated with moderated intake of “bad” ingredients, as opposed to seeking out products that are seen to contribute to health positively. Furthermore, consumers are more interested in snacks being guilt free, rather than functional, as 64% of consumers say that Avoiding/moderating the intake of ingredients that are associated with being bad for your health (such as sugar) is the most important priority when buying snacks.
Enhancing Perceptions of Value
Brands in the snacking industry need to promote the concept
of affordable indulgence. Although consumers have low financial confidence,
they are still willing to purchase non-essential foods and products that elicit
an emotional reaction – especially as they cut down spending on bigger ticket
products and services, such as visits to the foodservice channel.
Our research finds that convenience is more important than indulgence when seeking out snacks at all times of the day, for example, in the morning 75% of consumers say convenience is most important. By promoting convenient and quick snacks, this will enhance consumers perceptions of value, something which is vital in a cost-of-living crisis. Furthermore, for a snack to be perceived as higher quality, natural claims is the top response given by consumers when asked “what do you think makes a snack more premium/ higher quality?”, with 62% of consumers saying this.
Technology and screens are a big part of everyday life for many consumers, whether that is for work, personal life or recreation. Overexposure to devices can cause strain on the eyes. This can lead to various health problems that affect both the eyes and overall health. Consumers suffer from various health problems after using technology. The most common problem are headaches. FMCG Gurus consumer insights highlight that 41% of consumers in North America experience headaches most of or all of the time when using digital devices. Digital devices emit blue light, which causes negative short-term impact on the eyes when overexposed. FMCG Gurus findings reveal that 7 in 10 consumers who have heard of blue light are concerned about the negative impacts of it on their eye health.
Eye Health Concerns
FMCG Gurus consumer insights found that consumers recognize the link between eye health and their overall health. However, they do not necessarily seek out products to improve or maintain their eyesight. Over 6 in 10 consumers in North America are interested in learning more about their eye health. This highlights that consumers are proactive in looking after their eyes. On the other hand, only 32% of consumers regularly seek out food and drink products that improve their eye health. This highlights the need for brands to address this attitude and behavior gap.
FMCG Gurus consumer insights reveal that almost one third of consumers in North America express concern towards their eye health. The leading factor for this is spending too much time in front of technological devices. Other factors associated with poor eyesight include a lack of sleep and a lack of attention to small changes to the eyes that can become a bigger issue.
Consumer Behaviors
Our research illustrates that over half of North American consumers claim that they will try to improve their eyesight over the next 12 months. Also, over one third of these consumers are adopting proactive approaches to prevent eyesight issues before problems arise. Diet and sleep are the main factors consumers alter to improve their eye health. For example, consumers have adopted a back-to-basics approach to eye care by increasing their intake of fruits and vegetables. This indicates a natural approach from consumers as they are seeking out foods that are high in vitamins, minerals and with multiple health and wellness benefits.
Consumers wish to improve their eye health to help facilitate healthy ageing. For instance, FMCG Gurus consumer insights finds that 52% of North Americans want to improve their eye care to remain healthy and active until late in life. This illustrates that consumers are motivated by wanting to stay fit and healthy to facilitate a long-term approach. As a result, consumers are proactive in their approach to health and aim to address symptoms of their health before they arise.
Beneficial Ingredients
Our research has found that consumers would most like to see products fortified with ingredients that aid eye care in the breakfast cereal category. This is because breakfast time is the time of day that consumers are motivated to eat well to fuel themselves for the day. Consumers also favor other functional foods, including meat and fish, dairy products and milk that are fortified with eye health ingredients. This indicates that consumers prefer to see eye care aiding ingredients in everyday foods due to convenience.
FMCG Gurus consumer insights reveals that consumers associate many ingredients with helping aid their eye health. The key ingredients are Omega 6, Lutein and Omega 3. However, an overall consumer awareness of lutein is low. Instead, Omega 6 and Omega 3 are well known and are associated with aiding cognitive function and believed to improve eye health. This demonstrates that brands have the opportunity to appeal to consumers concerned about their eye health with fortified products and ingredients.
Confectionery trends have shifted since the pandemic. As a result, it is essential that brands in the confectionery industry are staying up to date with consumer need states in this market. The pandemic brought about a noticeable decline in snacking and greater attention to health-consciousness. This meant that a large portion of consumers monitored and moderated their intake of certain food products during the pandemic. However, this has created a lasting effect among consumers. FMCG Gurus consumer insights reveal that 75% of consumers are drawn to product claims of no GMO’s, followed by no additives, sugar-free, and natural. This indicates that many consumers are prioritizing products deemed as natural and with free-from ingredients which aid health. Interlinked with this are green and clean claims. This is due to consumer interest in products that are not detrimental to the wider environment.
On the other hand, it is important for brands to note that health claims should not be overdone, as indulgence is still favored by consumers. This includes the sensory appeal of traditional and nostalgic flavors for moments of escapism. Further to this, consumers aim to relax and unwind via confectionery products. For instance, FMCG Gurus consumer insights reveal that 66% of consumers purchase confectionery products as a treat or reward. This indicates that consumers associate confectionery products as a form of unwinding from the pressures of everyday life.
Researching About Products
In terms of the
health-conscious approach, the act of researching products before purchasing is
common among consumers. For example, our findings demonstrate that one third of
consumers who purchase confectionery say that they regularly research
confectionery products.
Not only does this highlight a
health conscious approach, it also suggests that consumers are not overly brand
loyal and will choose between different products to determine the products that
best meet their need states. Moreover, in the process of researching FMCG Gurus
findings illustrate that 71% of consumers research into the nutritional
information of products.
Our market research illustrates a noticeable jump between 2020 to 2022 of functional/medicinal confectionery. For example, in 2020, 20% of consumers had said that they had purchased this form of confectionery either for themselves or for a member of their household. This demonstrates that consumers have become increasingly attentive to the nutritional value of food products and ingredients, and are seeking out confectionery products with both sensory appeal and a nutritional boost. In addition, this also reflects the proactive and holistic approach taken by many consumers to maximize their health and wellness through conscious consumption.
Candies and Gummies
Nevertheless, consumers are continuing to prioritize confectionery as it offers moments of escapism and indulgence. Globally, consumers purchase a variety of confectionery products. This ranges from candies and gummies, to hard boiled sweets, to functional and medicinal confectionery and more. However, the most popular form of confectionery are candies and gummies. FMCG Gurus insights highlight that 76% of consumers have purchased candies and gummies either for themselves or for members in their household within the last twelve months. This highlights that consumers are continuing to seek out confectionery products that will provide them with small indulgences.
Cost of Living
Confectionery brands must note that the current recessionary climate is influencing consumers' shopping habits. FMCG Gurus consumer insights reveal that of consumers who actively research into products, 64% of consumers research the price of confectionery products. This highlights that consumers are looking to reduce their spending on items that they may deem as non-essentials, and are seeking out more cost-effective and value for money confectioneries. This suggests that brands must be promoting perceptions of value around their products, which will enhance the consumer likelihood of purchase, as they will associate these confectionery products with being good quality and good value for money.
In recent years, consumer trust around environmental and ethical claims made by brands has lessened. FMCG Gurus consumer insights highlight that 38% of consumers have become less trusting of brands in the last two years. Consumers have become increasingly aware of the detrimental impact that brands and manufacturers have on the environment. Due to this, brands must continue to seek out ways to inform consumers of their policies and practices. An emerging technology to do this is blockchain technology.
Attitudes Towards Product Claims
FMCG Gurus consumer insights found that one third of global consumers are untrusting of food, drink and nutritional supplement brands. Consumers trust chocolate the least, with 38% of consumers untrusting of claims from chocolate brands. This suggests that consumers are lacking trust around ethical policies, such as fair trade.
FMCG Gurus consumer insights revealed that over half of consumers state that trust is important when buying food and drink. Trust is important for the consumer, because if they trust the brand, they are more likely to stay loyal to the brand. 50% of consumers associate brands that they trust with being of higher quality. Additionally, consumers value when brands justify higher prices by demonstrating their environmental and ethical credentials. As well as this, the story behind a product appeals to the consumer.
Environmental Claims
In recent years, consumer awareness towards the climate crisis has increased. Consumers are seeking out environmental claims to address this concern. Some examples of this include less plastic and reduced carbon footprint claims. However, many consumers are skeptical of these claims if they are not backed up by evidence. For instance, FMCG Gurus found that nearly one quarter of consumers do not trust environmental claims made by food companies.
FMCG Gurus consumer insights found that half of consumers favor when brands conduct research to ensure that their suppliers demonstrate ethical and environmental policies across their business. Our findings found that two thirds of consumers research these claims. For example, three quarters of consumers research into brands carbon footprint initiatives. Brands need to continue to seek out ways of communicating to consumers their ethical and environmental credentials.
Blockchain
54% of consumers believe that nutritional information on food and drink should be made simpler. This indicates that consumers are finding product labelling to be too complex, suggesting that it may not be wise to continue to crowd labels with more information on their products. An emerging alternative is the use of blockchain technology.
Blockchain is an innovative method of communicating clearly with consumers. It is a source of information that is centrally stored, allowing manufactures and brands to store all product information on a database that can be accessed by consumers. Blockchain can be used to store information on ethical practices such as the treatment of animals in the production process, factory information and transportation of products.
Consumer Awareness
FMCG Gurus consumer insights show that only one in five consumers have heard of blockchain technology and of those, only one third had heard of it in relation to the food and drink industry. This demonstrates how blockchain is still an emerging technology in the eyes of the consumer.
Our consumer insights also found that one quarter of consumers find this idea of blockchain in the food industry appealing and two fifths would be more likely to buy from a brand if they registered information on a blockchain source. Of the consumers who claim that they would likely use such a database, the top information they would like to be able to access involves the carbon footprint emitted in the production process and commitments to ensure ethical and environmental certifications. With one third of consumers stating to have used their smartphone to scan a QR code on product packaging when purchasing food drink or nutritional supplements, this is something that brands could use to allow consumers access to a blockchain database.
Flavor, color and texture play a significant role in consumers food and drink purchasing habits. Consumers are interested in new and innovative products that challenge perceptions of how a product should look and taste. Brands have the opportunity to move away from flavors that are perceived as traditional. Instead, the use of unique and exciting flavors, colors, and textures are increasing consumer interest in 2023 and beyond.
The Significance of Flavor, Color & Texture
FMCG Gurus consumer insights found that almost three-quarters of consumers like new and unusual flavors in food and drink products. The top kind of flavors consumers like to see are sweet flavors, local traditional flavors, and savory flavors. Consumers like to try new and unusual flavors for many reasons, the top reason being that they like to try new flavors from around the world and that they deem themselves adventurous. Half of consumers perceive new and exotic flavors to be healthier, which is a key priority for the health-conscious consumer. Therefore, brands have the opportunity to tailor and market products with new and exciting flavors towards being healthy.
FMCG Gurus consumer research also found that just over half
of consumers state that they like food and drink products with unusual
textures, the top textures consumers prefer for food products are smooth,
creamy, and tender. Consumers like to be experimental with the texture of their
food and drink choices, however, half of consumers who said they do not like
unusual textures said this is because they associate certain food and drinks
with certain textures and do not want to change this. Therefore, a challenge to
new and exciting textures is that consumers are only willing to purchase foods
of textures that they are familiar with.
Our findings also outline that just under half of consumers like food and drink products with new and experimental colors. The top reason for this is that new and experimental colors are fun and exciting. Two-thirds of consumers who do like products with new and exciting colors believe that they make the product more appealing. Colors that consumers consider experimental depend on the food category. However blue, pink, and green are seen as experimental for food and drinks.
Consumer Priorities
When it comes to taste and flavor versus price, FMCG Gurus consumer insights found that consumers are willing to compromise on price for taste and flavor. For instance, nearly one-third of consumers rate taste and flavor as the number one priority when choosing between food and drink products. Alternatively, 18% of consumers prioritize price. Flavor is prioritized significantly more than color or texture when consumers are choosing food and drink products. Our findings reveal that flavor is prioritized by 83% of consumers, whereas color is by 53% and texture is by 54% of consumers. Despite many consumers being drawn to new and exciting flavors, 55% of consumers still rate traditional flavors that they know and trust as being most influential on food and drink choices.
Notions of Naturalness
Consumers enjoy products with innovative taste, color, and texture; however, naturalness is still important. For example, 34% of consumers do not like food and drink with new and experimental colors. The top reason for this is that consumers do not associate new and experimental colors with being natural. FMCG Gurus consumer insights found that three-quarters of consumers agree that it is important that food and drink products do not contain artificial colors. Our findings demonstrate that 2 in 10 consumers are willing to compromise on the appearance of a product to ensure that the product does not contain artificial colors. Natural claims are the third most important factor, after taste, flavor and price, that consumers prioritize when deciding what food products to purchase. Therefore, when producing products that have a unique flavor, color, or texture, the origin and naturalness of the ingredients must be prioritized by brands.
Heart health plays a significant role in impacting overall health. FMCG Gurus consumer insights reveal that 82% of consumers recognize the link between a healthy heart and a healthy body. This demonstrates that heart health is important to consumers and they are taking a proactive approach to maintaining this area of health. Our findings also indicate that consumers are viewing health in a holistic sense. This means that consumers are recognizing that all areas of health are somewhat interlinked. As a result, consumers are seeking out how to improve their overall areas of health and well-being.
Within this group of consumers, many are looking for products that aid heart health and are positioned in a multifunctional and holistic light. It is important for brands to offer clinically proven evidence to support multifunctional heart health claims. Consumers are actively researching the benefits of functional ingredients and products. This shows that claims and evidence on products will increase product credibility and reliability. In turn, this will improve the consumer-brand relationship by developing trust.
The Proactive Consumer
Ingredient lists appeal to consumers due to the rise of the health-conscious consumer. These consumers are proactive in their approach to boosting their health. FMCG Gurus consumer insights found that 69% of consumers are interested in heart health products. This interest stems from health maintenance, as opposed to experiencing symptoms or problems. In addition, our findings have revealed that 43% of consumers want to feel more active. This reflects a prevention over cure approach, where the consumer is addressing their heart health before experiencing symptoms. This also indicates a long-term approach to health, through proactive and healthy lifestyle habits to remain active until as late in life as possible.
To aid this proactive lifestyle and improve heart health, consumers are looking to change their diets. To do so, consumers are seeking out products with specific health claims. FMCG Gurus consumer insights have revealed that 52% of consumers are interested in food and drink products that aid consumers with cardiovascular disease. An additional 50% of consumers find products that aid consumers with high cholesterol levels appealing. Therefore, it is important for brands to note that as consumers are taking a proactive approach to their health, products with claims positioned around protection from diseases will drive demand.
In addition, brands must be aware that products that are deemed as tasty, affordable, convenient, and healthy will greatly appeal to consumers who are seeking out functional claims and ingredients on everyday products.
Addressing Heart Health
In addition, the
health-conscious consumer is interested in the ingredient claims, lists and
labels in the products that they consume. As a result, brands must be providing
transparent credentials to validate health claims. One of the ingredients claims
that consumers favor includes a ‘back to basics’ approach. This includes consumers
seeking out products that are natural and that are accompanied with health
claims and benefits. Ensuring that products are both natural and supported by
claims will boost consumer trust and maximum reassurance, and therefore
minimize skepticism. Brands should seek ways to authenticate and validate
health claims through strategies such as using scientific evidence to support
claims.
FMCG Gurus consumer insights found that
consumers prefer products aimed at heart health in nutritional supplement form,
57% prefer capsules and 51% prefer tablets. One reason for this is convenience.
This is because supplements are hassle free and do not need to be prepared or
incorporated into a meal. The use of nutritional supplements to aid health is
down to consumers wishes to receive a health boost beyond basic nutrition.
Also, in a health-conscious world, consumers are constantly seeking products
with multifunctional benefits.
Nearly 6 in 10 consumers associate protein
with aiding heart health. When addressing heart health, consumers seek out ingredients
which are attributed to a range of benefits. This includes protein, vitamin C
and probiotics, which reflects how consumers are taking a holistic approach to
their overall health.
Since the pandemic, consumer attention and attitudes towards skin health and overall health have shifted significantly. At a time when people were restricted in their movement and exercise, many consumers felt unsatisfied with their health. Common health issues faced included increased stress levels, reduced activity, and poor dietary habits. This includes comfort eating and frequent snacking in a time of uncertainty and fear.
An approach adopted by consumers during the pandemic was placing an emphasis on improving various aspects of health. FMCG Gurus consumer insights highlight the increase of a long term approach to maintaining health until late in life. 66% of consumers also recognize the influence of skin health on their overall health. As a result, a significant portion of consumers are interested in improving their skin health. This long term and proactive approach to health reflects many consumers holistic approach. This means that consumers are understanding the inextricable links between various areas of health.
Areas of Improvement
FMCG Gurus findings have revealed the different areas of skin health that consumers would like to improve and the ways in which they are doing so. Examples of this include dry skin, wrinkles, and darkened skin beneath the eyes. To minimize wrinkles, 35% of consumers are changing the skin care products that they had been using. Another solution included 30% of consumers exercising more. Additionally, 41% of consumers went to bed at an earlier time. Lastly, 45% of consumers improved their work and life balance and 21% took nutritional supplements.
Among each issue, the steps taken to improve these issues varied. However, consumers are turning towards different products and proactive lifestyles to actively improve aspects of their skin health. It is important that brands are aware of these issues and the methods that consumers are taking to combat them. This will ensure that brands are emphasizing the most appealing health benefits of products, increasing consumer interest.
In addition, due to multiple skin health issues faced by consumers, it would be beneficial for brands to adopt a holistic approach when producing and positioning their products. For instance, if brands ensure that products address multiple aspects of skin health, consumers will be more likely to choose that product over competing products. An example of this could be an all-in-one skin product that ensures the prevention of dry skin, wrinkles and darkened skin beneath the eyes. This kind of product presents notions of convenience, efficacy and being great value for money.
The Ingredients
The most valued ingredient among consumers when it comes to skin health is collagen. FMCG Gurus market research has revealed that 45% of consumers associate collagen with skin health. The second ingredient associated with skin health is vitamin C at 40%. Brands need to make it easier for consumers to decipher between competing skin health products. One way they can do this is by clearly labelling these ingredients on their packaging. After doing so, brands should be supporting these ingredient claims with scientific evidence and a reasonable price to enhance consumer likelihood of purchase.
FMCG Gurus consumer insights revealed the sharp increase of consumers interested in food and drink products that benefit skin health. The key products consumers would like to include these benefits are tea and coffee, having increased from 6% in 2019 to 54% in 2021. As well as bottled water, which has increased from 13% in 2019 to 47% in 2021. This highlights how consumers are seeking out convenient approaches to improving their skin health. As a result, water brands must offer nutrient-infused water to cater to multifunctional health benefits.
Skepticism
Consumers have expressed uncertainty around skin health claims within the skincare, health, and wellness market. Known for charging premium prices in this market, consumers fear being exploited and have doubts about whether these products will do what they say on their labels. However, it is clear that many consumers are still willing to pay a premium price for products that hold genuine value. This indicates that brands must be increasing the credibility of their products and include clinically proven evidence to address this skepticism. It is also important to note that at a time of economic uncertainty and financial struggle, consumers want products that are reliable and good value for money.
The impact of Covid-19 saw considerable disruption to the foodservice industry. However, the market has been able to bounce back. For instance, 100% of consumers say that they have eaten food or drink from a restaurant or fast-food service outlet in the last six months. FMCG Gurus consumer insights found that almost 9 in 10 consumers have purchased food and drink from home delivery services, casual dining outlets or full-service restaurants in the last six months.
Healthy Eating
Healthy eating and 'good for you' consumer trends have prevailed in the foodservice industry. Consumers associate 'good for you' foods with free-from artificial ingredients, containing low to no sugar, and containing ‘good’ ingredients, like protein and fiber. FMCG Gurus consumer insights found that over half of consumers consider their eating and drinking habits as healthy or very healthy when visiting food service outlets. This saw an increase of 10% since 2020. This demonstrates the impact of Covid-19 on consumer behaviors towards health. Consumers wish to take preventive measures such as eating healthier to reduce their vulnerability to illness.
Interestingly, morning and mid-morning are when consumers would be more compelled to eat something healthy from a foodservice outlet. This time of day is when consumers are more motivated to eat well to fuel themselves for the day.
Functional Ingredients
Consumers seek out functional ingredients, such as protein when eating out of the home. Protein is attributed to aiding recovery and reducing hunger. FMCG Gurus consumer insights reveal that 70% of consumers find products containing protein as appealing. The top foods that consumers want with added protein, are products in the snack bar and breakfast food categories. Again, this demonstrates how healthier eating is prioritized in the morning.
In addition to consumers making efforts to eat healthier, an increasing number of consumers are turning to alternative diets. This includes veganism, vegetarianism and flexitarian diets. FMCG Gurus findings highlight a 10% decrease in meat eaters since 2020. Notably, 46% of vegans claim to be unsatisfied or very unsatisfied with the number of foodservice outlets that cater to their dietary requirements.
Sustainability
Linked to healthier eating is the trend of sustainability. Healthy foods are seen as more environmentally friendly and good for the planet. FMCG Gurus consumer insights have found that since 2020, there has been a 13% increase in the number of consumers valuing sustainability initiatives from brands or outlets. When asked what trends consumers would like to see, foodservice outlets incorporating environmental initiatives stood out. Some examples include avoiding food waste and recycling packaging. Nearly three quarters of consumers stated that they would like to see more sustainability initiatives from brands. Notably, nearly half of consumers state that they research the environmental and ethical policies of foodservice brands. This highlights the importance of these issues to the consumer.
The Cost-of-living Crisis
In 2022, 72% of consumers claim to be concerned about the rising cost of living in their country. This is reflected in their eating out habits. FMCG Gurus consumer insights found that 43% of consumers have reduced their spending at foodservice outlets over the last six months. Furthermore, the importance of price when purchasing in foodservice outlets has seen a 12% increase since 2020. As the cost-of-living crisis persists, consumers will place greater importance on price, along with reducing consumption while eating out. Over half of consumers state that they have made changes to their spending when eating out in the last six months. These changes include reducing the frequency of eating out of the home, looking for promotional offers and reducing spending by cutting back on starters and desserts.
In recent years, consumers are increasingly aware of how joint and bone health can have an impact on overall health, with 64% of global consumers recognizing this link. Consumers understand how joint and bone health can impact other areas of well-being, such as mobility. Despite this, only 5% of consumers state that their joint and bone health is their main health concern. This suggests that other health issues are taking priority for most consumers across the globe.
FMCG Gurus consumer insights found that
over half of global consumers are satisfied with their current joint and bone health.
Instead, many consumers are turning to joint and bone health products and
looking to improve this area of their health before they are suffering from any
symptoms. This reflects how many consumers have adopted a proactive approach to
their health and wellbeing, making changes to their lifestyles and diets to
prevent future health issues and boost their immunity.
For those consumers that are looking to address symptoms, the main problems that they suffer from includes neck pain, shoulder pain, and ankle pain. There are multiple factors that could contribute to these problems such as poor dietary habits, an ageing society, and a lack of exercise. Consumers state that these problems can limit their ability to relax and unwind due to pain, and that they want to address these problems to improve their health as they age and increase their mobility in both the short term and the long term.
Dietary Changes
One of the areas that consumers are addressing in order to improve their joint and bone health is their diet. As consumer attitudes towards their health have changed in the last few years as a result of the pandemic, more people are conscious of how changing their diet can impact their overall wellness and improve areas of health. This is true in the case of joint and bone health; consumers look for products that can improve symptoms or promote healthy joints and prevent future problems from occurring.
Food and Drink Products
When asked what kind of food and drink
products consumers turn to in order to boost their health, 89% of consumers
stated that they turn to fruit and vegetables. These products are natural foods
that are known and trusted to provide health benefits and can be easily
included in a daily diet. Additionally, as consumers put more research into
what products and ingredients can benefit specific areas of health, consumers
have looked to consume more food and drink products that are high in protein.
There is somewhat of a health halo surrounding protein and therefore many
consumers look to maximize their intake of the ingredient. Protein is known for
its ability to build and repair tissue and improve strength, consumers will
turn to these products to improve symptoms of joint and bone pain and ensure
that they do not develop future problems. It is important that brands promote
products high in protein whilst educating consumers about the ingredients and
how it can benefit them. Calcium is another ingredient that consumers may find
desirable when looking to improve their joint and bone health. This is
reflected in the number of consumers that turn to products such as milk,
yogurt, and other dairy products to aid their joint and bone health.
FMCG Gurus consumer insights found that 61% of global consumers are likely or very likely to find products positioned around improving bone and joint health appealing and 46% would be willing to pay a premium for these products. This highlights that a large proportion of consumers are seeking products that will address their joint and bone health as they recognize how this can improve overall health and wellbeing. To encourage these consumers to pay a premium price, brands should ensure that any health claims they make are evidence-led and accurate. Consumers should feel like they are getting good value for money, especially in a time of decreased financial confidence.
Lifestyle Changes
As consumers approach their health
holistically, they are looking to address multiple aspects of their lifestyle
alongside making changes to their diet in order to improve their joint and bone
health. Even when not yet suffering from any symptoms, consumers are adopting a
proactive approach and making these changes in order to protect themselves
against future potential joint and health problems.
FMCG Gurus consumer research found that 39%
of global consumers state that they have increased the amount they exercise in
order to improve their bone and joint health. Many consumers recognize that
lack of exercise can contribute to joint problems and joint pain and by
exercising more, they could improve these symptoms and increase mobility. Additionally,
some consumers found that they put on weight during the pandemic. They also
understand that excess weight can put a strain on joints and bones, and they
have increased exercise to lose this additional weight.
Another way that consumers have made changes to their lifestyle to improve joint and bone health is by addressing their sleeping habits. 38% of global consumers state that they have looked to get more sleep, to improve their bone and joint health. Consumers recognize how different aspects of health impact other areas. Improving sleep health can result in increased energy, more motivation to exercise, and a well-rested body that is able to fight any health issues more effectively.
In Europe, consumers of all age cohorts are looking for ways to educate themselves about probiotics and prebiotics, from Baby Boomers to Generation X, and Millennials to Generation Z. Of the consumers who are aware of the difference between prebiotics and probiotics, an average of 72% of consumers across all age cohorts favor products that include a combination of prebiotics and probiotics. In addition, FMCG Gurus findings have revealed that immune health is a priority for consumers, and consumers are recognising that this aspect of health is closely interlinked to digestive health and mental wellbeing. This indicates that consumers are seeking out multifunctional, convenient and health boosting products. In addition, it is clear that consumers are viewing health through a holistic lens.
Food and Drink Supplements are a Priority
Across all age cohorts, consumers
are favoring food and drink products more than nutritional supplements. For
instance, FMCG Gurus consumer insights highlight that out of those who have
purchased a probiotic product in the past twelve months, 82% of Millennials,
consume prebiotic food and drink products. Alternatively, 76% of Millennials
consume prebiotic nutritional supplements. This is as a result of consumers
deeming food and drink products as both tastier and more natural than
nutritional supplements. The popularity of these products is significant among
Generation X. Interestingly, the Generation X age cohort are the most skeptical
of health claims by brands on packaging. As a result, this age cohort are
seeking out products with maximum reassurance and evidence-led, clinically
proven claims on packaging.
FMCG Gurus consumer insights found that consumers in Europe are adopting a proactive approach towards their health and wellbeing. FMCG Gurus findings illustrate that consumers are seeking out prebiotics to boost their immune and digestive health. For those who purchase prebiotics, an average of 46% of all age cohorts stated that they were not experiencing any symptoms. Further to this, an average of 36% stated that they consume prebiotics due to a weakened immune system. This indicates that the majority of consumers feel as though they have good health, but despite this are adopting this proactive approach as a prevention over cure method. In doing so, consumers are looking to prevent vulnerability to diseases and illness, which will enable consumers to maintain a good quality of life until as late as possible in life.
Breaking Down Skepticism
To breakdown the skepticism around nutritional supplements, such as their unnatural associations, brands must actively address these preconceptions. Following this, it is essential for brands to provide green and clean labelling. This will reflect the natural ingredients and processes across the supply chain of these products. To ensure that skepticism is broken, brands must back up these green and clean claims with evidence, which will appeal to health-conscious consumers.
To enhance perceptions around nutritional supplements and nutritious ingredients, brands should make sure to position their products as being conveniently nutritious, tasty and great value for money. Moreover, it will be useful for brands to promote immune and digestive health, as these are the most prioritised aspects of health across all age cohorts, with an average of 63.5% prioritizing immune health and on average, 52% of consumers favoring their digestive health.
Raising Awareness
FMCG Gurus market research has
outlined that brands must be looking into innovative ways of educating
consumers about the vital role of the gut microbiome. Brands should also ensure
that they reveal to consumers how prebiotics and probiotics can improve digestive
health. Across all age cohorts, approximately half of consumers have heard of
the phrase ‘prebiotics’, for instance, 48% of Generation Z answered that they
have heard of this. Alternatively, only 8% of Generation Z stated that they
understand the difference between prebiotics and probiotics and their key role
toward one’s health.
It is important to note that when consumers have been given a definition of the microbiome, they are eager to learn more about it. For example, 74% of the Generation Z age cohort would like to know more about the gut microbiome. This is reflective of many consumers proactive approach to their health and wellbeing. One aspect of this is consumers actively researching and educating themselves on digestive health.
