Dietary Habits

Heart Health Approaches, Claims, and Categories in 2024

Introduction

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.

This article is based on FMCG Gurus: Heart Health – Regional Reports 2024. For more information, please click here.

Trend 8 - For Today, Better Tomorrow

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. 

This article is based on FMCG Gurus: Top Trend 8 - For Today, Better Tomorrow – Global Report 2024. For more information, please click here.

Women's Health: A Back to Basics Approach to Nutrition

Introduction

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.

This article is based on FMCG Gurus: Women's Health – Global Report 2024. For more information, please click here.

Weight Management: Awareness and Dietary Habits

Introduction

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.

This article is based on FMCG Gurus: Exploring Weight Management – Country Reports 2023. For more information, please click here.