Digestive Health

5 Things You Need to Know About Nutritional Supplements

#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.

This article is based on FMCG Gurus: Powering Wellness: The Global Rise of Supplements in Everyday Health – Trend Report 2024. For more information, please click here.

Probiotics in Mental Health: What does the future hold?

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.  

Find out the latest consumer insights and opportunities for your industry. To sign up to FMCG Gurus' future webinars, please click here.

Digestive Health, Emotional Wellness, and a Drop in Demand

Introduction

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.

This article is based on FMCG Gurus: Digestive Health in Focus - Claims & Purchasing Habits - Global Report 2024. For more information, please click here.

Snacking Trends: Authentic Ingredients and Ethical Claims

Introduction

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.

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

Men's Health: Eliminating Stigmas and Measuring Health

Measuring Health

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.

This article is based on FMCG Gurus: Men's Health – Global Report – 2023. For more information, please click here.

Immune Health: Consumer Perceptions in Europe 2022

Introduction

In terms of health and wellness, immune health and digestive health are the most important areas that consumers are addressing. FMCG Gurus consumer insights reveal that 67% of consumers plan to improve their immune health over the next twelve months. Following this, 55% of consumers are looking to improve their digestive health. This is a result of an increase in the long term health goals of many consumers. These health goals are evident through the proactive and health conscious approaches that consumers are adopting to improve their dietary habits and overall lifestyles.

As a result, consumers are being more attentive to the ingredient lists on food and drink products. It is important to note that proactive consumers are drawn to functional ingredients and products with streamlined ingredients lists. In addition, brands must remain up to date with the current recessionary climate, and understand the impact of consumer purchasing habits on functional products. 

Promote Multifunctional Benefits

Products that are positioned as having multifunctional benefits have enhanced perceptions of value. FMCG Gurus findings illustrate that 59% of consumers have made changes to their diet and lifestyle to improve their immunity in the last twelve months. In particular, 80% of consumers value multifunctional claims on food, drink and supplement products that are positioned around supporting the immune system. Multifunctional immune health products position a product as good value for money. Also, these products offer efficacy and convenience which aid consumers' busy lives. These qualities are essential during a time of uncertainty in today's current recessionary climate. This will also align with consumers intentions and values for taking a more productive, proactive and holistic approach to their health. 

In addition, consumers' proactive approaches to their immune health are also a prevention over cure approach. For instance, of the majority of consumers that have made changes to their diets and lifestyles across the last twelve months, 67% of consumers exercised more. Following this, 62% of consumers made changes to their diets.

A Back To Basics Approach

Along with multifunctional products, fresh fruit and vegetables are associated with boosting immunity among consumers. For example, 70% of consumers state that they eat fresh fruit and vegetables to improve their diet and immune health. This illustrates that consumers have incorporated a back to basics approach to nutrition. In addition, a streamlined ingredients list create notions of naturalness, trust and transparency for consumers. Brands must ensure that products are fresh, pure and natural. This is due to these qualities being highly associated with aiding health. Moreover, this will enhance consumer perceptions of value and build consumer trust. 

Protein is also important when seeking out health-boosting food and drink products. FMCG Gurus insights reveal that 63% of consumers have increased their intake of protein. On the other hand, consumers are reducing their intake of the dietary evils, sugar and additives. This demonstrates that consumers are actively looking to improve their immune health and also a desire to remain fit and healthy in the long term. 

Do Not Disregard Sensory Appeal

While multifunctional and health boosting products will significantly increase consumer appeal, brands must continue to promote sensory appeal. At the end of the day, consumers seek out small indulgences. This means that when a product is positioned as indulgent and nutritious, it will be of high appeal. 

This article is based on FMCG Gurus: Consumer Perceptions on Immunity – Europe - Regional Report 2022.

Probiotics and Prebiotics Trends in Europe 2022

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.

This article is based on FMCG Gurus: Probiotic and Prebiotic Trends by Cohort in Europe - 2022.