Health

Herbal Remedies and Their Role in Wellness

Wellness is a Priority

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. 

The article is based on FMCG Gurus: Herbal Remedies: Exploring Nature's Healing – Global Report 2023. For more information, please click here.

A Glimpse Into the Future for Generation Alpha

Introduction

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. 

The article is based on FMCG Gurus: Generation Alpha - What to Expect in the Next 10 Years – Global Report 2023. For more information, please click here.

Health and Wellness Strategies in a Recessionary Climate

Introduction

Today’s cost-of-living crisis is significantly impacting consumers’ shopping habits as well as their health and wellness. This includes having to make certain compromises when it comes to choosing between products. However, brands must understand that consumers are both continuing to prioritize health and emphasising value over the low cost of a product. This suggests that consumers are seeking out multifunctional and convenient products that are good value for money. For instance, FMCG Gurus consumer insights reveals that 63% of global consumers find clinically proven claims and scientific evidence on packaging important when seeking out products with health boosting claims. As a result of this, consumers are also seeking out a sense of transparency from brands, which will clearly validate certain health claims that consumers can often be skeptical of.

In addition, over the next twelve months it is possible that consumers will have contrasting attitudes and behaviors towards the cost-of-living crisis. For instance, on one hand, consumers will demonstrate a health-conscious approach and seek out products that will aid this. On the other hand, consumers will turn to indulgent products to experience a sense of escapism, away from their daily pressures, especially during a time of financial uncertainty.

Health and Wellness in a Recessionary Environment

At a time when rising inflation and commodity prices are impacting consumers’ everyday lives, the majority of consumers are having to re-evaluate their spending habits across the next twelve months. For example, 72% of global consumers are concerned about these rising costs. This demonstrates that this fear and uncertainty is not limited to particular countries, demographic groups or lower income brackets, instead it is a universal worry for all consumers.

The severity of rising costs is highlighted by the fact that only one in four households have adequate financial savings, indicating that a large proportion of consumers live on a month-to-month basis. As a result of this financial uncertainty, this will impact the health and wellness market.

Health and Wellness Strategies

Consumers would like to maintain their proactive approaches to retain their health plans and routines across the next twelve months. For example, when asked about the kind of products consumers will reduce their spending on over the next twelve months, 49% of global consumers are planning on cutting down on indulgent products and treats. This illustrates that consumers are looking to cut down and save money during this recessionary environment and are ultimately cutting down on non-essential food and drink products.

Despite this, 43% of global consumers have plans to alter their health and wellness routines due to rising costs. This highlights the importance for brands to develop resilience strategies to reduce price sensitivity in the health and wellness sector, and enrich consumer perceptions of value and efficacy around these products.

Emotional Wellness

One of the top ten health and wellness resilience strategies during this recessionary environment is an emphasis on emotional wellness. FMCG Gurus consumer insights looks into the importance of sleep hygiene and mental well-being to consumers. For example, 46% of global consumers plan to improve their mental wellbeing over the next twelve months, followed by 38% who are planning on improving their sleep health. During an era of uncertainty, consumers will be placing emphasis on their emotional wellness, which will both impact their mental and physical health. As a result, consumers will be seeking out food and drink products that will aid their sleep health and give them a boost to improve their wellness. To cater to this, brands should place an emphasis on ingredients deemed as green, clean and chemical-free. This suggests that products are natural, free of side effects and offer an energy boost.

Affordable Solutions

Plant-based products could be positioned as an affordable solution at a time of rising meat and dairy costs. For instance, our findings reveal that 38% of global consumers are looking to reduce their intake of meat as the price is too high. Despite this, the plant-based industry must look to reduce the ethical elitism attached to such products. If brands are enable to promote plant-based products as having good taste and being more affordable than meat products, this will enhance the appeal of products for consumers.

While the market has seen a significant growth across the last few years, plant-based products have moved away from being a niche product category, but are significantly more widespread. In addition, this product category is linked with health and sustainability products, so if this category can move away from being associated with premium price, then these products will grow in demand among consumers during this recessionary environment.

Conclusion

Across the last few years, consumers have become increasingly concerned about their health and are seeking out products that will aid and enhance their health. This has meant that products with increased efficacy are of high appeal to consumers and will enhance consumer perceptions of value for money around these kinds of products. For instance, food and drink products with multiple ingredient claims and health benefits will cater to this demand for efficacy and convenience. Further to this, these kinds of products must not compromise on taste, but should aim to be tasty and indulgent, so that the product can be positioned as conveniently nutritious for consumers.

This article is based on FMCG Gurus: Ten Health and Wellness Resilience Strategies in a Recessionary Environment – Global Report 2023.