Consumers are seeking enjoyment and comfort in their beverage choices
In
2025, people are embracing a more balanced approach to health — one that allows
for occasional indulgence. As day-to-day stress remains high, beverages are
becoming a simple way for consumers to relax and enjoy a moment of escape.
Hot
drinks like tea, coffee, and hot chocolate continue to be especially popular
for these self-care moments, as they’re often associated with warmth, comfort,
and familiarity.
When it comes to indulgent beverages, taste is the top priority. Even when a drink offers functional or health-related benefits, flavor remains the key driver of perceived value — FMCG Gurus' consumer insights show that 70% of consumers say taste is the most important factor when deciding if a drink is worth the price.
Bright and Bold
Beverages are becoming a form of personal expression
While some consumers continue to seek familiar, nostalgic flavors, others are using beverages as a way to express individuality. Brands can meet this demand by creating drinks with enhanced sensory appeal — including unique flavors, textures, and colors.
This approach not only enhances the overall experience but can also justify premium pricing. As global flavors become more accessible, consumers are more open to trying new and exciting taste profiles. Though sweet flavors remain the most popular, interest in spicy or bold options is growing. For example, FMCG Gurus' market research reveals that 82% of consumers say they enjoy hot and spicy flavors, indicating a desire to try something different and stand out.
The Mantra is Wellbeing
Emotional wellness is a key focus for consumers
With
stress and anxiety on the rise, consumers are increasingly looking for
beverages that support emotional and mental wellbeing. Many are taking a
holistic view of health, looking for products that can help improve mood,
reduce stress, and increase energy.
Botanical
ingredients are gaining popularity for their perceived natural health benefits.
These ingredients are often used to support sleep, immunity, and relaxation,
and are also being seen as alternatives to alcohol. They offer some of the same
benefits — such as helping people unwind — without the negative effects.
However, clear labeling is important. FMCG Gurus' consumer insights indicate that around 30% of consumers say they would not recognize the use of botanicals in a beverage unless it is clearly indicated. To build trust and awareness, brands need to clearly communicate ingredient benefits on the packaging.
Younger generations are less satisfied with their health and well-being, but older generations acknowledge declining health
Across all age groups, consumers are grappling with concerns about their health and overall well-being. In today’s era of global uncertainty, economic instability, and personal pressures, many individuals are feeling stressed and fatigued. Among the youngest generation surveyed, Generation Z (born 1997–2012), the dissatisfaction with their health is particularly pronounced. Despite being known for their progressive values and commitment to self-expression, this group is facing emotional and physical health challenges. According to FMCG Gurus' consumer insights, factors including the pressure to succeed both personally and professionally, along with demanding lifestyles, are contributing to their feelings of stress and overwhelm. As a result, Gen Z are less confident about their current well-being. They are concerned about how their hectic lives may affect their health in the long term.
Meanwhile, Millennials (born 1981–1996) and Generation X (born 1965–1980) find themselves in transitional phases. This includes navigating milestones like becoming parents, advancing in their careers, and caring for aging relatives. While they may not be "old," they are focused on preparing for healthy aging amidst their already busy lives.
Baby Boomers (born 1955–1964) are generally more confident about their health. This is partly due to a renewed sense of optimism following the pandemic. Many Boomers now embrace a "forever young" mindset, striving to stay fit and active well into their later years. However, this positive outlook can sometimes lead to an underestimation of serious health issues. This is because some may dismiss signs of aging as just natural, potentially hindering their ability to age healthily.
Consumers are aware that sleep health impacts overall well-being
The health and wellness industry has shifted its focus from long-term physical health to more immediate concerns. This includes emotional well-being. The fear of illness and disease has decreased since the pandemic. This has resulted in consumers increasingly evaluating their health based on how they feel day-to-day and their physical appearance.
A key priority for consumers across all age groups is improving sleep health. Followed closely, consumers also want to improve their mental well-being and maintain physical fitness. There’s a growing understanding that these factors are interconnected. This is because poor sleep can contribute to fatigue and lead to feelings of stress. FMCG Gurus' market research highlights that many consumers are dissatisfied with both the quality and quantity of their sleep. Common reasons for poor sleep include late night screen time, hectic schedules, and stress or anxiety that interferes with falling asleep. As a result, consumers are increasingly seeking products, such as food, beverages, and supplements, that help manage stress, improve sleep, and support long-term energy levels.
Around half of consumers are experiencing high levels of stress
A significant number of consumers, spanning all generations, are reporting struggles with anxiety, stress, and a general inability to unwind. This emotional distress is negatively impacting their sleep patterns, leaving many feeling fatigued and low on energy throughout the day. Many consumers find themselves trapped in a cycle: stress and anxiety prevent restful sleep, leading to daytime exhaustion and further difficulty sleeping. While some of these concerns may be seen as irrational, genuine worries, such as economic instability, geopolitical tensions, and shifting political landscapes, are affecting consumers' mental well-being.
Younger individuals may be concerned about personal achievements and future prospects, while older consumers may worry about their family members and their own health as they age. Time spent scrolling through social media and consuming online news can amplify these feelings of stress and uncertainty. Additionally, digital device usage, with its potential to delay bedtime and disrupt sleep due to blue light exposure, further contributes to poor sleep patterns. As emotional distress continues to influence sleep quality, products and experiences that promote relaxation, rest, and escapism will remain highly sought after.
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.
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.
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 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
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 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 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.
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.
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.
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.
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.
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.
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.
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.
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.
