Health Conscious

Women's Health: Emotional and Physical Wellness

Introduction

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.

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

Global Confectionery Trends in 2022

Introduction

Confectionery trends have shifted since the pandemic. As a result, it is essential that brands in the confectionery industry are staying up to date with consumer need states in this market. The pandemic brought about a noticeable decline in snacking and greater attention to health-consciousness. This meant that a large portion of consumers monitored and moderated their intake of certain food products during the pandemic. However, this has created a lasting effect among consumers. FMCG Gurus consumer insights reveal that 75% of consumers are drawn to product claims of no GMO’s, followed by no additives, sugar-free, and natural. This indicates that many consumers are prioritizing products deemed as natural and with free-from ingredients which aid health. Interlinked with this are green and clean claims. This is due to consumer interest in products that are not detrimental to the wider environment.

On the other hand, it is important for brands to note that health claims should not be overdone, as indulgence is still favored by consumers. This includes the sensory appeal of traditional and nostalgic flavors for moments of escapism. Further to this, consumers aim to relax and unwind via confectionery products. For instance, FMCG Gurus consumer insights reveal that 66% of consumers purchase confectionery products as a treat or reward. This indicates that consumers associate confectionery products as a form of unwinding from the pressures of everyday life. 

Researching About Products

In terms of the health-conscious approach, the act of researching products before purchasing is common among consumers. For example, our findings demonstrate that one third of consumers who purchase confectionery say that they regularly research confectionery products. 

Not only does this highlight a health conscious approach, it also suggests that consumers are not overly brand loyal and will choose between different products to determine the products that best meet their need states. Moreover, in the process of researching FMCG Gurus findings illustrate that 71% of consumers research into the nutritional information of products. 

Our market research illustrates a noticeable jump between 2020 to 2022 of functional/medicinal confectionery. For example, in 2020, 20% of consumers had said that they had purchased this form of confectionery either for themselves or for a member of their household. This demonstrates that consumers have become increasingly attentive to the nutritional value of food products and ingredients, and are seeking out confectionery products with both sensory appeal and a nutritional boost. In addition, this also reflects the proactive and holistic approach taken by many consumers to maximize their health and wellness through conscious consumption. 

Candies and Gummies

Nevertheless, consumers are continuing to prioritize confectionery as it offers moments of escapism and indulgence. Globally, consumers purchase a variety of confectionery products. This ranges from candies and gummies, to hard boiled sweets, to functional and medicinal confectionery and more. However, the most popular form of confectionery are candies and gummies. FMCG Gurus insights highlight that 76% of consumers have purchased candies and gummies either for themselves or for members in their household within the last twelve months. This highlights that consumers are continuing to seek out confectionery products that will provide them with small indulgences.

Cost of Living

Confectionery brands must note that the current recessionary climate is influencing consumers' shopping habits. FMCG Gurus consumer insights reveal that of consumers who actively research into products, 64% of consumers research the price of confectionery products. This highlights that consumers are looking to reduce their spending on items that they may deem as non-essentials, and are seeking out more cost-effective and value for money confectioneries. This suggests that brands must be promoting perceptions of value around their products, which will enhance the consumer likelihood of purchase, as they will associate these confectionery products with being good quality and good value for money. 

This article is based on FMCG Gurus: Global Confectionery Trends in 2022.

Immune Health: Consumer Perceptions in Europe 2022

Introduction

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

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

Promote Multifunctional Benefits

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

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

A Back To Basics Approach

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

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

Do Not Disregard Sensory Appeal

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

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