Nutrition

Inner Glow, Outer Radiance: Exploring Beauty from Within

Introduction

The emerging trend of "inner radiance, outer glow" is reshaping the personal care market. This approach underscores the link between internal health and external beauty, spurring demand for products that enhance beauty from within. Essential vitamins, minerals, and ingredients such as fish collagen and vitamin E are becoming popular as consumers recognize their ability to improve skin elasticity, hydration, and overall radiance. This trend has created new opportunities for brands that focus on innovative formulations that blend nutritional science with skincare. As awareness increases, consumers are more selective about ingredient quality and effectiveness. Brands that effectively educate their customers about the science behind their offerings can enhance trust and confidence. Ultimately, this integration of inner and outer beauty is transforming the personal care and food and beverage industries.

Beauty and Wellness: Linked Through a Fundamental Approach

Consumers are becoming more conscious of the relationship between nutrition and overall well-being. This is particularly true for how certain foods and supplements can boost skin, hair, and nail health. This trend signifies a growing interest in traditional dietary habits that prioritize natural ingredients and nutrient-rich foods. Products packed with antioxidants and vital vitamins are increasingly sought after not just for their health benefits but also for their ability to enhance external beauty. This shift in consumer awareness has stimulated demand for products aligned with these holistic health beliefs. Brands are responding with offerings that include hydrating solutions, appealing to consumers who understand that adequate hydration is crucial for healthy skin, hair, and nails. Additionally, energy-enhancing supplements are gaining popularity. This is because consumers are placing greater emphasis on their personal appearance as a reflection of their overall health.

Consumers Turn to Nutritional Supplements for Beauty Care

The rise of beauty-from-within supplements is transforming how consumers approach care for their skin, hair, and nails. According to FMCG Gurus’ consumer insights, 29% of global consumers have utilized nutritional supplements over the past two years specifically to improve their skin health. In addition, 16% focused on nail health, and 24% turned their attention to hair care. This highlights how individuals are striving for personalized solutions that reflect their distinct beauty goals. Formats like powders, gummies, and capsules have seen significant growth in popularity for such personalized solutions. These convenient forms cater to preferences and offer an easy way for consumers to integrate essential nutrients into their daily lives.

Customization Opportunities for Brands

Brands now have a unique opportunity to tap into this trend by providing personalized solutions. Custom-tailored supplements can cater to a variety of issues. This includes enhancing collagen production for healthier skin and improving the shine and durability of hair and nails. By aligning their offerings with consumers' core objectives, brands can forge stronger connections and build trust in a competitive marketplace. Additionally, as societal values increasingly pivot towards health and wellness, the demand for transparency and efficacy in beauty products becomes more critical. Brands that emphasize high-quality ingredients, scientific validation, and personalized strategies will be well-positioned to connect with consumers seeking comprehensive beauty solutions. In this changing landscape, the ability to personalize stands out as a vital strategy for brands to adapt.

The Role of Artificial Intelligence in the Beauty Sector

Over the next five years, AI is anticipated to transform the beauty industry by enhancing personalization, efficiency, and sustainability in both product development and consumer engagement. Market research from FMCG Gurus reveals that 68% of participants familiar with AI believe it can positively influence health and wellness. One of the most promising prospects lies in skin mapping technologies. These innovations employ AI algorithms to analyze individual skin types and conditions, allowing brands to recommend customized skincare solutions tailored to specific needs. This level of personalization supports consumers in addressing their unique beauty requirements.

This article is based on FMCG Gurus – Inner Radiance, Outer Glow Navigating the Beauty From Within – Trend Report. For more information, please click here.

Part of the Family: Cat Care and Emotional Connection

Introduction

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.

This article is based on FMCG Gurus - Cat Care Trends - Country Report. For more information, please click here.

Energy Enhanced: Future Opportunities in the Market

Introduction

Consumers are evaluating their health based on how they are feeling and are finding that they are not satisfied with their energy levels. Global instability, financial uncertainty and personal pressures are leading to feelings of stress, time-scarcity and fatigue. 

Almost half (47%) of global consumers surveyed by FMCG Gurus said that they plan to improve their energy levels over the next twelve months. There is an awareness that low energy levels can be reflective of an overall deterioration in wellness. This links to frequent feelings of fatigue with the possibility of longer-term ill health. As a result, this means that improving energy levels is central to improving both immediate health and for healthy ageing.

From short-term fix to sustained energy boost

When looking for a “quick fix” consumers may turn to products that are high in sugar. These products can also be lacking in nutritional value. This contributes towards the perceptions that “traditional” energy boosting products can conflict with overall wellness goals. In addition, this also contributes to the idea that short term solutions may have unpleasant side-effects. 

To counter consumers’ concerns, brands must provide reassurance that sources of energy are safe and natural. This is an opportunity to create products that provide a clean and sustained energy lift without additives or added sugar.

The need for fragmentation in the energy market

FMCG Gurus research shows that consumers have different metrics for measuring their energy levels and a range of motivations. 

For example, one third of global consumers measure their energy levels by their cognitive function. For consumers experiencing symptoms such as brain fog, energy drinks with ingredients targeted towards improving focus will appeal. 

Prioritizing a back-to-basics approach

Improving sleep health is central to a back-to-basics approach. Many consumers are adopting this approach toward their health over the next twelve months. For the energy market, this means that clean energy products must not be seen to interfere with sleep patterns. The inclusion of ingredients that help to reduce stress and promote feelings of calm, focused energy will be particularly appealing.

A quarter of global consumers have turned to exercise in a bid to improve their sleeping patterns over the next twelve months. As consumers may feel tired when trying to exercise more, there will be an interest in products that can offer a clean and sustained energy boost that facilitates exercise. 

This means that there will be an increase in active nutrition consumers taking a proactive approach to their health, looking for functional clean energy products, for example containing protein, fibre and electrolytes, which support physical activity.

Opportunity for innovation

As consumers continue to make the link between energy and overall health, they will expect the next generation of energy boosting products to offer clean, sustained energy alongside tailored, targeted functional benefits that fit their particular lifestyle and health goals. This is an opportunity for development in the energy market to address legacy issues whilst supporting consumers with their health and well-being goals. 

This article is based on FMCG Gurus - Energy Refocused - The Need for Fragmentation within the Energy-Boosting Market - Trend Report. For more information, please click here.

5 Things You Need to Know About Nutritional Supplements

#1 Consumers seek more than just diet and lifestyle for better health

In today’s fast-paced world, many consumers struggle to get the vital nutrients they need. While convenience is key, it often comes at the cost of nutrition. As a result, feelings of fatigue, stress, and poor well-being are common. To address these issues, many consumers turn to nutritional supplements. In 2024, 36% of global consumers reported taking supplements to enhance their health. These supplements support various functions such as digestion, circulation, and immunity, ultimately improving overall health. The primary reason consumers seek nutritional supplements is to boost their immunity.

#2 Consumers use supplements to address their mental and emotional health

Consumers are increasingly prioritizing their mental health. A significant 93% of people consider emotional well-being as essential as physical health. In response to growing concerns about mental well-being, many individuals are focusing on mental health support. Busy lifestyles often lead to stress and exhaustion, making supplements a quick and easy solution. In 2024, energy levels and sleep quality ranked high on consumers' priority lists. Many are specifically looking for supplements that promote energy. Additionally, there is a demand for products that enhance mental clarity, focus, and stress management.

#3 Sports nutrition supplements are a fast-growing segment

Sports nutrition remains one of the fastest-growing segments in the supplement market. Research from FMCG Gurus shows that over 1 in 5 consumers use nutritional supplements to support their exercise routines, and this trend is increasing. Consumers primarily seek these supplements for energy boosts or to enhance protein intake, which benefits athletic performance. These products help improve strength, endurance, and energy before workouts while also aiding recovery and muscle repair afterward.

#4 Supplements can provide a holistic approach to beauty

More consumers are turning to nutritional supplements to meet their beauty goals. This "beauty from within" trend emphasizes using health and wellness to enhance outward appearance. By using these supplements, individuals aim to improve the health of their skin, hair, and nails. Notably, 29% of consumers who take nutritional supplements do so for skin health. With an increasing focus on "clean beauty" and sustainability, many consumers prefer natural and eco-friendly options rather than solely relying on traditional cosmetics.

#5 Emerging formats of nutritional supplements appeal to consumers

Historically, nutritional supplements have been available primarily in tablets or capsules. However, alternative formats are gaining popularity. Chewable supplements are increasingly appealing, especially for those who struggle with swallowing, such as young children. They also provide a sensory experience that tablets lack. Additionally, "unnoticeable" supplements are on the rise, fitting seamlessly into everyday routines. These include powders that can dissolve in beverages like coffee, allowing consumers to incorporate them without adding complicated steps. For instance, 30% of consumers who take supplements opt for the powder format to improve their health.

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

Hydration Matters: Exploring Consumer Behaviors

Understanding the Connection Between Hydration and Well-being

Many consumers are aware of the critical role hydration plays in maintaining overall health. The understanding that inadequate water intake can lead to serious health issues is widespread. Hydration is linked to improvements in both physical and emotional well-being. These are key aspects of daily wellness that many individuals prioritize. FMCG Gurus' consumer insights highlight that 64% of global consumers recognize the significance of hydration. However, only about 30% report feeling adequately hydrated most or all of the time during an average week. This indicates that many people recognize the need to hydrate—often through beverages. However, they may struggle to do so due to the pressures of personal and professional responsibilities. Insufficient hydration can lead to immediate physical and cognitive effects. This includes fatigue and difficulty concentrating, with potential long-term health implications as well.

Consumer Confidence in Hydration Intake

As consumers look to enhance various facets of their health over the next year, it becomes evident that they aren’t completely content with their current well-being. Key issues they focus on include sleep health (46%), mental wellness (38%), and physical activity (32%). This is largely due to the realization that emotional health is equally vital as physical health. Many consumers feel that high stress levels negatively impact their emotional well-being. They also find it easier to notice the health benefits of dietary and lifestyle changes that yield immediate results. Hydration is seen as integral to improving mood and energy levels throughout the day. It also contributes to better relaxation and sleep quality in the evening—an aspect that brands should promote effectively.

Identifying Barriers to Consistent Hydration

Among consumers who feel they are not sufficiently hydrated, 38% attribute this to not drinking enough water. Several factors can influence hydration, including external circumstances like extreme temperatures or limited access to beverages in certain situations. Nonetheless, many consumers acknowledge that inadequate hydration is often self-imposed. This is a positive realization because it suggests that this issue can be easily addressed. The primary reason cited for not drinking enough water is simply forgetting or neglecting to do so. Brands should cultivate a more aspirational image around hydration to motivate individuals to increase their water intake. This is particularly true as they seek to return to fundamental health principles in pursuit of wellness. Additionally, consumers link excessive alcohol consumption and poor sleep with dehydration. These issues reflect the struggles of daily life but also affect energy levels, mood, cognitive function, and overall health.

Hydration’s Role in Beverage Choices

While it has been established that consumers face various challenges in maintaining hydration, another significant issue is that their beverage choices may not always align with health norms. Approximately 40% of consumers prioritize flavor over hydration when selecting beverages. With an abundance of options available, purchasing habits are increasingly influenced by diverse preferences and needs. Taste and enjoyment remain key motivators, particularly during uncertain times when consumers look for comfort and escapism. However, fulfilling these needs may come at the cost of hydration and overall health. Thus, it is crucial for brands to effectively connect the appeal of hydrating beverages with their taste and sensory enjoyment.

This article is based on FMCG Gurus: Hydration Matters Understanding Consumer Attitudes and Practices - Trend Report 2024. For more information, please click here.

Consumers Reveal Their Top Three Barriers to Weight Loss

Introduction

Over a third of consumers surveyed globally stated that they gained weight over the past year and this is likely to continue into the future. Factors including busy lives, rising prices causing a trade-off between affordability and nutrition, and feelings like stress and anxiety are contributors toward consumers gaining unwanted weight. FMCG Gurus surveyed consumers that are trying to lose weight and found that there are three key challenges faced by these consumers.

Moments of indulgence

According to two thirds of consumers, the biggest barrier to weight loss is the habit of enjoying treats and moments of indulgence. Consumers recognise that they are less attentive to nutritional intake when turning to comfort food and drink. Although consumers understand that over-indulging increases serious health problems in the long term. They also associate healthy eating as being balanced and compromise-free. As a result, brands should encourage consumers to make healthier choices during these indulgent occasions. In addition, brands should counter the perception that better-for-you products lack sensory appeal. Instead, they should highlight that healthy products do not compromise on taste. 

Lack of information around ‘dietary evils’

Consumers are adopting a back-to-basics approach to nutrition. Many plan to eat fresh and healthy food and cut back on sugar intake. However, half of consumers surveyed said they are not fully aware about the sugar content or calorie count of products. They may believe that brands are undermining their efforts to lead a healthier diet by disguising ingredients used in products. This means it is crucial that product information is as clear and transparent as possible.

Difficulty understanding nutritional labeling

Many consumers want to increase their intake of natural and nutritious food and drink. They recognize that there are additional benefits to a healthy weight beyond physical appearance. Almost two fifths of consumers say that they find nutritional labeling difficult to understand because it is complex and confusing. At the same time, in reaction to rising prices consumers are placing greater scrutiny on spending in the health and wellness market. They are placing greater emphasis on whether products are effective and essential. This means that consumers are willing to trade-up if they feel the product offers value for money and that they can understand and trust health claims. 

This article is based on FMCG Gurus: Weight Management Trends - Regional Reports. For more information, please click here.

Metabolic Matters: Navigating Functional Formats and Efficacy

Introduction: Linking Metabolic Health with Well-Being

FMCG Gurus’ consumer insights show that approximately two-thirds of consumers across the globe say they understand metabolic health. These consumers recognize the link with overall well-being and the impact that metabolic health can have on weight and energy levels. 

Despite this awareness, consumers take a reactive approach to improving metabolic health. For example, due to feeling unhealthy or having been told to do so by a doctor. This is in line with the broader trend of consumers moving away from a fear of illness and “health at all costs” to “considered health”. This places greater emphasis on whether products are effective, essential, and good value for money.

Lifestyle Changes

Consumers looking to improve their metabolic health over the next year are most likely to look to exercise more and improve dietary habits. This highlights that consumers are conscious that inactivity and poor diet can lead to weight gain. In turn, this can negatively impact their metabolic health. It also shows that consumers believe that metabolic health can be improved through lifestyle changes rather than seeking support from a healthcare professional.

For consumers looking to improve their dietary habits, 77% said they would drink more water. This highlights the link between hydration and the metabolism. It also mirrors the wider trend of consumers placing greater emphasis on getting the “basics” right in order to maximize wellness.

Functional Formats: Nutritional Supplements & Fortified Drinks

When asked what type of products consumers find appealing within the metabolic health market, half of consumers said that nutritional supplements are the most appealing. This suggests that they feel their diet is lacking in the required nutrients for the metabolism and are looking to top this up with supplements. 

Fortified drinks were the second most appealing product for improving metabolic health, with 46% of consumers interested in these claims. Consumers recognize the link between good hydration and good metabolic health. These products may also be more convenient for consumers seeking on-the-go health products due to time scarcity. 

Appealing to the Audience: Health Claims & Efficacy

Consumers who purchase metabolic health products are influenced by recommendations from healthcare professionals and multiple health benefits on product packaging. The health and wellness industry should look to educate consumers about the broader benefits of these products. In terms of wellbeing and long-term health of everyday food, drink and ingredients that are associated with the metabolism. Multiple health claims are associated with maximum efficacy, convenience, and value. As a result, this also appeals more broadly to consumers who want products that help aid overall health and wellness. In doing so, they hope that their metabolic health improves.

This article is based on FMCG Gurus: Addressing Metabolic Health - Awareness, Insights and Strategies - Global Report 2024. For more information, please click here.

Top Trend 5: Natural Harmony

Introduction

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. 

This article is based on FMCG Gurus: Top Trend 5 – Natural Harmony – Global Report 2024. For more information, please click here.

Cognitive Health: Proactive and Holistic Approaches

Consumers are Aware of the Link Between their Cognitive and Overall Health

Despite a slight decrease compared to 2021 when consumers were more health-conscious due to the pandemic, a significant number of consumers acknowledge the connection between good cognitive health and overall well-being. This indicates that consumers understand the crucial role cognitive health plays in healthy aging. Traits like forgetfulness and difficulty concentrating can be recognized as potential indicators of declining overall health. However, consumers express a lack of contentment with their cognitive health, despite a higher proportion who reported satisfaction two years ago. This dissatisfaction may lead to concerns about long-term health and the ability to maintain an active lifestyle in later years. Worries may stem from various factors they perceive as beyond their control, including hectic schedules, time constraints, and poor dietary choices, all of which can impact cognitive function. 

Consumers are Proactively Addressing their Cognitive Health

Many consumers are adopting a proactive approach to health. FMCG Gurus' consumer insights reveal that 53% of global consumers state they are interested in cognitive health products even when not suffering from specific health problems. This demonstrates widespread consumer interest in enhancing well-being even in the absence of symptoms. This interlinks with the growing curiosity around cognitive health and the demand for products targeting this aspect of wellness.

However, there has been a decline in interest in such products between 2021 and 2023. This shift underscores a more cautious approach to health and wellness spending in the post-pandemic period, marked by economic uncertainties and inflation. Despite this, consumers remain open to purchasing cognitive health products, provided they are perceived as essential, proven effective, and offer good value for money. 

Consumers are Changing Their Dietary Habits

In the past year, consumers have implemented various dietary adjustments to enhance many aspects of their well-being, including their cognitive health. The range of changes made by consumers suggests their dissatisfaction with existing dietary habits and their recognition of the potential long-term health impacts. Overall, consumers are leaning towards the return of back-to-basics nutrition. For example, FMCG Gurus' market research highlights that 61% of global consumers have eaten more fresh fruit and vegetables in the last year to improve their cognitive health. This highlights how over half of consumers are prioritising the consumption of more natural and nutritious foods.

Additionally, consumers are striving to create more structured dietary plans, reducing non-essential consumption occasions like snacking and opting for more nutritious options over convenient but less healthy choices. 

Consumers Often Associate Healthier Products with Higher Prices

As consumers take proactive steps toward their health, they continue to show interest in products promoting cognitive health and actively seek out such items while shopping. This indicates that people believe certain everyday food and beverage products contain nutrients that can support and enhance brain health.

However, there has been a noticeable decline in the proportion of consumers willing to pay a premium for products designed to support cognitive health compared to two years ago. This coincides with increased price inflation. Consumers often associate healthier products with higher prices, leading to concerns about striking a balance between nutrition and affordability. This underscores the importance of brands educating consumers about affordable everyday products that can contribute to maintaining and enhancing cognitive well-being.

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

Soft Drinks: Consumption Habits and Health Approaches

Consumers are Regularly Turning to Cordial, Squash, or Syrups

A trend over the past three years has been the increase in consumers turning to cordial, squash, or syrup. For instance, FMCG Gurus' consumer insights reveal that 54% of global consumers say they drink cordial, squash, or syrups at least weekly. This category, traditionally seen as a more economical alternative to juice, has seen this increase, while there has been no fundamental shift in the overall consumption of juice.

This surge in the preference for a more budget-friendly option aligns with price inflation, prompting individuals to moderate their food and beverage expenses. It suggests that consumers are increasingly turning to cordials for economic reasons. This presents an opportunity for brands in the soft drinks industry to focus on affordable innovation. As a result, this will challenge consumer perceptions and associations with cordials. 

Health Based Beverages are being Consumed Less Frequently

In comparison to three years ago, there has been a decrease in consumers who report regularly turning to health-focused beverages. This is particularly evident in the functional juice and water category. For example, FMCG Gurus' market research highlights a 21% drop in consumers drinking functional juice or water between 2021 and 2024. This shift can be attributed to two primary factors. Firstly, the impact of COVID-19 on purchasing behavior across food and beverage categories has lessened compared to three years prior. Secondly, the association of healthy beverages with premium pricing at a time when individuals are grappling with everyday living expenses. This has led consumers to move away from the mindset of "health at any cost" and towards a more considered approach to wellness.

As a result, consumers continue to purchase health and wellness products, but with less emphasis on spending and a focus on the effectiveness, necessity, and value for money of the products. With price inflation expected to continue influencing consumer purchasing patterns and consumers reducing their consumption of such beverages, it becomes essential for brands in the health and wellness market to ensure that their products align with the key consumer needs in terms of claims, format, and product attributes. 

Perceptions Regarding the Healthiness of Energy Drinks are Shifting

In striving for a well-rounded diet, consumers embrace a balanced approach to health. This involves some choices driven by the goal of managing well-being through indulgence. This approach extends to the beverage sector, where there is no direct link between the perceived unhealthiness of a category and efforts to reduce consumption.

One trend in recent years is the shifting attitudes towards the health aspects of energy drinks. There has been a noticeable drop in the percentage of consumers viewing energy drinks as unhealthy. However, for the first time, respondents were more inclined to label them as healthy. For instance, FMCG Gurus' consumer insights reveal 39% of consumers who say they purchase energy drinks deem them to be healthy, compared to 19% in 2021. This shift indicates that consumers are moving away from perceiving energy drinks as essential pick-me-ups that require moderation due to their immediate energy boost followed by a crash. Instead, energy drinks are now seen as a safe option providing sustained and consistent energy without side effects. This change is driven by fatigued consumers seeking products to support them both physically and cognitively throughout the day. 

Consumers are Conscious of Sugar in the Soft Drinks Market

Consumers continue to prioritize awareness of product ingredients. This is despite a slight decline compared to the pandemic period, attributed to reduced risk aversion and health consciousness. There remains a strong desire to avoid ingredients perceived as detrimental to personal health and the broader environment. Notably, sugar ranks as the top ingredient of concern for consumers. For example, FMCG Gurus' market research highlights that 51% of global consumers are concerned about sugar in beverages. This reflects the heightened attention to sugar content within the beverage industry. In addition, concerns about weight amid uncertain times are leading individuals to seek solace in less healthy food and drink.

Interestingly, there has been an increase in individuals expressing concerns about artificial sweeteners over the past three years. This aligns with the growing emphasis on naturalness claims within the soft drinks market. 

This article is based on FMCG Gurus: Soft Drinks – Global Report 2024. For more information, please click here.

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

Introduction

Around two-thirds of women consider themselves to be in good health, a percentage that has remained consistent over the past two years. This suggests that women generally prioritize proactive health measures and emphasize prevention over treatment.

Additionally, FMCG Gurus’ consumer insights reveal that approximately one-third of women feel that their health has gotten better over the past two years. Although, this proportion has slightly decreased compared to two years ago. While the overall outlook remains positive, this slight decline may indicate a reduced sense of urgency regarding health and well-being post-pandemic. This has been potentially influenced by economic concerns or the fast-paced nature of modern life. Despite this minor decrease in reported improvements, these findings illustrate women's ongoing dedication to wellness practices as they strive to maintain fitness and vitality throughout their lives. This is likely to drive the demand for products that support these efforts. 

Emotional Wellness Remains a Priority for Women

In the upcoming twelve months, women will focus on enhancing different aspects of their well-being. Despite general wellness being the most popular response (suggesting overall good health but room for improvement), FMCG Gurus’ market research shows that there has been a significant increase in the number of women aiming to enhance their stress levels and mental health over the past two years, two interlinked concerns. This trend underscores dissatisfaction among women regarding their emotional well-being, encompassing mood, happiness, and relaxation levels, which directly impact energy and sleep quality.

Women acknowledge that emotional well-being plays a crucial role in healthy aging, highlighting its impact on physical health. Presently, emotional well-being is affected by various factors like economic uncertainties, global tensions, busy lifestyles, and the pressures of maintaining a curated image in the era of constant social media connectivity. These challenges are anticipated to persist in the foreseeable future. 

Women Have Attempted to Improve their Dietary Habits

Women are actively taking steps to enhance their well-being by adjusting their diets and lifestyles. Notably, women are more inclined to make general changes rather than seeking specialized advice. This indicates a belief that some health concerns are self-imposed and can be addressed independently without professional intervention. The most common change reported by women in the last year to boost their health has been in their diets. FMCG Gurus’ consumer insights indicate that 70% of women globally have taken steps to improve their dietary habits in the last year.

Although there has been a decrease in the proportion compared to two years prior. This decline could be attributed to economic factors such as increasing prices, which has raised concerns about the balance between nutrition and affordability. As a result, leading to the perception that healthier foods come at a premium. This makes it harder for women to make substantial dietary changes compared to 2021.

A significant trend is the rise in the percentage of women focusing on improving their sleep health over the past two years. This shift aligns with a growing emphasis on emotional well-being among women and a recognition of the connection between quality sleep and mood. It also indicates a realization among women that some sleep issues may be self-inflicted. This is often linked to behaviors like using digital devices before bedtime rather than worrying about external factors beyond their control.

Women are Taking a Back-to-basic Approach to Nutrition

When asked about their efforts to enhance their dietary habits, women indicated a preference for increasing their consumption of fruits and vegetables. For instance, FMCG Gurus’ market research highlights that 69% of these women increased their intake of fruit and vegetables. This reflects a global inclination towards a return to traditional nutrition amidst escalating costs and health concerns. This trend involves a shift away from functional products commanding premium prices in favor of familiar, natural, nutritious, and affordable options.

Additionally, women expressed a desire to reduce their sugar intake. However, it's important to consider potential disparities between attitudes and behaviors when discussing dietary habits. The awareness of sugar intake is particularly notable given the prevalent concerns about weight gain over the past year. This can be attributed to increased comfort eating and reliance on processed, budget-friendly items due to economic pressures, which can lead to reduced attention to micronutrient intake.

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

Opportunities for Protein Hybrids: Enhancing Nutrition and Appeal

Introduction

The trend of consumers adopting diets that involve avoiding or moderating animal-based products is spreading globally. These individuals look to align their dietary choices with their ethical, environmental, and health goals.

However, many consumers find it challenging to completely give up dairy and meat in the long run. Interestingly, the plant-based market has experienced a slowdown in sales over the past year. This presents an opportunity for brands to explore new possibilities within the plant-based market. By creating innovative products, they can attract late adopters to the market and assist consumers in adhering to alternative, flexitarian dietary plans.

In this blog, we will delve into consumer perceptions, various diet approaches, and the potential for protein hybrids. Examining the environmental concerns surrounding food production, we will explore how protein hybrids have the potential to address environmental issues and contribute to a more sustainable and eco-friendly food system.

What are Protein Hybrids?

Protein hybrids offer a range of advantages, including the ability to elevate nutritional value, facilitate the creation of plant-based alternatives for meat and dairy products, and align with diverse health and wellness trends. Plant proteins extend beyond food and beverages, but also encompass fields such as supplements, pharmaceuticals, agriculture, and biotechnology. Moreover, protein hybrids are gaining popularity due to their multitude of benefits. 

Health and the Environment

Consumer motivations around dietary choices are increasingly driven by health, environmental, and ethical considerations. As people become more aware of the challenges posed by animal agriculture, they are finding plant-based alternatives more appealing due to their perceived ethical and environmental benefits, with particular concerns surrounding dairy products. For instance, FMCG Gurus' consumer insights reveal that 45% of global consumers eat/drink dairy alternative products. Of these consumers, 70% do so because they deem plant-based alternatives as healthier than regular milk products.

Additionally, over half of consumers view plant-based products as more trustworthy in comparison to their traditional counterparts.

Food Shortages are Intensifying

The global food supply is facing the challenge of food scarcity and FMCG Gurus' market research highlights that 43% of global consumers are concerned about food shortages. Meat-based protein hybrids present promising solutions to address these shortages. By enabling increased protein production, these hybrids offer the potential for a more resource-efficient alternative to traditional animal agriculture. This can help alleviate the environmental and resource impact associated with livestock farming, leading to a more sustainable, environmentally conscious, and resilient food system.

Furthermore, meat-based protein hybrids can complement plant-based diets by providing a balanced intake of essential amino acids and nutrients. This ensures that consumers can meet their daily dietary requirements while minimizing the reliance on traditional animal-derived products.

Consumer Attitudes Toward Protein Hybrids

Protein hybrids have the potential to make the shift to plant-based alternatives more appealing for individuals who follow meat-based diets. For those who find it difficult to completely give up animal products, protein hybrids provide an opportunity for imitation. For instance, FMCG Gurus' consumer insights reveal that 58% of global consumers found the idea of protein hybrid products appealing or very appealing. Of these consumers, 44% said this appeal is because they struggle to give up animal-based products completely. This allows consumers to continue enjoying the familiar taste and nutritional qualities of certain products while incorporating plant-based and alternative ingredients.

By incorporating protein hybrids into their diets, individuals can make the transition to different dietary choices more manageable, especially for those who have specific preferences or habits related to animal-based products.

Additionally, protein hybrids offer the advantage of being more environmentally friendly. In fact, more than a third of consumers perceive them as such. This further emphasizes the potential benefits of protein hybrids in terms of sustainability. 

This article is based on FMCG Gurus: Opportunities and Challenges around Protein Hybrids – Global Report 2023. For more information, please click here.

Health and Wellness Trends in the Bakery Market

Introduction

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.

This article is based on FMCG Gurus: Health & Wellness Trends in the Bakery Market – Global Report – 2023. 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.

Joint and Bone Health: Consumer Attitudes in 2022

Joint and Bone Health Concerns

In recent years, consumers are increasingly aware of how joint and bone health can have an impact on overall health, with 64% of global consumers recognizing this link. Consumers understand how joint and bone health can impact other areas of well-being, such as mobility. Despite this, only 5% of consumers state that their joint and bone health is their main health concern. This suggests that other health issues are taking priority for most consumers across the globe.

FMCG Gurus consumer insights found that over half of global consumers are satisfied with their current joint and bone health. Instead, many consumers are turning to joint and bone health products and looking to improve this area of their health before they are suffering from any symptoms. This reflects how many consumers have adopted a proactive approach to their health and wellbeing, making changes to their lifestyles and diets to prevent future health issues and boost their immunity.

For those consumers that are looking to address symptoms, the main problems that they suffer from includes neck pain, shoulder pain, and ankle pain. There are multiple factors that could contribute to these problems such as poor dietary habits, an ageing society, and a lack of exercise. Consumers state that these problems can limit their ability to relax and unwind due to pain, and that they want to address these problems to improve their health as they age and increase their mobility in both the short term and the long term.

Dietary Changes

One of the areas that consumers are addressing in order to improve their joint and bone health is their diet. As consumer attitudes towards their health have changed in the last few years as a result of the pandemic, more people are conscious of how changing their diet can impact their overall wellness and improve areas of health. This is true in the case of joint and bone health; consumers look for products that can improve symptoms or promote healthy joints and prevent future problems from occurring.

Food and Drink Products

When asked what kind of food and drink products consumers turn to in order to boost their health, 89% of consumers stated that they turn to fruit and vegetables. These products are natural foods that are known and trusted to provide health benefits and can be easily included in a daily diet. Additionally, as consumers put more research into what products and ingredients can benefit specific areas of health, consumers have looked to consume more food and drink products that are high in protein. There is somewhat of a health halo surrounding protein and therefore many consumers look to maximize their intake of the ingredient. Protein is known for its ability to build and repair tissue and improve strength, consumers will turn to these products to improve symptoms of joint and bone pain and ensure that they do not develop future problems. It is important that brands promote products high in protein whilst educating consumers about the ingredients and how it can benefit them. Calcium is another ingredient that consumers may find desirable when looking to improve their joint and bone health. This is reflected in the number of consumers that turn to products such as milk, yogurt, and other dairy products to aid their joint and bone health.

FMCG Gurus consumer insights found that 61% of global consumers are likely or very likely to find products positioned around improving bone and joint health appealing and 46% would be willing to pay a premium for these products. This highlights that a large proportion of consumers are seeking products that will address their joint and bone health as they recognize how this can improve overall health and wellbeing. To encourage these consumers to pay a premium price, brands should ensure that any health claims they make are evidence-led and accurate. Consumers should feel like they are getting good value for money, especially in a time of decreased financial confidence.

Lifestyle Changes

As consumers approach their health holistically, they are looking to address multiple aspects of their lifestyle alongside making changes to their diet in order to improve their joint and bone health. Even when not yet suffering from any symptoms, consumers are adopting a proactive approach and making these changes in order to protect themselves against future potential joint and health problems.

FMCG Gurus consumer research found that 39% of global consumers state that they have increased the amount they exercise in order to improve their bone and joint health. Many consumers recognize that lack of exercise can contribute to joint problems and joint pain and by exercising more, they could improve these symptoms and increase mobility. Additionally, some consumers found that they put on weight during the pandemic. They also understand that excess weight can put a strain on joints and bones, and they have increased exercise to lose this additional weight.

Another way that consumers have made changes to their lifestyle to improve joint and bone health is by addressing their sleeping habits. 38% of global consumers state that they have looked to get more sleep, to improve their bone and joint health. Consumers recognize how different aspects of health impact other areas. Improving sleep health can result in increased energy, more motivation to exercise, and a well-rested body that is able to fight any health issues more effectively.

This article is based on FMCG Gurus: Healthy Ageing Series: Joint and Bone Health in 2022.