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.
Consumers are Displaying Differing Attitudes to their Health
A common question within the industry is about the lasting effects of the pandemic and its impact on consumer behavior regarding wellness. As individuals reevaluated their diets and lifestyles with a new sense of urgency, it sparked discussions about whether the pandemic fundamentally altered consumer behavior. There has been a significant focus on proactive health in recent years. This has included people seeking to minimize their susceptibility to disease.
However, the reality is that the pandemic's influence on attitudes and behaviors toward health and wellness appears to be mostly short-term. From 2020 to 2024, there has been little change in the percentage of those who consider their health as good or excellent. Meanwhile, opinions on whether health has recently improved or worsened have become more polarized. Ultimately, the lack of substantial change in perceptions of healthiness suggests that the pandemic's impact was short-term.
It's Crucial to Acknowledge that Attitudes Toward Health are now Less Influenced by Fear of Illness
In 2024, a noticeable shift in attitudes toward health and wellness is that consumers are allocating less attention to the topic compared to previous years. This shift doesn't indicate a lack of concern for their well-being. Instead, it reflects a change in focus driven by daily news that no longer emphasizes infection and mortality rates. Now consumers are preoccupied with other pressing concerns. This includes living costs, threats of war, and migration, making health a less central issue for them.
Additionally, when assessing their health, consumers are placing more emphasis on immediate health issues rather than long-term concerns. They are evaluating their well-being based on how they feel and what they see in the mirror. As a result, emotional wellness has now taken precedence over aspects like digestive health and immunity. Yet many consumers feel that there has been no improvement in these areas in recent years. This shift reflects consumers' focus on day-to-day survival in an uncertain era.
Consumers are Adopting New Methods of Researching into their Health and Nutrition
While consumers have typically viewed themselves as proactive rather than reactive in terms of maintaining and enhancing their health, this sense of proactivity has notably decreased during the pandemic. This shift is evident in the reduced extent to which consumers engage in research on health, nutrition, and ingredients. Overall, the level of research conducted by consumers in these areas has declined. There is a greater number now indicating that they research these topics "some of the time" rather than "all of the time". This shift suggests that instead of prioritizing prevention over cure and overall wellness maximization, consumers are more inclined to research health-related issues when they feel they have a specific health concern or are aware of a potential problem emerging. Consequently, when seeking products to address any symptoms they may be experiencing, consumers will place greater emphasis on evaluating the effectiveness of these products.
Nutrition Genetic Testing is Appealing to Over Half of Consumers
Although awareness of nutrition genetic testing has decreased in recent years, the proportion of consumers finding the concept appealing, when given a definition, has remained consistent. Furthermore, among those who find the concept appealing, there has been a rise in the proportion expressing willingness to use it. This indicates a positive trend, suggesting that the appeal and willingness observed in 2020 were not simply a reactive response to the pandemic. This instead reflects consumers' growing openness to personalized and customized solutions due to their perceived greater effectiveness. Around half of all consumers find nutrition genetic testing appealing, and of those, three-quarters are open to using it. This suggests that approximately one in four individuals are currently open to the idea of utilizing nutrition genetic testing. This indicates an opportunity for the potential of widespread appeal rather than being limited to a niche market.
On a global scale, a significant number of beverage choices are driven by habits, as consumers select specific drinks based on their needs. It's not surprising that certain product categories have maintained a consistent proportion of regular consumers over time. However, there has been a noticeable increase in consumers turning to cordial, squash, and syrups weekly in recent years. FMCG Gurus’ consumer insights reveal that 53% of global consumers said they drink cordial, squash, and syrups either daily or weekly in 2024. This has increased by 12% since 2021. This rise in cordial consumption can be linked to people seeking more cost-effective options. This is due to increasing prices, especially in product categories they regularly purchase from. On the other hand, there has been a decline in the number of people consuming chilled juice weekly, likely due to its premium pricing.
During a Period of Financial Uncertainty, Consumers are Spending in the Health and Wellness Market more Sparsely
When assessing beverages with health benefits, there has been a decline in individuals regularly consuming these products compared to 2021. For instance, FMCG Gurus’ market research highlights that in the protein drink category, 26% of consumers drink this beverage daily or weekly. This shows an 11% decrease in consumers purchasing protein drinks daily or weekly since 2021. This decrease is particularly pronounced in the isotonic drinks category. While consumers remain proactive about their health, a reduced concern about illness, coupled with escalating prices, has led to a shift from an unwavering focus on health to a more thoughtful approach. This implies that consumers are still interested in health and wellness products but are using them less frequently. Additionally, it is possible that they are more discerning about their effectiveness, necessity, and value, especially for products with higher price points.
When Checking Nutritional Labels, Consumers are more Likely to Look at Negative Dietary Ingredients
When choosing beverages, many consumers review the nutritional details on the packaging, a percentage that has remained consistent over the past two years. The inclination to inspect labels varies depending on the beverage category. Generally, consumers are more inclined to review information for negative dietary aspects rather than ingredients associated with health benefits. Sugar is the most commonly checked ingredient. While the sugar content does not necessarily deter individuals from purchasing, particularly for occasions of indulgence, it does underscore how people are mindful of the sugar content in soft drinks. Additionally, the association with health issues such as obesity is clear. This has been influenced by heightened attention to the topic over the past few decades.
Recognizable, Streamlined, and Natural Ingredients are Appealing to Many Consumers
The current challenges posed by the cost-of-living crisis have affected consumers' financial stability. However, it is vital to recognize that individuals prioritize value perceptions over affordability when selecting soft drinks. Furthermore, consumers are still willing to upgrade to products they perceive as high quality. This is particularly clear when seeking moments of affordable indulgence to escape and compensate for reduced expenditures in other areas. This underscores the importance of emphasizing innovation rather than solely focusing on offering the lowest price in new product developments. Encouragingly, pushing the boundaries of premium within economy segments can prompt consumers to reconsider their perspectives. On a global scale, consumers highlight that 100% natural production methods greatly influence their view of premium quality. This indicates a desire for assurance that products are meticulously crafted with a focus on natural ingredients, associated with healthiness, sustainability, and superior quality.
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.
Despite the growing emphasis on changing dietary patterns, a
significant proportion of consumers continue to incorporate dairy products into
their diets. This particularly applies to those following a flexitarian
approach who show less reluctance to avoid dairy compared to meat. Furthermore,
consumers view dairy as a contributor to an overall balanced diet due to its
association with essential nutrients such as protein, calcium, and various
vitamins and minerals.
While the consumption of fresh milk has decreased over the past few decades, with many opting for alternative functional beverages, it remains a staple ingredient in hot drinks. Although the plant-based milk sector has seen substantial growth, it still remains behind the dairy market, with many consumers willing to switch between dairy and plant-based options based on the occasion. Additionally, dairy products, such as yogurt, are popular choices for snacking, with many individuals regarding them as a better-for-you, guilt-free alternative to items like chocolate and confectionery.
Consumers are Cutting Back on Non-Essentials
Overall, consumers say that their dairy consumption habits
have remained consistent over the past few years, emphasizing the significance
of dairy in their diets and indicating a reluctance to decrease consumption due
to health or financial considerations, particularly amidst rising prices.
The exception to this pattern can be seen through the
decline in consumption of ice cream. For instance, FMCG Gurus’ consumer
insights indicate that where nearly three in ten consumers express a desire to
reduce their intake, reflecting a trend of cutting back on indulgent and
perceived non-essential, less healthy products during times of financial
uncertainty, although the ability to do so may not fully align with attitudes.
While some consumers are increasing their consumption of soy and fresh milk in pursuit of healthier and more sustainable options, a notable portion has actively sought to reduce their intake, signaling more challenging conditions for the plant-based market compared to a few years ago.
Consumers are Likely to Check Nutritional Labeling in ‘Better-For-You’ Product Categories
Consumers show an interest in nutritional information when choosing
dairy products, with ingredient integrity significantly influencing their
perceptions of value as they navigate through altering purchasing habits to
manage escalating prices while aiming to minimize sacrifices.
Notably, consumers are most inclined to check nutritional labels when purchasing fresh milk products. For example, FMCG Gurus’ market research reveals that 64% of consumers who purchase such products say they regularly check nutritional labeling in the fresh milk category. This underscores a widespread focus on nutritional content in categories perceived as healthier while showing less attention in categories linked to indulgence. Furthermore, within the milk category, consumers are inclined to check nutritional labels to assess product freshness, particularly for perishable items. This highlights the need for product information to be easily accessible and transparent, enabling consumers to make more informed decisions about a product's nutritional profile within seconds.
Purity and Freshness Come Hand in Hand
Perceptions of quality, safety, and value within the dairy
industry are significantly influenced by freshness, reflecting consumers' more attentive
approach to spending and their heightened scrutiny regarding the best value for
their money. Freshness is commonly associated with naturalness and products
free from additives, concepts that have witnessed a notable increase in
consumer recognition between 2021 and 2023. For instance, FMCG Gurus’ consumer
insights show that 71% of consumers felt that natural claims shaped perceptions
of whether a product is genuinely fresh in 2023. In comparison, only 43% of global
consumers felt this way in 2021.
This shift post-pandemic suggests a decreased emphasis on product story and origin, with consumers prioritizing health and purity over concerns about supply chains. It underscores a consumer preference for authentic ingredients that are perceived as beneficial for overall well-being and the environment.
Consumers are increasingly aware of the link between good cognitive health and overall well-being. Many individuals express dissatisfaction with their cognitive health and recognize that their diets and lifestyles can impact their cognitive wellness. In addition, consumers are mindful of broader issues such as stress and poor sleep habits and its significance on healthy aging. Consumers also show a preference for cognitive health claims on various food, beverage, and supplement items. Many consumers feel that multiple health claims on products contribute to maximizing effectiveness, convenience, and value. Brands must provide evidence to support such claims to elevate the value of these products.
Cognitive Health Problems
Many consumers are aware of the connection between good cognitive health and overall well-being. Many of these individuals encounter various cognitive-related issues. These issues include problems with energy levels, mood, task performance, and general wellness. On a global scale, consumers are prone to reporting difficulties with sleep and feelings of fatigue and exhaustion. These two areas are intertwined, as individuals face daily pressures and stress that can hinder their ability to unwind, relax, and maintain healthy sleep patterns. For instance, 37% of global consumers say they sometimes have difficulty sleeping, while 15% state this occurs most of the time. It is important to note that inadequate sleep hygiene directly influences mood and energy levels and can cause feelings of stress.
Proactive Health and Motivations
When asked about their motivation to enhance cognitive health, 48% of global consumers
express a desire to enhance their overall quality of life. Over time, consumers
may associate characteristics such as forgetfulness, blurred vision, and difficulty
concentrating as indicators of declining overall health. As individuals strive
to maintain health as long as possible, they acknowledge the significance of
feeling alert, sharp, and focused. Furthermore, a significant number of
consumers state that they have either consulted medical professionals regarding
their cognitive health or believe they are encountering issues, highlighting
widespread dissatisfaction with cognitive well-being.
FMCG Gurus surveyed consumers interested in proactively
maintaining cognitive health. Our findings revealed that a majority of these consumers
are inclined towards general lifestyle adjustments rather than seeking
professional medical advice. For instance, FMCG Gurus’ consumer insights reveal that 28% of global consumers
who are taking a proactive approach to their cognitive health have reduced
their alcohol intake. This suggests that consumers believe certain health
issues are self-inflicted due to their lifestyles.
On a global scale, individuals focusing on cognitive wellness expressed intentions to reduce alcohol consumption and increase their intake of nutritional supplements. This highlights consumers' desire to enhance their diets and steer clear of products they perceive as detrimental to their health.
Sources of Information
As consumers prioritize their cognitive health, they are
actively seeking information from various sources to enhance their well-being. FMCG
Gurus’ consumer insights reveal that 70% of global consumers find doctors the most influential sources
for information about brain health. This suggests that consumers are inclined
to seek guidance from healthcare professionals.
Despite this positive trend, the food and drink industry must also consider the widespread popularity of online articles and the associated risks. While many online sources are credible, there is a potential for misdiagnosis and the promotion of suboptimal diet and lifestyle plans.
Consumers have become increasingly conscious about their sugar intake. This is due to a widespread recognition of the impact that excessive sugar intake has on one’s health. With the stress and worry brought about by modern-day living, comfort eating will be on the rise. While consumers will be seeking moments of escapism from more indulgent foods, they will likely become conscious of their sugar intake. As a result, consumers will be making attempts to moderate their intake of sugar over the next year.
Brands must meet the demand for indulgent products, with better-for-you alternatives. This will enable consumers to seek conveniently nutritious products. It must be noted that these products should not compromise on sensory appeal, as this is a key product attribute among consumers. In addition, brands must make product labeling clear and concise. This will avoid confusion and the perception that such labeling is disguising hidden sugar.
Consumer Attitudes & Purchasing Behaviors
Sugar is recognized as the number one dietary evil among global consumers. Our findings highlight that consumers are aware of the link between excessive sugar intake and increasing rates of obesity and diabetes. For instance, FMCG Gurus’ consumer insights reveal that 76% of global consumers believe sugar is the cause of obesity.
Additionally, consumer attitudes toward sugar have altered in the last couple of years, with 34% of global consumers stating this. The reason for this could be the influence that the pandemic had on consumers' approaches to health. Due to this, many consumers became increasingly attentive to the ingredient listings on the products they consume. A number of consumers are attempting to improve their dietary habits with more streamlined, health-boosting ingredients.
Labeling & High Sugar Content
A significant proportion of consumers are sometimes skeptical of the practices and policies of brands. This can be attributed to the health-washing and greenwashing scandals that have come to light in recent years. FMCG Gurus’ market research reveals that 42% of global consumers say they are concerned and 22% are very concerned about hidden sugars in food and drink. This could be due to widespread confusion around sugar content labeling, with many consumers who deem labeling difficult to understand.
Rising prices are causing consumers to seek products that they deem good value for money. Due to this, brands must keep nutritional labeling simple and transparent. This will enhance both trust and value for such products, and allow the process of checking ingredient lists to be quick and easy.
Natural Sweeteners
On a global scale, 37% of consumers say they deem natural sweeteners to be healthy alternatives to sugar. This figure was almost identical to the figure two years earlier. This highlights the association with natural ingredients being cleaner and better for you.
However, it should be noted that even if people deem natural sweeteners better for you, it is not to say that they will seek out these products. For instance, FMCG Gurus’ consumer insights reveal that only 8% of global consumers seek out products that contain natural sweeteners all of the time, and 20% some of the time. This could be linked with consumer perceptions around natural products being more expensive, and perhaps not having the same sensory appeal as other sweeteners.
These findings indicate that many consumers are unwilling to trade-off between taste and wellness. As a result, brands must ensure that natural sweeteners are positioned as being good value for money, aligning with price sensitivity. Also, it is crucial that the brands place greater emphasis on the sensory appeal of natural sweeteners, and do not overcompensate on health credentials. This is because consumers may feel as though taste is being compromised for health.
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.
In the beverage industry, coffee trends have seen a rise in unique flavors and blends. There is an increased demand for specialty and artisanal coffees, as consumers are becoming more interested in the origin and quality of their coffee. Sustainability is also playing a big role, with consumers seeking out brands that prioritize ethical sourcing and environmentally friendly practices. Additionally, ready-to-drink coffee products have become increasingly popular, offering convenience and on-the-go options. Coffee innovations such as cold brew and iced coffee are also gaining traction.
Coffee Consumption
Drinking coffee is a daily occurrence for a large proportion of consumers. For instance, FMCG Gurus’ consumer insights reveal that 47% of global consumers drink hot coffee daily. In comparison, only 5% of global consumers drink specialty coffee daily, such as a latte or americano. This highlights how specialty coffees are seen as more of a treat rather than a daily necessity. It is important to note that of hot coffee drinkers, a majority purchase coffee in the supermarket. This suggests that regular coffee drinkers pick up coffee as part of their food shop, as opposed to those who consume specialty coffees as a treat or when they are on the go outside of the home.
Speciality Coffee
Coffee
consumption has been steadily growing as more people appreciate the rich
flavors and unique profiles of specialty coffees. The demand for premium and
artisanal coffee is driving innovation in the industry, with companies offering
unique blends and limited-edition releases.
However, it is important to consider the impact of rising costs on the specialty coffee market. FMCG Gurus’ market research has revealed that 77% of global consumers are looking to reduce spending in coffee shops and cafes over the next month. This highlights the impact of the cost of living crisis on out-of-home purchases. To respond to this, brands in the coffee market should offer premium at-home coffees during this recessionary period.
Sustainability
Sustainability and ethical practices in the coffee market are becoming increasingly important. Consumers are looking for brands that prioritize ethical sourcing, fair trade practices, and environmental conservation. Many companies are implementing initiatives to support farmers, promote biodiversity, and reduce their carbon footprint. FMCG Gurus’ consumer insights reveal that 70% of global consumers look for environmentally friendly claims in hot coffee. Additionally, 47% of global consumers seek fair-trade certified claims in hot coffee. This highlights that a significant proportion of consumers are placing a greater emphasis on the environmental and social impact of their coffee choices.
As a result, coffee brands are increasingly focusing on ethical sourcing practices, fair trade certifications, and supporting local coffee farmers. Additionally, there is a growing trend towards eco-friendly packaging and promoting recycling initiatives. Our findings reveal that 41% of consumers seek out hot coffee with recyclable packaging. As a result, the coffee market must continue to work towards more sustainable initiatives to meet the evolving demands and values of environmentally-conscious consumers.
Sugar Content
With a greater
focus on long-term health, consumers are seeking out healthier alternatives and
reducing their sugar intake. FMCG Gurus’ market research shows of the consumers
who check nutritional labeling on coffee, 60% check for sugar content. In
response to this demand, coffee brands must offer low-sugar or sugar-free
options, as well as natural sweeteners or flavored syrups with reduced sugar
content. This allows consumers to personalize their coffee experience while also
aligning with their health-conscious choices.
However, it is important to note that taste and sensory appeal is a priority for many consumers when it comes to coffee, so brands must make sure they do not overpromote health and compromise on taste.
Milk trends have evolved to meet changing consumer preferences and health-conscious lifestyles. Since the COVID-19 pandemic, a large proportion of consumers have become more attentive to their health and wellness. As a result, many consumers adopted more mindful shopping habits, with a focus on ingredient lists and nutritional labeling. This approach has led to a growing demand for consumers following vegan or plant-based diets. For instance, dairy-free alternatives such as almond milk, soy milk, and oat milk have become more popular in recent years. FMCG Gurus’ consumer insights reveal that 30% of global respondents consume oat milk on a daily or weekly basis.
While these kinds of milk are on the rise, it is important to note that fresh milk still stands as the most popular type of milk. Despite this, some consumers are taking a proactive approach to their health and sustainability by seeking out more organic and natural milk.
Dairy and Plant-Based Milk Alternatives
Plant-based milk alternatives are gaining popularity in the milk
industry. For example, FMCG Gurus’ market research highlights a 9-12% increase in
consumers drinking plant-based alternative milk at least weekly since 2017.
Almond milk has seen the highest increase since 2017. This illustrates a
growing proportion of consumers who are following a diet that involves an
avoidance or moderation of animal products. Many consumers are opting for these options due to health,
environmental, and ethical concerns.
However, our findings show that fresh milk has seen a 29% increase since 2017. This demonstrates that fresh milk dominates the milk market. It is important to highlight that the increased consumption of fresh milk may have been influenced by people staying at home in 2021 due to the pandemic. As a result, people will have been eating breakfast cereal more frequently, as well as scratch cooking and baking. In addition, dairy milk has been a traditional staple for many years, due to its taste, nutritional value, and familiarity to consumers.
Ensure Naturalness
With more emphasis on health and ingredients, consumers deem
authenticity and naturalness important product attributes in the milk market.
For instance, FMCG Gurus’ consumer insights demonstrate 74% of global consumers
find purity claims important in the fresh milk category. This illustrates that
consumers are avoiding and moderating ingredients deemed unnatural or
artificial. These kinds of ingredients are associated with being detrimental to
health and the environment. As a result, brands in the milk market should
position products around clean labels and provide streamlined ingredient lists
to enhance notions of naturalness.
In addition, naturalness is associated with higher quality and premium. This is particularly important during today’s cost of living crisis in which consumers are seeking out products they deem good value for money.
Promote Nutritional Labeling and Functional Ingredients
Nutritional labeling and functional ingredients have captured the
attention of many consumers in recent years. FMCG Gurus’ market research
reveals that 62% of global consumers check the nutritional labeling of Kefir or
probiotic milk most or all of the time. This illustrates a focus on the
functional, health-boosting benefits of milk. Some of the benefits of Kefir
milk include improving cholesterol, blood sugar control, and gut health. Our
findings demonstrate an increased demand for ‘good for you’ products to aid
consumers’ long-term health and wellness.
Moreover, consumers prioritize checking for sugar and protein content when checking nutritional labeling. Our consumer insights highlight of consumers who check for nutritional labeling in the oat milk category, 65% check for sugar content, followed by 64% who look for protein content. This demonstrates how consumers are moderating their sugar intake to avoid health complications. Also, protein is a priority for consumers in the oat milk category. This suggests that consumers are increasing their intake of protein in their diet, due to nutritional benefits. As a result, brands should promote functional ingredients and nutritional value in milk products, without compromising on taste and sensory appeal.
With an increased focus on health and wellness, consumer attitudes toward bakery products have shifted. As a result, many consumers are actively seeking healthier alternatives and becoming more attentive to the nutritional content of bakery products. Because of this, there is a growing demand for gluten-free, organic, and low-sugar bakery products. A large proportion of consumers are looking for bakery products that offer a convenient health boost.
Freshness and quality are also important factors influencing consumer attitudes toward bakery products. Consumers are likely to prioritize bakery products that contain natural, fresh, and authentic ingredients. This is particularly important in today’s cost-of-living crisis as consumers are seeking out products they deem good quality and therefore good value for money.
The Importance of Nutritional Labeling
Consumers have become more attentive to the content and ingredients in baked products. Sugar, additives, and preservatives are perceived as ‘bad’ and unhealthy ingredients that consumers are moderating and avoiding in their diets. For instance, FMCG Gurus’ consumer insights revealed of UK consumers who check nutritional labeling, 75% check for sugar content, and 50% check for health claims. This highlights that consumers are actively wanting to reduce their intake of dietary evils and increase their intake of ingredients that are better for them.
Additionally, a significant proportion of consumers find functional ingredients appealing in bakery products. Some of the most sought-after ingredient claims include high in fiber (55%) and high in protein (50%). This illustrates that consumers want a convenient health boost from bakery produce, with digestive health a top priority for many consumers. Consumers want to see a focus on boosting health whilst ensuring they receive maximum value for money.
Moreover, consumers are interested in whole grains and ancient grains in bakery products. These ingredients are deemed healthier than white bread due to their functional ingredients such as fiber. This demonstrates that brands must offer functional and better for you bakery products.
Quality in a Cost-of-Living Crisis
Despite bakery items traditionally being associated with indulgence and being less healthy, consumers are attentive to health claims on bakery products. This means consumers are seeking bakery products that have natural and authentic ingredients. For example, FMCG Gurus’ market research indicates 63% of UK consumers deem bakery products with natural ingredients as higher quality or more premium. Our findings demonstrate that consumers want products that are real and authentic because these ingredients are deemed better for them and the wider environment.
Importantly, consumers still enjoy moments of indulgence in their snacking routines but do not want to feel guilty afterward. Equally, taste is an important product attribute to consumers and brands must ensure taste is not compromised through the overemphasis of health claims. Due to this, brands should ensure sensory appeal and natural ingredients in bakery products. As a result, consumers in the UK will be likely to deem products premium and good value for money. This is especially important during today’s cost-of-living crisis.
Sustainability Claims
Consumers are seeking ways to be more environmentally friendly. Environmental and sustainable claims are important as they help consumers be proactive in their dietary and shopping habits. FMCG Gurus’ consumer insights show 67% of UK consumers find sustainability claims and pledges important in bakery products. The most appealing claims are environmentally friendly and reduced carbon footprint. This highlights an awareness among consumers regarding how food supply chains are being impacted by the climate crisis and carbon emissions. At the same time, they also realize that food production and agriculture are one of the leading causes of emissions. As a result, new and innovative farming methods which eliminate carbon footprint will be appealing to consumers.
In recent years, consumers have become more attentive to the production processes behind the products they purchase. This is due to concerns regarding both the wider environment and consumers’ health and wellness. For instance, FMCG Gurus consumer insights highlight that 69% of global consumers say it is important for food and drink to be 100% natural. When asked why, the reasons ranged from clean label products being deemed better for them, more environmentally friendly, better quality, and more. This indicates that naturalness is associated with being beneficial in multiple ways and will shape perceptions of value around food and drink products. These product benefits are particularly important during today’s recessionary environment, in which consumers are seeking out food and drink products that they consider as being better value for money.
Engage in Story-telling
Clean label refers to consumers seeking out natural food and drink products. In doing so, consumers want complete transparency about the production processes and supply chains of food and drink, so that they can understand how products have been sourced and formulated. This gives consumers the opportunity to make more informed shopping decisions by choosing products that have natural claims. Importantly, the phrase clean label is more of an industry-led term rather than a consumer-driven term. For this reason, only 44% of global consumers have heard of the phrase clean label, which indicates a slight knowledge gap around this term.
Despite this, 66% of global consumers find it important that
food and drink products are healthy and nutritious. In addition, consumers have
expressed the importance of products having additional health benefits and free
from artificial ingredients. This indicates that although some consumers are
not aware of the meaning of clean label, a large proportion of consumers want
to understand the story behind food and drink products, so that they can shop
responsibly and know more about the naturalness of the products they buy.
This highlights an opportunity for brands to communicate and engage with consumers through product story-telling. By adopting this transparent approach, brands can tell the story of exactly how products have been developed and show green and clean credentials across supply chains. This method of story-telling will allow brands to market and promote their products as authentic, enhance brand identity and provide reassurance for proactive consumers.
Introduce Smart Production
Due to the importance of green and clean food and drink
products, brands must be looking for smarter initiatives and strategies to
ensure a more natural production process. One method of smart production is
regenerative farming. This technique is seen as both better for the environment
and the individual, which is a win-win for consumers.
Regenerative farming is a method of farming that makes sure soil, water, land, and natural resources are protected, as well as minimising carbon emissions. FMCG Gurus consumer insights highlight that this method of smart production is popular among consumers. For instance, 80% of global consumers have expressed that they would trust a company more if they were participating in regenerative farming and agriculture. The reasons for this were due to this process being better for the environment, health, and animal welfare. As this method aligns with being better for the environment and health, brands should be doing more to get involved in regenerative farming and transparently communicate credentials to enhance perceptions of value.
Maximum Simplicity
As more brands are using clean labels, consumer skepticism is growing. Over the last two years, consumers have become more skeptical around nutritional labeling and claims. FMCG Gurus market research reveals that 71% of global consumers believe nutritional labeling could be made simpler. This demonstrates that a significant number of consumers deem labels and ingredient lists on packaging confusing and complex. Some consumers feel that brands do this to disguise certain artificial ingredients. As a result, consumers look for simple, clear, and refined ingredient lists and claims which are backed up with clinically proven evidence to avoid greenwashing.
Brands should respond to skepticism by continuously looking
for ways to make their production processes and nutritional labeling
transparent, clear and simple for consumers to easily navigate when seeking out
clean label food and drink. This will establish maximum levels of consumer
trust for brands that do this.
In addition, if labels and ingredient lists are more stream-lined, this will build value around products, as consumers deem fewer, more familiar ingredients are better for you. However, during a time of reduced financial stability, a lack of trust, and rising prices, brands should be looking for ways to re-formulate their strategies to ensure products are good value for money.
