Proactive Consumer

Delving into the Habits and Priorities of Performance Nutrition Consumers

Introduction

Representing less than 10% of the general population, performance nutrition consumers are individuals dedicated to intense workout routines and enhancing their physical fitness levels. Their dedication to strenuous exercise significantly shapes their purchasing decisions in the sports nutrition market, setting them apart from more casual users. These consumers prioritize effectiveness, carefully evaluating ingredient types, dosages, and quality to ensure they acquire the most suitable products for their demanding workouts.

Health goals of performance nutrition consumers

While performance nutrition consumers perceive themselves as healthy or very healthy, they aspire to improve various aspects of their wellness in the upcoming year regardless of their current fitness levels. Setting themselves apart from those focusing on health out of dissatisfaction, these consumers aim to elevate their levels of happiness, aligning with the wider societal experience of stress and low mood. Subsequently, they place significance on enhancing digestive health and cognitive function, recognizing the impact on their long-term quality of life and immediate athletic performance.

The importance of protecting muscles for performance nutrition consumers

FMCG Gurus' consumer insights reveal that 38% of global performance consumers say they suffer from muscle sprain problems specifically related to their workout routine. Engaging in rigorous daily workout routines makes performance nutrition consumers susceptible to exercise-related injuries. With nine out of ten acknowledging the likelihood of encountering such issues, they prioritize injury prevention to sustain their physical activity in the long run. Commonly sustained injuries include muscle sprains and knee injuries, prompting them to seek out sports nutrition products that claim to reduce the risk of such occurrences.

Enhanced awareness of functional ingredients among performance nutrition consumers

In comparison to the general population, performance nutrition consumers show a prominent level of knowledge regarding ingredients in the sports nutrition market. For instance, FMCG Gurus’ market research highlights that 69% of global performance nutrition consumers say they regularly research about different ingredients.

This elevated awareness stems from their dedication to health and proactive research practices. Furthermore, their enjoyment in exploring new products and ingredients signifies a willingness to invest time in this pursuit rather than viewing it as a necessity. Consistent awareness of various ingredients over the past three years highlights a genuine interest that is not influenced by external factors like the pandemic. Their comprehensive understanding leads them to thoroughly examine the quality and quantity of ingredients when selecting sports nutrition products, ensuring they are devoid of ingredients that could compromise their workout routines and performance. 

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

Trend 8 - For Today, Better Tomorrow

Many consumers are taking proactive steps in addressing multiple aspects of their health

Consumers are actively prioritizing their health and focusing on prevention rather than cure. They aim to improve their overall well-being, recognizing the importance of cognitive and emotional wellness alongside physical health for healthy aging. The emphasis on holistic health is evident, with sleep health and immunity being the primary focus for individuals in 2024. This shift is expected to drive the demand for functional products that offer health benefits beyond basic nutrition. Consumers will look for products with diverse health claims. This is because they perceive them to be highly effective, convenient, and valuable. This is particularly true as they become more deliberate in their spending on health and wellness.

Emotional and cognitive health remain top priorities

Consumers are paying attention to their emotional and cognitive well-being, acknowledging the interconnectedness of physical, emotional, and cognitive health. Consequently, they are seeking products with claims related to cognitive health and emotional wellness. In particular, claims associated with sleep health, which is linked to enhancing emotional wellness are of high appeal. These evolving consumer priorities are prompting proactive responses from the industry. Manufacturers are creating products with specific cognitive and emotional wellness benefits. This is aiming to provide maximum effectiveness, convenience, and value in response to the intentional spending on health and wellness.

Consumers are re-evaluating the importance of energy in relation to their overall health

Consumers are re-evaluating the importance of energy and mood. They are acknowledging the significant role these factors play in their overall health and well-being. Rather than seeking quick fixes for fatigue and low energy levels, consumers are broadening their perception of energy and linking it to wider health considerations. Persistent tiredness and fatigue are no longer seen as isolated issues but as indicators of underlying health issues. Consequently, consumers are seeking food and beverage products that can address these underlying causes. As a result, they are focusing on sustainable energy levels and mood enhancement instead of temporary energy boosts. This shift in consumer mindset is leading to a demand for products that offer long-term benefits. These products might include ingredients supporting mental clarity, stress reduction, and emotional balance. This will reflect a holistic approach to managing energy and mood for improved overall wellness.

Gen Z and Millennials are the least content with their health

Younger individuals, including Gen Z and Millennials, often express the lowest satisfaction with their health compared to baby boomers who perceive themselves to be in good health. This dissatisfaction is influenced by various factors, including the pressures of modern lifestyles. Media coverage frequently portrays them as the least healthy generation, revealing their concerns about being overworked, lacking financial confidence, and worrying about entering the property market while trying to maintain a social life.

Moreover, there is a growing trend of digital detox as young consumers seek to disconnect for health reasons. This involves limiting exposure to digital devices and online information to reduce stress and mental fatigue. Additionally, parents are encouraging their children to experience a more traditional childhood, free from the pressures of growing up too fast in the digital age. 

This article is based on FMCG Gurus: Top Trend 8 - For Today, Better Tomorrow – Global Report 2024. For more information, please click here.

Women's Health Trends and Embracing Holistic Wellness

In general, women consider themselves to be in good health, however, there has been a decrease in the number of women who report improved health over the past two years

Women remain proactive in prioritizing their well-being, emphasizing prevention over cure and seeking to enhance their health even in the absence of symptoms impacting their quality of life. FMCG Gurus' consumer insights reveal that 66% of women express that they are in good health. This figure has slightly declined compared to two years ago. Additionally, 34% feel that their health has improved over the past two years, although this represents a decrease from 2021. This suggests that, in the post-pandemic landscape, there may be less emphasis on health optimization, with new challenges emerging in maintaining well-being. These challenges include significant economic uncertainty, the threat of conflict, busy lifestyles, and other factors posing obstacles to women's physical and mental health.

Women aspire to enhance various aspects of their health in the next twelve months

When it comes to attitudes toward well-being, many women demonstrate a more proactive approach to health compared to men. There are multiple reasons for this, including fewer social taboos around addressing health issues, increased education on specific topics, and the unique challenges of menopause. This proactive stance on well-being drives women to seek improvement in various aspects of wellness in the upcoming year, even if they perceive themselves to be in good health. Overall, women are planning to enhance their general health and wellness, underscoring their preference for preventive measures. As a result, women are looking to make dietary and lifestyle changes in the hope of improving multiple aspects of their well-being simultaneously.

Notably, there has been an increase in the proportion of women seeking to address stress levels and mental health over the past two years, reflecting the acknowledgment that emotional well-being holds equal importance to physical health in enabling healthy aging. Women are currently facing various concerns such as the current cost-of-living crisis, global conflict risks, and trying to balance numerous activities, making them increasingly aware of the impact on their mental well-being.

Women are taking various measures to enhance their well-being

The proactive approach to health leads women to make various lifestyle improvements aimed at managing and enhancing their wellness. It is evident that women are more inclined to take general steps rather than seeking advice from healthcare professionals, indicating their belief in their ability to make changes independently. This suggests that many feel they do not require expert advice or products and view any potential symptoms as self-addressable to some extent. Overall, women are most likely to report improvements in their dietary habits over the past two years, although there has been a decrease in the proportion compared to two years ago.

Conversely, there has been a significant increase in those seeking to improve their sleeping patterns, signaling the growing recognition of the connection between good sleep and overall well-being. 

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

Mobility Health: Navigating Challenges and Solutions

Consumers tend to be less proactive in enhancing their mobility health

Generally, consumers are known for taking a proactive approach to their health. Although some of the urgency in maximizing well-being seen during the pandemic has diminished. However, when it comes to mobility health, consumers tend to be more reactive. Only 45% express interest in products addressing mobility health even without symptoms, and just 41% actively seek out such products. Despite recognizing the connection between good mobility and overall health and the availability of beneficial ingredients like protein and calcium in everyday food and drink options, a significant portion of consumers only consider their mobility health when experiencing symptoms.

Consumer satisfaction with mobility health is lacking

FMCG Gurus' consumer insights reveal that consumers are not entirely satisfied with their mobility. While bone health satisfaction is relatively high at 51%, only 34% are content with their energy levels, indicating a potential impact on quality of life. There hasn't been a notable increase in the proportion of consumers reporting an improvement in mobility health over the past year. For instance, 19% noted a decline, likely influenced by inactive lifestyles. This suggests that movability-related health issues may become more prevalent in the coming years across all demographics.

Consumers commonly face mobility-related health issues

Due to a reactive approach and modern lifestyles, mobility-related health problems are widespread. While previously associated more with older consumers, issues now affect individuals of all ages due to factors like inactivity. Tiredness and lack of energy are commonly reported, impacting flexibility and overall performance in daily tasks.

Improving mobility is not a top priority for consumers over the year

Despite intending to make health and wellness improvements, many consumers do not prioritize addressing mobility health, even with prevalent symptoms. Cognitive health takes precedence, with less attention given to joint and bone health. Consumers tend to address movability concerns mainly when experiencing discomfort. This indicates a need to shift towards preventative measures rather than reactive responses.

Consumers acknowledge the benefits of activity for mobility health

Consumers understand the correlation between good mobility health and overall well-being. They recognize that lifestyle changes can enhance movability without seeking specialized medical advice. Increasing physical activity and reducing inactive behavior are seen as effective ways to improve movability. Emphasizing light exercises like walking and swimming can have a positive impact on movability and encourage a preventative approach to maintaining mobility health. 

This article is based on FMCG Gurus: Mobility Health - Country Reports 2024. For more information, please click here.

Barriers to Healthy Living: Sticking to Health Goals

Introduction

We often discuss strategies for making healthy products more appealing, including factors like taste, multifunctional benefits, and transparent claims. While this is important when targeting consumers looking to improve their health, it is also important to consider how the industry can support long-term adherence to health plans, especially considering that many people struggle with this. Additionally, it can be challenging to measure the efficacy of health products. Key themes highlight the need for new approaches to promoting long-term healthy living. This includes encouraging gradual improvements instead of radical changes. Another approach is toning down the health message to alleviate pressure and promote balanced approaches, by challenging perceptions of healthy living from both a category and behavioral perspective. 

Consumers will Prioritize their Emotional Health Alongside their Physical Wellbeing in 2024

Globally, consumers are taking a proactive approach to their well-being, with motivations shifting from a fear of illness to a desire to maintain overall wellness in modern-day life.

Over the next twelve months, people are focused on addressing various aspects of their well-being, with importance placed on both mental and physical health. For instance, FMCG Gurus’ consumer insights reveal that 62% of global consumers would like to improve their mental well-being over the next twelve months. There has been an increased emphasis on day-to-day health traits and emotional wellness, reflecting a shift from a long-term wellness focus and a greater awareness of the interconnected nature of energy levels, sleep quality, and mental well-being. This is because post-pandemic, consumers are facing concerns such as rising prices and global conflict. As a result, they are struggling to balance personal and professional responsibilities at the expense of rest and recuperation, impacting sleep health, mood, and energy levels. 

The Challenges and Barriers Consumers Face When Trying to Lead a Healthy Lifestyle

Due to the numerous obstacles and challenges that consumers face in pursuit of a healthy lifestyle, health problems persist despite their dedication to well-being. The prevalence of lifestyle-related health issues like obesity and diabetes continues to increase. This highlights that despite genuine intentions, consumers struggle to maintain long-term commitments to health plans. Furthermore, when they deviate from their health routines, they are more inclined to abandon their health goals altogether rather than attempt to revert to the original plan.

The most prominent challenge faced by consumers in pursuing a healthy lifestyle includes a significant increase in individuals citing financial issues as the primary barrier. Linked to this, is the rise in individuals dealing with everyday living costs. This has led to a surge in the number of consumers indicating that feelings of stress directly impact their eating habits. For instance, FMCG Gurus’ consumer insights indicate that 69% of global consumers feel that healthy eating is expensive, followed by issues of stress and difficulty understanding nutritional labeling. Even before the current cost-of-living crisis, numerous individuals were facing financial difficulties, and soaring prices have intensified these concerns.

Moreover, the issue of escalating prices is not short-lived but rather one that will substantially impact consumption habits over the following decade. Regardless of industry efforts, the notion persists that healthy food is costly and lacks flavor. This is leading people to believe they must compromise between nutrition and affordability, often turning to less healthy options for moments of comfort in times of uncertainty. 

The Next Steps for Brands in the Health and Wellness Market

The industry should shift its focus from promoting radical transformation to emphasizing gradual improvement. The industry must acknowledge that many dietary plans are prone to failure, with the primary goal being to support consumers in returning to their health plans. One common reason for the failure of health goals is that consumers often place excessive pressure on themselves to make significant alterations to their diets and lifestyles, associating these changes with compromise and sacrifice. When they inevitably deviate from these health routines, often due to the desire for indulgence, they are more likely to abandon their health plans completely rather than return to them.

Although this pressure can be self-imposed, it is important for the industry not to be seen as endorsing unrealistic health goals or stereotyping what constitutes good health, particularly from an appearance standpoint. However, the industry can contribute to addressing this by promoting a more nuanced message and encouraging gradual changes that are more sustainable in the long run rather than focusing on vast transformations. 

This article is based on FMCG Gurus: Addressing Barriers to Healthy Living: How to Help Consumers Stick to their Health Goals – Global Report 2024. For more information, please click here.

Health and Wellness: Proactive vs Reactive Consumers

Introduction

The health and wellness market has experienced significant growth in recent years. Consumers are becoming increasingly conscious of their health and are actively seeking out products that promote physical well-being, mental well-being, and overall balance in their lives. For instance, FMCG Gurus’ consumer insights reveal that 53% of proactive consumers have changed their attitude towards their health in the last two years because they wanted to prevent any health problems occurring by leading a healthier lifestyle. This indicates that a large proportion of consumers have adopted a proactive approach to their health and wellness over the last few years, which has been catalysed by the pandemic.

However, the reality for most consumers is they lack the time, finances, and motivation to seek out certain products for specific health solutions. Rather, consumers are looking for food and drink products that will simultaneously address multiple areas of their physical and emotional wellbeing. As a result, brands must take steps to facilitate food and drink with maximum convenience and efficacy for proactive and reactive consumers.

Proactive and Reactive Consumers

Proactive consumers take conscious steps in their purchasing decisions when seeking out food and drink. Due to this, this category of consumers address their health before symptoms occur, to maintain good health for the long-term. FMCG Gurus’ market research highlights that 85% of proactive consumers in the UK agree they want to stay fit and active until as late in life as possible.

Conversely, reactive consumers prioritize convenience and practicality in their purchasing decisions. They seek out products that are easily accessible, require minimal effort or time, and fit into their daily routines. Also, reactive consumers tend to address their health after symptoms have occurred. For instance, our findings show that significantly less reactive consumers turn to functional or fortified food and drink to boost their health, as opposed to proactive consumers. Our market research demonstrates that 50% of proactive consumers will seek out functional and fortified food to aid and enhance their health, while only 10% of reactive consumers will do this. This suggests that proactive consumers are more attentive to boosting their health and will seek out products and claims with benefits.

Promote Multifunctional Products

Proactive consumers often deem their health and wellness as holistic, and feel that multiple areas of their health are interlinked. 57% of proactive consumers find multifunctional benefits to be a valuable attribute when purchasing health products. Moreover, 58% of reactive consumers deem price a valuable attribute when seeking out health products. As a result, brands must provide consumers with food and drink products which will aid overall, holistic health, while aligning with the current cost of living, to offer maximum appeal to both proactive and reactive consumers.

Recessionary Shopping Habits

Today’s current cost-of-living crisis is impacting consumers’ health and wellness habits. FMCG Gurus’ consumer insights reveal that 40% of global consumers are concerned about rising living prices. This means that consumers’ have been adopting recessionary shopping habits and are having to make more compromises on products that they do not deem a necessity. Due to this, brands must communicate maximum value for money.

However, consumers are differentiating between low costs and good value for money. This means that consumers are looking for multifunctional products which will target their health and wellness, have sensory appeal, and contain natural ingredients. These kinds of products will enhance consumer perceptions of value through having maximum efficacy.

Avoid Health-Washing

Consumer skepticism regarding health claims across the food, drink, and supplement industries are common. As a result, clinically-proven scientific evidence must be provided by brands to support health claims and to build consumer trust around a product. For instance, our market research indicates that 41% of global consumers find scientific evidence on packaging to support health claims important. This is because when consumers are seeking out health-boosting food and drink, they want to see clear and concise ingredient and nutritional labelling with scientific evidence to ensure maximum transparency and trust.

This article is based on FMCG Gurus: Health & Wellness - Proactive vs Reactive Consumers – Country Reports – 2023. For more information, please click here.

Health and Wellness Trends in the Soft Drinks Market

Introduction

The cost-of-living crisis has caused many consumers to adopt recessionary shopping habits while they are looking for products that are affordable and good value for money. As a result, 35% of global consumers have demonstrated less brand loyalty in the soft drinks market over the last twelve months. Despite this, consumers remain proactive by prioritizing their health and seeking out nutritional soft drinks. Due to this, brands in this market should promote soft drinks as being in high functional ingredients and nutritional value. By doing so, this will enhance perceptions of value and consumers will deem these products as having maximum efficacy, which is essential during this recessionary period.

• 

Natural and Transparent

While 60% of global consumers find natural ingredients in soft drinks appealing, streamlined ingredient lists are also of high appeal. Brands should be focusing on natural, raw, and pure ingredient lists, and promote free-from claims to enhance consumer perceptions of quality and value for money.

Equally, it is just as important that brands provide maximum transparency around ingredient lists and health claims. While many consumers are actively avoiding dietary evils, complex nutritional labelling can often create confusion and lead to skepticism. This is because consumers are aware of green-washing and health-washing scandals through exaggerated claims. FMCG Gurus’ consumer insights reveal that 51% of global consumers are concerned about the hidden ingredients in food and drink, disguised via complex labelling. As a result, brands should offer reassurance to consumers that there are no hidden ingredients through clear, simple labels, and clinically proven scientific evidence which support certain claims.

• 

Sustainability

Consumers have expressed concern about the state of the wider environment and are aware of the impact that food and drink production causes. FMCG Gurus’ findings highlight that 42% of global consumers have made greater efforts to find more environmentally friendly beverage brands. Also, consumers are recognizing the links with environmental damage on their overall health. For instance, 67% of global consumers say they have changed their diet in the last two years to lead a more sustainable lifestyle and said they felt this made their diet healthier. This illustrates that consumers believe health and sustainability are interlinked and want products that are good for them and the wider environment. As a result, soft drink brands must make sure to implement sustainability credentials at the core of their philosophy to shape perceptions of green and clean production.

Moreover, to spread more awareness, soft drinks brands should highlight how sustainability credentials are directly linked to having a positive impact on the health and wellness of the consumer. This will not only create more awareness for the importance of sustainability for the planet and health, but also shape perceptions of value and quality, which is essential in a recessionary market.

Cost-of-Living

The cost-of-living crisis is having a direct impact on the health and wellness. FMCG Gurus’ consumer insights demonstrate that 43% of consumers felt they need to make changes to their health and wellness routines. This suggests that consumers deem healthy drinks more expensive. However, despite this adoption of recessionary spending habits, brands must understand that consumers are driven more by value for money as opposed to low cost. This means that consumers will not be seeking out the cheapest products because of the cost-of-living crisis, but instead will be trading up between soft drinks that are associated with maximum value.

To cater to this, brands should promote the efficacy of products, including multifunctional health benefits and health-boosting ingredients. This will appeal to a large proportion of proactive consumers, who are looking to adopt a prevention over cure approach to their long-term health and wellness.

This article is based on FMCG Gurus: Health & Wellness in the Soft Drinks Market – Global Report – 2023. For more information, please click here.

Immune Health: Consumer Perceptions in Europe 2022

Introduction

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

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

Promote Multifunctional Benefits

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

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

A Back To Basics Approach

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

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

Do Not Disregard Sensory Appeal

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

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

Heart Health and the Proactive Consumer in 2022

Introduction

Heart health plays a significant role in impacting overall health. FMCG Gurus consumer insights reveal that 82% of consumers recognize the link between a healthy heart and a healthy body. This demonstrates that heart health is important to consumers and they are taking a proactive approach to maintaining this area of health. Our findings also indicate that consumers are viewing health in a holistic sense. This means that consumers are recognizing that all areas of health are somewhat interlinked. As a result, consumers are seeking out how to improve their overall areas of health and well-being.

Within this group of consumers, many are looking for products that aid heart health and are positioned in a multifunctional and holistic light. It is important for brands to offer clinically proven evidence to support multifunctional heart health claims. Consumers are actively researching the benefits of functional ingredients and products. This shows that claims and evidence on products will increase product credibility and reliability. In turn, this will improve the consumer-brand relationship by developing trust.

The Proactive Consumer

Ingredient lists appeal to consumers due to the rise of the health-conscious consumer. These consumers are proactive in their approach to boosting their health. FMCG Gurus consumer insights found that 69% of consumers are interested in heart health products. This interest stems from health maintenance, as opposed to experiencing symptoms or problems. In addition, our findings have revealed that 43% of consumers want to feel more active. This reflects a prevention over cure approach, where the consumer is addressing their heart health before experiencing symptoms. This also indicates a long-term approach to health, through proactive and healthy lifestyle habits to remain active until as late in life as possible.

To aid this proactive lifestyle and improve heart health, consumers are looking to change their diets. To do so, consumers are seeking out products with specific health claims. FMCG Gurus consumer insights have revealed that 52% of consumers are interested in food and drink products that aid consumers with cardiovascular disease. An additional 50% of consumers find products that aid consumers with high cholesterol levels appealing. Therefore, it is important for brands to note that as consumers are taking a proactive approach to their health, products with claims positioned around protection from diseases will drive demand.

In addition, brands must be aware that products that are deemed as tasty, affordable, convenient, and healthy will greatly appeal to consumers who are seeking out functional claims and ingredients on everyday products.

Addressing Heart Health

In addition, the health-conscious consumer is interested in the ingredient claims, lists and labels in the products that they consume. As a result, brands must be providing transparent credentials to validate health claims. One of the ingredients claims that consumers favor includes a ‘back to basics’ approach. This includes consumers seeking out products that are natural and that are accompanied with health claims and benefits. Ensuring that products are both natural and supported by claims will boost consumer trust and maximum reassurance, and therefore minimize skepticism. Brands should seek ways to authenticate and validate health claims through strategies such as using scientific evidence to support claims.

FMCG Gurus consumer insights found that consumers prefer products aimed at heart health in nutritional supplement form, 57% prefer capsules and 51% prefer tablets. One reason for this is convenience. This is because supplements are hassle free and do not need to be prepared or incorporated into a meal. The use of nutritional supplements to aid health is down to consumers wishes to receive a health boost beyond basic nutrition. Also, in a health-conscious world, consumers are constantly seeking products with multifunctional benefits.

Nearly 6 in 10 consumers associate protein with aiding heart health. When addressing heart health, consumers seek out ingredients which are attributed to a range of benefits. This includes protein, vitamin C and probiotics, which reflects how consumers are taking a holistic approach to their overall health.

This article is based on FMCG Gurus: Healthy Ageing: Heart Health in 2022.

Skin Health: a Holistic Approach in 2022

Since the pandemic, consumer attention and attitudes towards skin health and overall health have shifted significantly. At a time when people were restricted in their movement and exercise, many consumers felt unsatisfied with their health. Common health issues faced included increased stress levels, reduced activity, and poor dietary habits. This includes comfort eating and frequent snacking in a time of uncertainty and fear.

An approach adopted by consumers during the pandemic was placing an emphasis on improving various aspects of health. FMCG Gurus consumer insights highlight the increase of a long term approach to maintaining health until late in life. 66% of consumers also recognize the influence of skin health on their overall health. As a result, a significant portion of consumers are interested in improving their skin health. This long term and proactive approach to health reflects many consumers holistic approach. This means that consumers are understanding the inextricable links between various areas of health.

Areas of Improvement

FMCG Gurus findings have revealed the different areas of skin health that consumers would like to improve and the ways in which they are doing so. Examples of this include dry skin, wrinkles, and darkened skin beneath the eyes. To minimize wrinkles, 35% of consumers are changing the skin care products that they had been using. Another solution included 30% of consumers exercising more. Additionally, 41% of consumers went to bed at an earlier time. Lastly, 45% of consumers improved their work and life balance and 21% took nutritional supplements.

Among each issue, the steps taken to improve these issues varied. However, consumers are turning towards different products and proactive lifestyles to actively improve aspects of their skin health. It is important that brands are aware of these issues and the methods that consumers are taking to combat them. This will ensure that brands are emphasizing the most appealing health benefits of products, increasing consumer interest.

In addition, due to multiple skin health issues faced by consumers, it would be beneficial for brands to adopt a holistic approach when producing and positioning their products. For instance, if brands ensure that products address multiple aspects of skin health, consumers will be more likely to choose that product over competing products. An example of this could be an all-in-one skin product that ensures the prevention of dry skin, wrinkles and darkened skin beneath the eyes. This kind of product presents notions of convenience, efficacy and being great value for money.

The Ingredients

The most valued ingredient among consumers when it comes to skin health is collagen. FMCG Gurus market research has revealed that 45% of consumers associate collagen with skin health. The second ingredient associated with skin health is vitamin C at 40%. Brands need to make it easier for consumers to decipher between competing skin health products. One way they can do this is by clearly labelling these ingredients on their packaging. After doing so, brands should be supporting these ingredient claims with scientific evidence and a reasonable price to enhance consumer likelihood of purchase.

FMCG Gurus consumer insights revealed the sharp increase of consumers interested in food and drink products that benefit skin health. The key products consumers would like to include these benefits are tea and coffee, having increased from 6% in 2019 to 54% in 2021. As well as bottled water, which has increased from 13% in 2019 to 47% in 2021. This highlights how consumers are seeking out convenient approaches to improving their skin health. As a result, water brands must offer nutrient-infused water to cater to multifunctional health benefits.

Skepticism

Consumers have expressed uncertainty around skin health claims within the skincare, health, and wellness market. Known for charging premium prices in this market, consumers fear being exploited and have doubts about whether these products will do what they say on their labels. However, it is clear that many consumers are still willing to pay a premium price for products that hold genuine value. This indicates that brands must be increasing the credibility of their products and include clinically proven evidence to address this skepticism. It is also important to note that at a time of economic uncertainty and financial struggle, consumers want products that are reliable and good value for money.

This article is based on FMCG Gurus: Healthy Ageing: Skin Health 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.