Wellness

Collagen in Focus: Meeting Skin and Joint Health Demand

Consumer Awareness of Collagen Continues to Increase, Driven by Social Media and Product Innovation

Global familiarity with collagen has surged in recent years. FMCG Gurus' consumer insights indicate that 90% of consumers now recognize the ingredient. Awareness levels vary only slightly by age group. For example, reaching a high of 93% among Baby Boomers and dipping to 88% for Generation Z. This rise can be attributed to collagen’s expanding role beyond traditional beauty and personal care. This is particularly true as it finds its way into a growing range of health-focused product innovations. Additionally, platforms like Instagram, TikTok, and YouTube have amplified collagen’s visibility through influencer endorsements and trending health content.

While this has helped elevate public knowledge, it also opens the door to misinformation. This is because social media buzz may lead to oversimplified or exaggerated health claims.

Consumer Demand for Collagen-Infused Products on the Rise

Among those who recognize collagen, FMCG Gurus' consumer insights show that 75% actively seek it out in products. This is a notable jump from figures seen two years ago. The preferred delivery method continues to be supplements. Examples of this include formats like capsules, tablets, and powders.

Many consumers are drawn to supplements due to the belief that they offer greater potency and effectiveness compared to conventional food or drink products. This perception underscores the importance of clear, evidence-based messaging from collagen supplement brands to maintain trust and transparency in a growing and competitive category.

Skin and Joint Support Remain Top-of-Mind for Collagen Users

Although consumers are beginning to learn more about collagen’s broad spectrum of health benefits, the ingredient remains most closely linked to skin health, owing to its long-standing presence in personal care and its association with maintaining skin elasticity and hydration. Joint and bone health follow closely behind as the next most common area of perceived benefit.

The growing consumer link between collagen and these core wellness areas reflects a rising interest in solutions that target aging and mobility issues. At the same time, there is significant opportunity to expand consumer understanding of collagen’s potential role in areas like immune support and overall vitality. With functional products in high demand, brands have a chance to position collagen as a multifunctional health enhancer.

Want to understand how modern lifestyles are fueling the demand for skin and joint health solutions, and what this means for collagen’s future? Discover more with FMCG Gurus’ in-depth report: Collagen: Targeting the Skin and Joint Health Market – 2025. For more details, contact us at info@fmcggurus.com.

Mindful living: Consumer perspectives on wellness

Well-being Shifts from Future-Focused to Day-to-Day Living

Post-pandemic health priorities are continuing to evolve. As a result, consumers are placing less emphasis on long-term risks like chronic illness and more on managing everyday wellness. This can particularly be seen through mental and emotional balance. According to FMCG Gurus consumer insights, 28% of global consumers now rank emotional well-being as their number one health focus for the year ahead.

While overall health remains important, individuals are zooming in on core daily needs. This includes mood, energy, digestion, and weight control, essentials that are increasingly seen as the pillars of long-term wellness. With rising pressures across demographics, boosting emotional resilience has moved from a nice-to-have to a must. In this context, low energy isn’t viewed as simple tiredness, but as an indicator of overall imbalance. Feeling alert and energized is now a clear marker of good health.

Simultaneously, weight management is being understood in a broader health context. This is beyond appearance, for its impact on mobility, digestion, heart health, and mood. With this shift, brands must communicate body-positivity. This can be done through holistic benefits rather than focusing on outdated aesthetic ideals that may impact emotional well-being.

Stress and Sleeplessness Are Draining Daily Wellness

Sleep disruption, particularly among younger people, is being driven largely by emotional stress. As a result, individuals are being affected in terms of how they feel and function each day. FMCG Gurus reports that 47% of Gen Z frequently experience fatigue and low energy, often linked to irregular sleep.

Anxiety, overstimulation, and difficulty unwinding are increasingly common across age groups. These are amplified by today’s digital-first lifestyle, where constant news exposure and social media engagement heighten emotional strain. Blue light from screens delays relaxation and compromises sleep, creating a cycle of fatigue and poor mental health.

Emotional fatigue is fueling demand for products and experiences that promote calm, quality sleep, and consistent energy, without overstimulation or side effects.

Reclaiming Balance by Disconnecting from Digital Overload

To combat rising stress levels and emotional burnout, many consumers are actively stepping away from their screens and seeking more meaningful real-world interactions. FMCG Gurus reveals that 25% of consumers who have prioritized emotional well-being in the past year have intentionally reduced device use before bedtime.

Physical complaints like eye strain and posture issues are being matched by emotional consequences, anxiety, sleep disruption, and feelings of isolation, prompting a rethinking of digital habits. Consumers are gravitating toward richer, offline experiences, especially time spent with loved ones.

This increasing awareness of “digital fatigue” is driving interest in tools that help manage screen time. This includes mindfulness apps or digital detox plans. Brands that enable reconnection, presence, and genuine emotional support will likely resonate more deeply with today's consumers.

Digestive Health Takes Center Stage in Whole-Body Wellness

Understanding of gut health has moved far beyond digestion alone, consumers now see the gut as a central player in emotional and cognitive well-being, energy, and sleep regulation. This holistic view is especially prominent among younger generations who are attuned to how diet and gut health are linked.

These younger consumers are proactive in choosing functional, convenient products to support digestive wellness, while older generations are being encouraged to treat digestive discomfort as a manageable health factor rather than just a sign of aging.

With gut health now a key area of interest across age groups, there’s rising demand for clear, accessible education and effective solutions. Brands that can make the connection between digestive health and broader emotional or cognitive wellness will stand out as leaders in the modern health space.

This article is based on FMCG Gurus: Top Trend 8: Mind + Body = Harmony. For more information, please contact us at info@fmcggurus.com.

Beverages: 3 trends to watch in 2025

Prioritizing Pleasure

Consumers are seeking enjoyment and comfort in their beverage choices

In 2025, people are embracing a more balanced approach to health — one that allows for occasional indulgence. As day-to-day stress remains high, beverages are becoming a simple way for consumers to relax and enjoy a moment of escape.

Hot drinks like tea, coffee, and hot chocolate continue to be especially popular for these self-care moments, as they’re often associated with warmth, comfort, and familiarity.

When it comes to indulgent beverages, taste is the top priority. Even when a drink offers functional or health-related benefits, flavor remains the key driver of perceived value — FMCG Gurus' consumer insights show that 70% of consumers say taste is the most important factor when deciding if a drink is worth the price.

Bright and Bold

Beverages are becoming a form of personal expression

While some consumers continue to seek familiar, nostalgic flavors, others are using beverages as a way to express individuality. Brands can meet this demand by creating drinks with enhanced sensory appeal — including unique flavors, textures, and colors.

This approach not only enhances the overall experience but can also justify premium pricing. As global flavors become more accessible, consumers are more open to trying new and exciting taste profiles. Though sweet flavors remain the most popular, interest in spicy or bold options is growing. For example, FMCG Gurus' market research reveals that 82% of consumers say they enjoy hot and spicy flavors, indicating a desire to try something different and stand out.

The Mantra is Wellbeing

Emotional wellness is a key focus for consumers

With stress and anxiety on the rise, consumers are increasingly looking for beverages that support emotional and mental wellbeing. Many are taking a holistic view of health, looking for products that can help improve mood, reduce stress, and increase energy.

Botanical ingredients are gaining popularity for their perceived natural health benefits. These ingredients are often used to support sleep, immunity, and relaxation, and are also being seen as alternatives to alcohol. They offer some of the same benefits — such as helping people unwind — without the negative effects.

However, clear labeling is important. FMCG Gurus' consumer insights indicate that around 30% of consumers say they would not recognize the use of botanicals in a beverage unless it is clearly indicated. To build trust and awareness, brands need to clearly communicate ingredient benefits on the packaging.

Discover more...

This article is based on FMCG Gurus: Beverages: Four things to get right in 2025 - Category Report. For more information, please contact us at info@fmcggurus.com.

Key Consumer Trends to Monitor in 2025

Introduction

As we step into 2025, significant shifts in consumer preferences are on the horizon. Brands in the food and drink markets must adapt strategies that align with these evolving trends. Here are five pivotal areas to watch out for this year:

Exclusivity: The Power of Limited-Edition Offerings

In a marketplace increasingly influenced by social media, limited-edition products are gaining unprecedented traction. These exclusive offerings, often characterized by their restricted availability, create a buzz that can reduce price sensitivity among consumers. The more exclusive a product, the more consumers are willing to pay a premium over standard prices.

Younger demographics view limited-edition products as a means of self-expression, using them to showcase their taste, sophistication, and social savviness.

Revitalization: A Fresh Approach to Wellness

Many consumers today feel in a cycle of fatigue, struggling to balance the demands of their personal and professional lives. This phenomenon, more prevalent among younger generations seeking new opportunities, has shifted perspectives around health and wellness. As a result, there is a growing emphasis on the importance of sleep and feeling revitalized.

In 2025, expect to see consumers increasingly focused on diets and lifestyles that support better sleep health and overall well-being. As such, individuals will likely avoid or moderate their intake of products detrimental to their sleep quality and cognitive health, signaling a transformative shift in consumption patterns.

Ethics: Rising Skepticism Towards Corporate Practices

A notable trend emerging in recent years is the increasing distrust some consumers have towards large brands. Many individuals are turning away from information provided by official channels in favor of "alternative" narratives. This skepticism will have profound implications for food and beverage companies, as consumers demand transparency and accountability regarding sustainability claims and environmental impact.

As financial pressures are prevalent and profits surge for major corporations, resentment towards perceived corporate greed will intensify. Consumers will expect brands to play a more proactive role in environmental protection while simultaneously scrutinizing the authenticity of sustainability initiatives.

Traditional Remedies: The Resurgence of Heritage and Provenance

Anticipate a rising interest in traditional and ancient remedies shaping health perceptions in 2025. Products and ingredients with historical significance are increasingly being linked to perceptions of healthiness, with consumers favoring those from regions known for their health-conscious traditions.

This shift represents a counterpoint to the ongoing innovation in the wellness space. As consumers gravitate towards ancient remedies viewed as natural, sustainable, and genuine, brands will need to align their offerings with these historical narratives to capture consumer interest and trust, particularly in the realm of emotional wellness.

Health Boundaries: Advocating Self-Responsibility in Wellness

The health and wellness market has witnessed a surge in innovations, from genetic testing to artificial intelligence. While these advancements provide new ways to address health issues more effectively, there is a growing concern about whether the wellness industry is overstepping its boundaries.

In 2025, brands will need to shift their focus towards promoting self-responsibility among consumers rather than providing quick fixes.

Conclusion

In conclusion, as we look ahead to 2025, understanding these key trends will be crucial for companies in the food and drink markets. By being attuned to shifts in consumer preferences—particularly around exclusivity, wellness, ethical practices, traditional remedies, and self-responsibility—brands can better position themselves to meet the evolving landscape of consumer expectations and maintain competitiveness in this dynamic market.

This article is based on FMCG Gurus – Five Things to Watch Out for in 2025 - Trend Report - 2025. For more information, please click here.

Wellness and Self-Care Trends in 2023

Introduction

In today's rapidly evolving beauty and wellness industry, it is crucial to empower and educate consumers. As the industry constantly adapts and responds to changing consumer values, it becomes imperative to shift the focus from unrealistic beauty standards to promoting overall well-being. By encouraging the development of products and services that prioritize consumer value and cater to individual needs, the industry can foster a greater sense of self-care and wellness.

Moreover, through educational marketing campaigns and collaborations with skincare experts, the industry can enlighten consumers on the relationship between nutrition, hydration, and skin health. Embracing ethical and sustainable practices not only appeals to environmentally conscious consumers but also presents opportunities for innovative products infused with adaptogens or wellness-focused formulations.

Consumer Attitudes

Consumers demonstrate a notable interest in skin health products, even when not experiencing specific symptoms, presenting its significance as a vital component of self-care. Surprisingly, FMCG Gurus’ consumer insights reveal that over 50% of global consumers actively seek out food and drink products that can contribute to improving their skin health. The importance of healthy skin extends beyond mere aesthetics; it serves as an indicator of overall well-being and contributes to self-esteem and confidence.

Consumers actively pursue products that not only enhance their external appearance but also foster a deep sense of inner well-being. This strong connection between skin health, confidence, and an overall sense of feeling good is compelling evidence of how consumers value the holistic benefits. 

Inner Beauty, Outer Glow

The interplay between inner well-being and skin health has ignited a wave of innovation within the skincare industry. This has resulted in the development of wellness-infused products and supplements that specifically target the enhancement of skin health. For example, FMCG Gurus’ market research reveals that 37% of global consumers like to see claims about products improving skincare health in nutritional supplements. This emerging trend has paved the way for the inclusion of ingredients such as adaptogens, probiotics, and retinols in skincare formulations, celebrated for their diverse range of benefits. By strategically positioning these products as part of a holistic approach to personal wellness, the skincare industry bridges the gap between physical health and skin health. 

Rethinking Beauty Standards

The notions of beauty in society continually face challenges and undergo redefinition due to various societal influences. In promoting a more inclusive perspective, it becomes crucial to encourage diverse representations of beauty that empower individuals to embrace their distinct qualities and inner beauty. By promoting self-acceptance and self-love, we recognize that beauty encompasses a multifaceted range of characteristics. Additionally, advocating for diversity and inclusion in media, advertising, and entertainment helps challenge the limited and narrow beauty ideals that exist, fostering a more inclusive and positive beauty narrative. 

Health Concerns

Consumers have demonstrated significant concern for their digestive health, recognizing that a well-functioning digestive system is essential for overall well-being and comfort. FMCG Gurus’ consumer insights reveal 18% of global consumers are concerned about their digestive health. Digestive problems can cause considerable discomfort and have an impact on other aspects of health, including mood, immunity, and weight management. This highlights the appeal of adopting dietary and lifestyle practices that support optimal digestion. Moreover, digestive health is intricately linked to skin health. A compromised gut can contribute to skin issues such as acne or eczema, while a healthy gut can enhance skin clarity and radiance. The connection between digestive health and skin health underscores the importance of nurturing a healthy gut for achieving vibrant and healthy skin. 

This demonstrates that consumers directly connect physical appearance with both emotional and physical well-being. Particularly during times of economic uncertainty, when stress and anxiety are prevalent, feelings of self-confidence become even more significant. Additionally, consumers remain concerned about illness and disease, and they recognize a link between skin, hygiene, and vulnerability to poor health. Therefore, it is crucial for brands to promote the concept of holistic health and beauty from within when targeting consumers seeking to maintain and improve their skincare routines. 

The article is based on FMCG Gurus: Health, Wellness, and the Beauty Within – Global Report 2023. For more information, please click here.

Herbal Remedies and Their Role in Wellness

Wellness is a Priority

In a society recovering from the pandemic, consumers are placing greater emphasis on their day-to-day health concerns. Also, the prevailing cost-of-living crisis and other global issues are affecting mood, energy levels, and sleep patterns. As a result, addressing these aspects of wellness has become a top priority for consumers. While people seek products that offer multiple benefits, focusing on emotional well-being is especially important. Brands should establish a connection between herbal remedies and their potential to facilitate relaxation and promote a sense of calmness to meet the needs of consumers. 

Raw and Pure Ingredients Appeal

The appeal of natural claims to consumers is multifaceted. They not only signify products that are environmentally friendly but also align with growing concerns about health and sustainability. The interconnection between health and sustainability is leading to a rising demand for natural remedies with simple and familiar ingredients. FMCG Gurus' consumer insights reveal that 79% of global consumers like to see 100% natural claims on product packaging. Consequently, actively promoting ingredients sourced directly from plants, fruits, or vegetables can be especially appealing to individuals seeking fortified products and those who prioritize sustainable choices.

Promote Transparency and Reassurance

Natural remedies are associated with many advantages. However, it is important to acknowledge the potential downside of their perceived lack of efficacy. To ensure perceptions of value and effectiveness, brands should consider incorporating scientific evidence on packaging to support the claims made. By doing so, natural remedies can be seen as more credible and reliable. This will address concerns about their experimental or unproven nature. This is especially significant given the current consumer inclination towards more considered spending on health and wellness brands. 

Notions of Past and Simpler Times

Consumers hold positive attitudes towards natural remedies due to their familiarity and trustworthiness. These perceptions often stem from childhood, as individuals may have been introduced to these remedies by their parents and grandparents. Additionally, natural ingredients are often associated with historical use in addressing health issues. Marketers can leverage these existing attitudes by evoking nostalgia and simpler times, eliciting emotional responses, and enhancing trust among consumers. 

In terms of sleep health, consumers like to see ingredients associated with simpler times, comfort, and relaxation. FMCG Gurus' market research highlights that 75% of global consumers associate lavender with improving sleep patterns, followed by 74% who said chamomile. This demonstrates how consumers like to see ingredients they know and trust when improving sleep hygiene. As a result, botanicals are associated with enhancing sleep health, with a high proportion of consumers using them as a remedy.

Multifunctional Benefits to Address Physical and Emotional Well-Being

Natural ingredients, including botanicals and plant-based sources, are commonly linked to promoting both physical and emotional well-being. This holds particular appeal for consumers who prioritize addressing emotional wellness alongside their physical health. FMCG Gurus' consumer insights reveal that of proactive health consumers, 51% would like to improve their mental well-being and mood over the next twelve months. This highlights that a preventative and proactive approach to health is valued over cure, and consumers are seeking products that contribute to overall well-being rather than targeting specific issues. By emphasizing the diverse advantages herbal remedies offer, brands can better cater to the needs and preferences of health-conscious consumers. 

The article is based on FMCG Gurus: Herbal Remedies: Exploring Nature's Healing – Global Report 2023. For more information, please click here.

Health and Wellness Strategies in a Recessionary Climate

Introduction

Today’s cost-of-living crisis is significantly impacting consumers’ shopping habits as well as their health and wellness. This includes having to make certain compromises when it comes to choosing between products. However, brands must understand that consumers are both continuing to prioritize health and emphasising value over the low cost of a product. This suggests that consumers are seeking out multifunctional and convenient products that are good value for money. For instance, FMCG Gurus consumer insights reveals that 63% of global consumers find clinically proven claims and scientific evidence on packaging important when seeking out products with health boosting claims. As a result of this, consumers are also seeking out a sense of transparency from brands, which will clearly validate certain health claims that consumers can often be skeptical of.

In addition, over the next twelve months it is possible that consumers will have contrasting attitudes and behaviors towards the cost-of-living crisis. For instance, on one hand, consumers will demonstrate a health-conscious approach and seek out products that will aid this. On the other hand, consumers will turn to indulgent products to experience a sense of escapism, away from their daily pressures, especially during a time of financial uncertainty.

Health and Wellness in a Recessionary Environment

At a time when rising inflation and commodity prices are impacting consumers’ everyday lives, the majority of consumers are having to re-evaluate their spending habits across the next twelve months. For example, 72% of global consumers are concerned about these rising costs. This demonstrates that this fear and uncertainty is not limited to particular countries, demographic groups or lower income brackets, instead it is a universal worry for all consumers.

The severity of rising costs is highlighted by the fact that only one in four households have adequate financial savings, indicating that a large proportion of consumers live on a month-to-month basis. As a result of this financial uncertainty, this will impact the health and wellness market.

Health and Wellness Strategies

Consumers would like to maintain their proactive approaches to retain their health plans and routines across the next twelve months. For example, when asked about the kind of products consumers will reduce their spending on over the next twelve months, 49% of global consumers are planning on cutting down on indulgent products and treats. This illustrates that consumers are looking to cut down and save money during this recessionary environment and are ultimately cutting down on non-essential food and drink products.

Despite this, 43% of global consumers have plans to alter their health and wellness routines due to rising costs. This highlights the importance for brands to develop resilience strategies to reduce price sensitivity in the health and wellness sector, and enrich consumer perceptions of value and efficacy around these products.

Emotional Wellness

One of the top ten health and wellness resilience strategies during this recessionary environment is an emphasis on emotional wellness. FMCG Gurus consumer insights looks into the importance of sleep hygiene and mental well-being to consumers. For example, 46% of global consumers plan to improve their mental wellbeing over the next twelve months, followed by 38% who are planning on improving their sleep health. During an era of uncertainty, consumers will be placing emphasis on their emotional wellness, which will both impact their mental and physical health. As a result, consumers will be seeking out food and drink products that will aid their sleep health and give them a boost to improve their wellness. To cater to this, brands should place an emphasis on ingredients deemed as green, clean and chemical-free. This suggests that products are natural, free of side effects and offer an energy boost.

Affordable Solutions

Plant-based products could be positioned as an affordable solution at a time of rising meat and dairy costs. For instance, our findings reveal that 38% of global consumers are looking to reduce their intake of meat as the price is too high. Despite this, the plant-based industry must look to reduce the ethical elitism attached to such products. If brands are enable to promote plant-based products as having good taste and being more affordable than meat products, this will enhance the appeal of products for consumers.

While the market has seen a significant growth across the last few years, plant-based products have moved away from being a niche product category, but are significantly more widespread. In addition, this product category is linked with health and sustainability products, so if this category can move away from being associated with premium price, then these products will grow in demand among consumers during this recessionary environment.

Conclusion

Across the last few years, consumers have become increasingly concerned about their health and are seeking out products that will aid and enhance their health. This has meant that products with increased efficacy are of high appeal to consumers and will enhance consumer perceptions of value for money around these kinds of products. For instance, food and drink products with multiple ingredient claims and health benefits will cater to this demand for efficacy and convenience. Further to this, these kinds of products must not compromise on taste, but should aim to be tasty and indulgent, so that the product can be positioned as conveniently nutritious for consumers.

This article is based on FMCG Gurus: Ten Health and Wellness Resilience Strategies in a Recessionary Environment – Global Report 2023.