17th September 2019
The Evolution of Nutrition
The concept of nutrition is evolving amongst consumers as they take a more holistic approach to health and wellness. Indeed, nutrition is no longer around maintaining a healthy waistline and avoiding “dietary evils” such as sugar and salt. Instead, consumers are seeking out products that offer genuine nutrition in the form of health-boosting benefits. This is true regardless of eating a formal meal or enjoying an informal snacking occasion for indulgence purposes. Products need to offer taste and nutrition simultaneously. This is because consumers are recognizing that all elements of health are interlinked, and nutrition is integral to this.
research of 26,000 consumers conducted in Q3 2019 across twenty-six countries
shows that overall, 61% of consumers say that they have looked to improve their
health over the last two years. When it comes to specific steps to improve
health, consumers are more likely to say that they have “attempted to improve
their diet” (40%) than they have “looked to lose weight” (35%). This shows that
health is no longer associated with words and phrases such as diet and weight
loss. Instead, health is associated directly with nutrition, as consumers not
only look to avoid certain ingredients but to also absorb others.
consumers across the globe are not happy with their health and wellness. Weight
is the area where consumers are least likely to be satisfied, with only 26%
indicating some form of satisfaction. In comparison, consumers are most likely
to satisfied with their bone and joint health (49%). However, the research
shows that there is no area of health that most consumers are satisfied. Given
that consumers are adopting a concept of holistic health and believing that all
aspects of health are interlinked, it shows that more attention than ever is
being given to nutrition in diets.
comes to ingredients, consumers tend to adopt a two-pronged strategy. That is,
they look to avoid ingredients that they deem detrimental to their health and
seek out food and drink products that contain ingredients that offer genuine
nutritional value. When it comes to avoidance, consumers look to minimize their
intake of artificial ingredients that offer no nutritional value. They also
look to avoid “dietary evils” such as sugar with which they associate with
weight gain and the risk of diabetes. FMCG Gurus research shows that of those
consumers who have looked to improve their diet in the last twelve months:
• 58% have looked to reduce their
intake of sugar
• 35% have looked to reduce their
intake of additives
• 32% have looked to reduce their
intake of salt
• 26% have looked to reduce their
intake of artificial ingredients.
• 24% have looked to reduce their
intake of fat
In terms of
ingredients that offer nutritional value, consumers want products that are
natural and contain ingredients that offer a health boost. FMCG Gurus research
shows that 73% of consumers want food and drink products to be 100% natural.
When questioned why, 61% said because such products are healthy. This means
that consumers want products with few ingredients as possible and for product
labeling to offer total transparency when it comes to ingredient content to
validate natural claims.
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