Consumers becoming more health-conscious through more careful food choices: the research reveals a rise in proactive and long-term approaches to health
According to a recent study by FMCG Gurus, consumers in the food and drink products markets are showing a preference for products that contain health-boosting ingredients. This trend is driven by a desire for healthier options that are convenient and do not sacrifice taste or indulgence. In order to appeal to these consumers, it is important for brands to promote their products with clear claims that are backed by clinical evidence. However, the study also found that time constraints are major factors that can hinder the adoption of healthier dietary habits. In order to attract and retain customers, it is crucial for brands to have quality labels or marks that are recognizable by consumers, as this can help to build trust and confidence in the products.
The Role of Functional Natural Ingredients in Meeting Consumer Needs
As consumers become increasingly health-conscious, they are seeking out products that offer functional benefits in addition to taste and convenience. A recent study by FMCG Gurus found that 26% of global shoppers say that lack of time influences their food choices, leading to a demand for convenient, functional, and nutritious options. This trend is not limited to the confectionery and chocolate market, but can be seen across a wide range of products, from snack bars and cereals to sports nutrition and supplements. In order to meet this demand, brands in all product categories can consider promoting food and drink products that contain health-boosting ingredients. These ingredients can offer a range of health benefits, such as supporting immune function or providing energy, and can be incorporated into a variety of products. It is crucial for these claims to be supported by clinical evidence in order to avoid distrust among consumers. By highlighting the functional benefits of their products, brands can differentiate themselves in a crowded market and appeal to consumers who are looking for healthier options that fit their busy lifestyles.
According to the survey, consumers are primarily concerned with improving their immune health (66%), which means that brands should emphasize ingredients that support immune health on their product labels and packaging, and provide clinical proof of their effectiveness.
In addition to the functional benefits of these ingredients, it is also important for consumers to understand what specific vitamins and trace elements are contained in the product and how they can contribute to their overall health and wellness. Simply listing the classic nutrients on the packaging is not enough to meet the needs of today’s health-conscious consumers. Brands that can clearly communicate the functional benefits and specific ingredients of their products will be better able to appeal to this market and stand out from the competition. It is important, however, for these claims to be backed up with clinically proven evidence to avoid skepticism among consumers. Brands can stand out in a crowded market by showcasing the functional benefits of their products and being transparent about the ingredients they contain. This can appeal to consumers who are seeking healthier options that fit their busy lifestyles.
The Importance of Quality Labels in Building Trust with Consumers
In today’s market, consumers are faced with a wide range of options when it comes to choosing products, and it can be overwhelming to try to evaluate the quality and safety of each one. Quality marks, such as label of validation or verification, can help to build trust and confidence in a product by demonstrating that it has been independently tested and meets certain standards. This is particularly important for products that make claims about their functional benefits or ingredients, as consumers may be skeptical about these claims without some form of independent verification.
According to consumer insights, 44% of global consumers report that their health has improved over the past year, demonstrating the proactive approach they are taking towards health maintenance and the positive results they are experiencing.
Quality marks can also be a useful tool for brands to differentiate themselves in the market and signal to consumers that they are committed to producing high-quality products. For example, a brand that has earned a certification for using organic ingredients may be able to appeal to consumers who are looking for more natural and sustainable options. Similarly, a brand that has received a seal of approval from a trusted organization, such as “EQO“, may be able to build trust with consumers who want to improve their health.
As consumers become more health-conscious, there is a growing demand for guilt-free, convenient, and nutritious products. On a global level, 56% of consumers have replaced traditional snacks like chocolate and candy with high protein, low sugar alternatives in the last year. This shows that consumers are looking for confectionery and chocolate snacks that are both convenient and health-promoting. According to FMCG Gurus, these consumers also prefer natural, high protein, and multifunctional claims, indicating that products that offer efficacy, convenience, value, and naturalness will be the most appealing to consumers.
In the confectionery and chocolate market, as well as in other product categories, quality marks can play a critical role in building trust with consumers and helping brands to stand out from the competition. By seeking out and prominently displaying relevant certifications and seals of approval, brands can demonstrate their commitment to producing high-quality products and meet the needs of a discerning and health-conscious market.
Conclusion: Meeting the Needs of a Health-Conscious Market
Food and drink markets are undergoing significant changes as consumers become increasingly health-conscious and seek out healthier options that are convenient and do not compromise on taste or indulgence. Brands that are able to meet this demand by promoting products that contain health-boosting ingredients and clearly communicating their functional benefits and specific ingredients will be well-positioned to succeed in this market. Quality marks, such as certifications and seals of approval, can also play a critical role in building trust with consumers and helping brands to stand out from the competition.
Consumers become more proactive and health-conscious. According to FMCG Gurus`s insights, the number of consumers adopting a long-term approach to their health has increased from 43% in 2019 to 52% in 2021. Our findings also show that a significant number of consumers have been actively researching and educating themselves about their health, leading to an increased interest in health-promoting ingredients in food and drink products.
As the market evolves, it will be important for brands to stay up-to-date on the latest trends and consumer needs in order to remain relevant and competitive. This may involve continuously innovating and introducing new products that meet the changing demands of the market. By anticipating and addressing the needs of a health-conscious market, brands can position themselves for success in the market of the future.
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