Health claims highly influence and bolster younger consumers’ F&B purchases
White Chocolate Matcha Credit: Blank Street
Health claims influence the food and beverage purchasing decisions of most consumers, and are particularly likely to resonate with the youngest, research has shown.
Global ingredient supplier Prinova surveyed over 1500 adult consumers in France, Germany, Italy, Spain, the UK and the US (conducted online in June 2024) and found that 72% percent said they were more likely to buy a food or beverage product if the packaging mentioned a health benefit. This number rose to 87% among those aged 18 to 24, and to 80% among those aged 25 to 34.
Overall, the claims most likely to influence purchasing decisions were low-sugar or sugar-free, weight management and energy support. The ingredients most likely to influence purchasing decisions were probiotics, vitamins, minerals, and fibre, while the concerns most likely to affect food and beverage purchases were gut health, healthy aging and fatigue.
Commenting on the findings, James Street, global marketing director at Prinova, said, “There’s a long-term trend towards more proactive approaches to wellbeing, with dietary changes a key element of consumers’ strategies for living better. As a result, they’re increasingly seeking out food and beverage products with health benefits. Our research demonstrates the value of well communicated health claims, especially in key areas like gut health and energy support. While they resonate powerfully across all demographics, our research provides new evidence that ‘zoomers’ [Gen Z] and millennials are particularly likely to focus on wellness when choosing between products.”
The research also reveals high levels of interest in personalised approaches to nutrition. For example, 79% of respondents believed that their particular genetic make-up affected their nutritional needs either slightly or significantly, with millennials and women particularly likely to agree. Furthermore, 41% were keen to try a test that monitored how particular foods affected their bodies, while 32% were interested in tracking their diet and nutrition through an app or questionnaire. Thirty percent of respondents overall, and 37% of those aged 25-34, were interested in wearable devices to monitor their blood sugar levels.
One unusual finding relates to ‘gamers’ — 66% of the consumers surveyed played video games at least once a week, and 61% of these said they used food or nutrition products to improve their gaming performance. The ingredients most associated with superior performance were caffeine, B vitamins and ginseng.
While this survey was conducted by an ingredients supplier (Prinova offers ingredients such as amino acids, plant proteins, sweeteners and vitamins), the findings further support the continuing trend of consumers actively making healthier F&B purchases. The post-Covid surge in the popularity of functional beverages has not abated, rather, it has sparked consumer spend and interest in such products, spurring the term (and trend), ‘the wellness economy.’ For example, matcha (as well as green tea) beverages in all varieties remain popular with consumption rising. Matcha has a high level of nutrients including antioxidants, L-theanine, and catechins. (T&CTJ’s newest matcha feature will appear in our October 2024 issue.) Functional coffees (high energy, improved focus, memory, gut and/or digestive health, etc., see https://www.teaandcoffee.net/feature/31946/functional-coffees-popularity-is-surging-but-the-true-benefits-remain-questionable/) also continue to surge in popularity and sales.
And as this healthy movement has grown, it has, by extension, expanded and brought forth wellness teas catered towards women and their specific health needs such as the different stages of women’s reproductive life, from menstruation, pregnancy, nursing, and menopause. (See Gendered teas: a marketing strategy or women’s reprieve? – Tea & Coffee Trade Journal (teaandcoffee.net) and/or Women’s wellness teas: a new category or marketing ploy? – Tea & Coffee Trade Journal (teaandcoffee.net)).
According to the research, post-pandemic, global consumers are being more proactive and taking a holistic approach to their wellbeing (per FMCG Gurus, Top Ten Trends for 2023). “With dietary changes a key part of their strategy for living both longer and better, they are increasingly seeking out products with health claims and advice to target their specific concerns.”
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