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 Europe and the US.^* Seventy-two per cent said they were more likely to buy a food or beverage product if the packaging mentioned a health benefit. However, this 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 and minerals and fibre, while the concerns most likely to affect food and beverage purchases were gut health, healthy ageing and fatigue.

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 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. Seventy-nine per cent 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.

Forty-one per cent 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 per cent of respondents overall, and 37 % of those aged 25-34, were interested in wearable devices to monitor their blood sugar levels.

Sixty-six per cent 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.

Prinova is a leader in categories like amino acids, plant proteins, sweeteners and vitamins. Its branded ingredients include enduracarb® trehalose, a slow-release carbohydrate designed to provide sustained energy, and LactoSpore®, a clinically validated shelf-stable probiotic.

Download the full report at: https://tinyurl.com/yyksms7p

*Survey of 1,582 consumers in France, Germany, Italy, Spain, the UK and the US. Conducted online in June 2024.

Consumers today lead more demanding lifestyles that drain their energy levels, fueling the need to relax and rejuvenate. As a result, they are proactive in seeking products that can support mental wellbeing. Brands are, therefore, working to develop ingredients that can ease stress and improve mental health, says GlobalData, a leading data and analytics company.

Meenakshi Haran, Lead Consumer Analyst at GlobalData, comments: “The incidence of poor mental wellbeing is at its highest today with consumers generally feeling more stressed and anxious as they deal with challenging economic and social conditions. Indeed, mental wellbeing is a major concern (extremely/quite concerned) for American consumers as attested by 50 % of respondents in a recent GlobalData survey^*”

Conscious of the negative health implications of an imbalanced lifestyle, many concerned consumers are paying greater attention to their emotional wellbeing and quality of life. Ingredient manufacturers have taken notice of this growing consumer pursuit of food and beverages that can help them relax and rejuvenate. In March 2024, Caldic North America announced its collaboration with Celesta Company to expand Caldic’s portfolio with Celesta’s proprietary ingredient blends and technologies, including SlumberMor and RnRMor, designed to improve sleep, mood, and relaxation. These innovative offerings are touted to help with functional innovations in the food and beverage industry.

Haran continues: “Millennials and Generation Y (58 % each) are the most concerned about their mental wellbeing, compared with other generations in the current situation*. This trend is driven by health-conscious consumers who are concerned about the impact of diet on mental health.”

Haran concludes: “This high concern motivates consumers to improve diets, carefully consider what ingredients are inside food & drinks, and seek lifestyle changes. Novonesis, a joint venture between Chr. Hansen and Novozymes unveiled a new ingredient, the MindAble 1714 probiotic designed to manage stress, targeted at the food industry. Food & beverage brands should consider launching products using innovative ingredients to align with consumers expectations.”

^*GlobalData 2024 Q1 Consumer Hot Topics Survey – US, published in March 2024, 500 respondents