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.
*Survey of 1,582 consumers in France, Germany, Italy, Spain, the UK and the US. Conducted online in June 2024.
Link between happiness and hydration among Americans found in a survey* on water consumption habits
While it’s no secret that hydration is essential for health, a new survey commissioned by True Lemon and conducted by OnePoll uncovered its impact on overall happiness for Americans. Among the 2,000 respondents, 46 % who drank the most water (10+ glasses a day) said they were very happy compared to only 22 % of those who drank the least water (1 – 3 glasses a day).
Those that drank the most water also reported finding happiness and appreciating the little things in their days. They also try to improve their mood and fuel their day by staying hydrated (36 %), eating enough to avoid getting “hangry” (31 %) and taking walks (30 %). In addition, 61 % percent of those who drank more than 10 glasses of water a day said they used water additives or drink mixes and powders like True Lemon, while 59 % of those who drank the least water said they did not.
“There are so many health benefits to drinking water, but 43 % of respondents reported that water ‘tastes boring’ posing it as one of the biggest challenges to increasing their intake. The number one problem we solve for our customers is that we help them drink more water. In fact, in a recent study with over 4,000 of our customers, 94 % said we helped them drink more water every day,” said Heidi Carney, Executive Vice President, Marketing at True Citrus. “Adding a packet of True Lemon to your water allows you to reap all the hydration benefits of drinking water by making it delicious.”
*This random double-opt-in survey of 2,000 general population Americans was commissioned by True Lemon between Feb. 16 and Feb. 22, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).
Years of research led White Claw Seltzer Works to develop the first authentic-tasting, non-alcoholic drink with the elusive and satisfying complexity of a “real drink”
White Claw®, which changed the way adults drink when it pioneered the innovative, refreshing Hard Seltzer beverage category, is now redefining drinking itself with the launch of an entirely new beverage category: White Claw™ 0 % Alcohol. It’s a one-of-a-kind premium seltzer for adults, with a depth of complexity that tastes, feels, and looks like no other non-alcoholic drink.
White Claw™ 0 % Alcohol is a breakthrough that redefines drinking. Whether you’re pacing yourself during an afternoon or night out with friends, or taking a day, a week, or a month off from alcohol, White Claw™ 0 % Alcohol provides a delicious, low-calorie, hydrating non-alcoholic choice that lets you to say “yes” to any Drinking invitation. (Photo: White Claw)
Alcohol gives adult drinks a distinct taste and flavor complexity that no one has been able to replicate—until now. When alcohol is stripped out of alcoholic beverages, like with non-alcoholic beer, then taste, flavour, and the complexity that alcohol provides goes with it. For adults seeking the same depth of flavour that they get in alcoholic drinks, still or sparking seltzers with added flavour are no substitute—they’re bland liquids that fall flat by comparison to real drinks.
After years of research and breakthroughs including development of our proprietary plant-based sweetener technology, White Claw has found a unique way to make beverages that have all the taste and complexity you expect in an alcoholic beverage, made non-alcoholic from the start, so it’s not a lesser version of anything, it’s more.
As a leading-edge beverage company with a culture of innovation, White Claw Seltzer Works spent decades researching how taste and alcohol work together. Our investment resulted in patents and proprietary beverage technologies. Our new-to-world approach led us to develop our own iconic flavours found in no other drinks. As a result, White Claw® Hard Seltzer pioneered the most significant new alcohol category since prohibition. The craft and science that went into White Claw Hard Seltzer led us to create White Claw 0 % Alcohol, a fundamentally new kind of drink for every kind of adult drinker that could only come from White Claw.
Created with ultra-refined seltzer, White Claw 0 % Alcohol not only combines iconic White Claw flavours with elevated new secondary beverage alcohol drinks notes, but uniquely adds hydrating electrolytes—half as many as you’d find in some leading sports drinks, with only a fraction of the sugar and calories – 15 per 12 oz. can. It’s a radically new way to drink.
White Claw 0 % Alcohol arrives at a time when consumer drinking culture, once synonymous with drinking alcohol, has fundamentally changed. A new survey from White Claw found that the majority of people who drink alcohol (69 %), Gen Z (81 %), and Millennials (78 %) are interested in exploring a “sober curious” or “damp” lifestyle. However, 63 % of consumers say feelings of expectations and pressure from others, along with the fear of being judged, are making it challenging for them to avoid drinking alcohol during drinking occasions. It’s a gap for consumers that no one has addressed until now.
White Claw 0 % Alcohol is a way to say “yes” to more drinking invitations and enjoy more adult drinking get-togethers without pressure to fit in. Whether you’re wanting the complexity of a real drinking experience where alcoholic beverages might not be appropriate—like a business lunch—or pacing yourself during an afternoon or night out with friends, or taking a day, a week, or a month off from alcohol, White Claw 0 % Alcohol provides a delicious, low-calorie, hydrating non-alcoholic choice that doesn’t make you seem like an outsider. The majority of consumers agree that non-alcoholic drink options help them feel more confident in social situations where they didn’t want to drink alcohol (57 %), make it easier for everyone to enjoy social occasions together (74 %), and help them prioritise their physical health while not missing out on social opportunities (67 %).
“The industry is ripe for disruption as demand for flavourful, non-alcoholic drinks is on the rise, but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today’s adult drinkers want. White Claw 0 % Alcohol paves the way for an entirely new adult beverage,” said Phil Rosse, President, Mark Anthony Brands Inc. “Our newest breakthrough completely reimagines the idea of drinking by delivering the first ever elevated non-alcoholic choice with the complex taste and feel of a real drink that only White Claw can deliver.”
The survey by White Claw found that the majority (64 %) of consumers wish there were better non-alcoholic options available. In fact, consumers would be more likely to choose non-alcoholic drinks if they have flavors they like (83 %), were from brands they know (72 %), had electrolytes (72 %), and were low in sugar (71 %).
“White Claw 0 % Alcohol is made non-alcoholic from the start, so it’s not a lesser version of anything, it’s more. The result is a bold, refreshing choice that tastes like no other adult drink available,” added Rosse. “White Claw 0 % Alcohol is a drink for all drinkers, that empowers you to say ‘yes’ to more adult drinking occasions. We’re proud to continue to bring new news and meaningful innovations that make a difference in people’s lives.”
White Claw 0 % Alcohol features four bold flavours for a delicious, refreshing tasting adult drink with 2 grams of sugar and 15 calories per 12 oz. can and will be available in variety 12-packs and single flavour 6-packs:
White Claw 0 % Non-Alcoholic Premium Seltzer Black Cherry Cranberry: The perfect balance of natural ripe Black Cherry and a hint of tart Cranberry flavour give this an extremely refreshing depth of flavour. Available in 12-ounce slim cans included in variety 12-packs and single flavour 6-packs.
White Claw 0 % Non-Alcoholic Premium Seltzer Mango Passion Fruit: Natural mango and hint of tropical passion fruit perfectly complement each other to deliver an authentic and refreshing taste. Available in 12-ounce slim cans included in variety 12-packs and single flavour 6-packs.
White Claw 0 % Non-Alcoholic Premium Seltzer Peach Orange Blossom: Tastes just like a ripe peach picked off a tree with just a hint of floral orange blossom, creating an amazing, uniquely refreshing sensation like no other. Available in 12-ounce slim cans included in variety 12-packs.
White Claw 0 % Non-Alcoholic Premium Seltzer Lime Yuzu: Exquisite natural juicy Lime comes to the fore, accented by a hint of zesty yuzu citrus complexity for unmatched taste and refreshment. Available in 12-ounce slim cans included in variety 12-packs.
Just in time for Dry (or Damp) January, which the majority (62 %) of people who drink alcohol are interested in participating in according to the survey by White Claw, White Claw 0 % Alcohol will begin rolling out in the U.S. on January 1, 2024.
Survey Methodology The survey was conducted online within the United States by Edelman Data and Intelligence on behalf of White Claw from November 1 – November 13, 2023, among a nationally representative sample of 1,048 Americans ages 21 and up, with additional oversamples to total 1,010 Gen Z (ages 21 – 26), 1,005 Millennials (27 – 42), 943 Sober Curious Gen Z (ages 21 – 26) and 960 Sober Curious Millennials (27 – 42). Sober Curious consumers are defined as those who drink alcohol, but exhibit behaviors or general interest in mindful drinking and non-alcoholic beverages. The main nationally representative sample of 1,048 has a margin of error of ± 3.0 % at the 95 % confidence level.
Prinova research has revealed wide variations in the needs of sports nutrition consumers, with those who exercise less frequently more likely to prioritise goals such as weight management and immune health. The survey also shows that more casual sports nutrition consumers are more likely to value taste and texture.
Prinova, the leading provider of bespoke premixes and blends, surveyed 1277 European consumers of sports nutrition products. Although all were physically active, exercising at least twice a week, their preferred activities, goals, needs and purchasing habits varied significantly by activity level.
Respondents were presented with a list of 15 possible goals and asked to pick the five that were most important to them when using sports nutrition products. The three most common were energy (71 %), post-exercise recovery (51 %) and muscle growth (48 %).
However, the research suggests that the mainstreaming of the consumer base has increased the importance of goals not traditionally associated with the category. Consumers who exercised twice a week were almost twice as likely to prioritise immune health as those who exercised daily (20 % vs 11 %).
The less frequent exercisers were also significantly more likely to target weight management (24 % vs 16 %) and digestive health (11 % vs 7 %), and to list taste and texture as a purchase influencer (33 % compared to 22 %).
Tony Gay, Technical Sales Director, Nutrition, at Prinova Europe, said: “Sports nutrition has emerged from its niche of serious athletes, resulting in a more mainstream consumer base. This research suggests that people who exercise less regularly tend to have different goals from their more ‘hardcore’ counterparts and are more likely to have needs that overlap with other categories, such as immune health and weight management. The key takeaway is that there is no ‘typical’ sports nutrition consumer, and as the market becomes more fragmented, there will be growing demand for innovative bespoke and hybrid products targeting more than one goal.”
Prinova is a leading global supplier of ingredients and premix manufacturing solutions. Its branded products for sports nutrition include:
enduracarb® – a science-backed, slow-release ‘double sugar’ which outperforms other carbohydrate sources over prolonged periods of intense exercise
Aquamin – a range of plant-based, clean label, marine multimineral-complex products supported by more than 40 peer-reviewed scientific publications
EAAlpha™ – a patented, balanced blend of nine essential amino acids (EAAs) with arginine, providing an optimal ratio for muscle protein synthesis.
The survey of 1277 consumers in the UK, France, Germany Italy and Spain was carried out in April 2023. The full results will be published in a Prinova report.
Singapore’s Nutri-Grade nutrient labeling system is proving to be a useful tool in stimulating competition and product innovation in the health and wellness beverages space and curbing sales of unhealthy drinks. Notably, 53 % of Singaporean respondents said that health labeling (information on protein/sugar/fiber/carbohydrate content) displayed on the product packaging often or always influences their product choices*, in a recent survey by GlobalData, a leading data and analytics company.
Tim Hill, Key Account Director at GlobalData Singapore, comments: “Nutrition labeling systems, such as daily intake guidance, warnings, traffic lights, star ratings, and nutrition scores, are intended to help consumers in making informed decisions and transition to healthier foods. These systems grade or rate food and drinks based on the sugar, fat, sodium, and energy content in beverage formulations. The standardised grading systems make use of colours, vectors, and symbols that are easier for consumers to read than the comprehensive back-of-pack ingredient lists.
“Additionally, as these gradings/rankings are defined, they are easier to comprehend than the plethora of health and natural claims that food manufacturers employ. Some of these claims are misleading, for instance, a product with the tag ‘no-added sugar’ can hide the fact that it contains ingredients rich in natural sugars such as fructose.”
Bobby Verghese, Consumer Analyst at GlobalData, notes: “In its war on diabetes, the Singapore Government mandated the “Nutri-Grade” nutritional labeling system for pre-packed beverages and automatic beverage dispensers from December 30, 2022. Moreover, pre-packaged sugar-sweetened beverages with high sugar or fat content are given a low rating and prohibited from being advertised. The authorities plan to extend nutrition labeling to freshly prepared beverages by the end of 2023. Nutri-Grade has reportedly curtailed sales of unhealthy drinks.”
Hill adds: “Nutri-Grade is motivating beverage makers to reformulate existing products and launch new products with less sugar and calories. It fosters competition among brands and labels to step up research and development (R&D) of healthier ingredients and processes, which ultimately provides consumers with a broader choice of better-for-you products. In a recent case, Yakult Singapore’s flagship probiotic drink, Yakult Original, received a low Nutri-Grade D rating due to its high sugar formulation, while a similar product from rival brand Vitagen received a higher Nutri-Grade B rating for its low sugar recipe. Subsequently, in March 2023, Yakult Singapore launched a new variant named Yakult Gold, which it claims contains only up to five grams of sugar per 100 ml, and is fortified with Vitamin D to boost bone and dental health. Yakult Gold thereby received a Nutri-Grade B rating and the Healthier Choice Symbol badge.”
Verghese concludes: “Similar to Singapore’s Nutri-Grade, Malaysia and Thailand have adopted both voluntary Guideline Daily Amount (GDA) labels and the Healthier Choice Logo, while the Philippines has opted for a voluntary GDA system. The Indian food safety agency, FSSAI, has also proposed an Indian Nutrition Rating system akin to Australia’s Health Star Rating system.
“Authorities are striving to plug the loopholes in these rating systems, including the difficulty in comparing different product categories under each system. These diverse nutrient labeling systems across countries will undoubtedly escalate the procurement, R&D, and production expenditure of F&B companies. The adoption of uniform standards across the Asia-Pacific will incentivise F&B manufacturers as they can offset the added costs through economies of scale of selling similar products across borders.”
*GlobalData Q3 2022 Consumer Survey – Singapore with 513 respondents, published in September 2022
The climate impact of food is important to Europeans. Three out of five consumers consider climate impact when buying food according to a new survey by Yara.
Yara International announced the findings in a new European survey on sustainable food conducted by leading international market research company IPSOS on behalf of Yara. The report provides an overview of consumer purchasing habits and sustainable food preferences.
“The report shows that Europeans are highly motivated to buy sustainable food to reduce their climate impact. This should be a wake-up call to the entire food industry,” says Birgitte Holter, VP of Green Fertilisers at Yara. “While three out of five Europeans find the climate impact important when buying food, a majority feel it is not easy enough to understand available information about the climate emission to be able to make sustainable choices. More than three out of four consumers would prefer to be able to read the carbon footprint on the food item,” Holter says.
The world’s food production accounts for more than a quarter of global greenhouse gas emissions. This new report shows that 58 % of Europeans consider the climate impact important when buying food and beverages. In addition, 51 % of Europeans are willing to pay more for fossil free food items, meaning food produced without fossil sources. However, most people feel that it is not easy to know which food is climate friendly, as 76 % of Europeans would like the carbon footprint to be visible on the food label.
“Decarbonisation of food is possible and that is why we are developing green fertilisers made from water and air using renewable energy, to support farmers and food companies in reducing their climate impact of their food. These voluntary choices must be supported by adequate policies. The EU’s Sustainable Food System initiative, planned for the end of 2023, should therefore create a set of incentives for food systems’ actors to go beyond the minimum requirements and favor low-carbon footprint solutions such as green fertilisers,” says Holter.
In Porsgrunn, Norway, Yara is building the first production plant to run on renewable energy. From here, Yara will produce green fertilisers made without the use of fossil energy or fossil sources. This will result in crops with an up to 30 % lower carbon footprint and up to 20 % carbon footprint reduction in the food produced, making them a powerful solution to grow a decarbonised and fossil free food future. The first green fertilisers are planned to enter production in the second half of 2023.
The market demand for food made without fossil energy sources is high. More than half of Europeans (51 %) said they are willing to pay more for climate friendly food. A clear majority of Europeans (74 %) say food companies need to work to reduce the emissions from their food production.
Key findings in this survey:
58 % of Europeans consider the climate impact important when buying food and beverage items
69 % of Europeans would choose a climate friendlier food item versus a cheaper option. (26 % would choose a fossil free food item, 43 % would choose a low-carbon item)
51 % of Europeans say they are willing to pay more for food made without fossil fuel sources
31 % of Europeans already make sustainable choices when it comes to their buying habits
More than three out of four (76 %) Europeans want to see the carbon footprint of food items on the label
Nearly three out of four Europeans (74 %) believe food companies should work to reduce emissions in their food production
About the survey The survey on the need for sustainable food was commissioned by Yara International and conducted by IPSOS. The panel consisted of 12,000 consumer respondents in France, Germany, the United Kingdom, Ireland, Italy, Spain, Poland, Romania, Turkey, Norway, Sweden and Denmark (1,000 respondents in each country). The data was collected from online interviews during the period of December 1 – 14, 2022.
The pandemic has shifted consumer views towards their health across the globe. New research results show that this pursuit for health will have an influence on the energy product market, as consumers demand healthier alternatives to boost their struggling energy levels. The survey was conducted on behalf of BENEO with 5,000 consumers across Spain, France, Germany, Poland and the UK.
Improving mental wellbeing, overall mood and physical energy levels were some of the most important health aspects that gained momentum as a result of the pandemic. According to BENEO’s research, almost 1 in 3 consumers in Europe have been juggling with feeling tired and a lack of energy during the pandemic. In order to improve energy levels, half of those surveyed said that they have been looking to food and drink products to help them make it through the day. This figure rises even more amongst younger adults (18 – 34-year-olds), with 8 out of 10 young European consumers seeking out energy-boosting products (increasing to 85 % in the UK). The demands of parenting during a pandemic have also left their mark, with 7 out of 10 European consumers with children saying they have turned to food and drink to boost their energy levels (growing to 82 % in the UK).
As well as fatigue being an increasing issue, the pandemic has also made people more aware of the fragility of health and the need to look after themselves. More than ever before, consumers are making the link between their diet and their health, with 63 % making an increased effort to eat and drink healthier in the future because of the pandemic. Also, staying fit and active and having a balanced diet have been major concerns during the pandemic and 2 in 3 consumers now see a healthy diet as key to controlling their future health.
A common way of boosting energy is via energy drinks, which have a wide appeal – being consumed by parents, young adults and gamers to name but a few. However, in light of the current trends, many consumers are looking for products in these categories with healthier attributes, more natural ingredients or benefits of sustained energy. At the same time, awareness is growing amongst consumers that some types of sugar are healthier than others. Today, 1 in 2 consumers see sugars or carbohydrates that have a lower impact on blood sugar levels as enticing. Additionally, 2 in 3 consumers find BENEO’s Palatinose™ balanced sugar appealing because it supports a healthier lifestyle and provides sustained energy. This makes a compelling argument for the continued development of healthy alternative energy boosting products.
Myriam Snaet, Head of Market Intelligence and Consumer Insights at BENEO commented: “This survey quantifies the trend we have been seeing played out throughout the pandemic. The safeguarding of mental health and physical energy has now become key to European consumers. This higher interest in health and nutrition also links itself to an increased focus on preventative health, where blood sugar management can play a role. What is particularly interesting about this study is the significant size and diversity of the target group that is more interested in claims relating to balanced blood sugar levels. With such a broad appeal for healthy lifestyles, manufacturers who incorporate the balanced sugar, Palatinose™, into their products will be well set to make the most of this trend both today and in a post-pandemic world.”
Palatinose™, BENEO’s alternative sugar, is fully yet slowly digested and provides full carbohydrate energy but in a balanced and sustained manner, keeping blood glucose response under control. It occurs naturally in honey and is derived from sugar that is naturally extracted from sugar beets. Being low glycaemic, Palatinose™ enables manufacturers to create products that deliver energy in a more balanced way, while improving blood sugar management.
More than four in ten consumers have increased their purchases of functional foods, beverages and supplements since the start of the pandemic, a major global survey has found.
Kerry, the makers of clinically proven immune health ingredient Wellmune®, surveyed 13,000 people across 16 countries to provide manufacturers with insights into the impact of COVID-19 on purchasing behaviours.
Forty-four per cent of respondents globally said they had bought more dietary supplements since the outbreak of the pandemic, while 42 % had increased their purchases of functional or fortified foods and beverages.
Respondents were presented with a list of health areas and asked which were reasons for buying healthy lifestyle products. Globally nearly six in ten (58 %) chose immune system support, significantly more than the numbers who picked healthy bones and joints (46 %), digestive health (43 %), heart health (40 %) and improved energy (39 %). Immune health was the top health benefit sought by consumers in each of the 16 countries surveyed.
As many as 39 % of consumers had used an immune health product over the past six months and a further 30 % would consider doing so in future, suggesting a total potential immune health market of 69 %.
John Quilter, Kerry VP of Global Portfolio – ProActive Health, said: “Interest in health and wellness has never been higher and we wanted to give the industry new insights into changing purchasing habits. One of our key findings was the scale of the impact of the pandemic on demand – not just for immune health products, but for functional foods, beverages, and supplements overall. Consumers were adopting increasingly proactive, holistic attitudes to health, wellness and nutrition long before 2020 but the pandemic has massively accelerated this trend.”
The survey also reveals the food and beverage categories where immune health is a particularly powerful purchase driver. One in three (33 %) consumers said they would be interested in purchasing fruit and vegetable juices if they contained ingredients that promoted immune support. Many other categories were also seen as a good fit for immune health benefits, including spoonable yogurt (31 %), dairy-based drinks (28 %) and hot beverages (24 %).
In Tune with Immune is one of Innova Market Insights’ Top Trends for 2021, reflecting how immunity and health has become top of mind for consumers, with ongoing anxieties over COVID-19 continuing to be a key focus for next year and beyond.
“Ongoing anxiety stemming from the COVID-19 pandemic is continuing to push consumers toward prioritizing their immune health,” according to Lu Ann Williams, Global Insights Director at Innova Market Insights. “Immunity boosting ingredients will play a significant role for the coming year”, she reports, “while research and interest in the role of the microbiome and personalized nutrition as ways to strengthen immunity will accelerate”.
According to Innova’s Consumer Survey 2020, six out of ten global consumers are increasingly looking for food and beverage products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019.
Innova’s research also indicated that 54 % of global consumers claimed to have spent time educating themselves on ingredients and procedures that could boost their immune health in the wake of concerns over COVID-19. When asked which elements would be most important to achieve, immune health, choosing foods naturally high in nutrients (vitamins, minerals, antioxidants) featured in the top three. Also prominent was getting enough sleep and being physically healthy. There is an associated increase in interest in botanical ingredients in particular.
As might perhaps be expected in the light of this, the use of immune health positionings for food and drinks is also rising, with 1.65 % of global launches over the first ten months of 2020 using this type of claim, up from just 1 % five years previously.
Rising numbers of launches in a wide range of food and beverage categories are focusing on the use of terms such as immune health, immune boosting, immunity support, etc. These feature across a wide range of different types of product, led by baby & toddler products (particularly milks and formulas), ahead of sports nutrition (particularly sports powders) and dairy products (particularly drinking yogurt/fermented beverages).
The link is also increasingly being made between probiotics/prebiotics, digestive/ gut health and immune support. Consumer awareness of the benefits of probiotics is still gaining traction, with its relationship to gut health and a strong immune system increasingly being made.
Prebiotics have generally been slower to establish themselves in the consumer consciousness; although they have been around for many years, it is only relatively recently that they have started to move into the mainstream. Innova Market Insights reports a 20 % global growth for food and beverage launches with prebiotics in 2018 over 2017 and a further rise of over 13 % for 2019. Often used in combination with probiotics, prebiotics are featuring across a range of food and drinks launches, led by baby & toddler products, ahead of soft drinks and dairy products.
Healthy ingredients and label transparency are more important to consumers than ever before following the COVID-19 pandemic, concludes a new global survey commissioned by the market research company FMCG Gurus on behalf of BENEO1.
The results show that across the globe consumers are becoming more conscious about their well-being – particularly immunity – as they question their vulnerability to disease and illness. They are also concerned about the environment and whether the virus’ impact has been intensified because of increased levels of environmental damage. As a result of these attitudinal shifts, consumers are looking to purchase food and drink products that increasingly promote well-being and sustain their energy in challenging times, whilst minimising impact on the environment.
Good for you and the environment
Environmental concerns have been heightened as a result of COVID-19. This is in part due to some consumers questioning whether issues such as air pollution have increased respiratory issues, making people more vulnerable to the disease. This concern is being translated into altered buying patterns, with 60 % of consumers now being more attentive to the impact that their food and drink has on the environment.
Increased focus on food and drink products that provide health benefits
Furthermore, the widespread effect of COVID-19 has also resulted in 64 % of consumers saying that they are now more conscious about their immune health. Even consumers who previously deemed themselves to have a good immune system are now questioning their vulnerability to disease and illness. This is having a direct impact on purchasing behaviour, with two-thirds (64 %) of consumers more interested in ingredients, or food and drink products, that provide protective or preventative health benefits. This trend is likely to continue being prevalent in the market for the foreseeable future.
Consumers want natural, sustained energy boosts
In these challenging times, consumers are also looking for ways to fight feelings of fatigue more naturally. In line with this, 34 % of consumers say that they are now more likely to seek out food and drink products that boost energy in a sustained and balanced way. Also, not surprisingly, consumers are looking to improve their mental well-being, with more than half (55 %) saying they are likely to opt for food and drink to boost their mood. However, formulation is key, as consumers look to avoid ingredients deemed detrimental to their long-term health in pursuit of a short-term energy boost. One opportunity arising from this is the appeal of slow-release, low-glycaemic carbohydrates such as Palatinose™ (isomaltulose), with 45 % of consumers believing such carbohydrates are better for their health.
Michael Hughes, Director of Insights at FMCG Gurus, comments: “The results of our latest consumer survey clearly show that beneficial ingredients and label transparency are now more important than ever before to consumers across the globe, as a result of the pandemic. People are exploring topics such as inner defence, staying fit and healthy, blood glucose control, as well as sustained energy and wanting to buy products with proven health benefits. BENEO is well equipped to help manufacturers tap into these key growth areas. The company’s prebiotic chicory root fibres and slow-release carbohydrate offer a range of scientifically proven health benefits that help support long-term health and can be communicated on pack.”
Myriam Snaet, Head of Market Intelligence and Consumer Insights at BENEO, explains: “As concern for the environment continues to gather pace, it is important that we all play our part in promoting sustainable business practices. At BENEO, we actively support sustainable farming, to encourage biodiversity and reduce water pollution and soil erosion. We valorize 100% of our raw material to minimise waste and have reduced our specific energy consumption by 50% over the past 30 years. Looking to the future, we aim to achieve carbon neutrality by 2050, thanks to our recent investments into upgrading and expanding our facilities.”
1Content based on FMCG Guru’s COVID-19 survey, July 2020. Eighteen countries surveyed in July 2020 [Australia, Brazil, Canada, China, Denmark, France, Germany, Indonesia, Italy, Japan, Mexico, Poland, South Africa, South Korea, Spain, UK, USA, Vietnam] and a Country Profile survey conducted across nineteen countries in January 2020.
With an aging population globally, consumers are increasingly looking for solutions that help them to live their lives to the fullest while maintaining high levels of health and wellness regardless of their age.
While 7 out of 10 global consumers in an Innova Consumer Survey said that they had made changes over the past year to improve their health, these changes were not just for physical health, with consumers balancing physical, mental, and emotional aspects. Changes to improve physical wellbeing continued to lead, with 53 % of respondents saying that they had made a change. However, numbers were also significant for consumers saying that they had taken steps to improve mental health and emotional wellbeing (44 % of respondents) and for consumers saying that they had sought more spiritual time (32 % of respondents).
As a result, nutrition that supports both physical and emotional wellbeing is thriving and can target the needs and preferences of different generations with more specific holistic approaches to help identify opportunities and optimize innovation.
Being aged 60+ continues to be redefined, as this age group strives to remain healthier and more active while potentially working until later in their lives than previous generations out of choice or necessity. Future seniors, however, will come from Generation X and Millennials, raised in a different era to the Silent Generation and Boomers who make up the over 60s of today.
Innova’s 2019 research study indicates that 76 % of consumers aged between 26 and 55 years agreed that healthy aging started with what they ate and drank, while 56 % said that they had increased their consumption of functional foods/drinks over the previous year.
Healthy aging claims are starting to appear more regularly on food products and beverages as younger generations prefer functional food & beverages to classic supplement formats. Global research by Innova Market Insights indicates that while 29.7 % of over 55s cited tablets and 26 % cited capsules as their preferred form of intake for supplements in 2019, among those aged 26 to 35 years, nearly 30 % preferred supplements in the form of food products and 27.7 % as beverages, falling slightly to 22.1 % and 25 %, respectively, for those aged 36 to 45.
This presents opportunities to redefine supplements and how they are used, while we are also seeing blurring boundaries between supplements and food/drinks.
It is clear that products with active health claims are increasingly featuring in the marketplace to cater to a variety of needs. Food and beverage launches with active health claims tracked by Innova Market Insights are seeing a growth of +11 % (Global, 2018 vs. 2019). There is a particular focus on healthy aging or aging well, both for seniors and for younger demographics who already engaging with preventative care.
Joint health, energy/alertness, immune health, and bone health are some of the fastest-growing active health claims for global food and beverage launches in recent years as links between particular nutrients and health benefits are increasingly made.
Brain health is another area of growing interest, particularly in terms of aging well, while targeting physical appearance via nutrition and diet is also seeing rapidly rising levels of interest.
On 7th September 2020 at 13:30 BST, Myrthe de Beukelaar, Market Analyst at Innova Market Insights, will present Health & Happiness: a Holistic Approach to Healthy Aging webinar as part of Vitafoods Virtual Expo event. Join Myrthe to learn more about how consumers are increasingly looking for solutions to live their life to the fullest. Register here.
Compared to the rest of Europe, Germans attach particular importance to naturalness when buying food. Only taste and consumer friendliness are more important to German citizens. Consumers in France and the UK also pay particular attention to these two factors, followed by value for money and naturalness. In the future, the demand for natural foods could increase, especially in China. These are the results of six studies carried out by Symrise over the past two years. The Group surveyed around 15,000 consumers ages 16 to 70 from 12 countries in Europe, Asia, North America and Latin America.
The importance of naturalness differs greatly from country to country. At the same time, the researchers also identified overarching common aspects. They found that the explicit use of the word “natural” has a great influence on the perception and acceptance of a product or its ingredients. In addition, consumers around the world reject ingredients with scientific-sounding names because they do not perceive them as natural. In order for the consumer to understand and trust the content of the label, it needs concrete and transparent information. Another finding was that consumers prefer familiar methods of food preparation. Artificial sweeteners are also considered unhealthy and too sweet.
“Many consumers today want to buy the most natural food possible,” says Stefanie Hartwig, Global Marketing Engagement Manager at Symrise. “At Symrise, we respond to this preference with our code of nature® platform. This means that we value natural ingredients, gentle processing and authentic taste in our products.”
Germans want understandable ingredients
Especially in Europe, consumers are very interested in the ingredients of food. They thoroughly read even long lists of ingredients as long as they can understand them. In general, respondents attach importance to ingredients they know. On the other hand, they mostly reject unfamiliar ingredients. This also applies to very general disclosures such as the ones on vegetables. Concrete content information significantly improves acceptance. The disclosure of food additives in the form of E numbers, as practiced in the European Union, is also poorly received by consumers, especially in Germany.
In Asia, the proportion of consumers interested in natural foods varies relatively widely. While in Japan almost half of consumers prefer natural raw materials, in Thailand the proportion is about a third and in China about a quarter. China holds the greatest future potential. There are particularly good prospects in the yogurt drink and flavored water categories, if manufacturers simultaneously consider the need for health and safety.
“Natural foods offer an enormous growth market with great opportunities for manufacturers,” says Mathias vom Weg, SVP Global Purchasing Flavor at Symrise. “The challenge is to ensure naturalness throughout the value chain. We focus on transparency and traceability. With clear guidelines, we ensure that our suppliers meet our requirements for naturalness.”
Similar perception of naturalness in North America and Latin America
In the USA, consumers particularly expect naturalness in the yogurt (68 percent), soup (55 percent) and flavored water (50 percent) product categories. Respondents there primarily associate naturalness with the terms “fresh,” “natural,” “local ingredients” and “free of additives and preservatives.” This also applies to Latin America. Consumers there understand naturalness as describing a product that is real and pure without additives. Especially in beverages, Latin American consumers value natural taste, natural sweeteners and a healthy product.
Nearly two thirds of shoppers in South America are willing to pay extra for a food or beverage product that is higher in protein, according to a survey commissioned by Arla Foods Ingredients.
Researchers from Lindberg International asked 4,000 consumers in Argentina, Brazil and Colombia if they would spend more on buying a product if it contained more protein than a similar product. Across all three countries, 61 % of respondents said they would be willing do so.
Thirty-nine percent stated that they would pay up to 5 % more, 17 % said they would pay up to 10 % more, and 5 % admitted they would pay over 10 % more. Respondents in Colombia were most likely to be willing to pay more, with 73 % saying they would be happy to do so. The equivalent figure was 60 % in Brazil and 54 % in Argentina.
The research findings demonstrate the importance of protein in South American markets.
Results of the consumer survey also show that 80 % of respondents believed they understood what protein is and what it does for the body, with awareness highest in Colombia, where 87 % expressed this view.
Social responsibility has been a growing trend in the FMCG market in recent years as manufacturers, suppliers, brands and consumers strive to limit the negative economic, social and political effects caused by their actions. It is increasingly driven by consumers’ desire to live a more ethical lifestyle that they believe benefits their personal wellbeing, says leading data and analytics company, GlobalData.
The company, in its report ‘TrendSights Analysis: Social Responsibility; Understanding the issues and impacts of socially responsible consumption’ has revealed that interest among consumers in products supporting environmental causes is increasing across the globe.
According to the survey, 59 % of consumers globally said they would consider buying products associated with environmental protection. Brands or products that support poverty, animal welfare, Fairtrade, or gender equality are also likely to be well received by consumers.
Matthew Perry, Consumer Analyst at GlobalData, says: “While interest in products that support environmental protection appears to extend across all generations, Millennials – those born in 1981-1999 inclusive – are driving interest in products that support poverty, animal welfare, and gender equality.
“Meanwhile, older generations show greater interest in Fairtrade products. Producers should consider the varying interest in ethical causes when initiating such projects and target campaigns accordingly in order to maximize their impact and success.”
Increased quality and a greater focus on digitisation in factories are two key trends identified in a recent global survey of 120 decision-makers in the international food and beverage industry.
The research, carried out by food and drink IT specialist CSB-System, revealed that respondents were optimistic about future prospects, expecting the economic situation for their businesses to pick up in the years to come. As part of this, half of them specified quality, freshness and innovations as key drivers in defining product leadership.
Although quality is seen as the biggest driver for success, two thirds of decision makers highlighted prices as the most significant challenge, with many sectors affected by high raw material prices, which are difficult to pass onto the trade or end-consumer.
Legal requirements in terms of food safety, labelling and traceability were also an area of concern, the most recent example at EU level being the regulation on the provision of food information to consumers and the mandatory nutrition declaration. Another important consideration is the requirement among retailers for permanent product availability and prompt response times.
In these circumstances, respondents identified three business areas in particular where there was greatest potential for improvement – sales and marketing, production and intralogistics and information technology. In particular, enhanced IT systems were seen as critical in helping to reduce costs, effectively manage complex operations and improve overall responsiveness.
Looking to the future, the decision makers forecast an increasing focus on both value and sustainability in the food sector. As well as mass market products, high-price segments would also gain in importance, with the combination of cutting-edge technologies and traditional crafts allowing the introduction of a new generation of quality foods elaborately prepared and manufactured.
Hermann Schalk, head of sales at CSB-System, says this trend, together with the need to focus on costs, will lead to the growing importance of effective IT.
“We still expect the downward pressure on prices to persist, therefore cost reductions are necessary,” he explains. “This must not adversely affect product quality, which is not necessarily the case. Our experience is that there is plenty of optimisation potential in the processes, mainly through digitisation.”
Strong production growth in 2016 represents a significant increase above the historic average growth rates for glass packaging
Glass packaging production in Europe grew by 2.9 % in volume (Tonnes) and by 2.1 % in unit terms in 2016 according to data published today by the European Container Glass Federation (FEVE)(1). The growth was driven by exports as well as continued demand for glass packaging in food and beverage segments in Europe. A total volume of 20.9 million tonnes or 75.9 billion units were produced in Europe for the EU and international food and beverage markets.
“The buoyant demand for glass is a strong signal of trust from customers in our industry and in glass packaging to help brands stand out on the shelves both in the European market and internationally,” says FEVE President Johan Gorter.
The strong performance in 2016 confirms the steady trend of the last 5 years. Since 2012, the industry has increased its production by 5.8 % in volume and 6.1 per cent in units.
Glass continues to be the reference packaging material for leading markets such as spirits, wines and beer, while it is increasingly gaining share in the food, water and dairy sectors. This is not only due to new consumption trends for local, organic and natural food, but also because of the positive image of glass packaging and the strong consumer trust in glass as their preferred packaging for environmental, health and taste preservation reasons. According to a recent survey(2), glass is consumers’ favourite packaging, with 1 in 2 Europeans saying they use more glass than three years ago and 75 % of Europeans view glass as the most environmentally friendly packaging.
“It is encouraging that consumers trust glass because of its sustainability credentials and because it best preserves the quality of their preferred products. As an industry, we are committed to making the inherent properties of glass more visible to our customers and to the final consumer” continues Johan Gorter.
(1)Production of container glass for food and beverages in the EU, Switzerland and Turkey based on direct industry production data from FEVE member companies compiled by Vivid Economics for FEVE. (2)InSites Research 2016. View Summary report on the Friends of Glass platform.
