Food and Beverages Rival Vitamins and Supplements for Consumer Interest in Health & Wellness Products

Manostaxx – Indusrial Management Consulting

Consumer interest in food and beverages that offer better digestive health, increased energy, weight loss, and healthy blood sugar levels is greater than or similar to interest in vitamins and supplements that provide the same health and wellness benefits. This is the latest finding from a global study conducted by Ipsos Marketing, Consumer Goods.

Consumers from around the world were  asked how interested they would be in using food and beverage products, vitamins and supplements, and beauty and personal products that provide specific health and wellness benefits. Within the food and beverage category, consumer interest was strongest in products that offer better digestive health, increased energy, weight loss and healthy blood sugar levels. In fact, their level of interest in food and beverages with these benefits equalled or surpassed
their level of interest in vitamins and supplements offering corresponding benefits.

Although not as high as vitamins and supplements, interest in food and beverages that provided heart  health, cancer prevention and better immunity was also substantial – with one-third of consumers expressing interest.

Vitamins and supplements were the preferred source for a host of other benefits, most notably better immunity, increased brain power, bone and joint health, cancer prevention, hormonal balance, and eye
health. For beauty and personal products, consumers were interested mostly in skincare benefits followed by relaxation and stress relief.

“The data suggests that consumers are most interested in health and wellness products in
which there is already an established connection between the product and the benefit,” says
Lauren Demar, CEO, Ipsos Marketing, Global Consumer Goods Sector. “For example, there
is already a connection with food and beverage products and benefits related to digestion,
increased energy, weight loss and healthy blood sugar levels (corresponding to diabetes
management); therefore, consumers are more open to using food and beverages that offer
these advantages.”

Demar continues,“However, consumer packaged goods companies should not feel constrained
to offer only benefits that consumers immediately understand and believe. Consumers can
be educated through advertising, packaging, and testimonials about health and wellness
benefits. For instance, many food companies have successfully educated their customers about
how their products can reduce the risk of heart disease or cancer – a fact that may not have been immediately obvious to many consumers.”

Demar concludes,“CPG marketers should not only look within their categories to learn which aspects of health and wellness are most relevant to consumers, but outside their categories as well. In particular, looking at the vitamin and supplement category can provide important clues as to which benefits are on the leading-edge.

As we can see from the data collected in our survey, consumers express strong interest in using products associated with better immunity, increased brain power and memory, and bone and joint health – making these strong innovation platforms for tomorrow.”

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