Consumers Embrace Nutrition to Unlock Holistic Health Goals

Our new global consumer research: Persistent lifestyle challenges prevent consumers from unlocking their health goals

Against the backdrop of rapidly evolving consumer behaviour in the health and wellbeing space, Nutiani recently teamed up with leading global market research agency, IPSOS, to canvas 5,000 consumers on their views across the full spectrum of health. 

Drawing on the insights of the study, we have identified key global trends, what is driving them and how customers can respond, which we have outlined in an infographic report.

The research reaffirms that 90% of consumers around the world are adopting a holistic mindset, and believe good health involves not just being physically well but looking after all aspects of wellbeing.

Consumers are more informed than ever, and see a strong link between overall wellbeing and nutrition, with 88% believing well-balanced diets are important to preventing major illnesses. However, in practice, only 56% choose to eat a healthy diet to maintain their wellbeing. 

Those who face challenges in nourishing themselves as well as they would like to cite a lack of time, discipline, and high cost as the biggest barriers. Meanwhile others say they also don’t trust the claims of existing health and nutrition products on the market.

View our infographic report for more detail

Andrew Maude, our GM Advanced Nutrition at Fonterra, says the findings show the future of health and nutrition will belong to brands that can bridge these gaps and meet consumers’ needs through innovative offerings.

As well as making daily life more stressful², the COVID-19 pandemic accelerated an existing trend towards preventative health. Consumers became even more focused on reducing the risk of potential diseases to maximise overall enjoyment of life. According to our research, protection against major illnesses (40%), the ability to live life to the fullest (39%) and spend quality time with loved ones (33%) are now the top reasons for staying healthy.

Charlotte Ortiz, Nutiani Global Brand Marketing Manager, says the prolonged impact of COVID-19 will likely have a permanent effect on consumer health and wellness priorities. 

“It is clear that consumers are prioritising their health and wellbeing, and preventative action is here to stay. The fact that many struggle to manage their nutrition as well as they would like, suggests that existing products are not effectively meeting their needs. Coupled with consumers’ determination and interest in holistic wellbeing, there is a white space opportunity for brands to start delivering accessible and convenient nutrition solutions such as ready-to-drink protein beverages, to support them in achieving their health goals,” Ortiz says.