Consumers are dedicated to improving health and wellness, grapple with cost of better-for-you products, Nutiani finds

16-Apr-2024 - Last updated on 17-Apr-2024 at 13:34 GMT

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The premium price associated with better-for-you products might be a purchase barrier for consumers, almost half (41%) of whom say these products cost too much, according to data from Nutiani's global trend report.

“Even with the tightening of purse strings, we continue to see bright spots in the wellbeing nutrition space as this will remain top of mind for consumers. For instance, 65% of consumers surveyed plan to make dietary changes to improve their health and wellbeing over the next year, which is a 3 percentage point increase over the last survey in 2021. There is a massive opportunity here for brands to tap on this demand by staying tuned to rapidly evolving consumer preferences in the current market,” said Komal Mistry-Mehta, chief innovation and brand officer at Nutiani’s parent company Fonterra.

Consumers prioritize essential products over wants, including wellness and nutrition products

In collaboration with market research firm Ipsos, Nutiani interviewed 2,500 global consumers 18 to 80 years old, to gauge their perceptions on how health and wellness influence their purchase decisions and how shoppers grapple with higher food prices. The report expanded on data shared in Nutiani’s 2024 top 10 trend report.

Overall, consumers are balancing between purchasing products that improve their health and wellness and how much they can afford. More than half of consumers (53%) are prioritizing essential items more than wants, and roughly one in four shoppers say they are purchasing fewer but higher quality items to make the most out of their spending.

Despite higher food and beverage prices, 60% of consumers say health and wellbeing issues are top concerns for them in 2023, up from 55% based on 2021 numbers. Most consumers (68%) also say that nutrition can treat specific health conditions, and US consumers are seeking products to address various health and wellness issues.

Nearly all (85%) of US shoppers cited cognitive health as an important health aspect, and 80% said healthy aging was important. Additionally, 81% of survey respondents said mobility health was important, and 79% said sleep quality was crucial to health.

Products with brain-boosting and mental clarity claims are increasing in food and beverage launches. Last month, nut butter brand Hank’s released its Brain Boosting Peanut Butter, a milk-chocolate spread formulated with Fonterra's NZMP whey protein and Nutiani's proprietary phospholipid whey protein concentrate.

‘A huge opportunity to increase engagement by enhancing the nutritional profile’

When it comes to products themselves, consumers not only want products with scientifically proven functional ingredients, but they also want flavorful foods and beverages.

More than half (62%) of consumers said scientifically proven ingredients and efficacy evidence impacted their trust in a product, and 56% of shoppers stated that certifications from reputable institutions or healthcare professionals influence a product's credibility. Additionally, 22% of global consumers said that a "healthy and balanced diet is not tasty," Nutiani shared in the report.

"With more consumers interested in nutritional solutions but less willing to compromise on taste and textures, there is a huge opportunity to increase engagement by enhancing the nutritional profile, and hence healthfulness, of everyday foods, including treats. As brands innovate, they must remember: If the product does not taste good, customers will not repeat their purchase," Rachel Marshall, technical engagement manager, advanced nutrition at Fonterra, shared in the full report.