CHICAGO — Interest in tailor-made vitamin and a proactive perspective on immunity are among the many 5 key behavior shifts which might be inspiring innovation and creating alternatives for meals, beverage and complement firms, in keeping with ADM.
“Health and wellness remain at the forefront of the global conversation,” stated June Lin, vp of world advertising, well being and wellness at ADM. “The pandemic has transformed how consumers perceive holistic health and well-being. It’s impacting how we live and increasing the importance of the foods, beverages and supplements we choose, presenting new opportunities for our industry to meet their needs.”
In growing its 5 well being and wellness behavior shifts, ADM utilized analysis and perception gathered by market intelligence firm FMCG Gurus over the previous yr.
According to FMCG’s analysis, 60% of world customers are planning to enhance their general well being and wellness within the subsequent 12 months. In addition, these customers have indicated they’re taking a extra proactive method to managing well-being with practical vitamin, close-to-nature substances and meals that sign self-care.
The first well being and wellness behavior shift ADM has recognized is renewed motivation to enhance particular person well being and wellness.
“Pandemic experiences have varied across the globe, but a nearly universal takeaway is the renewed focus on preventative health and wellness behaviors,” ADM stated, citing FMCG’s analysis displaying 76% of world customers stated they’ll eat and drink extra healthily as a result of COVID-19, and 41% plan to be extra bodily energetic.
“Products designed to optimize physical health and mental wellness at all life stages will help consumers protect themselves, their families and their communities,” ADM stated.
A second shift includes a holistic method to managing the mind-body connection.
ADM pointed to FMCG analysis displaying 51% of world customers are planning to enhance their cognitive and psychological well being over the following 12 months.
“A desire to keep their physical and mental health in balance is promoting new techniques to manage stress, from exercise and meditation to eating foods with perceived mood-enhancing benefits,” ADM stated. “As consumers return to more active lifestyles, convenient products with functional ingredients that boost energy, enhance cognitive performance and regulate mood are gaining prominence.”
Tailored vitamin that helps private well being and wellness targets is a 3rd behavior shift that’s anticipated to happen, in keeping with ADM.
According to FMCG analysis, practically two-thirds of world customers are eager about meals and drinks which might be custom-made to satisfy their particular person vitamin wants. As a end result, ADM stated it expects extra customers to hunt out healthful, nutrient-dense substances in home-cooked and ready meals, with specific deal with fiber and protein.
“Brands can help people stay motivated in the kitchen with innovative flavors and convenient formats,” ADM stated.
A fourth shift is a proactive perspective on immunity.
“Consumer focus on sustaining health and wellness through nutrition may likely become an enduring behavioral change, even after the global pandemic is over.”
Research from FMCG reveals 65% of world customers are extra involved about immunity for the reason that onset of COVID-19. This pattern, ADM stated, is main customers to shift from a defensive method in opposition to sickness to at least one that’s extra proactive and holistic.
“Consumers are looking for ways to incorporate immune function-supporting solutions, like probiotics and vitamin C and D, into their daily lives,” ADM stated. “Products with functional ingredients that support a healthy immune system will increasingly attract consumer attention.”
The fifth and remaining behavior shift revolves round purposeful indulgence as the brand new “permissible indulgence,” ADM stated.
“During the pandemic, many people gave themselves permission to consume indulgent food and beverages as a form of self-care,” ADM stated, noting FMCG’s findings that 56% of world customers have bought consolation meals recurrently because of COVID-19. “Consumers are recognizing as long as these are purposeful — and not impulsive — choices, indulgence has a role in a positive relationship with food. ADM projects new opportunities for beverages, snacks and confectionery products that deliver functional benefits with delicious flavor.
“Consumer focus on sustaining health and wellness through nutrition may likely become an enduring behavioral change, even after the global pandemic is over. ADM responds by helping food and beverage companies develop customized solutions to meet evolving consumer needs for healthier living.”