A global consumer survey has revealed the importance of health claims in the purchasing of food and beverages.
This trend was seen especially in the younger demographic according to Prinova, the company behind the research.
During the survey of more than 1500 adult consumers across the US and Europe, 72% said they were influenced by a health benefit listed on the packaging of a food or beverage product.
This number shot up to 87% amongst those aged between 18–24, and 80% of those between 25 and 34.
The results of the survey also revealed that 'low sugar' or 'sugar-free' claims were the most attractive — along with 'energy support' and 'weight management'.
Popular nutraceuticals amongst the consumer population
Consumers also found a subset of ingredients to be attractive when purchasing food and beverage products, including:
- Vitamins
- Minerals
- Fibre
- Probiotics.
Those looking to buy healthy functional foods often looked for specific claims, which ranged from statements relating to gut health, the promotion of healthy ageing and combatting fatigue.
Although health claims were a significant driver of consumer interest in a food and beverage product, personalisation also came up as an important factor.
79% of survey respondents believed that their genetic makeup impacted their nutritional needs in some way.
The growing nutraceutical market for gamers
Prinova also quizzed consumers on their gaming habits, finding that 66% of respondents played video games at least once a week.
Interestingly, 61% of these individuals said they use food and/or nutritional products to enhance their gaming performance.
The nutraceuticals most commonly associated with gaming performance were B vitamins, caffeine and ginseng.
Prinova's Global Marketing Director, James Street, 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.”