New research from Nextin has revealed that consumers are increasingly choosing functional foods, drinks and supplements based on the specific ingredients they contain, rather than the brand selling them.
The Nextin Functional Ingredient Insights Report, based on a survey of 1204 US consumers, covered 191 individual ingredients and examined consumer preferences, purchasing behaviours and future market opportunities.
Traditionally, consumers might choose a particular protein bar, energy drink, or supplement because they recognise and trust the brand; however, this new research suggests consumers now look at ingredients to decide whether products are worth buying.
The report found that 66% of US adults had consumed a supplement, functional food, or functional beverage in the previous three months.
Nineteen per cent of these consumers had identified the product brand as one of their most important purchase factors, compared with 33% who said a specific ingredient or ingredient brand was among their most important purchase factors.
However, the research also showed that price (49%) and taste (39%) still remain more influential than ingredients overall.
“In a market that’s flooded with new brands and new consumers, the functional nutrition space is ripe for growth and disruption,” said Nicole Hill, VP of Strategy, Insights and Innovation at MarketPlace, the company behind Nextin Research.
The mainstreaming of functional nutrition is rerouting the path to purchase, with consumers looking to ingredients to evaluate quality and efficacy.
"When the maxxing trend starts to max out, we’ll see products that didn’t make it into consumer regimens fall out of the category. Brands and ingredients that have invested in human studies will rise to the top.”
A shift towards specific ingredients
Nextin said that consumers are increasingly engaging with individual ingredients rather than relying on broad categories such as nootropics, adaptogens or functional mushrooms.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Nutraceutical Business Review.
Subscribe now Already a subscriber? Sign in here.
