Fonterra’s wellbeing solutions brand Nutiani has teamed up with IPSOS to conduct two different surveys spanning seven countries, aimed at gaining a better understanding of the top consumer health and well-being concerns.
It was revealed that US consumers are seeking fresh and convenient methods to support health and well-being goals, in particular ones that aid a well-rounded approach that includes both the brain and body.
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.
The growth in the physical, mental and inner wellbeing nutrition market is significant if brands can overcome consumer barriers like convenience and credibility
- Dan Luo, Acting Director of Active Living at Fonterra
Dan Luo, Acting Director of Active Living 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.
Luo said: “We know consumers today care deeply about their nutrition and are looking for simple products they can trust. The growth in the physical, mental and inner wellbeing nutrition market is significant if brands can overcome consumer barriers like convenience and credibility and stay ahead of evolving needs across different dimensions of 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, said: “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.”
