Nutrileads investigates consumer's nutraceutical perceptions through the pandemic

Published: 29-Sep-2022

A NutriLeads consumer insights report has shown that consumer perceptions fundamentally changed through the pandemic

NutriLeads, a health ingredients company, has announced the results of a new consumer insights report which shows that consumer views on immune health have changed fundamentally in the wake of COVID-19.

The report draws on extensive data gathered by research company FMCG Gurus through consumer surveys conducted with 45,000 consumers from 15 countries across 2019, 2020, and 2022.

According to the report, not only is immune health significantly more important to consumers, but immune health is also perceived to have a far-reaching impact on long-term health and wellbeing. Two-thirds of consumers worldwide say immune health is their top health priority over the next 12 months—more than digestive health, heart health, or any other health issue. In addition, some 78% of consumers view poor immune health as being easily susceptible to long-term health problems.

This research shows us that the experience of living with the pandemic is likely to have a lasting effect

“It’s clear that during the pandemic, consumers have been paying attention to their immune health more than ever before,” said Joana Carneiro, NutriLeads CEO. “This research shows us that the experience of living with the pandemic is likely to have a lasting effect. Consumers are more knowledgeable about immune health and place more importance on improving it on the longer term.”

Among the trends highlighted in the report is the greater number of consumers (40%) who are taking a proactive approach to their immune health even if they believe they are in good health. What’s more, consumers are taking a holistic approach to their wellbeing, incorporating exercise and fresh food in their lifestyle, and paying attention to digestive health and mental wellbeing.

At the same time, consumers expect more from immune health products. Eight in 10 global respondents to the survey say the top three claims they want to see on the label of immunity products are scientifically validated and clinically-proven (82%), multifunctional benefits (79%), and helps lead a healthy lifestyle (79%).

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