A survey of over 1,500 adult consumers in Europe and the US has found that although health claims influence the purchasing decisions of most consumers, they particularly resonate with a younger demographic.
The research, by global ingredient supplier Prinova, reveals that 72% of respondents are more likely to buy food or drink that has a health benefit mentioned on-pack, rising to 80% of those aged 25 to 34 and 87% of those aged 18 to 24.
Low-sugar or sugar-free, weight management and energy support are the top claims that influence consumers; probiotics, vitamins and minerals and fibre are the ingredients most likely to have an impact on purchasing decisions; and the health concerns most likely to affect food and beverage procurement are gut health, healthy ageing and fatigue.
“our research provides new evidence that zoomers and millennials are particularly likely to focus on wellness”
“There’s a long-term trend towards more proactive approaches to wellbeing, with dietary changes a key element of consumers’ strategies for living better,” explains James Street, global marketing director at Prinova. “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.”
The survey also highlights the growing interest in personalized nutrition, with 79% of respondents believing their genetic make-up affects their nutritional needs slightly or significantly, 41% keen to try a test monitoring how specific foods affect their bodies, and 32% interested in tracking their diet and nutrition through an app or questionnaire. Of overall respondents, 30% were interested in wearable devices to monitor their blood sugar levels which rose to 37% of those aged 25-34.
Out of the 66% surveyed who played video games at least once a week, 61% said they used food or nutrition products to improve their gaming performance, with the ingredients most associated with superior performance being caffeine, B vitamins and ginseng.
