Key health trends that resonate with consumers [Interview]

European consumers are more or less in agreement when it comes to the health trends that inform their food and drink purchases. Near the top of any list is often fruit and vegetable content, low sugar content, low fat content, and a source of vitamins and minerals. 

“Most consumers know that diets that are low in (saturated) fats, salt and sugar are positively linked to many aspects of health, such as a healthy weight and reduced risks of health issues like heart disease and type 2 diabetes,” says Schofield. 

“Healthy ageing is another key motivator for consumers when it comes to buying healthy food. For example, 47% of Italian consumers agree that they would be motivated a lot into buying a food or drink product that helped them to live longer, while 47% would be motivated to buy a product if it can improve a chronic health condition, for example diabetes or a heart condition.”

In terms of the health benefits and priorities consumers would like their diet to support, some 52% of Spanish consumers agree with strengthening their immune system; 44% with maintaining a healthy heart; and 43 % with supporting gut health. Some 43 % would like their diet to support brain health, while 41 % would like to achieve a healthy weight.

“It is clear therefore that foods that align with diets that are linked by nutrition science to support health, such as the Mediterranean or Nordic diets, could be more prominently promoted as such by the food industry,” says Schofield.

Nudging consumers towards healthier eating

These are just some of the figures and examples that Schofield will be sharing in her presentation at Fi Europe. She also plans to examine the impact of nutrition labelling systems, such as the UK traffic light system and the European NutriScore in nudging consumers towards healthier eating patterns. 

“Nutrition labels are important to consumers, with 71% of Italian and 68% of French consumers agreeing they often check nutrition labels of food and drink,” she says.  “Some 58% of French and 43% of German consumers say they avoid buying products with a low score – for example, a red score on on-pack nutrition rating labels like NutriScore.”

Schofield notes that claims relating to sugar reduction have increased in launches over recent years, while claims relating to fat reduction have plateaued or declined. More recently, the high protein trend has seen launches promoting protein content, where protein is linked to aspects of health like sport and activity, bone health, and satiety.

“Over recent years, gut microbiome science has developed and created opportunities for ingredients like fibre that support a healthy gut,” adds Schofield.  “Many consumers are aware that their fibre intakes are lower than recommendations. The positive role of fibre in aspects of health like weight management suggests the time is right for more innovation focused on fibre.”

Schofield also notes that nutrition labelling schemes take consumer’s attention “back to the basics” of a healthy diet and may help to avoid confusion caused by fad diets or health trends that are well-publicised on social media.

Taste and price are still critical

Though many consumers are keen to eat healthily and consider nutrition when buying food and drink, producers should always be mindful of the barriers consumers face to eating healthily. This is something that Schofield will emphasise at Fi Europe.“In Europe, taste and price are still more important to consumers than attributes related to health,” she says. “For example, 71% of German consumers agree that taste is an important factor when buying food and drink, while 73% say price. This compares to 40 % who say that health is an important factor.”