Kerry keeps ahead of consumers’ changing health priorities

It is not surprising that a global health pandemic that brought the world to a standstill has led people to prioritise their own health. However, each global region and consumer demographic has its own specific priorities and demands, creating an altered landscape that can be challenging for manufacturers to navigate.

This year, ingredient supplier Kerry surveyed 13,000 people across 16 countries to provide manufacturers with insights into how COVID-19 has altered purchasing behaviour. It found that 28% of European consumers are now buying more dietary supplements while 26% are buying more fortified or functional food and beverages since the outbreak of COVID-19.

Immune and digestive health

Unsurprisingly, immune health is the most important benefit people are looking for, drawing 61% of Europeans to purchase a healthy lifestyle product – 15% more than the second most important health benefit.

Another important shift revealed by Kerry’s research is the increased importance now placed on digestive well-being. Forty-three percent of Europeans now state this is their most important health benefit, moving from fifth place in 2019 to third place in 2021. Digestive health has overtaken heart health and improved energy as the most important reason for buying a healthy lifestyle product.

Probiotics, omega-3 and plant-based

So, which functional ingredients are people looking for to bring these health benefits? 

Probiotics are a popular choice as they can provide digestive and immune health benefits, tapping into both trends. Consumers are also increasingly aware of probiotics; according to Kerry’s global survey, nearly half (47%) of consumers worldwide are aware of probiotics or cultures – a 5% rise on 2019. Omega-3 is also well-known for providing immune health and cognitive benefits.  Meanwhile, functional ingredients that can make a plant-based claim are popular.

As for which product categories are best-suited to immune-boosting and digestive health-promoting ingredients, Kerry’s market researchers found that the eating occasion may be just as important.

This means that functional ingredients are well-suited to a myriad of products such as fruit and vegetable juices, yoghurt, breakfast cereal and granola. This can vary depending on the region, however, with breakfast cereal and granola a top choice in North America, Latin America and Europe but less so in Asia where hot drinks and sweet snacks come out top for digestive benefits.

Science-backed ingredients

Whatever the ingredient, however, manufacturers should choose one that is backed by robust scientific research, according to Kerry’s findings.

Manufacturers should be aware that rising consumer demand for healthy functional ingredients is occurring simultaneously with a rise in mistrust of the health claims many brands are making.  Kerry’s in-house market researchers asked consumers what would make them more likely to buy a healthy lifestyle product. They found that science-backed products and simplifying steps for consumers to do their own research are key to building trust – even more so than simply adding on-pack health claims.

Thirty-eight percent of Europeans said they want to be able to do their own research on ingredient and product benefits while just under one-third (32%) want to see the scientific data behind the claimed health benefits. One-third (33%) want to see the benefits clearly and transparently explained on the product packaging.

Co-branded ingredients bring credibility

In addition to having clinical evidence that supports an ingredient’s efficacy, using a branded ingredient can be an important tool to build upon consumer trust.