Convenient, personalized and active nutrition: the main health trends for consumers in 2021
According to the Global Functional Ingredients Company FMCG Gurus Report conducted in late 2020, six in ten consumers say they are more aware of their overall health and well-being due to COVID-19.
As a result, they pay more attention to eating well and seek food and drink products that treat and improve their overall well-being and fit seamlessly into their lives.
FrieslandCampina forecasts strong growth for products in a range of categories, including hydration, protein enrichment, gut health, brain health and immunity.
“Right now, we’re seeing behaviors and needs changing faster than ever before,” said Vicky Davies, Global Marketing Director, Performance, Active and Medical Nutrition.
“COVID-19 has put health and well-being at the forefront, and it will be essential for brands to stay in tune with these evolving concerns in 2021 and beyond.”
While health and wellness can be interpreted in many ways, brands operating in various segments, from gut health to protein fortification, should focus on a few key product pillars to resonate most effectively with consumers. , said FrieslandCampina.
Personalized nutritional identity
“There is a greater demand for nutrition tailored to individual needs, spurred by advances in technology and science. Food is also seen as a means of self-expression and finding one’s place in society,” he said. -he adds. says FrieslandCampina.
Protein has always been a cornerstone of the personalized nutrition trend, and according to FrieslandCampina, the protein-enriched food and drink category has plenty of room to grow and allow brand owners to differentiate themselves.
“Protein takes up more space in retail stores, but most consumers may find it difficult to understand or navigate between the different types. Brand owners can differentiate themselves by adding health benefits to their products, while communicating them clearly – a key factor in the success of the “Protein+” trend. “,the company said.
According to FrieslandCampina, women consumers are a growing and unaddressed market for these personalized nutrition products.
“Women represent a growing share of the performance nutrition market, but few products are tailored to them.”
Convenience is key
Increased attention to health is causing consumers to re-evaluate their snacking habits and eating habits throughout the day, FrieslandCampina noted.
“Changing eating habits, perceived time scarcity and an ever-increasing focus on health will drive demand for products that offer convenient nutritional benefits to active consumers,”the company said.
According to his research, more than half (51%) of active consumers report skipping “most” or “all” meals due to time pressure, indicating a clear demand for products that are both nutritious and convenient. .
Small moments where consumers can incorporate a dose of nutrition throughout the day, such as a “protein shot” at night, can create new opportunities to snack and eat.
“This creates a major opportunity for compact products that can easily be absorbed into daily life and routines,”says FrieslandCampina.
Building consumer trust through storytelling
While a brand can be convenient and nutritious, it must also make a genuine effort to communicate its authenticity to consumers who are increasingly evaluating their food and beverage options from a trust perspective.
FrieslandCampina noted that consumer confidence in some brands has started to decline as people seek out ethical and sustainable options and that clean labeling and ingredient transparency will be more important than ever in 2021.
“The stories behind the origins of products are increasingly captivating consumers. There is a growing demand for local, safe, sustainable and authentic products and having an attractive and resonant story behind your product will be a deciding factor.” added FrieslandCampina.
