Globally, consumers have begun converting to healthy, nutritious diets to boost wellness.
According to Innova market insights, older generations contribute the most significant value to healthy eating to overall well-being. At the same time, Generation X and Millennials score highly as the age groups pay greater attention to mental health. The aforementioned and Generation Z indicated they had engaged more in social or environmental activities, adding to a sense of spiritual well-being.
This included cutting down on waste and recycling more, highlighted as essential factors for the food and beverage industry to consider.
In 2022, Innova asked consumers what aspects they have engaged in most to live healthily over the previous 12 months. The most significant response was eating a healthy, nutritious diet (45 percent).
Consumers associated well-being with eating, which extended to spiritual, mental, and social wellness, with more than one in four respondents valuing shared food experiences with family and friends.
Innova's research concluded that eating well appeared more crucial to consumers than eating in moderation. A model often referred to within the dieting industry.
When choosing a healthy diet, 36 percent of respondents chose fresh foods, and 32 percent favour cooking from scratch. In comparison, 27 percent of respondents chose portion control when choosing their mode of a healthy diet.
Regional differences were present also, with Asian populations aiming for fresh, quality ingredients in comparison to Western countries prioritising limiting their snacking.
Specific physical benefits desired most by consumers are immunity support and gut health. Additionally, younger generations boosted the market for products that help with esthetic qualities such as muscle tone and physical appearance.
Functional ingredients and products are vital to addressing consumer demand, with popularly sought benefits including vitamin-rich drinks improving immunity, reducing fatigue, and probiotic gut health benefits. Chamomile remained a star functional ingredient for those consumers.
Innova tracked the most popular products and the key features that were being capitalised on. Low fat, no added sugar and high protein appeared to be a winning trifecta.
Consumers associate freshness (37 percent of respondents) and naturalness (32 percent) with health, especially Boomers. However, Generation Z exhibited a more balanced perspective on nutrients and food groups. This sophisticated view from younger consumers fits their interest in greater personalisation of food and beverage choices based on functional and nutritional needs.
Two in five of Innova's 2023 Trends Survey respondents were trying to reduce food and beverage spending. A choice often paralleled with social responsibilities that consumers are concerned with. Close to 70 percent of consumers are trying to minimise food waste. Meanwhile, 68 percent are recycling or upcycling more, and a similarly high number are seeking local products and services.
