Nutiani, Fonterra’s nutrition brand, has released a new report highlighting consumers’ growing understanding of the interplay between physical, mental, and inner wellbeing. Based on a survey of 5,950 people across seven global markets, the report found that consumers are demanding science-backed, multifunctional products that address multiple health conditions.
Charlotte Ortiz, Global Brand Marketing Manager of Nutiani, said, “Consumers are becoming more sophisticated in their understanding of how health issues are interconnected, and how concerns in one area of their physical, mental, or inner health can have a ripple effect on their overall wellbeing.”
IPSOS Nutiani Consumer Wellness Research shows that approximately nine in 10 people believe that physical and mental wellbeing can impact other aspects of their health. Mental wellbeing was linked to digestive health by 44% of respondents, and 50% believed it affected their immunity levels. Good digestive health was considered important for overall wellbeing by over 70% of respondents.
To capture the emerging demand for holistic health solutions, convenience, and value-for-money, brands should consider addressing interconnected health concerns with a single, multifunctional product. Rigorous, clinical evidence to support any health claims made is also crucial in establishing credibility with consumers.
According to Ortiz, brands should not conflate the diverse needs and preferences of different consumer groups. IPSOS Nutiani Consumer Segmentation Research identified five distinct consumer segments, each with varying levels of awareness regarding interconnected health. Understanding these segments is essential to tap into the emerging demand for holistic health solutions effectively.
The five segments are the Proactive Pursuers, Balanced Seekers, Practical Worriers, Relaxed Cosmopolitans, and Activity Seekers. The report analyzes consumers’ different concerns based on their geographical location, highlighting differences in priorities across countries such as Germany, the UK, and France.
To learn more about consumers’ holistic health preferences, NutraIngredients Europe is hosting the Active Nutrition Summit, which will delve further into this topic from October 9-11. The event aims to provide insights into the increasingly holistic and mass-market view of sports nutrition, including topics like cognitive health, women’s health, life-stages nutrition, and personalization.
