prologue
The pandemic has prompted consumers to question their health in unprecedented ways and act to make a conscious effort to address their health before they are confronted with a particular health problem. A survey by FMCG Gurus found that half of global consumers felt their health had improved over the past two years, demonstrating that this proactive approach to health and well-being is yielding positive results. I’m here.
According to FMCG Gurus research, the most common approach consumers are taking to improve their health is to incorporate healthier foods into their diets. In addition to this, consumers are paying more and more attention to the ingredients of the food and beverages they consume, with a particular interest in functional ingredients.
dietary supplement user
According to FMCG Gurus Consumer Insights, approximately 1 in 4 consumers say they have used a dietary supplement in the past two years to improve their health.
The use of nutritional supplements for health promotion is still an emerging market. Surveys show that more than half of dietary supplement users have used such products within the last 12 months. This is positive as it indicates that consumers are taking a more proactive approach to their health. But that may also mean that the longevity they continue to use such products needs to be questioned.
Our research shows that tablets and capsules are the most popular forms of supplements consumed by consumers, with 63% of supplement users preferring tablets, 67% prefer capsules, and only a few prefer jellies/gummies. We found it to be 26%. When brands create alternative supplement formats, they should promote desirable attributes such as sensory appeal and digestibility to encourage consumers to try different supplement formats.
Multi-function advantage
FMCG Gurus consumer survey found that 45% of global dietary supplement consumers only use one supplement, and how consumers want multifunctional supplements for ease of use and convenience. It is highlighted whether there is. According to FMCG Gurus research, 79% of supplement users want to improve their overall health, making this the most popular health area consumers want to address. Additionally, more than half of supplement users use these products daily for general health and wellness purposes rather than for specific health needs, demonstrating that consumers are proactive in their approach to health and wellbeing. further emphasizes that
Multifunctional benefits are associated with maximum efficacy and benefits. Consumers understand that different areas of health are interconnected. For example, they believe that taking supplements meant to improve digestive health directly impacts the immune system. You must provide proven evidence.
Barriers to dietary supplements
One of the key challenges that the industry needs to recognize is that consumers prefer functional foods and beverages over nutritional supplements. 89% of global consumers indicate that they prefer functional foods and beverages when it comes to purchasing health-promoting products.
In addition to this, cost and uncertainty are the main reasons consumers choose to stop using dietary supplements, with our survey showing that two-thirds of consumers who stopped using supplements It turns out that I stopped because the was too high. Additionally, consumers are interested in natural products containing ingredients they know and trust. Our survey found that 53% of supplement users stopped using supplements because they were unsure of what ingredients the product contained.
When using nutritional supplements for the first time, our research found that nearly 7 in 10 consumers who have never used a supplement make a purchase because of a recommendation from a friend or family member, making them less likely to consume it. It emphasizes the importance that customers can trust their products. Additionally, consumers want more understanding of the ingredients used in supplements, for example, the amount of artificial and nutritional ingredients in these products.
This blog post is based on the FMCG Gurus: Nutritional Supplements in 2022 report. Click here for more information.