COVID-19 Intensifies Consumer Interest in Eco-friendly Products
Healthy ingredients and label transparency are more important to consumers than ever before following the COVID-19 pandemic, concludes a new global survey commissioned by the market research company FMCG Gurus on behalf of BENEO.
The results show that, across the globe, consumers are becoming more conscious about their well-being – particularly immunity – as they question their vulnerability to disease and illness. They are also concerned about the environment and whether the virus’ impact has been intensified because of increased levels of environmental damage. As a result of these behavioral shifts, consumers are looking to purchase food and drink products that increasingly promote well-being and sustain their energy in challenging times, while minimizing impact on the environment.
Environmental concerns have been heightened as a result of COVID-19, which translated into altered buying patterns, with 60% of consumers now being more attentive to the impact that their food and drink has on the environment.
Furthermore, the widespread effect of COVID-19 has also resulted in 64% of consumers saying that they are now more conscious about their immune health. Even consumers who previously deemed themselves to have a good immune system are now questioning their vulnerability to disease and illness. This is having a direct impact on purchasing behavior, with two-thirds (64%) of consumers more interested in ingredients, or food and drink products, that provide protective or preventative health benefits. This trend is likely to continue being prevalent in the market for the foreseeable future.
Consumers Want Natural, Sustained Energy Boosts
Consumers are also looking for ways to fight feelings of fatigue more naturally, according to the study. In line with this, 34% of consumers say that they are now more likely to seek out food and drink products that boost energy in a sustained and balanced way. Also, not surprisingly, consumers are looking to improve their mental well-being, with more than half (55%) saying they are likely to opt for food and drink to boost their mood. However, formulation is key, as consumers look to avoid ingredients deemed detrimental to their long-term health in pursuit of a short-term energy boost. One opportunity arising from this is the appeal of slow-release, low-glycemic carbohydrates, with 45% of consumers believing such carbohydrates are better for their health.
Michael Hughes, director of insights at FMCG Gurus, comments: “The results of our latest consumer survey clearly show that beneficial ingredients and label transparency are now more important than ever before to consumers across the globe, as a result of the pandemic. People are exploring topics such as inner defense, staying fit and healthy, blood glucose control, as well as sustained energy and wanting to buy products with proven health benefits. BENEO is well equipped to help manufacturers tap into these key growth areas. The company’s prebiotic chicory root fibers and slow-release carbohydrate offer a range of scientifically proven health benefits that help support long-term health and can be communicated on pack.”