Rise of the health-conscious consumer: an audience seeking wellness advantages

Global survey results identifying how consumer focus on health impacts purchasing

Introduction

The rise of the health-conscious consumer is increasingly shaping the future of the food industry. With a growing inclination towards organic, local, and fad foods alongside vitamins and supplements, there's a transformative wave occurring in consumer choices and priorities.

The global marketplace is seeing a surge in the availability of organic food, addressing debates surrounding its nutritional value. Meanwhile, the vitamins and supplements segment is poised for substantial growth, albeit amidst ongoing discussions regarding their genuine health benefits. Bryter conducted a recent survey to explore the implications these health priorities have in consumer purchasing behavior within six global markers: the US, Canada, Brazil, UK, Germany, and Italy.

Health priorities and preferences

As consumers continue to prioritize their health, preventative measures are becoming increasingly popular. In our survey, a significant 40% of global consumers purchase products that provide immune support. Heart health is also a major concern, with 39% of consumers looking to buy relevant products. It's clear that consumers are after specialized benefits as well, with 32% showing interest in bone and joint health, 28% in weight management, 27% in gut health, 18% in eye health, and 17% in improving hair, skin, and nail health.

And it's not just about physical health; mental wellness is also becoming a significant consideration, with 38% of consumers seeking products that support mental health or stress management., 31% buying supplements to aid their brain and memory, and 29% looking to improve their sleep. With such diverse and distinct needs within the market, it's important for companies to cater to these demands and offer a wide range of products to support overall health and wellness.

Food choices and wellness

Consumers' growing concern for their health has led them to seek out a variety of solutions to ensure they are getting the right nutrition. Apart from increased consumption of vitamins and supplements, consumers are also beginning to focus on finding health benefits and added nutrition directly from their food. The trend has been toward incorporating organic and locally grown foods into their diet, seeking out superfoods that provide optimal nutrition (in our survey, 47% say that superfoods are essential to being healthy). These choices are motivated by the desire to make healthier food choices, and to feel good about supporting local farmers and businesses.

In our survey, 69% of consumers agree that locally grown products provide health and wellness benefits. And crucially, 57% think that organically grown food is much more nutritious and healthier than non-organic equivalent. Fermented foods like kombucha and cultured yoghurts are gaining traction too, endorsed by 57% for their health benefits. But consumers seem to reevaluate what they want from everyday food items too. In our survey, 51% said that foods like bread and milk should have extra vitamins and supplements added to make them healthier too.

Understanding the health-conscious consumer

These evolving consumer preferences necessitate adaptative strategies within the food and health supplement industry. A surge in personalized health trends dictates a move away from a "one-size-fits-all" approach to more individualized product lines, addressing diverse health concerns. In order to be successful, it is important for manufacturers of health and nutrition products to be cognizant of the nuanced needs of consumers in this space. 

At Bryter, we research a diverse range of consumer audiences to assist companies in understanding the factors shaping and influencing consumer behavior concerning what foods, vitamins, and supplements they buy. If you're looking to better understand your market and launch successful products in this space, don't hesitate to reach out and see how we can help.

Bryter are experts in understanding consumer needs to help clients maximize opportunity.

We combine our vast global category expertise and experience with advanced statistical, digital, and behavioral change approaches to generate insight to inform decision making. We have a strong focus on innovation in research and employ a range of in person and digital research techniques to truly understand the needs of healthcare professionals and consumers.

Our work provides strategic, evidence-based guidance from the initial concept and market sizing through to post-launch assessments. 

Contact us today to learn more about how we can assist you in creating a market research plan that provides useful insights for your health and wellness project.