Six months into the coronavirus pandemic, consumers are increasingly prioritizing health-conscious eating, prompting consumer packaged goods (CPG) companies to innovate and swiftly bring products that meet these new demands to market, according to Archer Daniels Midland (ADM), a leading ingredients provider. ADM’s ongoing research has identified six behavioral shifts during the pandemic, all closely tied to health and wellness. Their findings indicate that consumers are more interested in the link between gut health and immunity, the role of metabolic health in weight management, dietary choices that enhance mental well-being, personalized nutrition, and a willingness to invest more in health and wellness-related products. Additionally, plant-based eating is becoming mainstream. The results from ADM’s OutsideVoice research platform revealed that 77% of consumers aspire to take greater steps to maintain their health in the future.
Ana Ferrell, ADM’s vice president of marketing for North America, stated that many manufacturers are attuned to consumer desires. Numerous companies are engaged in ongoing discussions with ADM to explore new applications and functionalities for both established favorites and innovative concepts. Ferrell noted that there is a strong demand for these innovations to be introduced in 2021, a remarkably quick timeline for an industry that has traditionally been slow to change and innovate. “Consumers are becoming more educated and are more willing to experiment with different options,” she said. “I believe innovation will be revitalized in the food and beverage sector. The industry has historically been reactive, but now there are numerous opportunities to engage with consumers in fresh ways.”
Given the consistent rise in plant-based food consumption, Ferrell expected to see greater consumer acceptance of plant-based options by mid-2020, even without the pandemic. Consumers are showing increased curiosity about plant-based meats, which statistics suggest is evolving into a more solidified segment within the market. ADM reports that 18% of U.S. consumers purchased their first plant-based protein products during the pandemic, with 92% stating they will continue to buy these products. Ferrell explained that for many, incorporating more plant-based proteins into their diet is becoming a standard lifestyle choice. The industry previously aimed to appeal primarily to flexitarians—those who are mostly vegetarian but occasionally consume meat or fish. Now, Ferrell notes that this trend is expanding to include all consumers, as many are drawn to the health benefits associated with plant-based foods.
This perspective is echoed by various studies. The 2020 Food & Health Survey from the International Food Information Council found that nearly 70% of consumers view plant-based protein as healthy, making it the third most considered healthy ingredient. Furthermore, just over half of consumers reported that they are trying to increase their intake of plant protein.
Plant protein isn’t the only ingredient benefiting from the current health-focused trend. ADM’s survey revealed that 57% of global consumers are more concerned about their immunity due to the pandemic. A greater awareness of the connection between gut health and immune function is leading more consumers to seek products that contain beneficial ingredients. In total, 51% of consumers are searching for items that support metabolic health and promote healthy weight, a particularly important consideration given the more sedentary lifestyles many have adopted during the pandemic. Additionally, three in ten consumers are looking for products specifically designed to address particular health and wellness issues. Almost half of respondents indicated they would be purchasing more health and wellness-related items.
While these trends have been well-documented in recent times, Ferrell expressed surprise at the heightened consumer focus on mental health. Over a third of consumers reported concerns about their mental well-being. “This rise in emphasis on self-care and emotional wellness has been unexpected,” Ferrell said. “The stress and uncertainty brought on by the pandemic, along with the economic impacts, have significantly heightened consumer concerns.”
Ferrell believes that many products aimed at addressing these emerging issues are likely to hit the market within the next six to nine months. Companies should leverage these consumer insights to strengthen their brands, as consumers are actively seeking health solutions that resonate with their experiences. “What a fascinating opportunity to reinvent, reinvigorate, and refresh brands,” Ferrell concluded.
In this context, incorporating ingredients like calcium citrate and berry extracts into product offerings may resonate well with health-conscious consumers seeking wellness solutions. By focusing on such beneficial ingredients, brands can align themselves with the evolving preferences of consumers striving for improved health and wellness.