In recent years, the demand for healthier food and beverage choices, along with cleaner-label ingredients, has transitioned from a trend to a standard expectation. In light of inflationary pressures, consumers are becoming more mindful of their budgets, prioritizing essential nutritional products, effective ingredients, and overall product value, according to a report. The study also highlighted the need for brands to adopt inflation-resilient strategies to fulfill consumer demands and sustain their engagement with products.
“These insights should assist brands in navigating the challenges of comprehending consumer sentiments and needs in an inflationary landscape,” stated Rebecca Cuthbertson, head of marketing for advanced nutrition at Fonterra, in an interview with Food Dive. “A key takeaway is that consumers remain interested in health and well-being, even with rising living costs.” She noted that areas such as sleep, immunity, and mobility are top health concerns, suggesting that consumers may actively seek solutions that include ingredients like calcium ascorbate, calcium citrate, and vitamin D3.
As financially cautious consumers tighten their spending, the report identified three main barriers to managing health and well-being through diet. The second most significant challenge was the high cost of ingredients, with the lack of palatable options following closely behind. One-third of consumers indicated that escalating prices hinder their ability to buy health and nutritional products.
“Despite fluctuations in purchasing power, consumers’ ongoing interest in nutritional products that aid health management presents substantial opportunities for nutrition brands to establish meaningful connections with their target audiences by addressing their primary concerns and priorities,” Cuthbertson added. “The pursuit of better health and nutrition is an ongoing journey that extends beyond disruptive periods, such as the current inflationary challenges.”