ADM Survey: Behaviour Shifts Create CHC Opportunities

Some 60% of consumers plan to improve their overall health & wellness in the next 12 months, according to Archer-Daniels-Midland (ADM), which transforms natural products into ingredients and flavours for foods & beverages, supplements, pet nutrition and more. There is also a more proactive approach to managing wellbeing with functional nutrition, close-to-nature ingredients and foods that signal self-care. ADM has identified five behaviour shifts that are creating opportunities for manufacturers to support evolving needs:

  • Renewed motivation to improve individual health & wellness Pandemic experiences have varied across the globe, but an almost universal takeaway is the renewed focus on preventive health & wellness behaviours. Products designed for all life stages will help consumers protect themselves, their families and their communities
  • Holistic approach to managing mind-body connection 51% of consumers plan to improve their cognitive and mental health over the next 12 months. As we return to more active lifestyles, convenient products with functional ingredients that boost energy, enhance cognitive performance & regulate mood are gaining prominence
  • Tailored nutrition supports personal health & wellness goals Nearly two-thirds of consumers are interested in customised foods & beverages. A greater understanding of how diet can impact health is spurring more people to choose wholesome, nutrient-dense ingredients, with particular focus on fibre & protein. As the chart below from our CHC New Products Tracker database indicates, the number of new personalised VMS products launched has grown sharply in recent years
  • Proactive perspective on immunity With 65% of consumers more concerned about immunity, there is a shift from a defensive to a more proactive & holistic approach. People are looking for ways to incorporate immune function-supporting solutions like probiotics and vitamins C & D into their daily lives. Products with functional ingredients that support a healthy immune system will increasingly attract consumer attention
  • Purposeful indulgence new “permissible indulgence” During the pandemic, many people have given themselves permission to consume indulgent food & beverages as a form of self-care. Consumers are recognising that, as long as these are purposeful — not impulsive — choices, indulgence has a role in a positive relationship with food

Nicholas Hall’s Touchpoints: The ADM research tells us nothing we didn’t know already, but as always it’s good to put numbers to the various consumer trends, and to be reassured that these trends continue as we head towards the second anniversary of this shocking pandemic. The same is true of the birth rate data in our second lead story. At the outset of Covid-19, with the expectation that a large part of the world’s population would spend much more time at home, we all assumed that the birth rate would go up, which is the reverse of what actually happened. As The Consumer remains at the centre of our industry, we are well advised to take seriously behavioural trends such as these as we shape future strategies and return to the New Normal. A longer-term trend underpins our third lead story this week, with Catalent’s acquisition of one of the leading manufacturers of gummies, a delivery system popular with adults as well as children that has taken the US market by storm and which is poised to do the same in the rest of the world.

You can save with the early bird booking discount when you register to attend our APAC e-Conference 2021 before 21 September! Taking place on 23 November, join Nicholas and the team to Face the Future together. Stay tuned for new additions to the agenda! Plus, this event will also host the Nicholas Hall CHC Marketing Awards for the region. To find out more about the conference, entry submission criteria, or to book your place, please contact elizabeth.bernos@NicholasHall.com.

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