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[i].
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 attitudinal shifts, consumers are looking to purchase food and drink products that increasingly promote well-being and sustain their energy in challenging times, whilst minimising impact on the environment.
Good for you and the environment
Environmental concerns have been heightened as a result of COVID-19. This is in part due to some consumers questioning whether issues such as air pollution have increased respiratory issues, making people more vulnerable to the disease. This concern is being 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.
Increased focus on food and drink products that provide health benefits
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 behaviour, 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.
[i] Content based on FMCG Guru’s COVID-19 survey, July 2020. Eighteen countries surveyed in July 2020 [Australia, Brazil, Canada, China, Denmark, France, Germany, Indonesia, Italy, Japan, Mexico, Poland, South Africa, South Korea, Spain, UK, USA, Vietnam] and a Country Profile survey conducted across nineteen countries in January 2020.