The pandemic has really brought wellness to the forefront of consumers’ minds, with recent ADM OutsideVoice research finding 77% of consumers intend to make more attempts to stay healthy in the future.
Producers that can successfully balance consumer health concerns with affordability are most likely to win with consumers, said the company.
The six most prominent behavioural changes ADM identified all touch on health and wellness.
Gut health and immune function
FMCG Gurus’ ‘Twelve Step Guide for Addressing COVID-19 in 2020 and Beyond’ reports that globally, 57% of consumers say they are more concerned about their immunity than ever before. As a result, they are becoming more savvy about what the human microbiome is and how it can support overall wellbeing.
Plant-based
Although the plant-based trend saw tremendous growth long before COVID-19, it has really taken off in recent months. ADM’s research found that 18% of Americans purchased their first plant-based protein since the outbreak, with 92% of them stating they are likely to continue purchasing meat alternatives long into the future. In Germany, the UK and the Netherlands, 80% of consumers believe they will continue to eat plant-based meat alternatives beyond COVID-19.
Weight management and metabolic health
The pandemic’s consequences for people with hypertension, diabetes and cardiovascular disease have consumers viewing weight management and metabolic health in a new light, with 51% of them indicating they are concerned about being less active or gaining weight during the pandemic.
Selfcare and emotional wellbeing
There is little doubt COVID-19 has heightened feelings of anxiety and stress. While consumers are seeking solace with something a little more indulgent, there is still the underlying desire to maintain a balance with good nutrition.
Personalised nutrition
Every individual is unique and the one-stop-shop concept is no longer cutting the mustard. ADM research found that, as COVID-19 increases awareness of individual health risk factors, demand for tailored, highly personalised health and wellness solutions will take off.
Shopping values
Manifesting concerns around widespread economic decline have prompted a shift to value-based shopping, including a growing demand for basic pantry staples, stimulating trade-downs to private labels and increasing traffic to value retailers.
BakeryandSnacks chats to Paula Labine, ADM’s marketing director in the Milling & Starch category, to find out more about ADM’s OutsideVoice research and how bakery and snack producers can capitalise on the emerging trends to stay ahead in the increasingly uncertain business environment.
