COVID-19 Pandemic Steers Consumers Toward Healthy Products

A new global study conducted by market research company FMCG Gurus on behalf of BENEO shows that following the COVID-19 pandemic, healthy ingredients and label transparency have become more important than ever for consumers. The results demonstrate that as consumers worldwide have questioned their defense systems against illness and disease, they have become more conscious about their health - particularly their immunity. They are also concerned about the impact of the virus being exacerbated due to increasing levels of environmental damage and environmental issues. As a result of these attitude shifts, consumers want to purchase food and beverage products that increasingly support health while minimizing impact on the environment, and that preserve their energy during difficult times.

Environmental concerns increased

Environmental concerns have increased as a result of COVID-19. This is partly due to some consumers questioning whether issues such as air pollution increase respiratory problems and make people more vulnerable to disease. This concern is translating into changing purchasing patterns, with 60% of consumers now paying greater attention to the environmental impact of their food and beverages.

Focus on health-beneficial food and beverage products increasing

With the widespread impact of COVID-19, 64% of consumers say they are now more conscious about their immune system. Even consumers who previously considered themselves to have a good immune system are now questioning their defense systems against illness and disease. This is having a direct impact on purchasing behavior, with two-thirds of consumers (64%) becoming more interested in food and beverage products with health-beneficial ingredients that are protective or preventive in nature. This trend is likely to remain widespread in the market in the near future.

Consumers want natural, sustainable energy boost

During these challenging times, consumers are looking for more natural ways to combat fatigue. In parallel, 34% of consumers say they are now more inclined to seek out food and beverage products that increase energy in a sustainable and balanced way. Additionally, unsurprisingly, more than half of consumers (55%) say they would prefer food and beverages that improve their mood, wanting to improve their mental health. However, consumers are increasingly valuing formulations that avoid ingredients providing short-term energy boosts but considered harmful to health in the long term. An opportunity arising from this is the appeal of slow-release, low-glycemic carbohydrates like Palatinose™, which 45% of consumers believe are better for their health. Michael Hughes, Trends Director at FMCG Gurus, comments: "The results of our latest consumer survey clearly show that as a result of the pandemic, beneficial ingredients and transparent labeling are now more important than ever for consumers worldwide. People are exploring topics such as internal defense, staying in shape and healthy, blood sugar control, and sustainable energy, and want to purchase products with proven health benefits. BENEO has the tools to help manufacturers access these key growth areas. The company's prebiotic chicory root fibers and slowly digested carbohydrates have been scientifically proven to help support long-term health, and this can be displayed on the product package." Myriam Snaet, Head of Market Intelligence and Consumer Trends at BENEO, states: "As environmental concerns continue to accelerate, it is important that we all play a role in promoting sustainable business practices. At BENEO, we actively support sustainable agriculture to promote biodiversity and reduce water pollution and soil erosion. We valorize 100% of our raw materials to minimize waste. We have also reduced our specific energy consumption by 50% over the last 30 years. Looking to the future, thanks to our recent investments to improve and expand our facilities, we aim to achieve carbon neutrality by 2050."