By Kate Kehoe, marketing executive at FMCG Gurus
Over the last few years, immune and digestive health are important areas that consumers are looking to address. For instance, FMCG Gurus consumer insights reveal that 70% of consumers in Europe plan to improve their immune health, and 60% of consumers have plans to improve their digestive health over the next twelve months. This reveals that consumers are not only recognising the link between immune health with other areas of health, they are also understanding that immune health is crucial in facilitating holistic health. Also, consumers are looking to maintain their long-term health by altering their dietary and lifestyle habits, and seeking out food and drink products with health-boosting claims. Under the same bracket, consumers are also looking for products that are natural, nutritious and affordable, amidst the current cost-of-living crisis.
As a result of consumers making active changes to their diets and lifestyles to facilitate for long-term health, brands must produce and promote food and drink products that offer a boost beyond basic nutrition. These products must also not compromise on taste and should be considered conveniently nutritious, to cater to a wide range of consumers.
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