Kerry research shows proactive health solutions in food and beverages sought by all age groups

Proactive health concerns are at the forefront of purchasing decisions across all generations, according to Kerry.

Kerry research has shown that consumers in all age groups globally are interested in food and beverages with functional benefits – with demand for immune support, joint health and digestive health particularly high1.

The insights are contained in the company’s new eBook, Functional Health Benefits for Every Generation, which highlights growing proactivity around nutrition and the expansion in markets for products targeting specific life stages and other demographic categories, such as gender.

It explores the needs of three groups in particular:

  • Millennial parents: More than 53% of millennial survey respondents with children say that immune health is their top reason for purchasing healthy lifestyle products2. Millennials are also particularly likely to carry out extensive research.
  • Young actives: Focus areas for Generation Z consumers and younger millennials include athletic performance, education and work. They have a holistic approach to wellness and are interested in benefits such as improved sleep.
  • Older adults: As consumers enter their 40s and 50s their focus shifts, with greater emphasis on physical and cognitive health.

Kerry is also providing unique insights into the growing demand for functional foods, beverages, and supplements in Australia. Since COVID, one in four Australians say they are buying more fortified products. But likelihood to purchase comes down to research and transparency for consumers with 47% of millennials stating they are more likely to purchase a healthy lifestyle product if they have down their own research on the ingredient and its benefits3.

Demographic factors affect demand for benefits in particular applications in Australia. For example, for consumers in the millennial demographic, yogurt, fruit juice/vegetable juice and diary-based drinks are popular platforms for immune support and digestive health4.

John Quilter, Kerry’s VP of ProActive Health, said: “Across all age ranges and demographics, consumers are now looking for functional benefits from their favorite food and beverages. However, it’s also true that different groups often have different needs, so an understanding of the importance of demographic factors like age and activity level can help manufacturers create on-trend products. For example, manufacturers should use functional ingredients that are supported by research as well as appealing to children’s tastes to win over millennial parents.”

The eBook also highlights the range of value that Kerry offers its customers through collaborative go-to-market support. This includes proprietary market insights, access to a team of more than 1000 scientists, nutritionists, product formulation experts and marketers around the world. It features case studies where partners have formulated with ingredients from the ProActive Health portfolio to create innovative functional products.

Quilter said: “Kerry’s ProActive Health portfolio is an extensive range of ingredient brands that can help manufacturers meet the proactive health needs of global consumers. It is the result of our belief in inspiration through formulation and nourishment through wellness, and it includes our flagship products BC30, Wellmune, Sporevia and Eupoly-3. What unites them all is a commitment to credible science and strong clinical data. This is essential in today’s wellness markets, where transparency is a must.”

He added: “At Kerry our vision is to be our customers’ most valued partner. That means helping them create innovative products that are better for people, pets, society and the planet. Working with them to make a lasting difference isn’t just about offering them clinically validated, branded ingredients. It’s also about co-creating exciting new products – whether that’s a milk with omega-3, a tea with immune health benefits, or a probiotic breakfast bar.”


1 Kerry Global Consumer Survey, Digestive, Immune and Joint Health, 2021

2 ibid.

3 ibid.

4 ibid.