Study: Persistent lifestyle challenges prevent consumers from unlocking their health goals

Latest findings reaffirm that most consumers view health holistically and want to improve their wellbeing via nutrition, but face a lack of time and have low trust in existing products.  

Most consumers believe it is important to eat a well-balanced diet to prevent major illnesses, but lifestyle challenges prevent them from doing so, according to a recent global consumer wellness study by B2B nutrition brand Nutiani.

The IPSOS Nutiani Consumer Wellness Research, jointly conducted by market research agency IPSOS and Nutiani, global dairy company under Fonterra’s health and wellbeing brand, has examined the perspectives of 5,000 consumers across the full spectrum of health.

Most global consumers (90%) are adopting a holistic mindset and believe good health involves not just being physically well, but looking after all aspects of wellbeing. Despite most saying they actively take steps to manage their health, barriers stemming from lifestyle choices are hampering progress1.

Rethinking nutrition for overall wellbeing

Nutrition is seen as essential to overall wellbeing, with 88% of consumers believing well-balanced diets are important to preventing major illnesses. However, in practice, only 56% choose to eat a healthy diet to maintain their wellbeing.

Consumers who choose not to adopt nutrition solutions to support wellbeing goals say they do not believe the health claims made by existing products and perceive them to be too costly, resulting in a preference to rely on their natural diets (34%).

Barriers to action remain for others. Four in five consumers expressed that they face challenges in managing their wellbeing, particularly in Asian markets such as China and South Korea. Lack of discipline (42%), cost (31%) and busy lifestyles (22%) are key deterrents.

Insufficient time, particularly when on-the-go and in school or work settings, is most prevalent in Asia (25%) and among consumers between 16 and 44 years old. Meanwhile, two in five consumers in the US and Europe are more likely to be hampered by the lack of discipline, possibly because the many concerns around the pandemic and economic instability have taken precedence. 

Prioritised wellbeing areas closely tied with global events

Besides contributing to daily stress factors2, the COVID-19 pandemic has accelerated an existing trend towards preventative health, as consumers became even more focused on reducing the risk of potential diseases to maximise overall enjoyment of life. According to the Consumer Wellness Research, protection against major illnesses (40%), the ability to live life to the fullest (39%) and spend quality time with loved ones (33%) are now the top reasons for staying healthy.

Commenting on the findings, Charlotte Ortiz, global brand marketing manager at Nutiani, said that the prolonged impact of COVID-19 will likely have a permanent effect on consumer health and wellness priorities.

“It is clear that consumers are prioritising their health and wellbeing, and preventative action is here to stay. The fact that many struggle to manage their nutrition as well as they would like suggests that existing products are not effectively meeting their needs. Coupled with consumers’ determination and interest in holistic wellbeing, there is a white space opportunity for brands to start delivering accessible and convenient nutrition solutions such as ready-to-drink protein beverages, to support them in achieving their health goals,” Ortiz said.

Dan Luo, acting director of active living at Fonterra, added that the future of health and nutrition will belong to brands that can identify and bridge existing gaps and target unmet needs through innovative offerings.

“We know consumers today care deeply about their nutrition and are looking for simple products they can trust. The growth in the physical, mental and inner wellbeing nutrition market is significant if brands can overcome consumer barriers like convenience and credibility, and stay ahead of evolving needs across different dimensions of health,” Luo concluded.


1 IPSOS Nutiani, Consumer Wellness Research (August 2021)