Page 78 - Ameft Journal 2021/1

MINAGRKEEDTIENTS
Changing interest of customers in the Covidian times
(Source: Image by Foundry Co from Pixabay)
There is an attitudinal shift in consumers. They are now looking to purchase food and drink products that increasingly promote well-being and sustain their energy in challenging times, whilst minimising impact on the environment.
Healthy ingredients and label trans- parency are more important to consumers than ever before following the COVID-19 pandemic, concludes a new global survey commissioned by the market research company FMCG Gurus on behalf of BENEO. The results show that across the globe consumers are becoming more conscious about their well-being - particularly immuni- ty - as they question their vulnerability to disease and illness. They are also concerned about the environment and whether the virus’ impact has been in- tensified because of increased levels of environmental damage.
Good for you and nature!
Environmental concerns have been heightened as a result of COVID-19.
This is in part due to some consumers questioning whether issues such as air pollution have increased respiratory is- sues, making people more vulnerable to the disease. This concern is being translated into altered buying patterns, with 60% of consumers now being more attentive to the impact that their food and drink has on the environment.
Higher immune health concerns!
Furthermore, the widespread effect of COVID-19 has also resulted in 64% of consumers saying that they are now more conscious about their im- mune health. This mirrors the number in Asia, with 65% of consumers more conscious about their immune health. Even consumers who previously dee- med themselves to have a good immu- ne system are now questioning their vulnerability to disease and illness. This is having a direct impact on purcha- sing behaviour, with two-thirds (64%) of consumers more interested in in- gredients, or food and drink products, that provide protective or preventative health benefits. This number is even greater in Asia, with 71% of consumers more interested in ingredients with health benefits. This trend is likely to continue being prevalent in the market for the foreseeable future.
Demand for natural, balanced, sustained energy boosts!
In these challenging times, consu- mers are also looking for ways to fight feelings of fatigue more naturally. In line with this, more than one third of consumers surveyed (34% globally and 37% in Asia) indicating that they are now more likely to seek out food and drink products that boost energy in a sustained and balanced way. Also, not surprisingly, consumers are looking to improve their mental well-being, with more than half in Asia (54%) saying they are likely to opt for food and drink to boost their mood. However, for- mulation is key, as consumers look to avoid ingredients deemed detrimental to their long-term health in pursuit of a short-term energy boost. One oppor-
tunity arising from this is the appeal of slow-release, low-glycaemic carbohy- drates such as PalatinoseTM (isomaltu- lose), with 45% of consumers globally (46% in Asia) believing such carbohy- drates are better for their health.
Michael Hughes, Director of Insights at FMCG Gurus, comments: “The re- sults of our latest consumer survey clearly show that beneficial ingredients and label transparency are now more important than ever before to consu- mers across the globe, as a result of the pandemic. People are exploring topics such as inner defence, staying fit and healthy, blood glucose control, as well as sustained energy and wanting to buy products with proven health benefits. BENEO is well equipped to help ma- nufacturers tap into these key growth areas. The company’s prebiotic chicory root fibres and slow-release carbohy- drate offer a range of scientifically pro- ven health benefits that help support long-term health and can be communi- cated on pack.”
Myriam Snaet, Head of Market Intel- ligence and Consumer Insights at BE- NEO, explains: “As concern for the en- vironment continues to gather pace, it is important that we all play our part in promoting sustainable business prac- tices.
At BENEO, we actively support sustai- nable farming, to encourage biodiversi- ty and reduce water pollution and soil erosion. We valorize 100% of our raw material to minimise waste and have reduced our specific energy consump- tion by 50% over the past 30 years. Looking to the future, we aim to achieve carbon neutrality by 2050, thanks to our recent investments into upgrading and expanding our facilities.”
Offering functional ingredients de- rived from chicory roots, beet sugar, rice and wheat, BENEO actively sup- ports customers in the development of more balanced and healthy food pro- ducts. Meanwhile, FMCG Gurus provi- des market research and insight into consumer attitudes and behaviours across the food, beverage, and supple- ment markets around the world.
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