Consumers are seeking ways to ‘Nurture their Nature’
Consumers are seeking ways to ‘Nurture their Nature’
Driven by Generation X
Seeking to maintain a high quality of life, Generation X – born between 1965 & 1981 – are becoming more health focused as they age. They are particularly interested in natural, nutritious food and drink solutions to maintain, strengthen or improve their physical and mental health.
56% of Global Generation X consumers agree that general health concerns influence what they choose to eat and drink, versus 53% of all generations combined (source: Foresight Factory, 2020 May).
While the Gen X generation is driving this trend, it is not just them who are affected. Gen Xers have a lot of influence on Generation Z (their kids) and Baby Boomers and the silent generation (their parents).
Heart Health is top of mind
Heart health and related cardiovascular issues are among consumers’ top health concerns. As a substitute for taking medications, consumers are increasingly interested in adapting their nutrition to maintain good heart health. Essentially, food now acts as medicine.
Click on the chart to zoom in.
Source: FMCG Gurus – Global study in 23 countries
This chart shows the increased importance of changes in their diet to improve heart health rather than taking medication. In 2021, 40% of consumers say they changed their diet in the past year to improve their heart health vs only 7% that used prescribed medication.
Image credits: thedoctorskitchen.com
Cookbooks and other resources are available so customers can take their health into their own hands. Dr. Rupy Aujla is an expert in the clinical benefits of nutritious ingredients. His bestseller “Eat to Beat Illness” explains how foods and spices can prevent and reverse diseases, such as heart, brain and inflammatory conditions and more. The book contains over 100 delicious, plant-based recipes to supercharge your health.
4 beverages that address this need
Beverages provide consumers with a convenient way to boost their nutrition. These beverages help consumers adapt their diet.
1 - Chobani® Complete (USA).
Advanced, lactose-free yogurt that solves the nutrition puzzle, available in multiple flavors.
Image credits: www.chobani.com
2 - Vosges Cacao Elixirs (USA).
These elixirs deliver the cacao beans’ health benefits to your mind, body and soul in their purest form.
Image credits: vosgeschocolate.com
3 - EGA (Singapore).
Sunshine juice helps to decrease LDL cholesterol & improve the heart health. Contains Orange Juice, Turmeric, Ginger.
Image credits: ega.sg
4 - Benecol (Europe).
Proven to lower cholesterol. Next to this original yogurt drink, they offer a whole range of products like yogurt drinks, yogurts, spreads, cheeses in many flavors.
Image credits: benecol.co.uk
