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Health claims influence young people more than older consumers
A survey by global ingredient supplier Prinova found that 72% of people were more likely to buy a food or beverage product if the packaging mentioned a health benefit.
However, this rose to 87% among those aged 18 to 24 and to 80% among those aged 25 to 34.
More than 1,500 consumers in Europe and the US took part in the survey, which also revealed that claims around low-sugar or sugar-free, weight management and energy support were most likely to influence purchasing decisions.
The ingredients most likely to have an impact were probiotics, vitamins and minerals and fibre, while the concerns most likely to affect food and beverage purchases were gut health, healthy ageing and fatigue.
“There’s a long-term trend towards more proactive approaches to wellbeing, with dietary changes a key element of consumers’ strategies for living better,” said James Street, global marketing director at Prinova.
“As a result, they’re increasingly seeking out food and beverage products with health benefits. Our research demonstrates the value of well communicated health claims, especially in key areas like gut health and energy support. While they resonate powerfully across all demographics, our research provides new evidence that zoomers and millennials are particularly likely to focus on wellness when choosing between products.”
The research also revealed high levels of interest in personalised approaches to nutrition, with 79% of respondents believing that their particular genetic make-up affected their nutritional needs either slightly or significantly.
Meanwhile, 41% were keen to try a test that monitored how particular foods affected their bodies, while 32% were interested in tracking their diet and nutrition through an app or questionnaire.
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