Consumers are showing growing interest in packaged foods and beverages that tout an array of functional benefits, according to research from Advantage Solutions.
In a survey of 1,000 consumers in mid-February, the sales and marketing agency found that about a third of consumers said they have purchased CPG foods that enhance nutrition in the past three months, and about a fourth have bought foods that boost energy, improve digestive health or physical appearance, or are targeted to a specific diet, such as keto, low-carb, or low-sodium.
Interest in functional foods and beverages appears to be increasing for many claims, the research found. This is especially true for functional beverages, with more consumers saying they are “very likely” to purchase beverages with functional claims in the next three months than those that did in the past three months.
For example,
• 30 percent said they are very likely to purchase beverages with nutritional claims such as vitamins, minerals, protein, etc., in the next three months, vs. 28 percent who did so in the last three months;
• 27 percent said they are very likely to purchase beverages that support immune health, up from 23 percent who did so in the last three months, and
• 30 percent said they are very likely to buy beverages that support digestive health, compared with 24 percent who did so in the last three months.
Consumers reported similar plans for beverages that tout other functional benefits, including sleep, physical appearance, mental health, and mindfulness/clarity. Beverages that make specific dietary claims, such as keto, low-carb or low-sodium, were also high on consumer shopping lists, with 21 percent saying they are very likely to make such purchases, vs. 16 percent who made them in the past three months.
Consumers also said they plan to increase their purchases of CPG food products that make several functional claims, including those related to boosting energy, immune health, digestive health, sleep, physical appearance, mental health, and mindfulness/clarity.
Among the 13 percent of consumers who said they don’t purchase functional foods, beverages or supplements, many expressed interest in these products, including 40 percent who said they were interested in energy drinks and 27 percent who said they were interested in plant-based CPG food products. About 20-30 percent-plus of non-buyers said they were interested in foods and beverages that provide a range of other functional benefits.
The survey also asked consumers what functional foods and beverages they would like to see on the market. Many of the responses included multiple functional benefits, such as “a premade protein shake that has caffeine and nootropics so I can quit drinking coffee and boost my brain,” and “a tea that gives both an energy boost and supports your immune system.” Others cited products that incorporated more sustainable packaging and were affordably priced.
Asked what attributes they value most in choosing where to buy health and wellness products, 21 percent said a retailer they know and trust was most important, and the same percentage said the variety of products was most important. Following closely was competitive prices, cited by 19 percent, and the store where the customer does their weekly shopping, at 17 percent. Eight percent cited a good online shopping experience.
Related: Consumers Shift to More Affordable Produce; Retailers Amplify Engagement With Black-Owned Brands.