LAS VEGAS—More consumers are taking supplements, but bioavailability concerns are on the forefront of many of their minds, according to Steven French, managing partner at the Natural Marketing Institute (NMI). Consumers are also noticing branded ingredients more than before. In 2006, 28 percent said branded ingredients listed on the front of the package increases the likelihood of purchasing a product; in 2010, it was 32 percent.
In his talk at SupplySide West, he outlined the top trends in innovation affecting the natural dietary supplement and food industry. He said the top three things consumers are concerned with today are health and wellness, healthy aging and sustainability.
Health and Wellness
NMI data show consumers want healthy foods, but are also using supplements to ensure they get all the nutrients that don’t get in diet. From 2009 to 2010, supplement use went from 51 percent of consumers to 57 percent, French said. However, consumers are concerned with bioavailability. They want clinical proof surrounding fortified foods regarding bioavailability (55 percent), and are concerned that supplements don’t get absorbed enough to provide health benefits (42 percent).
When it comes to foods, consumers are thinking about which ingredients to avoid and which to include. French said in many instances, less is more. Consumers want minimally processed foods (63 percent) with short lists of ingredients (49 percent). And more are using free-from or “less" foods. They are increasingly looking for foods that have reduced amounts of sugar, sodium, calories, fat, gluten and glycemic load (carbohydrates). However, even with these “less" foods, consumers need their foods to taste good; French said they are not willing to give up taste for health.
Fiber and protein are the two ingredients they want to increase.
The health claims that are the most interesting to today’s consumer can be segregated into three tiers, with the first tier being the biggest driver. The first tier includes cardiovascular and immune; the second tier consists of cancer, energy, weight management; and the third area is digestive tract and detoxing. French predicted in the next five years, the third tier areas will grow exponentially. Other current claim trends include diabetes and metabolic syndrome, he said.
Healthy Aging
Healthy aging is getting younger and spanning generations, he said. He said Gen X and Gen Y are concerned with aging, just like the Baby Boomers and Matures. He said it used to be a Boomer woman who used anti-aging products, now it’s not limited to Boomers or women.
All generations are looking for products with labels that have benefits: Gen Y (71 percent), Gen X (66 percent), Boomers (70 percent) and Matures (74 percent). They are also seeking foods with anti-aging qualities.
Fortified food interest is also increasing for ingredients such as vitamins/minerals, omega-3s and probiotics. Probiotics is the smallest of the three, but is the fasted growing.
However, some aging trends are generation specific. Boomers are more likely than younger generations to eat heart healthy foods, eat high-fiber foods, change diets to lower cholesterol and seek ways to reduce inflammation. The youngest consumers are more likely to view food as medicine. Gen Y wants nutrient fortification, foods on the go, detoxification and energy. Gen X is looking for convenience, stress reduction, taste, immunity and calorie-friendly products. Boomers are interested in anti-aging, heart health, vitality, anti-inflammation and blood sugar friendly products.
In the future, French predicts nutrient customization where a consumer can get a profile of themselves and then have supplements designed specifically for them.
Sustainability
How products affect the environment and other humans are increasingly important to consumers. French noted 69 percent of the general population said one of the best ways to stay healthy is to keep the environment healthy. They are interested in products that are locally grown (30 percent), have no genetically modified organisms (GMOs, 21 percent), come from farms that practice sustainable agriculture (11 percent) and contain recyclable packaging (8 percent).
French has more than 25 years of strategic marketing, business development and management experience. Completing bachelor's and master's degrees in marketing, French has accumulated extensive insight and knowledge into health, wellness, environmentalism, sustainability and social responsibility across a multitude of products, services and industries.
