New global consumer research with Nuitiani shows lifestyle challenges prevent consumers from unlocking their health goals

Courtesy of Ella Olsson/Pexels

Latest findings of the study by Nuitiani reaffirm that most consumers view health holistically and want to improve their well being via nutrition, but face a lack of time and have low trust in existing products. 

AUCKLAND, NEW ZEALAND, 27 OCTOBER 2022 – Most consumers believe it is important to eat a well-balanced diet to prevent major illnesses, but lifestyle challenges prevent them from doing so, according to a recent global consumer wellness study by B2B nutrition brand Nutiani.

Leaderboard of Asia Food Journal

The IPSOS Nutiani Consumer Wellness Research, jointly conducted by leading market research agency IPSOS and Nutiani, global dairy company Fonterra’s health and well being brand, examines the perspectives of 5,000 consumers across the full spectrum of health.

Most global consumers (90%) are adopting a holistic mindset and believe good health involves not just being physically well, but looking after all aspects of well being. Despite most saying they actively take steps to manage their health, barriers stemming from lifestyle choices are hampering progress.

Rethinking nutrition for overall well being

Nutrition is seen as essential to overall well being, with 88 percent of consumers believing well-balanced diets are important to preventing major illnesses. However, in practice, only 56 percent choose to eat a healthy diet to maintain their well being. 

Consumers who choose not to adopt nutrition solutions to support well being goals say they do not believe the health claims made by existing products and perceive them to be too costly, resulting in a preference to rely on their natural diets (34 percent).

Barriers to action remain for others. Four in five consumers expressed that they face challenges in managing their well being, particularly in Asian markets such as China and South Korea. Lack of discipline (42 percent), cost (31 percent) and busy lifestyles (22 percent) are key deterrents.

Insufficient time, particularly when on-the-go and in school or work settings, is most prevalent in Asia (25 percent) and among consumers between 16 and 44 years old. Meanwhile, two in five consumers in the US and Europe are more likely to be hampered by the lack of discipline, possibly because the many concerns around the pandemic and economic instability have taken precedence. 

Prioritised well being areas closely tied with global events 

As well as making daily life more stressful, the COVID-19 pandemic accelerated an existing trend towards preventative health, and consumers became even more focused on reducing the risk of potential diseases to maximise overall enjoyment of life. According to the Consumer Wellness Research, protection against major illnesses (40 percent), the ability to live life to the fullest (39 percent) and spend quality time with loved ones (33 percent) are now the top reasons for staying healthy.

Commenting on the findings, Charlotte Ortiz, Nutiani Global Brand Marketing Manager, says the prolonged impact of COVID-19 will likely have a permanent effect on consumer health and wellness priorities. 

“It is clear that consumers are prioritising their health and well being, and preventative action is here to stay. The fact that many struggle to manage their nutrition as well as they would like suggests that existing products are not effectively meeting their needs. Coupled with consumers’ determination and interest in holistic well being, there is a white space opportunity for brands to start delivering accessible and convenient nutrition solutions such as ready-to-drink protein beverages, to support them in achieving their health goals,” Ortiz says.

Dan Luo, Acting Director Active Living at Fonterra, says the future of health and nutrition will belong to brands that can identify and bridge existing gaps and target unmet needs through innovative offerings.

“We know consumers today care deeply about their nutrition and are looking for simple products they can trust. The growth in the physical, mental and inner well being nutrition market is significant if brands can overcome consumer barriers like convenience and credibility, and stay ahead of evolving needs across different dimensions of health,” Luo adds.