European Consumer Trends in 2022
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Contents Mind & body: The growing importance of holistic health . . . . . . . . . . . . . . . . . . . . . 3 Proactive health fuels functional ingredient demand . . . . . . . . . . . . . . . . . . . . . . . 5 Back-to-basics nutrition & healthy indulgence . . . . . . . . . . . . . . . . . . . . . . . . . .
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Sustainability, health, and all things plant-based . . . . . . . . . . . . . . . . . . . . . . . . . 8 The importance of trust & transparency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Key takeaways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
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08/11/2021
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Mind & body: The growing importance of holistic health Although fears towards COVID-19 fade, there continues to be a high level of focus on health maintenance Over the last couple of years, much attention has been given to consumers in Europe taking a more proactive approach to wellbeing. This has led to the question amongst many in the industry, as to whether this trend is being influenced purely by the pandemic, or part of a longer-term trend. Research conducted over the period April 2020-April 2022 shows that whilst there has been a noticeable decline in the proportion of Europeans who say that they are concerned about COVID-19, highlighting how many people have learned to live with the virus, there has been less difference in the proportion of those people committed to leading a healthier lifestyle and looking to improve their diets.
Proportion of consumers who say that they are concerned about COVID-19 74%
Proportion of consumers who say that they plan to eat and drink more healthily 72%
Proportion of consumers who say that they plan to lead a healthier lifestyle 73%
68%
58%
42%
April 2020
April 2022
April 2020
April 2022
April 2020
April 2022
European consumers want to address a variety of physical and cognitive health issues over the next twelve months One of the reasons that consumers continue to take a proactive approach to wellbeing, even after the fears of the virus fall, is because people have re-evaluated their health and recognize that diets and lifestyles are not as healthy as they should be, something that increases the risk of other long-term health problems. As a result of this, Europeans would like to address a variety of physical and emotional wellbeing issues over the next twelve months. Priority is on boosting the immune system, highlighting how health goals are still very much based on disease management, and digestive health, which is being increasingly linked to immunity. High levels of uncertainty over the last couple of years also means that a high proportion of consumers would like to improve their mental wellbeing over the next twelve months.
Do you have plans to address the following areas of health over the next twelve months? (2022) Top five answers 50%
51%
53%
64%
37%
Energy levels
Heart health
My mental wellbeing
Digestive health
Immune health
European Consumer Trends in 2022
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The role of digestive health on long-term wellness is becoming more established Across Europe, the proportion of people suffering from digestive health problems continues to rise. This is something that can be attributed to an ageing society, and poor dietary habits – such as poorly structured mealtime habits and overindulging – contributing to such problems. In the short-term this is something that can cause feelings of embarrassment and impact the ability to relax. However, in the long-term, consumers are recognizing that poor digestive health is something that can increase the risk of serious health problems. Currently, only one in ten Europeans say that they have heard of the microbiome. However, this is an area of wellbeing that will receive a high level of attention over the next five years and because of this, there will be greater urgency placed on addressing digestive health because of the relationship it has on overall wellbeing.
The proportion of consumers who say that they regularly suffer from the following digestive health problems (2020) Gas
20%
Gluten sensitivity/intolerance
19%
Constipation
18%
Stomach aches
18%
Irritable bowel syndrome
17%
Lactose sensitivity/intolerance
17%
Abdominal pain Diarrhea
15% 12%
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11%
European consumers have heard of the gut microbiome (2022)
68%
European consumers believe that bad digestive health increases the risk of illness (2020)
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Proactive health fuels functional ingredient demand Consumers are making fundamental changes to their diets and lifestyles As Europeans take a proactive approach to wellbeing, they are making fundamental changes to a variety of aspects of their lifestyle to help facilitate healthy ageing. This is because consumers recognize that improving dietary habits alone is not enough to maintain and improve health. Europeans are looking to exercise more and reduce levels of inactivity, something which will be spurred to an extent by many people feeling that they have gained weight over the last couple of years because of increased levels of comfort eating. In addition, consumers are looking to improve their sleep health and mental wellbeing. Across Europe, a high proportion of people suffer from problems such as stress and anxiety, fatigue, an inability to relax, and poor sleeping patterns – something that doesn’t just impact mood and energy levels but increases the risk of vulnerability to illness.
Have you done any of the following in the last two years? 2019
50%
49% 2021 34%
37%
61%
46%
37% 28%
26% 21%
Taken nutritional supplements
Looked to improve my mental wellbeing
Improved my diet
Looked to improve my sleeping patterns
Exercised more
A proactive approach towards wellbeing means that consumers are taking a greater interest in functional ingredients As consumers take a proactive approach to wellbeing, they are looking to educate themselves about wellbeing matters – even if they are not suffering any symptoms and are satisfied with that area of health, highlighting how health goals are increasingly aligned with prevention over cure. Linked to this, consumers are also taking a greater interest in functional ingredients that offer a health boost beyond basic nutrition. Active ingredient claims appeal at a time when people want the most effective health solutions, and products that carry a variety of ingredient and benefit claims will appeal to people from an efficacy, convenience, and value perspective. At the same time, increased skepticism amongst Europeans towards the health and wellness industry in general means that brands need to provide clinically proven/scientific evidence to support health claims being made.
The proportion of consumers who say that they have done the following more frequently in the last two years Educated myself more about my health
Taken a greater interest in ingredients in food and drink that are known to boost health
58% 40% 33% 25%
2019
2021
2019
2021
European Consumer Trends in 2022
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Back-to-basics nutrition & healthy indulgence The desire to improve dietary habits is resulting in consumers adopting a back-to-basics approach to nutrition When looking to improve their dietary habits, many Europeans are looking to adopt a back-to-basics approach to nutrition, focusing more on scratch cooking and eating fresh products that they deem to be natural and nutritious, safe and trustworthy, and crucially, tasty and affordable. This is a trend that is also being driven by changing lifestyles, and de-centralization meaning that consumers have more time to spend in the kitchen and at local/specialty stores. This means it is crucial that brands fully educate consumers about the array of functional ingredients – and related benefits – that can be found in everyday food and drink products.
You state that you have changed your diet in the last two years. What have you done? (2021) Top five answers – consumers20% who have made changes to their diets
Increased my intake of fruits
71%
Eaten more fresh food
65%
Increased my intake of omega 3
60%
Reduced sugar intake
59%
Increased my intake of protein
55%
How would you describe your diet? 68% 2020 59% 2022
26% 22%
2% Flexitarian
6
3%
Pescatarian
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7%
9% 3%
2% Vegetarian
Vegan
I regularly consume meat/dairy
Snacking habits continue to evolve and become more considered Snacking habits in Europe are becoming more considered and complex, as consumers seek out moments of indulgence whilst wanting to ensure that such occasions do not conflict with wider health goals. This is driving demand for sports nutrition products amongst everyday consumers, who are looking to substitute traditional snacking options for better-for-you alternatives. As a result of this, there is an opportunity to extend the range of functional claims within the market beyond claims associated with performance, such as immunity-boosting. At the same time, the taste and texture of such products will be just as important as the volume, quality, and source of protein.
In the last twelve months, have you directly changed snacking on products such as chocolate and confectionery to snacking on high protein and/or low sugar products instead? The proportion of consumers who said yes
Why is this? Top five answers – consumers who have made changes to their snacking habits 2021
2019
To boost my immunity
51%
57% 45%
55%
56%
For general health and wellness purposes
44% 50%
To improve my hearth health
To improve my digestive health
2019
2021
47% 47% 35% 45%
To help lose weight
40%
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European Consumer Trends in 2022
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Sustainability, health, and all things plant-based Consumers believe that the topics of health and sustainability are interlinked The state of the environment is a major concern for many Europeans who are conscious of whether the damage done to the planet is reversible. Concerns exist for a variety of reasons, including many people feeling that the topics of health and sustainability are interlinked, and that damage done to the planet will impact the quality of life for current and future generations. As a result of this, consumers are making changes to their diets in order to behave in a more sustainable manner, looking to seek out products and brands that they feel reflect their attitudes and outlook on life – especially as many feel that corporate greed is a primary reason for environmental damage. This means it will be more important than ever for brands to demonstrate sustainability credentials along the supply chain.
74%
European consumers are concerned about the state of the environment (2022)
56%
European consumers believe the state of the environment has worsened in the last two decades (2022)
65%
European consumers believe damage done to the environment is irreversible (2022)
The proportion of consumers who have made changes to their diets in the last two years to lead a more sustainable lifestyle 39%
2019
42%
2022
The proportion of consumers following a diet around the avoidance and moderation of animal products continues to grow Across Europe, the proportion of consumers who are following a diet around the avoidance and moderation of animal products continues to grow. Most of these people identify as flexitarian and are driven by forms of self-expression, as people change their eating and drinking habits as a result of increased levels of concern around the environment, health and wellbeing, and animal welfare issues. This is a trend that will continue to accelerate over the next couple of years, as many regular meat-eaters in the region say that they plan to reduce intake. As the popularity of plant-based options grows, there are opportunities around fortification (to ensure that consumers do not feel that they are missing out on vital nutrients because of abstaining from animal products) and to extend product ranges outside of the core categories of meat and dairy, such as growing the plant-based fish and snack markets.
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The importance of trust and transparency Risk aversion means that they continue to place greater emphasis on trust and safety High levels of uncertainty mean that consumers in Europe have become risk-averse, as they place greater emphasis on health and safety as they question aspects of their lives that they previously took for granted. Given that many in the region are conscious of future waves of the virus, this is a trend that will continue to occur for the foreseeable future. Risk aversion is manifesting in consumer attitudes and behaviours in two key ways. Firstly, consumers want reassurance that ingredients are real and authentic and not detrimental to health, driving demand for streamlined ingredient lists, free-from claims, and reassurance over natural formulation. Secondly, Europeans are being more attentive to the story behind the products that they purchase, wanting locally sourced products and demonstrating some concerns over products with extended supply chains.
The proportion of consumers who say that they are now more attentive to the following as a result of COVID-19
The country of origin of products
Whether products have been produced locally
48%
50%
39%
29%
2019
2021
2020
2022
European Consumer Trends in 2022
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Key Takeaways Consumers will continue to demonstrate a proactive approach to health and wellness, looking to address issues even if not showing symptoms and being satisfied with that area of health. Whilst inevitable future variants of COVID-19 will heighten the urgency of addressing health, this is more a long-term trend driven by people wanting to stay fit and active until as late in life as possible. Health goals will be focused on disease management and reducing vulnerability to illness. Over the next couple of years, people will look to tackle a variety of health areas, especially immunity and digestive health, two areas of wellbeing that many feel are interlinked. This is a trend that will intensify as more people become aware of the microbiome and the role it plays towards health. Given that the prevalence of digestive health problems continues to rise across the globe, there will be more urgency than ever before in addressing these issues. High levels of uncertainty over the previous years have further accelerated high levels of stress, anxiety, and poor sleep health – meaning more consumers will be looking to address their mental wellbeing. The desire to maximize wellbeing is something that will have a direct impact on eating and drinking habits. Firstly, consumers are seeking out functional and fortified products that blur the boundaries between traditional groceries and medicine. Consumers will want active ingredient and benefit claims, and a variety of claims will be associated with maximum efficacy and convenience, and as a result, value for money. However, it is crucial that brands validate health claims made on packaging. Secondly, consumers will adopt a back-to-basic approach to nutrition, something helped by changing lifestyle factors enabling them to have more time in the kitchen. This means that people will turn to fresh food that they deem natural and nutritious, trustworthy, and crucially, tasty, and affordable. A proactive approach to health maintenance also means that people are taking a greater interest in functional ingredients. Brands need to ensure that consumers are fully aware of the myriad of benefits associated with tried and trusted ingredients. Moreover, there is also an opportunity to introduce consumers to new ingredients that they are unfamiliar with but are associated with maximum efficacy. It is important not to overestimate consumer awareness of ingredients. This means that brands need to educate people about daily recommended allowances as part of an overall healthy diet, and to ensure that people have realistic expectations towards ingredients. Additionally, it is crucial that ingredients are not positioned as magic bullet health solutions and claims are credible. As consumers adopt a long-term approach to health maintenance, they are making the link between health and sustainability. People are concerned about the state of the environment and believe that damage done may be irreversible, something that will impact on quality of life for current and future generations, including from a health perspective. Consumers see living a sustainable lifestyle as an effective way of achieving health goals, seeking out products that they deem to be green and clean – meaning brands need to demonstrate environmental initiatives along the whole of the supply chain. Finally, it must be remembered that for many, the threat of COVID-19 has not gone away, and future variants – if more aggressive than the current one – will increase levels of uncertainty and risk aversion. Indeed, whilst focus should be on helping facilitate long-term health goals, brands must remember that we continue to operate in an era of uncertainty.
The information provided here was compiled with due care and up to date to the best of our knowledge on publication.
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