FMCG Gurus: Five Key Ingredients to Monitor in 2022 November 2021
Information Classification: General
Across the globe, the prevalence of digestive health problems is on the rise Consumers recognize the long-term health implications of poor digestive health Proportion of consumers who say they suffer from the following digestive health problems on a regular basis.
Global 2020
Consumers are adopting a prevention over cure approach to digestive health, showing interest in products even if not suffering from specific symptoms. This attitude trait will intensify as awareness grows about the microbiome.
2018
Gas Gluten sensitivity/intolerance
Bloating
12%
Irritable bowel syndrome Abdominal pain Diarrhea not associated with antibiotic use
Diarrhea associated with antibiotic use Information Classification: General
20%
10% 11%
Constipation
21%
15%
Lactose sensitivity/intolerance
Stomach aches
Digestive health problems are becoming more common, brought about by an ageing society and poor dietary habits. In the short-term this can cause embarrassment and long-term, it can severely impact on quality of life.
19%
18%
67%
66%
18%
13%
11% 12% 12% 10% 10%
2018
2020
19%
12%
12%
Proportion of consumers who say that they are interested in digestive health products even when not suffering specific health problems.
52%
53%
56% 50%
70%
68%
65%
55%
16% 15%
Global
Asia-Pacific
Europe
North America South America
Brands need to raise awareness to highlight the importance of postbiotics and prebiotics Consumers must understand how products complement each other Although awareness of beneficial bacteria in general is high, and consumers are aware of probiotics, they are less educated about prebiotics and postbiotics. This means these consumers will be unsure about how such products complement each other and offer maximum efficacy.
As more importance is placed on addressing digestive health, brands need to raise awareness about postbiotics (and prebiotics) to ensure that these claims are more influential on purchasing habits and that consumers are maximizing their digestive health. Proportion of consumers who have heard of the following types of ingredients. 2021 Probiotics
85%
84%
57%
84%
Global Information Classification: General
Postbiotics 81%
81% 61%
56%
15%
Prebiotics
59%
54%
19%
15%
Asia Pacific
Europe
14%
North America
14%
South America
62% of global consumers say that they either are unaware of the difference between a probiotic and prebiotic product, or are unsure (2020)
Demand for ingredients such as lactoferrin will rise as consumers become more conscious about immunity A prevention over cure approach to wellbeing creates opportunities for functional ingredients Proportion of consumers who say they have become more conscious about the importance of trying to prevent health problems occurring by leading a healthy lifestyle as a result of COVID-19. 2021 Global: 61%
Asia-Pacific: 65%
Europe: 57%
North America: 66%
Proportion of consumers who have made changes to their diets and lifestyles in the last twelve months to improve their immunity levels. 2019/2020
2019 70%
2020 72%
68% 56% 48%
Over the last eighteen months, health has been more focused around disease management and minimizing vulnerability to disease and illness.
72%
71% 61%
53%
South America: 59%
45%
This means that consumers have placed more importance than ever before on the immune system. The tendency to being doing this is not a kneejerk reaction to the pandemic but instead, consumers re-evaluating their diets and lifestyles in a way that they have not done so before.
Consumers will place more emphasis on longterm health, and this will drive demand for functional ingredients and products. Global Information Classification: General
Asia-Pacific
Europe
North America
South America
Brands need to look to raise the profile of lactoferrin outside of AsiaPacific Immune boosting ingredients offer major potential for food and drink brands Lactoferrin is a protein that is found in cow’s milk and is associated with a variety of benefits for children and adults, such as aiding development and helping maintain long-term health. However outside of Asia-Pacific the ingredient is relatively unknown (especially in Europe).
This is something that the industry needs to address, raising awareness about new ingredients that may be associated with a variety of benefits. Moreover, such a strategy could also help raise the nutritional profile of dairy products.
Proportion of consumers who say that they have heard of lactoferrin. 2021 Global: 20%
Africa: 19%
Asia-Pacific: 47%
Europe: 9%
North America: 20%
South America: 12%
What do you associate lactoferrin with? Please select all that apply. 2021 Consumers who have heard of lactoferrin Global
Africa
Asia-Pacific
Europe
North America
South America
Helping aid the immune system
62%
67%
67%
58%
64%
62%
Helping aid digestive health
31%
35%
32%
28%
49%
18%
Helping aid heart health
49%
59%
53%
46%
49%
45%
Helping prevent illness/disease
45%
59%
51%
44%
25%
24%
Helping maintain long-term health
61%
69%
62%
58%
58%
67%
Other
9%
11%
7%
9%
15%
10%
Not sure/none of these
3%
0%
2%
5%
2%
3%
Information Classification: General
Opportunities exist for astaxanthin as people embrace the concept of beauty from within Consumers recognize the link between good skin health and good overall health
Proportion of consumers who say that they have suffered a skin health problem that has significantly impacted on their quality of life in the last twelve months. 2020
Proportion of consumers who say that they recognize the link between good skin health and good overall health. 2018
10%
6%
8%
7%
57%
67%
2021 68%
65% 67% 52%
61%
68%
60%
68%
4%
Global
Asia-Pacific
Europe
North AmericaSouth America
Global
Asia-Pacific
As consumers place greater importance of wellbeing, they are embracing the concept of holistic health, recognizing that all areas of health are interlinked and impact on each other. Linked to this, consumers are also placing greater importance on maintaining their skin health. In the short-term, this can be linked to disruptions to beauty routines over the last eighteen months, especially out-of-home. In the long-term however, it is because people are adopting the notion of beauty from within. This will drive demand for ingredients associated with boosting skin health and immunity at the same time. Information Classification: General
Europe
North America South America
Currently only one in ten consumers are aware of astaxanthin The ingredient is associated with aiding immune and skin health Proportion of consumers who say that they have heard of astaxanthin. 2021 13%
12%
13%
10%
Global
Asia-Pacific
Currently, one in one in ten consumers say that they have heard of astaxanthin, which creates an opportunity to raise the profile of the ingredient – and influence on purchasing habits.
10%
Europe
North America
Of those who are aware, consumers are most likely to associate the ingredient with aiding immune health, while one in five link the ingredient to boosting skin health. Brands need to raise awareness about the benefits of astaxanthin and promote the ingredient around healthy ageing and beauty from within.
South America
Proportion of consumers who associate astaxanthin with the following benefits Consumers who have heard of the ingredient Immune health
41%
40%
20%
Global Information Classification: General
Skin health 46%
40%
38%
25%
Asia-Pacific
19%
Europe
16%
North America
22%
South Americs
Awareness of fermented ingredients and the related benefits provides opportunities for kombucha Consumers are also making active attempts to seek out functional beverages
Proportion of consumers who say that they are aware of fermented products. 2021
46%
50%
Proportion of consumers who say that they have sought out beverages to boost their immune health in the last month. 2021
60%
50%
46% 38%
51%
47%
46%
35%
Global
Asia-Pacific
Europe
North America South America
Global
As consumers become more health conscious, they are paying greater attention to the ingredients in products. Moreover, they are seeking out functional products that offer benefits beyond basic nutrition. Almost one in two people across the globe are aware of the concept of fermented products, whilst a similar proportion are actively seeking out functional beverages. This creates an opportunity for kombucha products in categories such as hot tea.
Information Classification: General
Asia-Pacific
Europe
North America South America
Despite the popularity of probiotics, consumers are not overly likely to turn to kombucha Kombucha is recognized as a form of probiotic amongst those who use the products Proportion of consumers who currently turn to kombucha as a probiotic product. 2020
Although probiotics continue to grow in popularity across the globe, few people say that they turn to kombucha. Of those that they say they do, they are more likely to associate it with being a functional ingredient than one that is indulgent.
8% 6%
5%
5%
As consumers take a more proactive approach to digestive health and immunity (two areas of wellbeing that are interlinked), kombucha is something that will grow in popularity amongst consumers.
3%
Global
Asia-Pacific
Europe
North America
South America
Top five reasons for using kombucha products. 2020 Consumers who use kombucha products Global
Asia-Pacific
Europe
North America
South America
63% 61% 64% 66%
69% 69% 70% 70% 66%
56%
44% 27% 30%
12% 13% 13% 12%
21%
29% 32%
24%
33% 32%
4%
Recommended by others
Information Classification: General
30%
To protect against illness
I like the taste
High in nutrients
As a form of probiotic
Increased concern over immunity will drive demand for products high in zinc Consumers are making greater efforts to combine vitamins and minerals Proportion of consumers who say that they are vulnerable to disease and illness. 2019 57% 38%
Global
57% 36%
Asia-Pacific
Proportion of consumers who have attempted to seek out supplements high in vitamins and minerals in the last two years. 2021
2020 61%
55%
40%
Europe
44%
North America
61%
26%
30%
24% 20%
44%
South America
Global
Over the last couple of years, there has been a noticeable increase in the proportion of people who say that they deem themselves vulnerable to disease and illness. Although this will be linked in part to the pandemic, it also highlights how consumers recognize that current diets and lifestyles can impact their long-term health. As consumers take a proactive approach to health, they are looking to increase their intake of vitamins such as vitamin C and minerals such as zinc, as they focus on disease management with greater intensity.
Information Classification: General
27%
Asia-Pacific
Europe
North America
South America
Zinc appeals to consumers because it is a recognized and trusted ingredient It is also associated with a variety of benefits Proportion of consumers who are aware of zinc. 2021 Global: 86%
Asia-Pacific: 88%
Europe: 87%
North America: 83%
South America: 84%
What benefits do you associate with zinc? 2021 Consumers who are aware of the ingredient Global
Asia-Pacific
Europe
North America
South America
Bone and joint health
18%
20%
15%
19%
27%
Cognitive health
24%
18%
26%
27%
23%
Digestive health
27%
31%
26%
21%
35%
Heart health
34%
33%
32%
34%
50%
Immune health
42%
38%
41%
48%
41%
Skin health
20%
22%
16%
26%
24%
While much attention is given to consumers seeking out new and novel ingredients that they associate with maximum efficacy, they continue to have highly favorable opinions of tried and trusted ingredients which are associated with a variety of benefits. Zinc is one of these ingredients and has witnessed a growth in popularity over the last eighteen months as consumers look to combine vitamins and minerals to maximize their health and wellness. The association with boosting immune health means that the popularity of zinc is something that will continue to increase over the next couple of years. Information Classification: General
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