Safe and secure: Consumers in Europe are becoming more risk averse and want reassurance over safety and value

As well as looking to improve their dietary plans, consumers in Europe will also place greater emphasis on addressing their mental wellbeing over the next twelve months. Not least because more and more people are suffering from such problems at a time when society recognises the link between good mental wellbeing and good overall health.

Over the last five years, mental health has deteriorated in Europe and sleep health has worsened. This is something that can be attributed to several factors. For instance, consumers are leading increasingly busy lives as they look to cram as many personal and professional activities into the day as possible, whilst also having several concerns about issues relating to health and finance that can keep them awake at night. These concerns are something that have been intensified as a result of COVID-19 and will continue to do so, especially as many are worried about a third wave of the virus and believe it will continue to impact day-to-day lives for several years to come.

The primary concerns of consumers in 2021 tend to be about the health and wellness of loved ones and the state of the economy. This is resulting in consumers feeling stressed and anxious and unable to relax or sleep properly. This, in turn, can result in consumers being tired and fatigued and in need of energy to get through the day, a vicious circle that consumers can struggle to exit from. At the same time, consumers recognise that feeling tired and run down is something that doesn’t just impact on mood and energy levels, but also on immune health. Indeed, people deemed to be worn out are also seen to be at greater risk of vulnerability to disease and illness.

As such, consumers are demonstrating a greater level of interest in products that help aid relaxation, alleviate stress, and improve sleeping patterns. When seeking out these products, consumers want reassurance over natural formulation. This is because they want to avoid ingredients that help them relax in the short-term but contribute to health problems in the long-term. As a result, the demand for botanicals that are deemed natural and are associated with improving mental wellbeing and sleep health is on the rise in Europe.

Proportion of consumers who say their sleep health has worsened in the last two years

47%

30% 32% 36% 47% 49% 47%

32% 53% 54% 2019 2020

36% 36%

France Germany Italy Poland Spain UK

Source: Stress and Sleep Management survey 2019 (6,000 respondents) Stress and Sleep Management survey 2020 (6,000 respondents)

Proportion of consumers who say that they have become more conscious about their mental wellbeing as a result of COVID-19 (February 2021)

49%

38% 50% 56%

48% 51% 63%

Denmark France Germany Italy Poland Spain UK

Source: COVID-19 survey 2021 (7,000 respondents)