Natural blueprint: Consumers want reassurance that ingredients are real and authentic

Better for you, not best for you: Consumers want better-for-you alternatives that offer taste and nutrition at the same time

Although much attention is given to consumers wanting to improve their levels of health and wellness, it is important not to overestimate the influence that nutrition has on choice of products. Irrespective of any concerns about issues such as health and the environment, consumers will be driven by indulgence when choosing food and drink products. This will be especially true in an era of uncertainty, where consumers turn to groceries for moments of escapism to deal with everyday pressures.

There are times of the day when consumers tend to be less motivated by health when choosing products. For instance, whilst consumers tend to be more health-orientated in the morning and later in the evening, they are less driven by the desire to maximise wellbeing in the afternoon. This is because need states such as the desire for indulgence and escapism, energy, and a cure for boredom, are more influential on product choice – often at the expense of health and nutrition. Moreover, the desire for genuine experiences mean that there are times when consumers like to enjoy moments of indulgence where littleto-no attention is paid to nutritional intake.

Over the next twelve months, consumers will also demonstrate two contradictory need states. On the one hand, consumers will look to lose weight, as many are conscious about weight gains brought about by increased levels of comfort eating in 2020 due to the uncertainties of the pandemic. However, on the other hand, consumers will continue to turn to comfort foods for moments of escapism from daily pressures. When enjoying these occasions, consumers tend to be less attentive to the issue of health.

Ultimately, consumers want products that they feel bridge these two need states, allowing them to enjoy moments of escapism without conflicting with wider health goals. This is something that will drive demand for better-for-you product offerings that are deemed guilt-free and conveniently nutritious, such as products with a variety of free-from and functional claims.

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

30%

16% 29%

15% 24%

19%

Australia

Source: COVID-19 survey, Q1 2021 (9,000 respondents)

China Indonesia Japan South Korea Vietnam

45%

Proportion of consumers who say that they have sought out comfort food more frequently in the last month (February 2021)

45%

24% 26%

20% 30%

Australia China Indonesia Japan South Korea Vietnam

Source: COVID-19 survey, Q1 2021 (9,000 respondents)