moments of guilt-free indulgence

Better for you, not best for you: European consumers want moments of guilt-free indulgence

Although much attention is given to the issue of health and wellness, it is important not to overestimate the extent that nutritional value alone influences eating and drinking habits. The continued rise of obesity and diabetes in the region is testament. Indeed, consumers tend to be more health-orientated earlier in the morning and later in the evening. In comparison, mid-day consumption occasions tend to be driven by the need for indulgence, escapism, energy, and a cure for boredom. Often these need states are prioritised at the expense of nutritional value. Moreover, high levels of self-entitlement amongst consumers means that there are times when they like to enjoy moments of pure indulgence where little-to-no attention is paid to nutritional intake.

The reality is that for many consumers, they want products that offer taste and nutrition at the same time without the trade-off. This is the reason why sports nutrition products have become increasingly mainstream over the last couple of years in the region. These products are being sought out by consumers who are not active gym goers, but who simply want a better-for-you treat. These consumers are less attentive to issues such as volume of protein or source of protein. Instead, if a product is stated as being high in good ingredients like protein and free-from bad ingredients such as sugar, it is equated with guilt-free indulgence.

Over the next twelve months, consumers will demonstrate two, somewhat contradictory, attitudes. On the one hand, consumers will look to improve their health and make conscious attempts to lose weight. This is due to many experiencing weight gains over the last twelve months because of increased levels of comfort eating, whilst at the same time becoming more worried about their long-term health in general. However, on the other hand, consumers will continue to seek out comfort food for moments of escapism to deal with daily pressures, especially as the impact of coronavirus continues to linger.

Ultimately, consumers will want impulse products that they feel bridge these two need states without the need for a trade-off. This will drive demand for better-for-you snacking options that are positioned around being high in functional ingredients and free from bad ingredients. When it comes to such products, reassurance over taste and texture is of paramount importance.

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

37% 44% 48%

42%

33% 40% 50%

Denmark France Germany Italy Poland Spain

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

UK

Proportion of consumers who say that they are turning to comfort foods more frequently as a result of COVID-19 (2021)

49%

38% 50% 56%

48% 51% 63%

Denmark France Germany Italy Poland Spain

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

UK