Global consumer survey reveals multifunctionality top of the agenda

The new report from Fonterra's nutrition brand Nutiani, delves into growing consumer understanding around the interplay of physical, mental, and inner wellbeing. It recommends that to capture this opportunity, brands should create science-backed products that address multiple health conditions.

Charlotte Ortiz, Global Brand Marketing Manager of Nutiani, says the survey of 5,950 people across seven global markets, confirms what Nutiani has been seeing in the field.

“Our research supports what our customers and industry experts are saying. Consumers are becoming more sophisticated in their understanding of how health issues are interconnected, and how concerns in one area of their physical, mental or inner health can have a ripple on effect on their overall wellbeing,” Ortiz said.

According to the IPSOS Nutiani Consumer Wellness Research, approximately nine in 10 believe that physical and mental wellbeing can impact other aspects of their health.

Nearly half of respondent stated they ​believe mental wellbeing impacts their immunity levels and 44% said mental health impacts digestive health.

They also link mental health with digestive health, with more than seven in 10 relating good digestive health to lower stress levels and better immune health.

Consumers also understand all areas of physical health are interconnected, with 30% of respondents saying they feel a lack of digestive issues is a good indicator of immune health and 19% viewing fast recovery from illness an indicator of good muscle health.

Ortiz says that by addressing interconnected health concerns through a single, multifunctional product, brands can stay a step ahead of the curve and capture emerging consumer demand for holistic health solutions, convenience and value-for-money – especially amid growing concerns around the rising cost of living.

“Supporting any health claims made about multifunctional benefits with rigorous, clinical evidence is also crucial in overcoming skepticism to build consumer confidence and establish credibility,” she said.

Understanding the target consumer

To effectively tap this opportunity, brands should not conflate the diverse needs and preferences of different consumer groups, Ortiz added. The IPSOS Nutiani Consumer Segmentation Research identified five distinct consumer segments – all with varying levels of awareness regarding interconnected health, which brands should keep in mind.

'Proactive Pursuers' (27% of global consumers), who take a scientific and highly-disciplined approach to food, and are prepared to pay more and sacrifice convenience and indulgence for healthier products. They are likely to think more about their stress, sleep quality, and gut health.

'Balanced Seekers' (22% of global consumers) are a little less controlled and adopt a practical and relaxed approach to health. These consumers are likely to think more about their weight, joint health, and stress.

'Practical Worriers' (20% of global consumers), focused on making small and manageable changes to improve their wellbeing when necessary. They are likely to concentrate mostly on their weight, sleep, and gut health.

'Relaxed Cosmopolitans' (16% of global consumers) are preoccupied with their busy lifestyles and perceive healthy eating as natural and unprocessed diets.

'Activity Seekers' (14% of global consumers) are highly engaged in physical activity and are prepared to sacrifice convenience for healthy food and beverages that can boost their performance.

The report further analyses consumers by breaking down their concerns, based on their geographical location. For example, it states that in Germany, consumers show greater concern towards longer-term issues like the environment over their day-to-day health and wellbeing.

Similarly, in the UK, it states that consumers place greater priority on political, environmental and societal issues such as the rising costs of living. Whereas, France is known for placing greater emphasis on flavour and eating for pleasure.

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