According to ADM research, these behavioral shifts are inspiring innovation and creating opportunities for forward-looking food, beverage and supplement companies.
Sixty percent of global consumers are planning to improve their overall health and wellness in the next 12 months, according to the report. They’re also taking a more proactive approach to managing well-being with functional nutrition, close-to-nature ingredients and foods that signal self-care.
According to the report, 76% of global consumers say they will eat and drink more healthily due to COVID-19, and 41% plan to be more physically active.
More people are embracing their emotional well-being, as 51% of global consumers are planning to improve their cognitive and mental health over the next year. A desire to keep their physical and mental health in balance is promoting new techniques to manage stress, from exercise and meditation to eating foods with perceived mood-enhancing benefits.
Nearly two-thirds of global consumers are interested in foods and beverages that are customized to meet their individual nutrition needs. A greater understanding of how diet can impact health is spurring more people to choose wholesome, nutrient-dense ingredients in home-cooked and prepared meals, with particular focus on fiber and protein, according to the report.
With 65% of global consumers more concerned about immunity since COVID-19, people are shifting from a defensive approach against illness to one that’s more proactive and holistic. Consumers are looking for ways to incorporate immune function-supporting solutions, like probiotics and vitamin C and D, into their daily lives.
During the pandemic, many people gave themselves permission to consume indulgent food and beverages as a form of self-care. 56% of global consumers have purchased comfort food regularly as a result of COVID-19. ADM projects new opportunities for beverages, snacks and confectionery products that deliver functional benefits with delicious flavor.
June Lin, vice president, Global Marketing, Health & Wellness at ADM, said, “Health and wellness remain at the forefront of the global conversation. The pandemic has transformed how consumers perceive holistic health and wellbeing. It’s impacting how we live and increasing the importance of the foods, beverages and supplements we choose, presenting new opportunities for our industry to meet their needs.”