Consumers are more interested in food and beverages than in vitamins and supplements for specific health benefits, according to a new global study by Ipsos Marketing, Consumer Goods.
Consumer interest was strongest in food and beverages that offer digestive health, increased energy, weight loss and healthy blood sugar levels. While not as high as vitamins and supplements, consumer interest also was high in food and beverages with benefits for heart health, cancer prevention and better immunity. Vitamins and supplements were highest for cancer prevention, better immunity, increased brainpower, bone and joint health, relaxation and stress relief, sleep aids, eye health and hormonal balance.
“The data suggests that consumers are most interested in health and wellness products in which there is already an established connection between the product and the benefits,” said Lauren Demar, CEO of Ipsos Marketing, Consumer Goods Sector. “However, consumer packaged goods companies should not feel constrained to offer only benefits that consumers immediately understand and believe. Consumers can be educated through advertising, packaging and testimonials about health and wellness benefits.”
Debby Swoboda of Debby Swoboda Marketing Solutions in Stuart, Fla., said the study gives naturals retailers an opportunity to “not just cross-merchandise, but cross-educate. And also train your staff.”
“For example, we know digestive health is a huge thing now. So if somebody comes into your store asking about digestive health, don’t just take them to the aisle with supplements. You can say, ‘You might consider this product as another option. You can eat it as well as take it in a supplement.’ Give them some other ideas.”