ITASCA, ILL. — Research from Prinova shows health claims influence the food and beverage purchasing decisions of most consumers — particularly younger consumers.
Seventy-two percent, out of 1,582 surveyed respondents in the United States and Europe, said they were more likely to buy a food or beverage if the packaging mentioned a health benefit. The research showed the figure rose to 87% among consumers aged 18 to 24, and 80% aged 25 to 34, according to Prinova.
Low-sugar, sugar-free, weight management and energy support were claims most likely to influence purchasing decisions while probiotics, vitamins and minerals and fiber were ingredients most likely to attract consumer attention.
Prinova said consumers’ concerns about gut health, healthy aging and fatigue were the most likely to affect their food and beverage purchases.
The research also found that 41% of respondents were interested in trying a test that monitored how certain foods affected their bodies. Thirty-two percent were interested in tracking their diet and nutrition through an app or questionnaire, and 30% of respondents overall, and 37% of respondents aged 25-34, were interested in wearable devices to monitor their blood sugar levels, according to Prinova.
“There’s a long-term trend toward more proactive approaches to well-being, with dietary changes a key element of consumers’ strategies for living better,” said James Street, global marketing director at Prinova. “As a result, they’re increasingly seeking food and beverage products with health benefits. Our research demonstrates the value of well communicated health claims, especially in key areas like gut health and energy support. While they resonate powerfully across all demographics, our research provides new evidence that zoomers (those born between the late 1990s and early 2000s) and millennials are particularly likely to focus on wellness when choosing between products.”
