Just compiled data from the HealthFocus International 2018 Global Trend Study on Primary Food Shoppers and Their Quest for Health & Nutrition from the USA cohort shows that the passion for healthy consumption is back, and consumers are willing to pay.
According to Steven Walton, President of HealthFocus International, “It is not that actual consumer desire to live and eat healthier ever went away. In countries impacted by the Great Recession, we did see the high levels of concern for the economy, jobs, mortgage payments, and the focus on getting by day-to-day all compete for top of mind interest with always eating healthy. In countries less affected by the Great Recession, we saw no slowdown in search for healthier options.”
The just released USA data shows that in spite of 80% of research respondents claiming their diet is currently very health/healthy, 47% say that they now eat healthier than previously and 6 in 10 are willing to pay as much as 10% more for health. But while the consumer search for healthier options has returned to high gear, the rules of engagement continue to change. Old solutions may no longer deliver the same level of return. Globally, we see 4 overriding trends that are significantly impacting how consumers respond to consumption for better health.
- Eating Clean/Clean Conscience. “I know food/beverages that are good for the planet are also good for me”
- Revolution in accessing nutrition. “I want what I want, when I want, where I want it”
- Gut health is good health. “It is not about gas or discomfort, it is about energy, feeling good, living long”
- Personalized nutrition. “I am unique, my body is unique, so why not my food?”