Health & Wellness Lifestyle Shifts: Five Consumer Behaviors that are Reshaping Food, Beverage & Supplement Innovation

Rhea-AI Summary

ADM reports a significant consumer shift towards health and wellness, with 60% of global consumers planning to enhance their health in the next year. This trend, influenced by the COVID-19 pandemic, emphasizes preventative health behaviors. Key insights include a renewed focus on wellness, a holistic mind-body approach, tailored nutrition, proactive immunity measures, and purposeful indulgence. As these behavioral changes are expected to persist post-pandemic, ADM aims to support food and beverage companies in creating innovative, health-forward products.

Positive

• 60% of global consumers planning to improve health creates market opportunities.
• Identification of five key behavior shifts by ADM opens new avenues for product innovation.
• Increased consumer focus on functional nutrition aligns with ADM's offerings.

Negative

• None.

60% of global consumers are planning to improve their overall health and wellness in the next 12 months

CHICAGO--(BUSINESS WIRE)-- ADM has identified five behavior shifts that are inspiring innovation and creating opportunities for forward-looking food, beverage and supplement companies.

“Health and wellness remain at the forefront of the global conversation,” said June Lin, vice president, Global Marketing, Health & Wellness at ADM. “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.”

According to research, 60% of global consumers are planning to improve their overall health and wellness in the next 12 months¹. 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.

ADM has identified five health and wellness behavior shifts that are creating opportunities for manufacturers to create innovative, health-forward foods and beverages that support consumers’ evolving health and wellness needs:

1. Renewed motivation to improve individual health and wellness.
Pandemic experiences have varied across the globe, but a nearly universal takeaway is the renewed focus on preventative health and wellness behaviors. For example, 76% of global consumers say they will eat and drink more healthily due to COVID-19, and 41% plan to be more physically active². Products designed to optimize physical health and mental wellness at all life stages will help consumers protect themselves, their families and their communities.

2. A holistic approach to managing the mind-body connection.
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 12 months¹. 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. As consumers return to more active lifestyles, convenient products with functional ingredients that boost energy, enhance cognitive performance and regulate mood are gaining prominence.

3. Tailored nutrition supports personal health and wellness goals.
Nearly two-thirds of global consumers are interested in foods and beverages that are customized to meet their individual nutrition needs¹. 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. Brands can help people stay motivated in the kitchen with innovative flavors and convenient formats.

4. A proactive perspective on immunity.
With 65% of global consumers more concerned about immunity since COVID-19², 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. Products with functional ingredients that support a healthy immune system will increasingly attract consumer attention.

5. Purposeful indulgence is the new “permissible indulgence.”
During the pandemic, many people gave themselves permission to consume indulgent food and beverages as a form of self-care. In fact, 56% of global consumers have purchased comfort food regularly as a result of COVID-19³. Consumers are recognizing as long as these are purposeful – and not impulsive – choices, indulgence has a role in a positive relationship with food. ADM projects new opportunities for beverages, snacks and confectionery products that deliver functional benefits with delicious flavor.

Consumer focus on sustaining health and wellness through nutrition may likely become an enduring behavioral change, even after the global pandemic is over. ADM responds by helping food and beverage companies develop customized solutions to meet evolving consumer needs for healthier living.

About ADM

At ADM, we unlock the power of nature to provide access to nutrition worldwide. With industry-advancing innovations, a complete portfolio of ingredients and solutions to meet any taste, and a commitment to sustainability, we give customers an edge in solving the nutritional challenges of today and tomorrow. We’re a global leader in human and animal nutrition and the world’s premier agricultural origination and processing company. Our breadth, depth, insights, facilities and logistical expertise give us unparalleled capabilities to meet needs for food, beverages, health and wellness, and more. From the seed of the idea to the outcome of the solution, we enrich the quality of life the world over. Learn more at www.adm.com.

¹FMCG Gurus, The Growth of Personalized Nutrition, July 2020
²FMCG Gurus, How Has COVID-19 Changed Consumer Behavior, March 2021
³FMCG Gurus, Top Ten Trends for 2021, January 2021

Source: Corporate release

View source version on businesswire.com: https://www.businesswire.com/news/home/20210826005487/en/

ADM Media Relations

Jackie Anderson

media@adm.com

312-634-8484

Source: ADM

FAQ

What consumer trends is ADM identifying in its latest report?

ADM identified five key health and wellness behavior shifts including a renewed motivation for health, a holistic approach to well-being, tailored nutrition, proactive immunity, and purposeful indulgence.

How many consumers are planning to improve their health according to ADM?

According to ADM, 60% of global consumers are planning to improve their overall health and wellness in the next 12 months.

What role does the COVID-19 pandemic play in consumer health trends identified by ADM?

The COVID-19 pandemic has significantly influenced consumer behavior, prompting a more proactive approach to health and wellness, including a focus on preventative health measures.

How is ADM responding to the health and wellness trends?

ADM is responding by helping food and beverage companies develop customized solutions to meet the evolving consumer demand for healthier living.

What opportunities does ADM see for food and beverage companies?

ADM sees opportunities in creating innovative, health-forward foods and beverages that cater to consumers' evolving health and wellness needs.