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Multifunctionality key to consumer adoption of health products

Mental and physical and the relationship between them are driving interest in multifunctional health products, especially those offering scientifically-backed holistic health benefits, according to a report.

The conclusion is one of a number of highlights outlined in the report by Nutiani, which discusses a raft of innovative nutrition products that utilise multifunctional ingredients such as probiotics, phospholipids, and lactoferrin.

The report also urges brands that while these products resonate with engaged and knowledgeable consumers, they should not overlook consumers who are less proactive and informed.

“There is a wide range of food ingredients that offer multiple health benefits, but not all consumers are aware of their full functionality,” the report stated.

“Building understanding among consumers about how a single dimension of health can affect their overall quality of life may encourage them to re-evaluate and reprioritise their wellbeing. Additionally, raising awareness of the functionalities of ingredients will help to drive purchases.”

These observations outlined by Nutiani, a B2B wellbeing solutions brand owned by Fonterra, form one of three recommendations, which urges firms to educate consumers on the “interconnectedness of wellbeing factors.”

Aspects of wellbeing extends to patients and active consumers

Along with mental, physical and inner health, the report also identifies patient wellbeing (medical nutrition) and active consumer wellbeing (proactive or sports nutrition) as other factors that multi-benefit ingredients must consider in order to appeal to a broader base of consumers.

Other recommendations include the use of science-based nutrition as a differentiator with the report highlighting consumer bases in Japan and China, who tend to pay closer attention to product attributes, such as the ingredients list or the presence of science-backed claims.

“For many consumers, talking to other consumers about their experiences has become an essential part of the decision-making process,” the report’s authors wrote.

“Encouraging consumer testimonials, product reviews, and science-based messaging from relevant key opinion leaders will help boost brand’s credibility.”

According to research conducted by Nutiani, close to three quarters of consumers, are influenced by others when choosing a product, with online resources gaining traction among those between the ages of 16-34.

Cost of living affecting consumer commitment to nutrition

The report also recommends specifically designing products for multifunctionality pointing out that cost is a key consideration for consumers when evaluating nutrition products, exacerbated by inflation and the cost-of-living crisis.

This is backed up by research conducted by FMCG Gurus in which its report ‘Consumer Perception on Health and Wellness (Feb 2023), suggests that 38% of consumers are concerned that they may not be able to afford nutrition products during the next 12 months.

© AdobeStock/Romario Ien

Commenting on the observation that consumers associate higher value to products that address multiple heath needs, the report advised, “brands can cater to this need by integrating functional ingredients clinically proven to offer a broad range of holistic health benefits, such as probiotics and phospholipids.

“Moreover, for busy cost-conscious consumers, multifunctional solutions offer a convenient method to manage multiple health concerns at once.”

The need to overcome consumer barriers like convenience and credibility

The report entitled ‘The Interconnectedness of Wellness,’ is the third volume in Nutiani's ‘The Global State of Health & Wellbeing’ report series.

Other reports in the collection delve into consumer archetypes/segmentation and lifestyle challenges preventing consumers from unlocking their health goals.

Commenting on the report series, Dan Luo, acting director of active living at Fonterra, said: “We know consumers today care deeply about their nutrition and are looking for simple products they can trust.”

“The growth in the physical, mental and inner wellbeing nutrition market is significant if brands can overcome consumer barriers like convenience and credibility and stay ahead of evolving needs across different dimensions of health.”

Charlotte Ortiz, global brand marketing manager of Nutiani, added: “Our research supports what our customers and industry experts are saying.

“Consumers are becoming more sophisticated in their understanding of how health issues are interconnected, and how concerns in one area of their physical, mental or inner health can have a ripple on effect on their overall wellbeing.

“Supporting any health claims made about multifunctional benefits with rigorous, clinical evidence is also crucial in overcoming scepticism to build consumer confidence and establish credibility.”