Introduction: Linking Metabolic Health with Well-Being
FMCG Gurus’ consumer insights show that approximately two-thirds of consumers across the globe say they understand metabolic health. These consumers recognize the link with overall well-being and the impact that metabolic health can have on weight and energy levels.
Despite this awareness, consumers take a reactive approach to improving metabolic health. For example, due to feeling unhealthy or having been told to do so by a doctor. This is in line with the broader trend of consumers moving away from a fear of illness and “health at all costs” to “considered health”. This places greater emphasis on whether products are effective, essential, and good value for money.
Lifestyle Changes
Consumers looking to improve their metabolic health over the next year are most likely to look to exercise more and improve dietary habits. This highlights that consumers are conscious that inactivity and poor diet can lead to weight gain. In turn, this can negatively impact their metabolic health. It also shows that consumers believe that metabolic health can be improved through lifestyle changes rather than seeking support from a healthcare professional.
For consumers looking to improve their dietary habits, 77% said they would drink more water. This highlights the link between hydration and the metabolism. It also mirrors the wider trend of consumers placing greater emphasis on getting the “basics” right in order to maximize wellness.
Functional Formats: Nutritional Supplements & Fortified Drinks
When asked what type of products consumers find appealing within the metabolic health market, half of consumers said that nutritional supplements are the most appealing. This suggests that they feel their diet is lacking in the required nutrients for the metabolism and are looking to top this up with supplements.
Fortified drinks were the second most appealing product for improving metabolic health, with 46% of consumers interested in these claims. Consumers recognize the link between good hydration and good metabolic health. These products may also be more convenient for consumers seeking on-the-go health products due to time scarcity.
Appealing to the Audience: Health Claims & Efficacy
Consumers who purchase metabolic health products are influenced by recommendations from healthcare professionals and multiple health benefits on product packaging. The health and wellness industry should look to educate consumers about the broader benefits of these products. In terms of wellbeing and long-term health of everyday food, drink and ingredients that are associated with the metabolism. Multiple health claims are associated with maximum efficacy, convenience, and value. As a result, this also appeals more broadly to consumers who want products that help aid overall health and wellness. In doing so, they hope that their metabolic health improves.
