Food & Beverage Asia April/May 2022

MARKET INSIGHTS 17
health concerns that are already at
the fore of consumer priorities.
Nutritional supplements that
influence the balance of gut
microbiota and offer multiple health
benefits will be popular. However, it
is important to consider consumer
knowledge on the topic: although
two in three consumers recognise
the importance of gut health in
achieving overall well-being, they
are not necessarily aware of the
ingredients that support the gut 1 .
Research shows that people are
more likely to believe in a product’s
effectiveness if they are familiar
with the ingredients 1 . Therefore,
clear labelling on the benefits of
emerging ingredients, such as
prebiotics or combined synbiotics,
is a must. Going back to basics and
emphasising familiar ingredients
like protein, vitamin C and iron can
also build trust, while continued
off-pack education is crucial for
building consumer awareness
around emerging solutions.
Prioritising wellness is not merely for the young – senior consumers will also be searching for
health solutions catered to their needs
GROWING OLD, GOING STRONG
By 2050, one in six people will be
over 65 years of age – an increase
from one in 11 people in 2019 7 . With
an ageing population comes new
perceptions on what it means to age.
As there is no longer a set blueprint
for ageing, older populations are
discovering for themselves what
makes them feel good.
It is unsurprising then, that 55% of
over 55s agree that ageing healthily
means staying fit and active 8 . For
many, this means staying strong,
but the impact of ageing on the
body leaves half of over 65s
worried about their strength as they
age 9 . Therefore, brands have the
opportunity to develop solutions
that combat loss of strength and
keep consumers leading active lives
for longer. Moreover, with 90% of
older consumers preferring food and
drink over traditional supplements,
it is key that brands take formats
into consideration 10 . Tasty treats
and drinks are still popular with
older people — a protein-packed
cookie with benefits to support
strength can provide a moment of
indulgence to a customer group
that often suffers from pill fatigue.
Brands that are not targeting older
populations will be missing out
on a large demographic. Healthy
ageing is at the forefront of many
minds in 2022, and the trend is
expected to grow and evolve in
line with the ageing population.
In such a fast-moving industry,
it can be difficult to keep up
with the constantly shifting
trends at the top of consumers’
priorities. However, these everchanging
trends create a wealth
of opportunities for brands to
earn their place in consumers’
hearts and minds. By embracing
these changing priorities, brands can
offer new and exciting products for
consumers, shaping the future of
the food, drinks and supplements
industries — in 2022 and beyond. FBA
REFERENCES
1
Innova, ‘Top Ten Trends’, 2022.
2
FMCG Gurus, ‘Top Ten Trends’, 2021.
3
YouGov poll, 2021
4
Jiaqi Xiong et al., ‘Impact of
COVID-19 pandemic on mental
health in the general population:
A systematic review’, Journal of
Affective Disorders, 277, 2020.
5
Sleep Foundation, ‘Mental Health
and Sleep’, 2020
6
Innova, ‘Health and Nutrition Survey’,
2021.
7
United Nations, ‘World Population
Prospects: the 2019 Revision, 2019
8
Innova, ‘Beauty and Personal Care
Survey’, 2021.
9
FMCG Gurus, 2019.
10
Innova, ‘Ageing Well Report’, 2021.
FOOD & BEVERAGE ASIA APRIL / MAY 2022