Ingredion spots nutrition opportunities as majority of consumers take action for healthier lifestyles

17 Jul 2023 --- Food ingredient supplier Ingredion recently published global consumer research that indicates how they prioritize natural products and ingredients, nutritional profile and associated health benefits in their food and beverage choices. At the same time, they don’t want to compromise on taste, texture and price. 

In this first of our two-part interview, Nutrition Insight sits down with Lauretta Katsriku, Ingredion’s global platform leader for nutrition, health and wellness, to discuss current and future consumer demands for healthy food. 

“I think consumers’ needs will continue to evolve and consumers will continue to look for products that will solve everyday needs,” she highlights. 

What do consumers demand from healthy nutrition? 
Katsriku: A majority of consumers globally are taking action more and more to live a healthier lifestyle and view nutrition as part of this quest to live a healthier lifestyle. 

Consumers choose products that positively impact nutrition – for example, containing fibers and proteins.Some consumers choose natural foods because they have inherent or functional nutrition associated with them. We’ve also seen that some consumers will choose natural products in general because they’re trying to avoid additives because of the connotation that these might have a negative impact on health. 

They also choose products that positively impact nutrition – for example, containing fibers and proteins – while reducing products known not to support a healthier lifestyle, such as those high in sugar, salt and fat.

Consumers, in general, are getting a little bit savvier and paying much more attention to the labeling and nutritional profile of the products they’re buying. More consumers are checking ingredients and dietary labels as part of their purchasing behavior than two years prior. 

Most consumers state they’re willing to pay more for products with an all-natural label or products with specific health benefits, such as immune or digestive health. Therefore, optimizing product formulation and labeling generates opportunities for brands to grow loyalty and improve profitability.

What else do consumers value in their food? 
Katsriku: Consumers, in general, are getting much more knowledgeable and demanding products that support their request for a healthy lifestyle. At the same time, consumers are not willing to compromise on the taste and texture profile they’ve come to love. Some brands they’ve known for years, and they’ve come to love the eating experience that comes with that brand. 

Even though they might be looking at a healthier alternative or a healthier option of specific brands or products that they’re used to, they’re not willing to compromise on those things.

They don’t want a granola bar or snack that tastes like cardboard. They want to maintain a good eating experience. 

Consumers don’t want to compromise on a taste and texture profile they’ve come to love.The magic is in understanding this particular lead and the complexity that is associated with this and then utilizing all the tools in the toolbox to reach a solution that will bring a smile to consumers anywhere in the world.

How do you expect consumer demand to change? 
Katsriku: Consumers are affected by multiple factors and will continue to be impacted by different things, including inflation, which will cause them to seek value moving forward. 

On the other hand, they are seeking more on the experience side of their food. Consumers are looking at something fun and indulgent that will help relieve stress. Food and beverages are a great avenue to satisfy all of these, but they must be on a budget. 

They are also increasing their knowledge about what they perceive to be suitable. As that knowledge continues to build and evolve, we can only anticipate that consumer needs or demands will increase or become more robust as time goes on. This would get a lot more complex for manufacturers.

[Manufacturers] almost don’t have a choice but to formulate to meet these needs while addressing the complexity of the industry, such as price points, as consumers are asking for nutritious products or those that will support their health and wellness goals. 

It’s on the manufacturers to find a way or partner with companies such as Ingredion to look at solutions and jointly innovate or formulate products that support these specific needs, regardless of the different category applications that they are in. It will help with brand loyalty and support the growth of their business.

By Jolanda van Hal