Health claims on food and drinks important to younger consumers, Prinova finds

10 Sep 2024 --- Consumers aged 18 to 34 in Europe and the US are particularly likely to be influenced to purchase food and beverage (F&B) products if they make a health benefit claim. The most influential labels are “low-sugar” and “sugar-free,” while probiotics, fiber, vitamins and minerals are the most sought-after ingredients for the age group.

The nutrition-linke health concerns popular products address include gut health, healthy aging and fatigue.

“There’s a long-term trend toward more proactive approaches to well-being, with dietary changes a key element of consumers’ strategies for living better. As a result, they’re increasingly seeking out food and beverage products with health benefits,” comments James Street, global marketing director at Prinova, the ingredient supplier behind this consumer research. 

Of the 1,582 consumers surveyed, 72% indicated that health claims on F&B products influence their decision to make a purchase. Meanwhile, 87% of those aged 18 to 24, and 80% of those aged 25-34, shared that they were influenced by the same labeling. 

“Our research demonstrates the value of well-communicated health claims, especially in key areas like gut health and energy support. While they resonate powerfully across all demographics, our research provides new evidence that zoomers and millennials are particularly likely to focus on wellness when choosing between products,” Street details.

Nutrition and health beliefs

The survey results reveal several “beliefs” consumers seem to have when it comes to the ways in which nutrition products influence their health and well-being.

According to the new data, there is a growing consumer interest in personalized nutrition, with 79% believing that their genetics influence their nutritional needs. Women and millennials appear to believe in this conviction most frequently. 

Meanwhile, 41% shared that they monitor how different F&B products impact their bodies and health, and 32% expressed interest in tracking their diet and nutrition through an app or questionnaire. Overall, 30% of participants and 37% of those aged 25–34 would try out a wearable device that monitors blood sugar levels.

Gamers, those who play video games at least once a week, represent 66% of the survey’s respondents. Of those, 61% indicated that they consume food and nutrition products to improve their gaming performance. The most frequently sought-after ingredients for this purpose are caffeine, B vitamins and ginseng.