Kerry spotlights proactive health F&B demands between consumer generations

02 Mar 2022 --- Kerry ProActive Health has released research showcasing the influence of social media on Gen Z health concerns, and the rising demand for scientific backing for product claims. According to Kerry’s research, distributed in the form of a portfolio, Gen Z and Baby Boomers are some of the most proactive consumer sections regarding their own health.

John Quilter, vice president of global portfolio at Kerry ProActive Health, tells NutritionInsight: “Our research explored the needs of consumers of all ages – from “zoomers” to seniors.”

He says that generational differences in health concerns are accounted for by health states and lifestyles.

“For example, ‘young actives’ in Generation Z are naturally going to be drawn to solutions that support study, work and athletic performance, which is why products like energy beverages and bars are particularly popular with the youngest age groups.” 

Why do different generations approach health differently?
Quilter also says the differences stem from social factors.

“However, there are differences in behaviors, attitudes and levels of awareness too. One of our key findings was that the tendency to take a proactive approach to well-being was the most pronounced among the youngest age group (Gen Z) and one of the oldest (Baby Boomers).”

Interestingly, while younger consumers are influenced by social media, it is Millennials and not Baby Boomers or Gen X who are the most informed consumers.

“The youngest consumers were the most likely to be influenced by social media, and Millennials were particularly likely to do their homework on products’ credentials.”

He says that the shift toward proactive and preventative health solutions is evolving quickly across age groups, but one of the most important trends is the growing expectation for scientific substantiation.

Kerry’s research shows that health concerns become more prominent for older consumers.“This is particularly evident among Millennials, who are now parents to 50% of children in the US, and 75% of whom carry out extensive research ahead of a purchase.”

Demands for immune support high across ages
Quilter describes health concerns as becoming more pronounced with age, but there are a few key areas where consumer demands align across age demographics.

“Physical health becomes more important with age, and there’s above average interest in solutions for heart health, mobility and weight management. However, while we uncovered significant differences between age groups, one of the most striking findings was the fact that demand for the most common benefits was high across age groups.”

As Innova Market Insights has also noted in the past, immune support remains a top concern for consumers regardless of age, says Kerry.

To support this trend, the company has studied the benefits of its ingredients. Kerry notes the company has found its proprietary yeast beta glucan can support immune health in older adults, and that its BC30 probiotic can support digestive health in older adults.

Interestingly, younger consumers are becoming increasingly interested in joint and digestive care.

“Demand for joint and digestive health solutions was also very high, even among younger consumers.”

Science and information shines
Quilter explains that the space for health solutions within F&B is becoming more difficult to stand out in.

“It’s definitely an increasingly crowded space, but we believe we stand out in a number of important ways.” He says the number one way Kerry makes itself emerge ahead of competition is by following the rising consumer expectation to substantiate claims in a reliable manner.

“First and foremost is our dedication to scientific substantiation; there are many different brands in our ProActive Health portfolio – what unites them all is a commitment to credible science and strong clinical data. This is essential in today’s wellness markets, where transparency is a must.”

Lastly, he notes high consumer trust as integral to Kerry’s success.

“Another advantage is the fact that customers trust our brands. For example, respondents were given a detailed description of our immune health ingredient Wellmune and the types of formats in which it can be found. Eight in ten (80%) found the description believable and seven in ten (70%) said they would definitely or probably purchase a product containing it.”

Not too long ago, Kerry Group released its results for fiscal 2021, highlighting a US$7.4 billion revenue mark, bolstered by its acquisitions and health solutions.

By Olivia Nelson