Nutiani reveals global appetite for multifunctional ingredients as holistic well-being widens

04 Jul 2023 --- Fonterra brand Nutiani recently published the third volume of its Global State of Health and Wellbeing report series. The report looks at the growing consumer interest in the “interconnectedness” of health and consumer desire for multifunctional products that support holistic well-being.

In this first of our two-part interview, Nutrition Insight sits down with Dr. Kéra Nyemb-Diop, a lead nutritionist at Fonterra, to discuss the report’s key findings and what they reveal about the future of the multifunctional ingredients market and the consumer desire for scientifically proven health benefits.

How was this research conducted and what is its significance compared to previous studies?
Dr. Nyemb-Diop: For the report series, 5,000 consumers were surveyed across China, Japan, South Korea, Germany, France, the US and the UK. The quantitative research took a deep dive into the emerging priorities of consumers across the full spectrum of well-being and the role of nutrition in supporting their health goals. 

In summary, the first study found that health and well-being are a top priority for consumers across the globe, which makes me happy as a nutritionist. It also found that most consumers view health holistically and that’s important. They are taking actions to optimize the day to day health and well-being. It found that 88% of consumers surveyed believe nutrition is a crucial enabler of good health. 

Thanks to surveys, we were able to dive further into how global consumers are now highly aware of the interconnectedness of well-being. These holistic aspects can recommend brands to capture opportunities to engage with their audience.

What are the study’s major takeaways and their implications for the industry?
Dr. Nyemb-Diop: One key takeaway of the first report is that nine in ten consumers believe that being healthy involves looking at all aspects of well-being, including physical and mental health. This includes holistic health aspects such as sleep quality and cognitive, immune and digestive health. 

Dr. Nyemb-Diop says 88% of surveyed consumers believe nutrition is a crucial enabler of good health (Image credit: Nutiani).Additionally, another 96% are actively undertaking action to manage their health, with the top three actions being exercise, sufficient sleep and maintaining a healthy and balanced diet. And more than half of the consumers are looking to nutrition to manage their well-being, which tells us there are plenty of opportunities for brands in the space. 

A key takeaway of the second report is that it helped us understand that there are five main types of consumers with very distinct concerns, challenges and motivations. We call them the Proactive Pursuers, the Balanced Seekers, the Practical Worriers, the Activity Seekers and Relaxed Cosmopolitans. 

These are key takeaways to help the industry identify the specific priorities of health and well-being for consumers and understand their values and habits better when managing their health and well-being. With this more profound understanding of consumers’ motivations and attitudes, brands can better tailor their products to appeal to consumers and support their well-being goals.

Why has multifunctionality become such a big factor in the nutrition industry and what health conditions do Nutiani’s ingredients address?
Dr. Nyemb-Diop: Since there is a growing understanding of interconnected health, consumers see the value of multifunctional solutions that can address more than one health concern in a single product. 

Also, let’s not forget the costs. When consumers evaluate nutrition products, with the rising cost of living, they pay attention to that. Of consumers surveyed, 30% shared that they may be unable to afford nutritious products within the next 12 months, which is an important aspect. 

To help our customers answer these multifunctionality demands, Nutiani offers a range of multifunctional ingredients such as our probiotics and phospholipids. For instance, our probiotics HN001 and HN019 are strains that boost immune and gut health. They have also been proven in studies to support the management of depression and anxiety, making it a multifunctional strain. 

Consumers see the value of multifunctional solutions that address more than one health concern (Image credit: Nutiani).Recently we’ve also been focusing on our phospholipids which can help reduce day-to-day stress symptoms and improve mental and cognitive health. Besides reducing stress, consumption combined with exercise has been found to promote muscle health. You can see the multifunctionality. We’re talking about mental and physical health and it helps the consumer continue to lead an active lifestyle, get the benefits and improve strength and mobility.

What scientific evidence does Nutiani rely on to support the effectiveness of its nutrition products?
Dr. Nyemb-Diop: Our new Nutiani portfolio has an extensive pool of research to prove the ingredients’ efficacy and benefits to support consumers’ well-being. That’s also why I’m here. For example, to ensure that our probiotic strains HN001 and HN019 are some of the most studied and reputable strains, we have more than 140 publications and 30 human clinical trials. Fortunately, we started doing research in 1988 and now have a wealth of scientific evidence proving a broad range of health benefits. 

We recently conducted a study project called Empower, which means employing milk phospholipids to observe well-being and emotional resiliency. It found that taking our phospholipids improves daily stress response for consumers. 

We will continue to study, with myself and other experts, to provide robust scientific evidence. But all our well-being concepts are also tested and backed by scientific research. This is why I enjoy working for Fonterra and a brand like Nutiani.

By William Bradford Nichols