Parents across the globe are highly receptive to food health claims despite regional differences, DSM study reveals
Recommendations by a healthcare professional were said to be the biggest influencer of purchase
25 Apr 2019 --- Royal DSM has published the results of its latest Global Kids Usage and Attitude Study, which confirms that majority of mothers across the globe prioritize feeding their children nutritious meals, and are highly receptive to health claims presented by a product, despite regional differences in diets. Findings of this report reflect a rising demand across the industry for personalized, fortified nutrition.
The extensive online study surveyed over 7,400 mothers of children aged four to 12 across 12 countries: US, China, Indonesia, Brazil, Mexico, Germany, Australia, India, Thailand, Vietnam, Saudi Arabia/UAE and Russia. The respondents were asked via a questionnaire about their primary health interests for their children, which researchers studied to determine culture-specific qualitative behaviors, attitudes, usage patterns and drivers of consumption for nutritionally fortified products.
The survey found that mothers often make a conscious effort to boost the nutritional value of their child’s meals by purchasing fortified food and beverages or opting for dietary supplements to boost vitamins missing from the diet. According to the study’s findings, mothers are more likely to purchase fortified foods or beverages if they make the following claims: “Has essential vitamins and minerals,” “Supports overall health” and “Provides complete nutrition.” When asked about dietary supplements, those with claims of boosting or supporting immune health was a top priority globally. Recommendations by a healthcare professional were also said to be the biggest influencer of purchase.
Specific nutritional priorities vary across countries
“The findings from this particular report not only highlight the vast range of health priorities worldwide, but also provide significant insight into how the nutritional preferences of kids vary from country to country, emphasizing the importance of targeted solutions tailored to specific nutritional demands and desires,” explains Laura King, Global Early Life Nutrition Segment Manager, DSM Human Nutrition and Health.
Furthermore, the results revealed that the top three specific interests of mothers globally were promoting their child’s healthy immune system, diet and sleep patterns (quantity and quality of sleep) through a nutritious diet. Other priorities varied between country to country. Western markets were found to prioritize healthy teeth and bones, while cognitive development was identified as a higher priority in Asian countries such as Vietnam and Thailand.
Almost half (47 percent) of women who participated in the survey said that making sure their child receives enough nutrients is the most important motivation when it comes to food choices. When further asked about this, 38 percent of respondents agree that boosting the amount of fruit and vegetables consumed was important, whereas 25 percent say they would like to introduce a variety of different foods into their child’s diet.
A rising demand for science-backed nutrition
This latest DSM report emphasizes an “exciting opportunity” for food, beverage and dietary supplement brand owners to develop optimal, science-backed nutritional solutions. Moreover, Innova Market Insights notes that a growing range of market segments this year are focused on the rising trend of personalized, fortified foods and supplements. NPD in the space of child nutrition must be tailored to meet specific consumer preferences. Underscoring this point, the DSM study confirmed that picky or fussy eating is a challenge for parents worldwide, with 39 percent of kids globally considered to be selective about what they eat. With calls for reduced salt and sugar content proliferating across the food industry, innovation around this area remains in key focus, most especially in products marketed as nutritious for children.
