Striking the balance: Nutiani reveals link within global consumer trends

17 Jul 2023 --- In this second of our two-part interview with Fonterra’s brand Nutiani about the recently published third volume of its Global State of Health and Wellbeing report series, we look at the five types of consumers identified by the research. We also explore how customers can tailor products to each group’s unique demands.

The report surveyed 5,000 consumers across China, Japan, South Korea, Germany, France, the US and the UK and investigated the growing concerns of consumers regarding their overall well-being and the significance of nutrition in aiding their health objectives.

Dr. Kéra Nyemb-Diop, the lead nutritionist at Fonterra, tells Nutrition Insight what each group is looking for and what motivates them, as well as the challenges and nutritional shortcomings each group is looking to overcome.

“The report shows that 90% of consumers adopt a holistic mindset toward good health,” she reveals. “The same consumer wellness research found that 88% of consumers believe that well-balanced diets are crucial, but only 50% state that they are actively able to manage their wellness, their well-being through a healthy diet.”

“This is one area that can have a ripple effect for overall well-being.”A majority of the groups are looking for multifunctional and cost-effective ingredients.

Tailoring for cost-effectiveness
One of the first segments identified was that of the Practical Worriers. According to Dr. Nyemb-Diop, one of the major traits of this segment is that they identify as feeling guilty about eating unhealthy food. When speaking of this group’s main challenges, she notes that adhering to a meal plan or maintaining a healthy diet proves challenging for them.

“These gaps between consumer values and action are where brands can best engage with consumers, because it’s dealing with the pain points,” she explains. “It is important to tailor products to help them overcome the barriers that are preventing them from reaching their nutrition goals.”

Another group close to this segment is what she refers to as the Balanced Seekers. This group identifies as being genuinely happy with their health and nutrition, though they recognize that there are factors affecting their health that are beyond their control.

“They are as concerned about their health as the Practical Worriers, but they’re not as proactive in health management as other groups,” says Dr. Nyemb-Diop. “Sometimes they feel guilty about the nutrition but they are often unable to invest significant time or money into their well-being.”

For both of these groups, she reveals that customizing products to address the obstacles hindering them from achieving their nutritional objectives is crucial.

Wrangling the runners
Another group, dubbed the Proactive Pursuers, are the largest and most highly engaged of the segments. They prefer less processed products, with added functional benefits and value reliable and science-backed ingredients. Close to this group are the Activity Seekers. This segment views exercise as the main way in which they manage their health and well-being.One belief held by all segments is that health and well-being are holistic.

However, Dr. Nyemb-Diop adds that, importantly, this consumer segment is still open to trying innovative or novel supplements and foods.

She further notes that since different consumer segments are going to approach health issues through different methods they will also need to be engaged in different ways.

“For instance, at Nutiani, we’re going to engage Proactive Pursuers that value reliable science-based information, because we have clinically proven ingredients that can help customers make a substantiated health claim and build trust with them.”

As an illustration of its approach toward groups like the Activity Seekers, she further highlights that Nutiani aims to develop cutting-edge sports nutrition supplements, such as its brain and body powder, which she says has been thoroughly tested and endorsed by athletes.

This is a product she says will resonate with Activity Seekers and shows how each segment can be approached individually.

Finding the commonalities
The final category of consumer identified in Nutiani’s report is the Relaxed Cosmopolitan.

“They are the busy ones who often do not have time to stick to a diet regime and who find the high volume of information on health overwhelming,” Dr. Nyemb-Diop underscores. “Also, they prefer eating natural and unprocessed food.”

Yet, for a segment like the Balanced Seekers, who prioritize cost-effective and multifunctional products, their needs will need to be met by versatile ingredients that can fulfill their requirements in a single product.

Therefore, she further emphasizes that one thing all of the identified segments, to varying degrees, hold in common is the belief that health is holistic and spotlights this as the forefront of where companies can engage with customers.

We explore these topics even deeper with Dr. Nyemb-Diop in episode six of the Nutripod.

By William Bradford Nichols

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