Five key ingredients to monitor in 2022 by FMCG Gurus

FMCG Gurus: Five Key Ingredients to Monitor in 2022 November 2021

Information Classification: General

Across the globe, the prevalence of digestive health problems is on the rise Consumers recognize the long-term health implications of poor digestive health Proportion of consumers who say they suffer from the following digestive health problems on a regular basis.

Global 2020

Consumers are adopting a prevention over cure approach to digestive health, showing interest in products even if not suffering from specific symptoms. This attitude trait will intensify as awareness grows about the microbiome.

2018

Gas Gluten sensitivity/intolerance

Bloating

12%

Irritable bowel syndrome Abdominal pain Diarrhea not associated with antibiotic use

Diarrhea associated with antibiotic use Information Classification: General

20%

10% 11%

Constipation

21%

15%

Lactose sensitivity/intolerance

Stomach aches

Digestive health problems are becoming more common, brought about by an ageing society and poor dietary habits. In the short-term this can cause embarrassment and long-term, it can severely impact on quality of life.

19%

18%

67%

66%

18%

13%

11% 12% 12% 10% 10%

2018

2020

19%

12%

12%

Proportion of consumers who say that they are interested in digestive health products even when not suffering specific health problems.

52%

53%

56% 50%

70%

68%

65%

55%

16% 15%

Global

Asia-Pacific

Europe

North America South America

Brands need to raise awareness to highlight the importance of postbiotics and prebiotics Consumers must understand how products complement each other Although awareness of beneficial bacteria in general is high, and consumers are aware of probiotics, they are less educated about prebiotics and postbiotics. This means these consumers will be unsure about how such products complement each other and offer maximum efficacy.

As more importance is placed on addressing digestive health, brands need to raise awareness about postbiotics (and prebiotics) to ensure that these claims are more influential on purchasing habits and that consumers are maximizing their digestive health.

Proportion of consumers who have heard of the following types of ingredients. 2021 Probiotics

85%

84%

57%

84%

Global Information Classification: General

Postbiotics 81%

81% 61%

56%

15%

Prebiotics

59%

54%

19%

15%

Asia Pacific

Europe

14%

North America

14%

South America

62% of global consumers say that they either are unaware of the difference between a probiotic and prebiotic product, or are unsure (2020)

Demand for ingredients such as lactoferrin will rise as consumers become more conscious about immunity A prevention over cure approach to wellbeing creates opportunities for functional ingredients Proportion of consumers who say they have become more conscious about the importance of trying to prevent health problems occurring by leading a healthy lifestyle as a result of COVID-19. 2021 Global: 61%

Asia-Pacific: 65%

Europe: 57%

North America: 66%

Proportion of consumers who have made changes to their diets and lifestyles in the last twelve months to improve their immunity levels. 2019/2020

2019 70%

2020 72%

68% 56% 48%

Over the last eighteen months, health has been more focused around disease management and minimizing vulnerability to disease and illness.

72%

71% 61%

53%

South America: 59%

45%

This means that consumers have placed more importance than ever before on the immune system. The tendency to being doing this is not a kneejerk reaction to the pandemic but instead, consumers re-evaluating their diets and lifestyles in a way that they have not done so before.

Consumers will place more emphasis on longterm health, and this will drive demand for functional ingredients and products.

Global Information Classification: General

Asia-Pacific

Europe

North America

South America

Brands need to look to raise the profile of lactoferrin outside of AsiaPacific Immune boosting ingredients offer major potential for food and drink brands Lactoferrin is a protein that is found in cow’s milk and is associated with a variety of benefits for children and adults, such as aiding development and helping maintain long-term health. However outside of Asia-Pacific the ingredient is relatively unknown (especially in Europe).

This is something that the industry needs to address, raising awareness about new ingredients that may be associated with a variety of benefits. Moreover, such a strategy could also help raise the nutritional profile of dairy products.

Proportion of consumers who say that they have heard of lactoferrin. 2021 Global: 20%

Africa: 19%

Asia-Pacific: 47%

Europe: 9%

North America: 20%

South America: 12%

What do you associate lactoferrin with? Please select all that apply. 2021 Consumers who have heard of lactoferrin Global

Africa

Asia-Pacific

Europe

North America

South America

Helping aid the immune system

62%

67%

67%

58%

64%

62%

Helping aid digestive health

31%

35%

32%

28%

49%

18%

Helping aid heart health

49%

59%

53%

46%

49%

45%

Helping prevent illness/disease

45%

59%

51%

44%

25%

24%

Helping maintain long-term health

61%

69%

62%

58%

58%

67%

Other

9%

11%

7%

9%

15%

10%

Not sure/none of these

3%

0%

2%

5%

2%

3%

Information Classification: General

Opportunities exist for astaxanthin as people embrace the concept of beauty from within Consumers recognize the link between good skin health and good overall health

Proportion of consumers who say that they have suffered a skin health problem that has significantly impacted on their quality of life in the last twelve months. 2020

Proportion of consumers who say that they recognize the link between good skin health and good overall health.

2018

10%

6%

8%

7%

57%

67%

2021 68%

65% 67% 52%

61%

68%

60%

68%

4%

Global

Asia-Pacific

Europe

North AmericaSouth America

Global

Asia-Pacific

As consumers place greater importance of wellbeing, they are embracing the concept of holistic health, recognizing that all areas of health are interlinked and impact on each other.

Linked to this, consumers are also placing greater importance on maintaining their skin health. In the short-term, this can be linked to disruptions to beauty routines over the last eighteen months, especially out-of-home. In the long-term however, it is because people are adopting the notion of beauty from within.

This will drive demand for ingredients associated with boosting skin health and immunity at the same time.

Information Classification: General

Europe

North America South America

Currently only one in ten consumers are aware of astaxanthin The ingredient is associated with aiding immune and skin health Proportion of consumers who say that they have heard of astaxanthin. 2021 13%

12%

13%

10%

Global

Asia-Pacific

Currently, one in one in ten consumers say that they have heard of astaxanthin, which creates an opportunity to raise the profile of the ingredient – and influence on purchasing habits.

10%

Europe

North America

Of those who are aware, consumers are most likely to associate the ingredient with aiding immune health, while one in five link the ingredient to boosting skin health.

Brands need to raise awareness about the benefits of astaxanthin and promote the ingredient around healthy ageing and beauty from within.

South America

Proportion of consumers who associate astaxanthin with the following benefits Consumers who have heard of the ingredient Immune health

41%

40%

20%

Global Information Classification: General

Skin health 46%

40%

38%

25%

Asia-Pacific

19%

Europe

16%

North America

22%

South Americs

Awareness of fermented ingredients and the related benefits provides opportunities for kombucha Consumers are also making active attempts to seek out functional beverages

Proportion of consumers who say that they are aware of fermented products. 2021

46%

50%

Proportion of consumers who say that they have sought out beverages to boost their immune health in the last month. 2021

60%

50%

46% 38%

51%

47%

46%

35%

Global

Asia-Pacific

Europe

North America South America

Global

As consumers become more health conscious, they are paying greater attention to the ingredients in products. Moreover, they are seeking out functional products that offer benefits beyond basic nutrition.

Almost one in two people across the globe are aware of the concept of fermented products, whilst a similar proportion are actively seeking out functional beverages. This creates an opportunity for kombucha products in categories such as hot tea.

Information Classification: General

Asia-Pacific

Europe

North America South America

Despite the popularity of probiotics, consumers are not overly likely to turn to kombucha Kombucha is recognized as a form of probiotic amongst those who use the products Proportion of consumers who currently turn to kombucha as a probiotic product. 2020

Although probiotics continue to grow in popularity across the globe, few people say that they turn to kombucha. Of those that they say they do, they are more likely to associate it with being a functional ingredient than one that is indulgent.

8% 6%

5%

5%

As consumers take a more proactive approach to digestive health and immunity (two areas of wellbeing that are interlinked), kombucha is something that will grow in popularity amongst consumers.

3%

Global

Asia-Pacific

Europe

North America

South America

Top five reasons for using kombucha products. 2020 Consumers who use kombucha products Global

Asia-Pacific

Europe

North America

South America

63% 61% 64% 66%

69% 69% 70% 70% 66%

56%

44% 27% 30%

12% 13% 13% 12%

21%

29% 32%

24%

33% 32%

4%

Recommended by others

Information Classification: General

30%

To protect against illness

I like the taste

High in nutrients

As a form of probiotic

Increased concern over immunity will drive demand for products high in zinc Consumers are making greater efforts to combine vitamins and minerals Proportion of consumers who say that they are vulnerable to disease and illness.

2019 57% 38%

Global

57% 36%

Asia-Pacific

Proportion of consumers who have attempted to seek out supplements high in vitamins and minerals in the last two years. 2021

2020 61%

55%

40%

Europe

44%

North America

61%

26%

30%

24% 20%

44%

South America

Global

Over the last couple of years, there has been a noticeable increase in the proportion of people who say that they deem themselves vulnerable to disease and illness. Although this will be linked in part to the pandemic, it also highlights how consumers recognize that current diets and lifestyles can impact their long-term health.

As consumers take a proactive approach to health, they are looking to increase their intake of vitamins such as vitamin C and minerals such as zinc, as they focus on disease management with greater intensity.

Information Classification: General

27%

Asia-Pacific

Europe

North America

South America

Zinc appeals to consumers because it is a recognized and trusted ingredient It is also associated with a variety of benefits Proportion of consumers who are aware of zinc. 2021 Global: 86%

Asia-Pacific: 88%

Europe: 87%

North America: 83%

South America: 84%

What benefits do you associate with zinc? 2021 Consumers who are aware of the ingredient Global

Asia-Pacific

Europe

North America

South America

Bone and joint health

18%

20%

15%

19%

27%

Cognitive health

24%

18%

26%

27%

23%

Digestive health

27%

31%

26%

21%

35%

Heart health

34%

33%

32%

34%

50%

Immune health

42%

38%

41%

48%

41%

Skin health

20%

22%

16%

26%

24%

While much attention is given to consumers seeking out new and novel ingredients that they associate with maximum efficacy, they continue to have highly favorable opinions of tried and trusted ingredients which are associated with a variety of benefits.

Zinc is one of these ingredients and has witnessed a growth in popularity over the last eighteen months as consumers look to combine vitamins and minerals to maximize their health and wellness. The association with boosting immune health means that the popularity of zinc is something that will continue to increase over the next couple of years.

Information Classification: General

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