Data shows consumer perceptions of immunity driving sales

Kate Kehoe, marketing executive at FMCG Gurus, notes that this indicates that consumers are keen to address this area of health to safeguard their overall well-being in the long term, even before symptoms occur.

While 63% of European consumers consider their immune system to be good or very good, a considerable number of individuals still view themselves as susceptible to disease and illness.

Consequently, Kehoe advises that brands operating in the nutrition industry should recognise that consumers are actively seeking ways to maintain and support their immune health through the consumption of immune-boosting food and drink products.

Perceptions of immunity​

According to the insights, when it comes to measuring immune health, European consumers consider the time it takes to recover from an illness as a key indicator. 

Additionally, the prevention-over-cure approach prevails as the most popular solution among European consumers when it comes to addressing immune health. 

FMCG Gurus' consumer insights reveal that the most common lifestyle changes adopted by consumers to boost their immunity are increased exercise (67%) and dietary modifications (62%). 

Regarding dietary changes, 70% of European consumers have increased their consumption of fresh fruits and vegetables to boost their immunity.

Kehoe notes that consumers have also embraced habits of moderation and avoidance when it comes to dietary factors like sugar, suggesting that this emphasis on fresh produce signifies a return to basic principles of nutrition, with consumers actively seeking out natural ingredients.

Consequently, Kehoe suggests brands should position their food and drink products as natural, pure, and fresh.

Additionally, consumers in Europe reportedly associate various ingredients with immune-boosting properties.

Omega 3 is associated with improving the immune system by 77% of consumers, followed by protein, Vitamin C, and probiotics.

Holistic Health​

According to the data, in addition to immune health, consumers have also expressed an interest in improving their digestive health, demonstrating desires to address health holistically by simultaneously enhancing multiple areas of well-being and minimising vulnerability to diseases in the long run. 

The market research reveals that 80% of consumers appreciate multifunctional claims on immune-aiding food, drink, and supplement products. 

Kehoe explains this indicates that consumers view their health as interconnected and recognise the value of multifunctional products in maximising efficacy, convenience, and value for money. 

She suggests that offering such products is crucial for brands to align with consumers' proactive and holistic approach to health, especially during this period of financial uncertainty.

Kehoe notes that while consumers actively seek out natural and multifunctional immune-enhancing products, it is vital for brands to provide clinically-proven evidence to support their product claims. 

She emphasises the importance of evidence-backed claims, with 82% of consumers expressing a preference for clinically-proven claims on food and drink product packaging.

She adds that growing consumer awareness of greenwashing and skepticism toward certain health-boosting ingredients and claims necessitate the provision of scientifically-supported evidence.