Consumer interest in food and beverages that offer health benefits is greater than, or similar to, interest in vitamins and supplements that provide the same health-and-wellness benefits, according to a new global study conducted by New York-based Ipsos Marketing, Consumer Goods.

Within the food and beverage category, consumer interest was strongest in products that offer better digestive health, increased energy, weight loss and healthy blood sugar levels. In fact, shoppers’ level of interest in food and beverages with these benefits equaled or surpassed their interest in vitamins and supplements offering corresponding benefits. Although not as high as vitamins and supplements, interest in food and beverages that provided heart health, cancer prevention and better immunity was also substantial, with one-third of consumers expressing such interest.

Vitamins and supplements were the preferred source for a host of other benefits, most notably better immunity, increased brain power, bone and joint health, cancer prevention, hormonal balance, and eye health. When it came to beauty and personal products, consumers were interested mostly in skin care benefits, followed by relaxation and stress relief.

“The data suggests that consumers are most interested in health-and-wellness products in which there is already an established connection between the product and the benefit,” said Lauren Demar, CEO, Ipsos Marketing, Global Consumer Goods Sector. “However, consumer packaged goods companies should not feel constrained to offer only benefits that consumers immediately understand and believe. Consumers can be educated through advertising, packaging and testimonials about health-and-wellness benefits.”

Demar concludes: “CPG marketers should not only look within their categories to learn which aspects of health and wellness are most relevant to consumers, but outside their categories as well. In particular, looking at the vitamin and supplement category can provide important clues as to which benefits are on the leading edge. Consumers express strong interest in using products associated with better immunity, increased brain power and memory, and bone and joint health – making these strong innovation platforms for tomorrow.”

The study was conducted between Nov. 4, 2009, and Jan. 13, 2010, of 21,623 adults age 18 and up in 23 countries, including the United States, as well as in Europe, Asia and Latin America.
 

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