Consumer focus on health claims, declining diets suggesting a need for a shift in marketing

Consumer focus on health claims, declining diets suggesting a need for a shift in marketing

While at first glance this decline may seem like a return to an intentional or unhealthy eating, the shift in reality may indicate a Greater stability and less transition from diet to dietIn addition to a more in-depth understanding of the health benefits that foods provide or rely on indicators other than diet-related claims and claims, FMI assumes in its recently released report, The power of health and well-being in the food industry: new horizons and progress in 2022.

This subtle shift could have a significant impact on how food manufacturers and retailers communicate with consumers and market products, underscoring the importance of staying on top of fast-moving consumer trends and evolving perceptions.

“Shoppers may rely on…other cues to assess their health”

In the months following the initial coronavirus outbreak, the grocery store became a major health and well-being destination as consumers sought guidance from in-store experts, including pharmacists, registered dietitians and other licensed health care providers, and from food manufacturers on how to do so. They can boost their health through diet, according to FMI.

This is reflected in the rise in the percentage of consumers who believe they are eating as healthy as possible from 27% in 2020 at the start of the pandemic to 41% in 2021. By 2022, this number remained relatively flat at 40%, “Suggesting that people may be settling into some healthy habits after the pandemic,”The report suggests.

At the same time, consumers’ reliance on health-related product claims and the number of eating styles they follow have decreased slightly – an indicator “Shoppers have relaxed a bit of their focus on product claims,”FMI argues.

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