Innova: functional nutrition is thriving

30 Aug 2019

Nutrition that supports both physical and emotional wellbeing is thriving, believes Innova Market Insights. It can target different generations with more specific holistic approaches to help identify opportunities and optimize innovation.

New research from the company identifies key characteristics and differences among Generation Z, Millennials, Generation X and Baby Boomers and the way that holistic nutrition approaches can be tailored to these generational groups.

Innova: functional nutrition is thriving

Generation Z, the youngest age group aged 22 or below, is the most likely to use physical activity to improve health. 67% of US consumers in this age group in an Innova Market Insights Consumer Survey claimed to be increasing physical activity to improve their health and wellbeing. As a result, they are seeking food and beverage products that support physically active lifestyles and protein-rich innovations are surging.

These consumers have been born into a highly connected world, where traveling has become readily accessible. According to the Innova Consumer Lifestyle and Attitudes Survey (2018), travel is the top choice among Generation Z for experiences and events most enjoyed during leisure time (Average of UK, US, Brazil, China, France and Germany). They are traveling the world and being exposed to new cultures and food experiences, such as adventurous dishes, along the way. The industry has widely responded by developing world flavours for young consumers to taste when not traveling.

Meanwhile, Millennials, those born between 1981 and 1996, tend to focus on balancing body and mind, with 53% reporting a focus on increasing their “happiness.” They are interested in mental, as well as physical wellbeing, in ethical consumption and in healthy indulgence. They are also seeking to up positives, such as protein and fibre, in the diet, rather than reducing “bad” nutrition. This is preferably combined with on-the-go solutions to fit with their busy lifestyles. They are also the most concerned age group when it comes to environmental and ethical issues and they are even willing to pay a little more for such products.

Generation X, now aged between 39 and 54 years old, has a strong focus on emotional wellbeing, with 55% of US consumers in this age group taking steps to improve their mental health. They like to prioritize family time and to socialize, particularly outside the home, have above-average levels of interest in natural and organic foods, and tend to look to reducing meat, alcohol and caffeine, while upping consumption of fruit, vegetables and fish. Natural, positively processed and guilt-free products are most likely to make connections with Generation X consumers.

The Baby Boomers, generally regarded as those born between 1946 and 1964, making them between 55 and 73 years old, now make up 23% of the US population and, perhaps unsurprisingly, healthy aging is top of mind for them. They are the most likely of the generations to change their diet to improve health, with a strong interest in functional foods, personalized nutrition solutions, plant-based options and in reducing intake of “bad” ingredients, such as sugar, fat and salt. An Innova Market Insights Consumer Survey indicated that 54% of US boomers had reduced sugar intake or bought more reduced sugar products to be healthier.

Related categories

Related tags

Functional Foods

Related news

Novozymes acquires PrecisionBiotics Group

Novozymes acquires PrecisionBiotics Group

2 Jul 2020

Danish biotech company Novozymes announced its acquisition of Irish probiotics firm PrecisionBiotics Group for €80 million.

Read more 
Research shows adding iodine to salt may pose risks to some populations

Research shows adding iodine to salt may pose risks to some populations

23 Jun 2020

A new study by the Norwegian’s Scientific Committee on Food and the Environment (VKM) concluded that although the addition of iodine to salt used in products throughout the country would benefit adolescents and women of childbearing age, the same incre...

Read more 
Mintel: coronavirus spurred French consumer toward local and functional foods

Mintel: coronavirus spurred French consumer toward local and functional foods

25 May 2020

After two months of strict confinement in France, market insights firm Mintel discovered that French consumer preferences have shifted to favor both local products and functional foods in a more pronounced manner than before the government enacted quar...

Read more 
Stakeholders send letter to European Commission asking for standardized labeling across Europe

Stakeholders send letter to European Commission asking for standardized labeling across Europe

19 May 2020

A coalition of nearly 40 food and beverage industry titans sent a letter to the European Commission’s Commissioner for Health and Food Safety on April 27 calling for mandatory EU-wide adoption of consistent front of package labeling to combat the risin...

Read more 
Chicken protein now comes bottled for convenience

Chicken protein now comes bottled for convenience

5 May 2020

Singaporean workout enthusiast, Brian Chia, brought BE ALPHA meat-based protein smoothies to Singapore where he has found commercial success. He is now looking to expand his meal replacement beverage to the U.S. and other countries.

Read more 
Could revised calorie content boost nut consumption?

Could revised calorie content boost nut consumption?

20 Jan 2020

Researchers from the USDA have discovered that tree nuts like almonds, cashews and pistachios may have fewer calories than previously thought, and food firms are starting to reflect this on pack. Could fewer calories prompt consumers to eat more nuts?

Read more 
Future Meat Technologies gets $14 million funding

Future Meat Technologies gets $14 million funding

17 Oct 2019

Future Meat Technologies has closed a $14 million Series A funding round led by S2G Ventures, a Chicago-based venture capital firm and one of the forces behind Beyond Meat's IPO, and Emerald Technology Ventures, a Swiss-based venture capital firm.

Read more 
Tyson Foods launches protein snacks range

Tyson Foods launches protein snacks range

26 Sep 2019

Tyson Foods has launched a new line of functional refrigerated protein snacks under its new brand, Pact, created to help people harness the natural benefits of food.

Read more 
Arla introduces Lacprodan ISO.WheyBar

Arla introduces Lacprodan ISO.WheyBar

26 Sep 2019

Arla Foods Ingredients says it is offering an easy way to give protein bars premium positioning.

Read more 
Pharmactive launches saffron extract

Pharmactive launches saffron extract

24 Sep 2019

Pharmactive Biotech Products has launched its Affron all-natural, non-GMO Spanish saffron extract (Crocus sativus L.) in the Asia-Pacific market.

Read more