Pricing and labelling are consumers’ biggest worries when it comes to F&B wellness products

Attest, a consumer investigate platform for the world’s largest and fastest-developing makes, releases new investigation now to emphasize how food stuff and beverage brands can acquire a chunk out of the lucrative F&B wellness phase. 

The poll of 1,000 nationally consultant Uk consumers demonstrates that customers have a assortment of concerns when browsing for F&B solutions containing well being-boosting components, mainly rate and labelling. 

  • On the other hand, pricing is the most pivotal problem of all, with the study locating 54% of people apprehensive that F&B goods containing particular components are overpriced. 
  • Encouragingly though, extra than 50 % (55%) of buyers are actively looking out for F&B products to support their over-all overall health when they store. 
  • So substantially so, that people are also prepared to shell out a top quality for wellness substances 53% will pay back a ‘little’ little bit more than for a conventional item, though 14% will fork out a ‘moderate’ amount far more and 3% a ‘lot’.

British individuals are also perplexed (and worried) about labelling

There also appears to be popular confusion about what is genuinely balanced, or not, when it comes to F&B goods. As element of this exploration, Attest confirmed 6 kinds of cereal bars to 1,000 United kingdom individuals and requested them to recognize which was the healthiest alternative. It uncovered: 

  • Working with the Nutri-Score system, a nourishment label that converts the nutritional benefit of goods into a straightforward position method of letters (A to E), just 16% of Brits ended up ready to recognize the healthiest choice when shown a assortment of cereal bars. 
  • The large the greater part – 78% – selected cereal bars with the second worst amount of nutritional worth, even though 6% selected the worst of the bunch, which had a Nutri-Score of E.
  • Of these 78% of respondents, they cited packaging language as the reason for their improper alternative, with these bars made up of health and fitness-relevant messages which include “natural”, “protein packed” and “plant based”

As highlighted by this labelling confusion, the study also uncovered that almost 50 % (48%) worry that wellness merchandise aren’t in fact healthy when shopping for them. 4 in ten individuals say they’re concerned that the wellbeing rewards of the components have not been scientifically-verified, though 36% get worried that the sum of active elements provided isn’t really adequate to make a big difference.

How F&B wellness brands can establish believe in with buyers

Regardless of these consumer fears, the study factors to a range of solutions for how F&B models can conquer these misgivings: 

  • Packaging: Individuals cite packaging as the prime area manufacturers must concentration on if they want to improve acquire intent. In reality, placing apparent diet labelling on-pack is the amount a person point that models can do to boost belief in their merchandise (at 47%) across all age groups. 
  • Coupons: The details finds that coupons are also a useful instrument for persuading buyers to attempt a wellness product for the very first time. For 20% of shoppers, remaining equipped to check out a products at a discounted selling price is one particular of the top rated a few issues that would improve their rely on. Of all the demographics, Gen Z (aged 18-25), in particular, can be persuaded with discount coupons.
  • Sampling the Items: A big customer problem pertaining to wellness F&B solutions is taste – in excess of a third (34%) of respondents worry the flavour will not be to their liking. Giving buyers a opportunity to check out before they obtain is a thing that would entice a quarter (25%) of buyers. 
  • Marketing and advertising: Endorsements and certifications are also very worthwhile for the prosperous promoting of wellness foodstuff. Practically 4 in 10 individuals (39%) would be confident by an endorsement from a credible health specialist or organisation. Meanwhile, 30% of people say seeing certification logos on-pack would noticeably enhance their rely on. 

Consumers traits for F&B manufacturers to faucet into for 2022

The analysis also facts some apparent, building client developments this calendar year, like: 

  • According to people, the wellness substances with the most pulling ability in F&B merchandise are protein (58%), Omega-3 (48.5%) and pre/probiotics (32%).
  • Protein is the component the community most associates with greater all round very well being and energy (47%), Omega-3 with mind health (41%) and pre/probiotics with digestive wellbeing (53%).
  • The F&B goods buyers most want to be fortified with wellness ingredients are cereals & cereal bars (39%), soups and smoothies (31%) dairy items 29% and bread & bakery (26%).
  • ‘Better immune health’ is the wellness reward respondents would most like to get from F&B products (44%), adopted by better digestive wellness in third spot (39%).
  • Very likely owing to the pandemic, a quarter of Brits are actively looking for merchandise to assist immunity when they go procuring. The substances most linked with immune well being are professional and prebiotics (33%), omega-3 and ginger (the two 30%).
  • In tandem with this, it looks like the pandemic has also reinforced people’s belief in the rewards of bottled nutritional vitamins, with just below 50 percent (45%) saying they acquire dietary health supplements. The most preferred nutritional supplement in the Uk is vitamin D, adopted by vitamin C, feeding into the larger immune wellness development. Multivitamins are also preferred, coming in as the third-most eaten form of supplement. 

Jeremy King, CEO and Founder of Attest, said of the analysis: “The Attest investigate shows that pinpointing actual, wholesome meals and beverage items seems to be a sizeable problems for customers when browsing. As revealed by the data, packaging and merchandise messages aren’t supporting shoppers nearly plenty of to make educated decisions. This is a clear contact to action for the foods and beverage sector to simplify how it sells its goods. If the marketplace adequately addresses this concern, it can unlock real purchaser desire, primarily as far more than 50 % of United kingdom individuals are actively searching to purchase goods that support their general wellbeing.”

About this investigate

All figures within just this push launch are done by means of research on the Attest platform. The whole sample measurement for this exploration was 1,000 nationally agent functioning-age shoppers dependent in the United Kingdom. The study concluded on 17 January 2022. Media can check out the complete exploration dashboard below.

About Attest

Established in 2015 and headquartered in London and New York, Attest is a buyer analysis SaaS system for the world’s major and quickest increasing brand names. Attest’s uncomplicated-to-use, self-provide dashboard is coupled with on-desire investigate skills, empowering everyone to rapidly perform significant-excellent investigation and be constantly tapped into the purchaser.
Some of the notable brands leveraging ongoing insights to set the consumer’s voice at the centre of their business enterprise with Attest include Unilever, Santander, Walgreens/Boots, Klarna, Brew Dr. Kombucha, Trustpilot, JCDecaux among lots of other folks. To date, Attest has elevated $90 million in enterprise cash with backing from investors this kind of as Kismet, Schroders, and NEA. To master more about Attest, check out