Download our new report for exclusive data and insight into what mainstream UK shoppers think about functional, how health goals and needs are evolving and where the next growth opportunities lie.
Britain is on a serious health kick – and functional food and drink is in prime position to support a healthier nation.
Two-thirds (66.6%) of UK consumers say they are paying more attention to their health than they were a year ago, according to new research by Danone and Grocer Vision, and 61.2% are more interested in food and drink products that offer additional health benefits such as protein, fibre, gut health or hydration support.
“There’s a lot of excitement around functional,” says John Hoare, vice president of UK channel and customer development at Danone. “In almost every single senior conversation I have in the trade, we talk about health and how to make healthier products easier to find and buy for shoppers.”
To help retailers and suppliers make the most of the opportunity, Grocer Vision has partnered with Danone to explore the drivers behind the functional health boom and pinpoint what mainstream shoppers – as opposed to early adopters – are looking for from functional.
Our free report includes data from an exclusive new survey of 2,000 UK consumers, on issues including changing health goals and needs, the occasions and times of day driving consumption, attitudes to processing, and trust in functional health claims.
Here’s a taster of the full report.
Who is driving demand for functional products?
Across age groups, nearly two-thirds (61.2%) of UK consumers say they are more interested in food and drink products that offer additional health benefits than a year ago.
Demand is strongest among 25- to 34-year-olds, our survey suggests, with 73% saying they are either much more or slightly more interested. Nearly as many (70%) of 18- to 24-year-olds say they are more interested in functional products today than last year.
Which occasions are most relevant for functional?
Breakfast is the big one. More than a quarter (28.34%) of consumers say it’s one of the main situations in which they’d choose a functional product, our survey found.
But snacking, food-to-go and evening occasions also show a lot of promise. Indeed, a fifth (20.9%) of consumers pick ‘snacking between meals’ as one of their top occasions for functional, according to our survey.
How worried should industry be about functional fatigue?
It’s a busy market, with scores of new products launching all the time. Our survey suggests retailers and suppliers are right to keep an eye on potential consumer fatigue. Already, a third of UK consumers believe too many food and drink products make health claims. More than a quarter say they’re suspicious of how many products now claim to be ‘high in protein’.
It’s why robust, science-backed claims are critical, industry experts say. Gimmicky functionality risks undermining consumer trust. But when functional products do what they promise, fulfil a clear need and communicate their credentials in simple, straightforward terms, the consumer demand is as strong as ever.
Download your copy today and discover how to cater to the new functional consumer.
