MARKET TRENDS

Data in this article is from Euromonitor International’s annual Voice of the Consumer: Health and Nutrition Survey, which was fielded between January-February 2022.  

We surveyed more than 20,000 individuals across 20 markets around the world to explore how lifestyles and attitudes towards health are changing. All so we can help businesses understand what buyers are looking for, which in turn will strengthen marketing and sales strategies. Here's what we found.

At least 70% of global consumers consider their health to be “good”, “very good”, or “excellent”. Respondents from the Middle East, Africa and Latin America showed the most confidence in their health rankings. More than four in ten consumers in these regions rate their health as very good or excellent, while European consumers trail behind.

Pessimism around health in Europe could reflect its aging population which is considerably higher than other regions. However, even Europeans who are aged 30 and above are less likely than their counterparts in other countries to report very good or excellent health.

Self-rating of health - Excellent or yery good

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Consumers across all regions mostly associate 'being healthy' with mental wellbeing. When asked “what does being healthy mean to you?” two of the top five responses directly connect to mental and emotional wellness. 

How people define health in 2022:

1. Mental wellbeing (65%) 
2. Having a healthy immune system (62%) 
3. Getting enough sleep (59%) 
4. Feeling 'good' (58%) 
5. Emotional wellbeing (56%) 

The drop in self-health ratings among Europeans aged 15-29 and 30-44 could also be influenced by the growing financial and personal stress, as they enter the workforce and take on more familial responsibilities. 

Even though high stress levels are common among European consumers, they are also least likely to participate in stress reduction activities. Nearly half of the survey respondents in all other regions indicated that they regularly participate in stress reduction activities, compared with only one-quarter of Europeans.  

Participation in stress reduction activities, 2022

For the consumers who proactively take steps to relieve themselves from stress and anxiety, their approach to how this is carried out varies across regions. Latin Americans are most likely to use exercise and general physical activities as an outlet for their stress. Conversely, consumers in the Middle East and Africa tend to turn toward vitamins and supplements. North Americans are more likely to take a pharmaceutical approach and visit healthcare providers for prescription medications.

Consumers turned to telemedicine and embraced the growing role of technology in healthcare during the pandemic. But comfort levels in using health-related technology has dropped in Europe. This could be a symptom of consumers having reached the peak of their tolerance of using health-related tech.

In line with their hesitancy to use online platforms and apps for medical advice or treatment, European consumers outpace their peers in other regions when it comes to trusting doctors and pharmacists when they can see them in person.

Trustworthy sources of health information and advice

As new trends across health and nutrition emerge and information about various ailments and illnesses are shared on more channels than ever before, it is important for companies and brands to understand consumer perceptions and habits when it comes to their health choices.  

To effectively help businesses track this, we worked with our in-house industry experts and analysts alongside key players within the industry, to create this survey, which covers a wide array of topics and key trends within areas such as packaged food, consumer health and sports nutrition. 

Key questions the voice of the consumer: health and nutrition survey answers

• What consumer needs are driving innovation in vitamins and supplements? 
• Who are the key consumers in sports nutrition? 
• What is the best way to target specific consumers who are stressed and worried about mental well-being? 
• How are consumers medical habits and preferences changing? 
• How can you tailor your services and products to what your key consumers value? 
• Where will your sales and marketing investments make the most impact within food and nutrition? 

*Original article is by Euromonitor International: "Consumer Health in 2022: Priorities, Opportunities and Concerns" (published in July 2022). 

RUTA SVENTICKYTE
Euromonitor International | Lithuania