Are consumers concerned about their immunity?
Based on FMCG Gurus’ ‘The Impact of Immunity – Global Report 2020’, Will Cowling explores how the results reflect a consumer shift towards a focus on immunity when considering diet.
Immunity is becoming a key area in which consumers are looking to actively improve. This is due to many factors including changing dietary habits and greater levels of inactivity, which is having an impact on consumer health. Many people can be concerned about germs and bacteria and are also becoming more educated on the topic of immunity. This is leading to consumers being more proactive when it comes to addressing the immune system. So, what are consumers doing to improve their immune system?
FMCG Gurus research shows that 54 percent of global consumers believe to have a good or very good immune system. However, 25 percent still believe they do not have a good immune system. The growing rise of consumers understanding the importance of immunity aligns with consumers embracing the concepts of holistic health and being healthier for longer. People are recognising the link between their immune system and their overall health. This being said, three in 10 consumers state they have suffered from health problems which has impacted the quality of their day-to-day life.
The growing rise of consumers understanding the importance of immunity aligns with consumers embracing the concepts of holistic health and being healthier for longer
Consumers associate many different variables to what constitutes a poor immune system. Globally, the majority of people believe that being easily susceptible to day-to-day illness such as catching a cold (61 percent) is a key sign to a poor immune system. FMCG Gurus consumer insights show that four in 10 consumers feel vulnerable to illness. This is a further reflection of how a considerable proportion of consumers across the globe are not satisfied with their immune system.
Half of consumers in the last 12 months have looked to improve their immune systems. Consumers are taking a proactive approach to health maintenance and recognise that a good immune system is not linked to physical health alone. Mental wellness is also at the forefront of consumers minds as 54 percent stated that they have looked to improve their mental wellness to improve their overall quality of life and immune system.
Consumers are taking a proactive approach to health maintenance and recognise that a good immune system is not linked to physical health alone
One key movement that consumers are trying to improve their immune system through is by eating more fresh vegetables (63 percent). Globally, consumers are changing their diets, another key change which have consumers have made is increase their protein intake (62 percent). This shows that consumers are taking an active approach to their health. This is also seen as 35 percent of consumers stated that they do not suffer with any problems but wanted to take a proactive approach to their health.
Food and beverage products are one of the main ways in which consumers look to improve their health. Globally, 58 percent of consumers would be interested in products that promote heart health, cognitive health and immune health benefits. This is the same with nutritional supplements; although the research shows consumers may not necessarily be seeking such products out, it does show that they want products with active ingredients. FMCG Gurus research shows that iron is the ingredient consumers most associate with boosting their immune systems (70 percent).
Consumers are now prioritising their health and are actively looking to keep their immune system in top condition to stay fitter and healthier for longer. The rise in people taking a proactive approach has led to many opportunities within food and drink. As such, the industry should encourage consumers to take steps to improve their health and wellness in general, because this will have a positive impact on their immunity.
About the author
As Marketing Manager of FMCG Gurus, Will Cowling is responsible for managing day to day marketing tasks ranging from campaigns to PR, to managing content on social channels and the website. Understanding the business and the industry is key to providing innovative ideas and producing quality content. He has a strong focus on evaluating consumer perceptions and deciphering insights.