Global consumers expect healthy products to be natural

Today’s wellness revolution is developing rapidly and positioning products as ‘healthy’ is no longer enough for discerning consumers. To effectively resonate with consumers through health claims, firmly identifying what this somewhat catch-all term means to customers will be essential.

According to GlobalData’s primary consumer research, when consumers were asked what they believed healthy to mean, the factor that most resonated globally was ‘natural’, highlighting the popularity of unprocessed whole ingredients as a route to better health and the continued impact this claim has among a global audience.

This is also strengthened by ‘fresh / raw’, which also ranked within the top five claims resonating with consumers. Positive claims such as these fit in with consumer desire to achieve optimum health through their lifestyle, particularly evident as ‘balanced nutrition’ was ranked the second most health-associated claim.

Source: GlobalData’s Q4 2017 global consumer survey

Nevertheless, moderation claims continue to carry currency among today’s consumers. In particular, the demonisation of sugar has contributed to low or no sugar being synonymous with health. This is evident in that ‘low in sugar’ resonated third-highest among a global audience.

Similarly, despite numerous diet movements which have promoted the benefits of full-fat products, such as the Banting diet and other low-carbohydrate meal plans, being ‘low in fat’ also resonates well.

By better understanding the nuances of health and its meaning to consumers, a combination of positive and avoidance claims can drive innovations to more accurately meet consumer perceptions of health alongside more meaningful and appealing messaging.