According to research released by ingredients and flavours supplier ADM, about 60% of consumers around the world intend to boost their overall health and wellness in the next 2 months. More than being passive, people will be more proactive in keeping healthy, in light of the recent COVID-19 pandemic. This means a shift towards more functional nutrition and choosing food with natural or close-to-nature ingredients.

ADM also listed these consumer behaviors that companies should take note of when releasing or redesigning their portfolio.

First, there is a renewed motivation to improve health and wellness. 76% of interviewed participants will forge better eating habits, while 41% will engage in more physical activities like exercise and working out.

Keeping one’s physical and mental health balanced is also a high priority, with 51% seeking to improve their mental well-being. Managing stress through exercise, meditation and consuming food that can enhance mood.

Consumers are also more aware of the role of food in sustaining health and wellness. Hence, they would likely tailor their food consumption based on their needs. There’s an increased focus on fiber, protein, and more wholesome and nutrient-dense ingredients.

The majority are more concerned with immunity since the pandemic, which is why there’s a shift towards a more proactive prospective. Instead of consuming as a defense, people will be intentionally incorporating food rich in vitamins and minerals.  

And lastly, ADM referred to this particular behavior as “purposeful indulgence”, which is a form self-care to indulge in food and beverage. 56% admitted to have purchased comfort food, which was a result of more purposeful and not impulsive choices. Indulgence can be seen as a good thing as it can forge a more positive relationship with food.

“Health and wellness remain at the forefront of the global conversation,” said June Lin, vice president, Global Marketing, Health & Wellness at ADM. “The pandemic has transformed how consumers perceive holistic health and wellbeing. It’s impacting how we live and increasing the importance of the foods, beverages and supplements we choose, presenting new opportunities for our industry to meet their needs.”