According to a study conducted by nutrition company Kerry, consumers across all age groups are becoming even more proactive about their health and wellness. This trend, in effect, is influencing purchasing decisions in food and beverage products. Insights can be read in the company’s e-book, “Functional Health Benefits for Every Generation”.

Markets are expanding to roll out products that are targeting specific life stages and other demographic categories, like gender. In general, immune support, digestive and joint health are the top priorities across age groups.

The study showed that millennial parents are likely to conduct more research before buying anything to boost nutrition. For young actives, or those part of Generation Z and the younger millennials have a more holistic approach to wellness, taking into consideration athletic performance, education and work. Emphasising physical and cognitive health is also common among the older adult population.

John Quilter, Kerry’s VP of ProActive Health, said: “Across all age ranges, consumers are now looking for functional benefits from their favorite food and beverages. However, it’s also true that different groups often have different needs, so an understanding of the importance of demographic factors like age and activity level can help manufacturers create on-trend products. For example, manufacturers should use functional ingredients that are supported by research as well as appealing to children’s tastes to win over millennial parents.”

John Quilter said: “Kerry’s ProActive Health portfolio is an extensive range of ingredient brands that can help manufacturers meet the proactive health needs of global consumers. It is the result of our belief in inspiration through formulation and nourishment through wellness, and it includes our flagship products BC30™, Wellmune®, Sporevia™ and Eupoly-3®. What unites them all is a commitment to credible science and strong clinical data. This is essential in today’s wellness markets, where transparency is a must.”

He added: “At Kerry our vision is to be our customers’ most valued partner. That means helping them create innovative products that are better for people, pets, society and the planet. Working with them to make a lasting difference isn’t just about offering them clinically validated, branded ingredients. It’s also about co-creating exciting new products – whether that’s a milk with Omega-3, a tea with immune health benefits, or a probiotic breakfast bar.”