Holistic well-being is a top consideration for consumers, particularly following the pandemic. According to the Innova Consumer Survey, older demographics - Generation X and Boomers - are seeking out healthy, nutritious diets to help take control of their well-being. Meanwhile, 40% of respondents are engaging in regular physical exercise, with Generation Z and Millennials showing the highest figures. Functional food and beverage products play a big part in helping to address health needs, especially products that claim immunity-boosting properties. Similarly, supplements with an immune health claim show a CAGR of +35.3% between 2017-2018 and 2021-2022, with vitamins/minerals accounting for 45% of such launches between Q3-2021 and Q3-2022.
With free-from products, 43% of survey respondents consciously limit the consumption of at least one of the following: gluten, dairy, lactose, eggs, and fish/seafood. Innova data shows that Brazilian consumers are the most likely to avoid gluten, while Indian consumers are leading the limitation of dairy (27%), eggs (26%) and fish/seafood (18%), respectively.
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