Health claims influence the food and beverage purchasing decisions of most consumers, and are particularly likely to resonate with the youngest adults, according to a new survey of 1500 adults in the U.S. and Europe by ingredient supplier Prinova.
 
Seventy-two percent of consumers reported that they were more likely to buy a food or beverage product if the packaging mentioned a health benefit. However, the prevalence rose ot 87% among people aged 18 to 24, and 80% among those aged 25 to 34.
 
The claims most likely to influence purchasing decisions were low-sugar/sugar free, weight management, and energy support. The ingredients most likely to influence purchasing decisions were probiotics, vitamins and minerals, and fiber. The concerns most likely to affect food and beverage purchases were gut health, healthy aging, and fatigue.
 
“There’s a long-term trend towards more proactive approaches to wellbeing, with dietary changes a key element of consumers’ strategies for living better,” said James Street, global marketing director at Prinova. “As a result, they’re increasingly seeking out food and beverage products with health benefits. Our research demonstrates the value of well communicated health claims, especially in key areas like gut health and energy support. While they resonate powerfully across all demographics, our research provides new evidence that zoomers and millennials are particularly likely to focus on wellness when choosing between products.”
 
The research also reveals high levels of interest in personalized nutrition purchases, with 79% of respondents believing that their particular genetic makeup affected their nutritional needs either slightly or significantly, with millennials and women particularly likely to agree with this statement.
 
Forty-one percent of participants were interested in a test that monitored how particular foods affected their bodies, and 32% were interested in tracking their diet and nutrition through an app or questionnaire. Nearly one third of all respondents (30%) and 37% of those between the ages of 25 and 34 were interested in wearable devices to monitor their blood sugar levels.
 
Two thirds (66%) of consumers surveyed said they played video games at least once a week, and 61% of those consumers said they used food or nutrition products to improve their gaming performance. The most common ingredients used for this purpose were caffeine, B vitamins, and ginseng.
 
The full report is available here.