According to a global survey conducted by business-to-business nutraceutical brand Nutiani, consumers are fixating on how certain physical, mental, and other forms of wellbeing are interconnected. As a result, brands should create products that address multiple conditions, the company reports.
 
“Our research supports what our customers and industry experts are saying. Consumers are becoming more sophisticated in their understanding of how health issues are interconnected, and how concerns in one area of their physical, mental or inner health can have a ripple on effect on their overall wellbeing,” said Charlotte Ortiz, global brand marketing manager of Nutiani.
 
Nine in 10 consumers report that their physical and mental wellbeing respectively can effect other areas of their health, the survey found, with varied opinions on more specific matters.
 
Nearly half of consumers said that their mental wellbeing affects their ability to control their weight or exercise regularly. Meanwhile, more than seven in 10 relate good digestive health to lower stress levels and better immune health. Consumers also strongly relate good physical wellbeing with better digestive, immune, and skin health.
 
A single, multifunctional product which addresses these concerns in tandem is ahead of the curve in terms of convenience and value, said Ortiz. This is especially important in the context of the rising cost of living.
 
“Supporting any health claims made about multifunctional benefits with rigorous, clinical evidence is also crucial in overcoming skepticism to build consumer confidence and establish credibility,” Ortiz said.
 
However, it’s important not to conflate the needs and preferences of different consumer groups. In research conducted by IPSOS in conjunction with Nutiani earlier this year, the two companies identified five distinct consumer segments and how they differ.