Sean Moloughney, Editor05.27.14
A majority of European consumers are believers in positive nutrition, with 56% using food/drink to improve health, according to a 2014 Datamonitor Consumer Survey presented by the firm’s head of food and drink Mark Whalley at Vitafoods Europe in Geneva, Switzerland. Women (60%) are slightly bigger believers than men (51%).
The survey also showed 19% of Europeans consume functional foods at least a few times a week, which is more than potato chips or ice cream. Additionally, 16% consume functional drinks at least a few times a week.
Nearly three-quarters of consumers said they are not loyal to specific brands (69% for functional foods; 72% for functional drinks). “There is an absolute wealth of opportunity to build up your brand within the functional food/drink space,” said Mr. Whalley.
About 10% of consumers claim to purchase at the “premium” end of the market for functional foods (9% for functional drinks).
Present Concerns
Tiredness/fatigue (41%) was the top present health concern for European consumers, according to the Datamonitor survey. Stress
The survey also showed 19% of Europeans consume functional foods at least a few times a week, which is more than potato chips or ice cream. Additionally, 16% consume functional drinks at least a few times a week.
Nearly three-quarters of consumers said they are not loyal to specific brands (69% for functional foods; 72% for functional drinks). “There is an absolute wealth of opportunity to build up your brand within the functional food/drink space,” said Mr. Whalley.
About 10% of consumers claim to purchase at the “premium” end of the market for functional foods (9% for functional drinks).
Present Concerns
Tiredness/fatigue (41%) was the top present health concern for European consumers, according to the Datamonitor survey. Stress
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