It’s not just a gut feeling — data is showing that consumers are more concerned about their overall health. Health-conscious consumers are turning to functional foods and beverages to stave off illness and boost health and well-being.
“Research indicates that 57 percent of global consumers are concerned about their immunity because of COVID-19,” explains Daniel Calvo, global marketing specialist for business-to-business microbiome solutions at Chicago-based Archer Daniels Midland (ADM), citing data from FMCG Gurus, St. Albans, United Kingdom. Additionally, consumers are worried about how pandemic lifestyles have affected their weight as well as pre-existing conditions such as hypertension, diabetes and cardiovascular disease. “For many people, ongoing stay-at-home restrictions, lack of exercise and emotional eating are adding up,” he says.