For today’s consumers, there’s no doubt that improving energy and reducing fatigue is a high priority. In the International Food Information Council’s 2022 Food & Health Survey, 37% of respondents highlighted energy/less fatigue as the benefit most sought from food/beverages/nutrients ― topping all other options. Across generations, energy/less fatigue was the top benefit for Gen Z (38%), Gen X (42%) and Boomers (38%). For millennials, energy/less was important to 32%, ranking it No. 2 as weight loss/management and improved sleep tied for No. 1 with 33%.
Given the importance of energy benefits across all generations, consumers are turning to performance to fuel this need state. But that energy need state has evolved as consumers now want their energy from food and beverages also to contain a better-for-you (BFY) component.