“The pendulum is swinging away from the zealous health aspirations of 2020 to reveal what consumers truly want: real food that supports their personal health needs. Clear on-pack food and drink nutrition claims that connect ingredients to tangible benefits will empower consumers to feel in control of their health, while also navigating the realities of higher prices everywhere.”
– Adriana Chychula, Analyst – Food, Drink & Nutrition

This Report looks at the following areas

  • Market factors influencing nutrition claims and consumer choice
  • Important food and drink claims
  • Current and lapsed use and interest in food and drink health claims and benefits
  • Consumer nutrition concerns
  • Nutritional attitudes and behaviors

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Opportunities and challenges
                    • Keep it real
                      • Figure 1: Important claims, 2020-22
                    • Connect the dots
                      • Figure 2: Experience with food and drink claims, by age, 2022
                    • Help consumers understand what they’re working with
                      • Figure 3: Food and drink habits and opinions, by household income, 2022
                  • Food and Drink Consumers by the Numbers

                    • Most consumers consider themselves healthy eaters
                      • Figure 4: Consumer eating habits, 2022
                    • Label guidance, clarity empower wellness aspirations
                      • Figure 5: Food and drink behaviors and attitudes, by healthy eating effort, 2022
                      • Figure 6: Food and drink habits and opinions, by healthy eating effort, 2022
                    • “Healthy” consumers are looking for adventure, too
                      • Figure 7: Healthy eating effort, by consumer food and drink segmentation, 2022
                  • Market Factors

                    • Consumer approach to eating is relaxing
                      • Figure 8: Eating habits, 2019-22
                    • Plant-based lifestyles struggling to gain meaningful momentum
                      • Figure 9: Consumer dietary preferences, 2022
                    • The connections between immunity and heart health may be withstanding…
                      • Figure 10: Ideal diet benefits/priorities, 2022
                    • …but generalized health has longer-term value
                      • Figure 11: Value indicators, 2022
                    • Better for me still outranks better for us
                      • FDA’s new “healthy” label addressing nutrition density stirs pot
                      • Competitive Strategies and Market Opportunities

                        • Navigate changing health needs with direct ingredient connections
                          • Figure 12: Consumer interest in healthy/better-for-you targets, 2022
                        • Don’t take inherent qualities for granted
                          • Figure 13: Share of nut category product introductions featuring functional cardiovascular claims, 2018-22
                        • Focus on clean label sugar reformulations
                          • Figure 14: Experience with food and drink claims, 2020-22
                        • Empower home cooks with nutritional street cred
                          • Figure 15: Important food and drink claims, 2022
                          • Figure 16: Product introductions featuring free-from messaging, 2022
                          • Figure 17: Rxbar Facebook post
                        • Functional fortification and innate functionality represent opposing opportunities for brands
                          • Figure 18: Food and drink product introductions featuring functional claims, 2020-22
                        • Can processing give wellness products an edge?
                          • Figure 19: Nutrition/meal replacement new product introductions, 2022
                        • Tea brands showcase innate functional powers
                          • Figure 20: Tea products with functionality claims, 2022
                        • Probiotics can be a gateway function
                          • Figure 21: Digestive remedy interest, 2022
                          • Figure 22: Probiotic new product introductions, 2022
                        • Contemporary CSDs reimagine grab-and-go digestive function
                          • Figure 23: Functional CSD introductions, 2022
                        • Snack brands feed multiple need states through functionality
                          • Figure 24: Snacking motivations – NET – Any time
                          • Figure 25: Functional snack introductions, 2022
                        • Leverage expert nutrition voices to gain brand credibility
                        • The Food and Drink Nutrition Claims Consumer: Fast Facts

                          • Consumers are relaxing their health aspirations
                            • Reduced harm comes first; benefits second
                              • Consumers could use some help understanding claims, labels
                              • Important Food and Drink Claims

                                • Reduced claim importance points to growing quest for clean, real nutrition
                                  • Figure 26: Important claims, 2022
                                • “All natural” is the common denominator for any intensity of health focus
                                  • Figure 27: Important claims, by consumer eating habits, 2022
                                • What’s “clean” is defined by income
                                  • Figure 28: Important claims, by household income, 2022
                                • Expand product lines to meet range of consumer needs
                                  • Figure 29: TURF Analysis – Important claims, 2022
                              • Experience and Interest in Product Claims

                                • Consumers avoid the “bad” before seeking out the “good”
                                  • Figure 30: Experience with food and drink claims, 2022
                                • Parents utilize benefit-added claims
                                  • Figure 31: Experience with select food and drink claims, by parental status, 2022
                                • Targets against the main offenders – sugar, salt, fat – resonate with older consumers
                                  • Figure 32: Experience with select food and drink claims, by age, 2022
                              • Experience and Interest in Product Benefits

                                • Heart health, energy, digestive health remain leading consumer interests
                                  • Figure 33: Experience with product benefits, 2022
                                • Shifts in functional use show need to establish longer term
                                  • Figure 34: Experience with product benefits, 2022
                                • Healthy aging support can work at any age
                                  • Figure 35: Experience with select product benefits, by age, 2022
                                • Help consumers of all ages decompress
                                  • Figure 36: Experience with product benefits, use and interest, by age, 2022
                              • Top Food and Drink Concerns

                                • Top pain points critique the usual: sugar, processing, sodium
                                  • Figure 37: Top food and drink concerns, 2022
                                • Younger consumers’ interests point to more nuanced priorities
                                  • Figure 38: Top food and drink concerns, by age, 2022
                                • “Mostly healthy” eaters seek control through high-level lens
                                  • Figure 39: Top food and drink concerns, by healthy eating effort, 2022
                              • Food and Drink Habits and Opinions

                                • Nearly half of consumers aren’t confident in how to read nutrition claim information
                                  • Figure 40: Food and drink habits and opinions, 2022
                                • Back up claim communications to help guide younger consumers
                                  • Figure 41: Food and drink habits and opinions, by age, 2022
                                • Work on claim accessibility to expand reach beyond higher earners
                                  • Figure 42: Food and drink habits and opinions, by household income, 2022
                              • Food and Drink Behaviors and Attitudes

                                • Ingredients lists and nutrition labels must work in tandem
                                  • Figure 43: Food and drink behaviors and attitudes, 2022
                                • Younger consumers less averse to ingredients they don’t recognize
                                  • Figure 44: Food and drink behaviors and attitudes, by age, 2022
                              • Appendix – Data Sources and Abbreviations

                                • Data sources
                                  • Consumer survey data
                                    • Abbreviations and terms
                                      • Abbreviations
                                        • Terms
                                        • Appendix – Food and Drink Segmentation

                                            • Figure 45: Food and drink segmentation, 2022
                                        • Appendix – TURF Methodology

                                          • Methodology

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