Healthy diet, the hidden consumer motivation in social and individual needs

On April 3, 2019, Zhejiang Health Products and Cosmetics Industry Association held the "Summit Forum on the Development of Nutrition and Health Industry and the Innovation and Application of Raw Materials 2019" Ms. Laura Du, Deputy Research Director of Ipsos, was invited to share consumer insights and industry trends in healthy diet, and to provide an in-depth understanding of consumers' motivation to buy healthy foods.

Healthy diet, the hidden consumer motivation in social and individual needs

On April 3, 2019, Zhejiang Health Products and Cosmetics Industry Association held the "Summit Forum on the Development of Nutrition and Health Industry and the Innovation and Application of Raw Materials 2019", inviting domestic experts in the fields of supervision, review, academic and application, and from well-known corporations and enterprises engaged in health & beauty industry to have an in-depth discussion of the development trend of the nutrition and health industry, and help the healthy and sustainable development of the industry. Ms. Laura Du, Deputy Research Director of Ipsos, was invited to share consumer insights and industry trends in healthy diet, and to provide an in-depth understanding of consumers' motivation to buy healthy foods. 

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With the overall improvement of health awareness of the public, consumers' understanding of health stays not only at the level of disease prevention and daily health maintenance, but also active actions in all-round health management, including fitness, health care, healthy diet, etc. The pursuit of health has become a kind of life attitude and values. 

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The gradual improvement of consumers' health awareness is changing the landscape of food and beverage market. More and more consumers accept and are willing to choose meal replacement products; the number of plant-based products on the market has increased; organic, sugar-free, low-calorie products have been the main drivers of growth for some manufacturers in recent years. Healthy diets that focus on niche markets often command a high premium.

Why are these healthy diets so popular with consumers? What are the unmet health needs of consumers? How to enable food and beverage industry innovation by deeply tapping consumers' needs for healthy diets in the increasingly fierce market environment of homogeneous competition of food and beverage products? How will healthy diets develop in the future? Ipsos uses Censydiam, its own consumption motivation analysis model, to interpret the 8 trends of healthy diets from the perspective of social and personal needs of consumers. 

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Control: Consumers are looking for solutions that make health simpler and more efficient. 

Recognition: More and more consumers are willing to learn about the knowledge of dietary health and explore the truth of health. 

Belong: Consumers are concerned about not only their own health, but also the health of their families. 

Power: More and more consumers are willing to pursue environmentally friendly products. Vegetarian product awareness and demand continue to grow, and plant-based food has gradually become a trend. 

Security: Less is more. Consumers pursue zero-burden, pure and simple products. 

Enjoyment: Consumers expect healthy taste bud enjoyment without losing flavor. 

Conviviality: The power of social media is infinite, and KOL leads the way of health. 

Vitality: Consumers are more than ever hoping that they can be expressed by foods, and the needs for customized health and smart health are emerging. 

Ipsos has extensive research experience in food and beverage industry, from user profile, product innovation, KOL marketing effect evaluation, consumer scenario segmentation, to brand positioning and many other fields. We are committed to providing a full range of innovative solutions centered on consumer needs, helping brand owners to become leaders in the industry through better changes and by meeting diverse needs of consumers.