Food and Beverages Rival Vitamins and Supplements for Consumer Interest in Health & Wellness Products

Consumer interest in food and beverages that offer better digestive health, increased energy, weight loss, and healthy blood sugar levels is greater than or similar to interest in vitamins and supplements that provide the same health and wellness benefits. This is the latest finding from a global study conducted by Ipsos Marketing, Consumer Goods.

Consumers from around the world were asked how interested they would be in using food and beverage products, vitamins and supplements, and beauty and personal products that provide specific health and wellness benefits. Within the food and beverage category, consumer interest was strongest in products that offer better digestive health, increased energy, weight loss and healthy blood sugar levels. In fact, their level of interest in food and beverages with these benefits equalled or surpassed their level of interest in vitamins and supplements offering corresponding benefits. Although not as high as vitamins and supplements, interest in food and beverages that provided heart health, cancer prevention and better immunity was also substantial – with one-third of consumers expressing interest.