Health-conscious consumers are looking to enjoy it all

One recently emerging trend is the prioritization of immune health through nutrition, with the uncertainty of COVID-19 leading many people to make healthier diet and lifestyle choices. Worldwide, 60% of consumers say the pandemic has made them more conscious of preventing health problems by leading a healthy lifestyle – and this isn’t a kneejerk reaction, but a long-term impact. While fewer consumers were concerned about COVID-19 in April 2022 (44%) than in April 2020 (76%), they continued to show an interest in making fundamental dietary changes: in both surveys, 73% of respondents said they plan to eat and drink more healthily.¹

For 59% of consumers, better immunity means falling sick less frequently.² At DSM, enabling this by formulating healthier products means going beyond simply removing sugar and salt: it’s about delivering a complete nutritional profile that’s still delicious. We leverage our nutritional science and advocacy to support consumers in their health journeys by providing the nutrient-rich products they’re looking for.

With so much pressure on our time, it’s no surprise that 59% of people say they regularly replace skipped meals with a snack. This trend is driving demand for snacks that are both nutritious (for energy and satiety) and tasty (for an indulgent experience). Sports nutrition products with high protein and low sugar content are increasingly popular over traditional confectionery such as chocolate bars, and not only among athletes: 59% of consumers who changed their snacking habits between 2020 and 2021 said their main motivation was to boost their immunity.⁵ In this new generation of snacking, it’s key for our industry to hit the sweet spot between function and enjoyment.

Nevertheless, health-conscious consumers still face several hurdles. 33% of global consumers say they find the taste of healthy food bland and boring, while 26% say a lack of time means they often turn to convenience foods. Skepticism over health claims on labeling is also a turn-off for consumers, who want functional products they can trust to fulfil a variety of claims about active ingredients and benefits.⁶

The solution? Products that combine multiple health benefits – and other desirable qualities – all in one go. This gives consumers the nutritional efficiency and value they’re looking for, all delivered as part of a high-quality sensory experience. Improving nutrition to create healthier lives – it’s something we at DSM have been doing for well over 100 years. Our strong foundation in science and nutrition makes us a trusted partner both in developing innovative products to help consumers live healthier lives and in advising on competitive front-of-pack claims. With our solutions, there’s no need for consumers to compromise on taste, texture, or health (for people and planet alike) – meaning you and your consumers can enjoy it all.