Consumers Seek Proactive Functional Foods, Kerry Research Finds

Beloit, WI—Proactive health solutions are sought by people across all generations, according to Kerry.

Kerry’s new eBook,Functional Health Benefits for Every Generation, highlights growing proactivity around nutrition and the expansion in markets for products targeting specific life stages and other demographic categories. Demand is particularly high for functional benefits including immune support, joint health, and digestive health.

The eBook explores the needs of three groups in particular:

Millennial parents, who are now parents to around half the children in the U.S., are particularly likely to carry out extensive research before making a purchase.
Gen Z consumers are focusing on athletic performance, education, and work. They have a holistic approach to wellness and are interested in benefits such as improved sleep.
Adults entering their 40s and 50s, who are shifting focus and putting a greater emphasis on physical and cognitive health.

Demographic factors also affect demand for benefits in particular applications, according to a press release regarding the eBook. One example: Consumers in the older millennial category and upwards prefer tea and coffee as platforms for immune support.

“Across all age ranges, consumers are now looking for functional benefits from their favorite food and beverages,” commented John Quilter, Kerry’s VP of ProActive Health, in the press release. “However, it’s also true that different groups often have different needs, so an understanding of the importance of demographic factors like age and activity level can help manufacturers create on-trend products. For example, manufacturers should use functional ingredients that are supported by research as well as appealing to children’s tastes to win over millennial parents.”

The eBook also highlights the range of services that Kerry offers its customers, including market insights and access to a team of more than 1,000 scientists, nutritionists, product formulation experts, and marketers.

“Kerry’s ProActive Health portfolio is an extensive range of ingredient brands that can help manufacturers meet the proactive health needs of global consumers,” Quilter added. “It is the result of our belief in inspiration through formulation and nourishment through wellness, and it includes our flagship products BC30, Wellmune, Sporevia, and Eupoly-3. What unites them all is a commitment to credible science and strong clinical data. This is essential in today’s wellness markets, where transparency is a must. At Kerry our vision is to be our customers’ most valued partner. That means helping them create innovative products that are better for people, pets, society and the planet. Working with them to make a lasting difference isn’t just about offering them clinically validated, branded ingredients. It’s also about co-creating exciting new products—whether that’s a milk with Omega-3, a tea with immune health benefits, or a probiotic breakfast bar.”