It\u2019s no secret: many consumers are trying to live healthier these days. To do that, they\u2019re paying a lot more attention to what they eat and drink, how food and beverage products are made, and the quality of ingredients that go into them.<\/p>\n\n\n\n
In our latest industry study of 7,000 consumers spanning four generations\u2014Gen Z, Millennials, Gen X, and Baby Boomers\u2014we found that:<\/p>\n\n\n\n
But when it comes to the healthier products themselves, how exactly should brands convey that message in a label? For example, is \u201cbetter for you\u201d the most effective hook? Does it offer the clearest meaning? If food and beverage brands want to introduce and market<\/a> a better-for-you product, how can they be confident they\u2019ll hit home with the right audience?<\/p>\n\n\n\n The better-for-you trend in food and beverage products, along with the various claims that labels make, offers rich fodder to learn about perceptions and expectations as consumers strive to make healthier choices at the shelves. To understand this trend, we used quantitative, qualitative, and behavioral research<\/a> that combines respondents\u2019 voices (captured on video and from open-ended questions) with survey and behavioral data to build a 360-degree view of consumers in this space.<\/p>\n\n\n\n Here\u2019s what we found.<\/p>\n\n\n\n It turns out the \u201cbetter for you\u201d term means different things to different people. Generally, the term invokes a \u201chealthier\u201d connotation for most consumers, but others have developed more specific associations with it, such as \u201clow in sugar,\u201d \u201clow in calories,\u201d \u201cnatural,\u201d or \u201cless processed.\u201d<\/p>\n\n\n\n Consumer perceptions around a term are one thing, but what happens when they encounter that name in the marketplace? Healthy product labels do reinforce some opinions, such as products that make claims of \u201clow or no sugar\u201d and \u201cnatural.\u201d But a slew of other claims can also be attached to the label, including \u201corganic,\u201d \u201cnon-GMO,\u201d and \u201clow or no fat.\u201d<\/p>\n\n\n\n No matter how they\u2019re perceived or marketed, better-for-you products are purchased by 65% of consumers, showing that the concept holds widespread appeal.<\/p>\n\n\n\n \u201cProtein\u201d (39%), \u201clow or no sugar\u201d (37%), \u201cnatural\u201d (36%), and \u201cno artificial flavors, preservatives, or sweeteners\u201d (35%) top the list of specific better-for-you claims that are most likely to resonate with consumers and lead them to purchase.<\/p>\n\n\n\n However, not every \u201chealthy\u201d indicator makes the cut \u2013 we found that \u201cprobiotics\u201d (20%), how a product addresses a specific health condition (19%), \u201cplant-based protein\u201d (15%), \u201cno allergens\u201d (14%), and \u201clactose-free\u201d (13%) aren\u2019t as important for consumers.<\/p>\n\n\n\n While the study indicated that some better-for-you claims are more important than others, we did note that those rankings are highly dependent on age.<\/p>\n\n\n\n Among Gen Z consumers, the youngest cohort in our study, only three better-for-you claims\u2014\u201dlactose-free,\u201d \u201cplant-based proteins,\u201d and \u201cvegan\u201d\u2014stood out as the most important to them.<\/p>\n\n\n\n For Millennials<\/a>, the number of important claims increased to four, and included:<\/p>\n\n\n\n Gen X consumers doubled the size of the Millennials\u2019 list with eight important claims. Somewhat surprisingly, every single one differed from Gen Z and Millennials:<\/p>\n\n\n\n Interestingly, the preferences of Baby Boomers, the oldest cohort in our study, were almost identical to Gen X. The only claim they cared about less than that group were \u201cprobiotics.\u201d<\/p>\n\n\n\n Given the context we uncovered around better-for-you labeling, what can you take away from these findings if you\u2019re a food and beverage brand to help inform your product innovation<\/a> and marketing efforts?<\/p>\n\n\n\n For one, Millennials represent the biggest growth opportunity in this space. 71% percent of consumers in this generation are already buying better-for-you products (41% say some<\/em><\/strong> food and beverage products they purchased in the last month were better-for-you, and 30% say most<\/em><\/strong> were better-for-you).<\/p>\n\n\n\n Based on the behavioral data we gathered, targeting Millennials should also include clear information and messaging around:<\/p>\n\n\n\n Where and how you reach Millennials with targeted ads matters too. Millennials can be found watching TV channels that have to do with babies and kids, which suggests they\u2019re in the middle of raising families. And they\u2019re more likely to peruse books and magazines that are focused on entertainment, food, and cooking.<\/p>\n\n\n\n\u201cBetter for you\u201d means a lot of things<\/h2>\n\n\n\n
Some claims are more important than others<\/h2>\n\n\n\n
It\u2019s a generational thing<\/h2>\n\n\n\n
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How brands can approach the better-for-you trend<\/h2>\n\n\n\n
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