Consumers Still Attracted by Health Products: NielsenIQ


Consumers are also likely to demand transparency in food and personal care labeling, looking for items that are chemical-free and infused with traditional Indian ingredients, according to India-specific study by NielsenIQ BASES in May of this year.

The researcher studied consumer preferences for food, housekeeping and personal care products. NielsenIQ said this could form the basis for future product development for large consumer packaged goods companies. For each of these categories, NielsenIQ BASES surveyed 500 consumers to rate 30 claims based on their relative importance and uniqueness.

“With the covid-19 pandemic, some trends have accelerated, while consumer priorities have adapted to the crisis. Indian consumers have put health first and 63% of respondents say they place more pay attention to a nutritious diet.

One year after the onset of the health crisis and with home care measures still in place, consumers are paying more attention to hygiene overall, in the form of surface disinfection (56%), or food cleaning. (60%) or washing. hands (63%), the researcher said in the findings of his shared survey Thursday.

The demand for health and wellness products as well as cleaning and sanitation products increased rapidly in the aftermath of the pandemic in India.

While it has since calmed down, NielsenIQ expects some of these habits to continue as consumers’ perceptions of everyday branded products undergo a shift.

“We are seeing great interest in ingredients that boost immunity, body strength and brain health, and therefore can help consumers achieve full well-being, addressing not only the body but also the body. ‘spirit,’ Vidya Sen, South Asia leader for BASES, mentioned.

Sen said future consumers will increasingly look for products that work on brain health, gut health and anxiety.

In India, for example, when it comes to packaged foods, clean labels, holistic health, and brands seen as sustainable and socially responsible are the main considerations for consumers who buy these products.

“The claim of ingredients grown organically, without the use of chemicals or pesticides, ranks 1st out of 30 claims tested. Meanwhile, the 100% pure ingredients are another claim that consumers find very appealing. Immunity-boosting ingredients are among the top ten benefits sought by consumers today, ”he said.

While demand for health foods isn’t entirely new, the pandemic has only accelerated the trend.

This prompted several large companies such as Dabur India, Marico and Hindustan Unilever, among others, to amplify the so-called health quotient in their core and existing branded packaged foods.

“Health through food is becoming a little less negotiable in the minds of consumers and this is where it is finding ground,” Piyush Patnaik, general manager of Cargill’s oil business in India told Mint in a recent interview. The company sells cooking oils under the Sweekar, NatureFresh and Gemini brands.

Among the top post-covid consumer trends the company is seeing, demand for what consumers think is potentially healthier is high. “Consumers are clearly looking for more health and well-being in their basic products. The reason this is happening is because there is fear (about their covid health post), ”he said.

Meanwhile, the demand for beauty and personal care products has declined as consumers spend more time indoors. But a move towards more personalized products with those offering holistic wellness is likely to spur future growth.

Some of the main trends that consumers are looking for in beauty and personal care products include personalization, natural products, sustainability, in addition to products offering holistic wellness. “With stress and mental health having come to the fore over the past year, there is more emphasis on pollution protection, with immunity and total well-being in the top ten. This trend will become more visible in how consumers increasingly choose personal care products that support rituals of mindfulness and relaxation, ”NielsenIQ said in its report.

He also highlighted a growing appetite for ingredient transparency “as people increasingly refrain from using chemicals, parabens and sulfate-laden products and seek out traditional Indian ingredients, such as kumkumadi, brahmi, turmeric, ”he added.

Likewise, in home care products, features such as killing germs, effective protection even against the covid-19 virus, and family protection from disease are at the top of the rankings.

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