ADM has identified five behaviour shifts it says are creating opportunities for forward-looking food, beverage and supplement companies. 

“Health and wellness remain at the forefront of the global conversation,” said June Lin, VP, Global Marketing, Health & Wellness at ADM. “The pandemic has transformed how consumers perceive holistic health and wellbeing. It’s impacting how we live and increasing the importance of the foods, beverages and supplements we choose, presenting new opportunities for our industry to meet their needs.” 

According to research, 60% of global consumers are planning to improve their overall health and wellness in the next 12 months. They’re also reportedly taking a more proactive approach to managing their health through functional nutrition, natural ingredients and foods that signal self-care. 

The company has identified several consumer behaviour shifts including renewed motivation to improve individual health and wellness, holistic approaches to managing the mind-body connection and increased focus on tailored nutrition. 

According to the research, 76% of global consumers say they will eat and drink more healthily owing to COVID-19, and 41% plan to be more physically active. Products designed to optimise physical health and mental wellness at all life stages will help consumers protect themselves, their families and their communities. 

More people are embracing emotional well-being, with 51% of global consumers reportedly planning to improve their cognitive and mental health over the next 12 months. As consumers return to more active lifestyles, convenient products with functional ingredients that boost energy, enhance cognitive performance and regulate mood are projected to gain prominence, ADM says. 

Nearly two-thirds of global consumers are interested in foods and beverages that are customised to meet individual nutrition needs. A greater understanding of how diet can impact health is spurring more people to choose wholesome, nutrient-dense ingredients in home-cooked and prepared meals, with particular focus on fibre and protein. 

Other behavioural shifts identified by the company include greater appreciation of immunity boosting nutrition and what it describes as ‘purposeful indulgence’. 

With 65% of global consumers more concerned about immunity since COVID-19, people are shifting from a defensive approach against illness to one that’s more proactive and holistic. Consumers are looking for ways to incorporate immune function-supporting solutions, like probiotics and vitamin C and D, into their daily lives. 

During the pandemic, 56% of global consumers have purchased comfort food regularly as a result of COVID-19. ADM projects opportunities for beverages, snacks and confectionery products that deliver functional benefits alongside flavour.