How to respond to consumer demand?

Improving consumer knowledge to better meet their needs


Globally, 6 out of 10 consumers* are more concerned about their health and well-being than before. Since the beginning of the year, there has been an increase in the consumption of nutraceutical products, with a particular emphasis on products targeting immunity, stress and sleep. This phenomenon represents a tremendous opportunity for manufacturers in the health sector. However, it is necessary to be fully aware of consumer expectations before starting to develop a new product.

How to stand out in this huge nutraceutical market ?

Over the years, consumers have become increasingly demanding about the products they consume, especially when it comes to health and well-being. Thus, many trends/fashions have emerged, such as the clean label, the surge of new diets (gluten-free, vegetarian, vegan, etc.), eco-responsibility, etc. Today, manufacturers must redouble their innovative ideas in the interest of these seasoned consumers. The way in which they communicate has a profound impact on their purchasing decisions. The aim is to stimulate their sensitivity by adopting simple, precise, and concise language. This is an important consideration. Choosing a scientific term could be understood differently from one consumer to another even if it is common in industrial language.

Above all, consumers are looking for safe and innovative products that contribute naturally and effectively to their physical and mental well-being but also good for the planet. Based on this principle, it is possible to target their needs more precisely by offering combinations of original ingredients that meet a popular health theme. It can also be particularly interesting to combine two health themes that are interdependent, for example, by highlighting the effect of stress on intestinal health.

Rhodiozen© is a unique ingredient made from the legendary Rhodiola rosea L. Very well known in Asia, where it grows in mountainous regions. It has only been a few years since it first aroused the curiosity and then the lust of the general public in the West because it responds perfectly to this scourge of this century: stress. It is a so-called adaptogen plant because of its capacity to make our body more resistant against various stress factors. For a perfect formulation, Rhodiozen© can be combined with plants that promote good digestion such as artichoke turmeric, rhubarb, fennel, … Find all our plants that facilitate digestion in our catalog by clicking here.

Finally, the galenic form is a key research area because it must not only be compatible with the formulation developed but also take into account consumer preferences. Gummies, for example, have been the subject of much discussion recently because they are a way of moving away from capsules or tablets that make you think of medicines and also because they are easier to swallow.

Depending on the physiological need that consumer wants to satisfy, he will already be proactive in seeking information (most often on the internet) on the ingredients that can meet it. This upstream research work is carried out on brands by comparing opinions on social networks in particular. They also look at the authenticity of the product and the label where sustainability can be mentioned. There is therefore an opportunity to educate consumers about new ingredients with traditional use in order to offer a beautiful storytelling to touch them emotionally. It is also in the interest of brands to encourage them in their investigative work as this allows them to be involved and engaged in a meaningful way. Personalised nutrition aimed at meeting an individual’s specific needs is also another alternative that is becoming more and more popular by arousing the curiosity and appeal of consumers. 

There is another category of consumers that remains to be convinced. Indeed, this category tends to favour healthy foods or healthy drinks for fear of side effects, high prices or the ineffectiveness of food supplements. In order to overcome this obstacle, maximum product transparency is fundamental to gain their trust and loyalty. The aim is therefore to reassure them about product safety by communicating more about the strict regulations and efficacy through scientific evidence and by justifying prices. A consumer who is not convinced will more easily switch to healthy food or drinks. As for the notion of efficacy, it will be easily supported by health claims, which are increasingly important to consumers. For a product containing ingredients not known to the general public, more communication will be needed to convince them. The use of those they are familiar with will require less justification as confidence is already built up. 

There is a consensus that a product which is good for health must also be good for the planet. Worldwide, 41% of consumers* are aware of environmentally friendly products because it reflects their values and ethics. This phenomenon has been accentuated since the current health crisis by creating a break with our previous lifestyles. The new challenge is therefore to move towards a more sustainable way of living, starting by giving nature back its full rights and no longer compromising the future of new generations. Sustainability efforts are thus inevitable in order to remain relevant to demand. There is also an increase in the number of consumers favouring plant-based products. This is not so surprising. Consumers believe in the benefits of nature over thousands of years. It is simply a return to the origins.




To summarize :

  • Offer transparent and sustainable products
  • Adopt clear and understandable language for the consumer
  • Prove the effectiveness of the product (clinical studies, traditional use)
  • Reassure the consumer about the safety of the product
  • Innovate with products combining two or more health aspects
  • Justify the price of the product (quality of the raw material), manufacturing process, formulation…)


* vitafoods insights