Anti-pollution has potential for food and drinks sector
Anti-pollution has potential to become an on-trend product claim in the food and drinks sector, according to GlobalData analyst.
The GlobalData’s Q4 Consumer Survey indicated that 32% of Asian consumers said their buying decision is often based on how the world around them is changing, while 33% of Indian consumers and 38% of Chinese consumers believe that “living an ethical and sustainable lifestyle” is important to their wellbeing.
Shagun Sachdeva, Consumer Insights Analyst for GlobalData, said alarming air pollution levels, increasing consumer awareness and advances in nutritional science have provided an opportunity for food and drinks manufacturers to target the effects of poor air quality in their products.
“Food and drinks currently occupy the initial stage of anti-pollution claims, which focus primarily on emphasising ‘clean’ formulations and implying purity,” Sachdeva said.
To date, food and drink manufacturers have addressed the issue implicitly by promoting the inclusion of antioxidants, which defend against free radicals generated by pollution. For example, New Zealand-based supplier Anagenix released its BerriQi health drink in 2017, with a lung-boosting ingredient claim to appeal to consumers concerned about the effects of pollution.
Sachdeva added: “Food and drinks are expected to transition to the next stage of claim specificity, which is currently occupied by the personal care sector. This imminent shift will signify a new phase in pollution-fighting functional foods and further reinforces that manufacturers need to be prepared to be more explicit in tackling these concerns by specifying how their products can mitigate the negative health impacts of air pollution.”
The market potential for pollution-fighting food and drinks relies heavily on consumers’ desire to proactively purchase products that target increasingly specific health needs. GlobalData found that 34% of Asian consumers’ product choices are always influenced by health and wellness attributes of products/services.
While anti-pollution food and drinks represent an emerging segment of the industry, Sachdeva said their credibility depends on brands building trust with scientific evidence to support their claims, and on consumers’ desire to proactively purchase products that target increasingly specific health needs.
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