Nearly two-thirds of global consumers follow specialized diets, omit ingredients
Around the world, consumers are increasingly opting for specialized diets that address their desire to eat organic, low-fat, low-carb, or eliminate ingredients based on food sensitivities, allergies or personal convictions. Approximately two-thirds of the respondents (64%) in Nielsen's (nielsen.com) new Global Health and Ingredient-Sentiment Survey said they follow a diet that limits or prohibits consumption of at least some foods or ingredients; response rates in Africa/Middle East (84%) and Asia-Pacific (72%) were higher than global average. As well, two-thirds of global consumers (68%) said they were willing to pay more for foods without undesirable ingredients.
"Consumers want to eat in ways that address real dietary concerns, but they can't do it alone. They need help from food manufacturers to offer products formulated with an eye towards food sensitivities and other specialized diets, and they need help from retailers to stock shelves with a proper assortment of foods that cater to a wider variety of consumer needs," says Andrew Mandzy, director of Strategic Insights, Nielsen. "This is a significant opportunity for food retailers and manufacturers, but even within individual markets, health and wellness is not a one-size fits all approach. Retailers and manufacturers need to identify high-potential segments and the drivers of engagement for these consumers and, then tailor their messages and products accordingly."