Insights Report: The Global State of Heath & Wellbeing - Volume 3
Joanne is a 34 year-old working mother of two, balancing clients, kids, her partner, family finances and stress. Her hectic schedule results in high stress levels, a lack of sleep, and poor diet.
She has little time or energy to exercise beyond with the kids at weekends and housework. She’d like to lose some weight and has recently been experiencing back pain that a physiotherapist has linked to muscle weakness and the sedentary nature of her work.
Joanne feels there is never a moment in the day to stop and think about her health. Recently, she visited the doctor for bloating and skin irritation. These issues stemmed from an imbalanced gut - an inflammatory response to being in a state of constant stress.
This was no surprise to Joanne, who is among a growing number of people who see physical, mental, and inner health and wellbeing as interconnected, with health issues seldom occurring in isolation. Not only does this group see health holistically, but they also actively seek nutrition-based solutions that address health and wellbeing across a broad spectrum.
Joint research of 5000 global consumers by Nutiani and IPSOS in August 2021 revealed that more than 90% of respondents believe being healthy involves looking after all aspects of wellbeing, including physical and mental health¹.
In the third report of our Global State of Health and Wellbeing series, we look at consumers’ understanding of how physical, mental, and inner wellbeing are interconnected, and the characteristics they are looking for in nutrition-based health solutions.
Consumers are aware of the two-way connection between mental and physical health, with around two in three understanding that one influences the other1.
Good mental wellbeing is linked to improved weight management, physical fitness and mood, while physical activity is known to reduce stress and anxiety.
Consumers also strongly believe in the interplay between mental and inner wellbeing, with more than seven in 10 linking stress-free lifestyles to strengthened immunity and digestion through the gut-brain axis1. Good digestive health is also linked to fewer mood disorders.
More than half believe their physical wellbeing can impact immunity, and that maintaining physical health through exercise contributes to a healthier gut1.
There is also a clear understanding of the connection between digestive health and physical appearance. An imbalanced gut is seen to lead to skin conditions through the gut-skin axis.
These observations were further corroborated at the recent Vitafoods Europe 2023 showcase, where Nutiani’s team engaged in conversations with industry leaders, experts, and innovators.
The latest science on the connectedness of mental and physical health and the role of nutrition were popular topics of discussion, and there was strong interest in Nutiani’s latest offerings that promote holistic wellbeing. In particular, our Brain & Body powder, which targets muscle and cognitive health was well-received by visitors to the Nutiani booth.
Nearly nine in 10 consumers say they see the benefit in incorporating functional and fortified food and beverages in their diet to boost their wellbeing. Yet, high costs, lack of time, and a lack of trust in health claims often prevent them from prioritising their holistic nutrition needs.
Against this backdrop, there are opportunities for health and wellbeing brands to offer convenient and affordable multifunctional solutions. Furthermore, well-educated consumers like Joanne are also motivated by products with strong science-backed claims, with robust clinical evidence they can trust.
The third volume of Nutiani’s Global State of Health and Wellbeing Report delves further into attitudes around health and wellbeing and provides further recommendations and insights for brands targeting multifunctionality in nutrition solutions.