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Five consumer behaviors that are reshaping food market

January 31, 2022

60% of global consumers are planning to improve their overall health and wellness in the next 12 months. That’s what Archer Daniels Midland Company (ADM), one of the largest multinationals in the food processing industry, has found out in recent research. According to the report, consumers are also taking a more proactive approach to managing well-being with functional nutrition, close-to-nature ingredients and foods that signal self-care.

“Health and wellness remain at the forefront of the global conversation,” said June Lin, vice president, 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.”

ADM has identified five health and wellness behavior shifts that are creating opportunities for manufacturers to create innovative, health-forward foods and beverages that support consumers’ evolving health and wellness needs:

  • Renewed motivation to improve individual health and wellness

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

  • A holistic approach to managing the mind-body connection

51% of global consumers are planning to improve their cognitive and mental health over the next 12 months. “A desire to keep their physical and mental health in balance is promoting new techniques to manage stress, from exercise and meditation to eating foods with perceived mood-enhancing benefits.”

  • Tailored nutrition supports personal health and wellness goals

Nearly2/3 of global consumers are interested in foods and beverages that are customized to meet their 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 fiber and protein. Brands can help people stay motivated in the kitchen with innovative flavors and convenient formats.”

  • A proactive perspective on immunity

With 65% of global consumers more concerned about immunity since COVID-192, 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. Products with functional ingredients that support a healthy immune system will increasingly attract consumer attention.”

  • Purposeful indulgence is the new “permissible indulgence”

56% of global consumers have purchased comfort food regularly as a result of COVID-19. “Consumers are recognizing as long as these are purposeful – and not impulsive – choices, indulgence has a role in a positive relationship with food.”


Source: ADM