11/18/2020

HEALTH

How Consumers Are Redefining the Value And Consumption OfNutrition And Immunity Products

Anshu BudhrajaCEO, Amway India

Representational

On the cusp of a tipping point before the pandemic, the wellness movement across the globe is witnessing a signi cant change with

holistic health, immunity, and nutrition becoming quintessential buzzwords. One such shift is the preventive approach to wellness

taking the center stage. As per the BCG COVID19 Consumer Sentiment Survey 2020, over 28 per cent of consumers have opted for

nutritional supplements vis-a-vis the pre-COVID-19 era, which shows a growing inclination for nutritional solutions to support overall

wellbeing. Therefore, a new consumer has emerged who is seeking optimum nutrition and strong immunity through quality health

supplements, immunity supporting products along with regular exercise to maintain holistic health. Inevitably, this new consumer is

rede ning the value and consumption of nutrition and wellness products through the following key trends.

Rising consciousness towards the ingredient story

Over the past few months, there has been a surfeit of communication about making healthier food choices, supporting immunity, eating

clean, and so on. However, through all this, consumers are moving back to roots and looking for products consisting of native

ingredients. Increasingly, millennials are now embracing traditional ingredients that support immunity as a preventive measure. Home

remedies such as kadha and common kitchen ingredients believed to have health Owing to the growing awareness, consumers today are keen

on nding out the ingredients that go into a product and the product value chain itself, i.e. the seed to supplement journey. �erefore, there is more

emphasis on the quality, safety and authenticity of the product leading to trials, and subsequent repeats, ultimately making it to the consumers’

preferred list.

Changing in-home consumption

As people continue to stay at home, we are witnessing a clear shi� in the in-home consumption patterns. �ere has been a marked rise in self-reliance

or the ‘do it yourself’ values. From cooking a nutritious meal for oneself to adopting tness regimes at home, people are exploring and learning newer

ways. Mothers, too, are nding innovative ways to create a new and healthy experience for their kids with a focus on nutrition and preventive

healthcare. Over 82 per cent of mothers are consuming online content around nutritious and tasty recipe ideas. �is is an interesting trend, as

consumers are choosing safety over external help, paving the way for an ‘Atma Nirbhar’ lifestyle.

Online is the new of ine

�e pandemic has accelerated digital adoption. Increased ‘work from home’ periods have led to a rise in the time spent online by consumers. With

social platforms having turned into powerful discovery and distribution channels, consumers across age groups have shi�ed to the online channel. A

trend that is here to stay. 

�e growing digital acceptance has led to the emergence of social commerce. Consumers are far more active digitally and engaged through online

communities centered on common interests such as health and wellness, tness, lifestyle, beauty, cooking and so on. Emerging online communities are

allowing consumers to stay updated and connected, as they bond with relevant communities sharing interests and passion. T his movement is paving

the way for social commerce, making it an indisputable market breakout trend for brands in the coming years.

As consumers across the economies plan for life post-COVID-19, the heightened interest in holistic healthcare through balanced nutrition will

continue to drive consumption patterns. Hence, I consider health care with nutraceuticals and health supplements to provide significant economic

value. With changing buying behavior and self-care becoming the new essential, immunity and wellness will be at the forefront of trends giving rise to

innovations. These trends, to my mind, open a huge opportunity for both brands and micro-entrepreneurs to reset priorities and thrive in the new

environment.

Image credit: Pexels

October 14, 2020 4 min read

Opinions expressed by Entrepreneur contributors are their

own.

�e saying, “an ounce of prevention is worth a pound of

cure,” is so relevant in the current scenario wherein the

world is grappling with the pandemic. Over the years, the

nutrition segment has grown signi cantly owing to a

fundamental change in attitude, behavior, loyalties and

buying habits. �is year, we have observed an irrevocable

shi� in consumer consumption patterns across industries

with the nutrition category taking the lead.

INDIA