Health and wellbeing are clearly very important to European shoppers, but being able to make healthy choices means understanding the nutritional benefits of the food and drink that is on offer. Currently, though there is little consistency in the approach to communicating nutritional values across Europe. IRI’s Olly Abotorabi considers whether this is an area that food and drink manufacturers could turn to their advantage.
IRI’s European Shopper Survey recently identified that 51% of EU shoppers felt wellness was important to them. Over a quarter were looking to lose weight while 15% were mindful of health problems.
Consumers understand that there is a link between health, wellness and nutrition. Earlier this year, IRI Italy presented headline findings from a study on nutrition to the EU Commission and highlighted that 92% of local consumers recognised the importance of controlling fats, salt and sugar levels to maintain or enhance wellness.