On-the-go families: Kerry’s Wellmune report reveals top functional beverage trends influencing parents’ purchasing behavior

15 May 2019 --- To foster a better understanding of parents’ purchasing behaviors in relation to children’s dietary needs, natural yeast beta-glucan producer Wellmune (Kerry Group) has issued a new report detailing the latest trends in functional beverages that are attracting consumers’ attention. Healthy drinks for children, which offer added and targeted health benefits, are often viewed as a convenient and accessible format for on-the-go families.

Wellmune notes there are ample opportunities for NPD in ranges of healthy beverages formulated with safe, effective and clinically proven nutritional ingredients. Globally, the report reveals, that “parents are sidestepping sugar and are better positioned to purchase beverage products with claims of nutritional, allergy and immunity-boosting properties.”

Functional beverages and healthy drinks for kids are quickly becoming a go-to source for helping children be well and stay well, the company highlights. As parents are sensitive to their children’s preferences, they remain the key decision makers when it comes to buying a product. Therefore, as beverage manufacturers look for ways to create healthy, fortified beverages, it is crucial to understand why parents buy one product over another.

This report comes as greater attention is paid to parents’ purchasing preferences in respect to their children’s health needs. DSM conducted a similar global survey evaluating parental preferences last month and Nestlé India, in the same vein, launched an AI-powered virtual assistant, to better advise parents on nutrition.

Speaking to FoodIngredientsFirst’s sister platform, NutritionInsight, at the recent Vitafoods Europe 2019 event, Albert McQuaid, Global Chief Technology Officer at Kerry Taste & Nutrition, highlighted the significance of the “food as medicine” trend, which positions functional foods and drinks at-par with some supplements, and is growing in popularity among consumers with “pill fatigue.”

FoodIngredientsFirst reached out to Wellmune and Kerry for comment on how these latest findings contribute to relevant NPD.

Immune health remains front and center
In the report, 74 percent of consumers globally pay a “high or very high” amount of attention to the ingredients used in the products they buy for their children, compared to the results from a separate survey that revealed 54 percent paid as much attention to ingredients in products bought for themselves.

Immune health was cited as the second most desired functional benefit – after general health and wellness – that consumers seek in a food or beverage, with 87 percent of surveyed consumers interested in products with immune health benefit claims.

Sugar remains a ubiquitous threat in consumer perceptions, as in the analysis iterates that nearly half of all global consumers surveyed (48 percent) are actively choosing beverages that are low in- or free of sugar. In the UK, 85 percent of parents say they are “trying to control the amount of sugar their children eat.”

 Within the space of functional beverages, two thirds of consumers globally are said to be encouraged to buy foods or drinks targeted at children if they were better suited to nutritional or allergen requirements, and 83 percent of consumers say that their choice of a product is always influenced by how it will affect their child’s health and well-being.

Natural yeast beta glucan
Wellmune’s patented flagship product – beta-glucan extracted from the cell wall of a proprietary strain of baker’s yeast – is itself a functional ingredient with applicability in food and beverage formats. The highly purified and gluten-free product is touted as a clinically approved promoter of immune system functionality, which can be incorporated into everyday foods, beverages and supplements.

At the recent Vitafoods Europe 2019 event, Albert McQuaid highlighted the benefits of the extract in helping aid stress management. “We have done a lot of work on our ingredients around stress and stress management. Our Wellmune ingredient has multiple studies done whereby it improves people’s focus and reduces stress levels. We have shown benefits there,” he says.