This time of year, it’s easy to lose sight of self-care amidst the holiday chaos. Between the long to-do lists, shortened daylight hours, and inevitable seasonal sniffles, health priorities often take a back seat. Ironically, these moments of heightened stress and exposure are when leaning into wellness needs — like energy and immunity — can have the greatest impact.
Our latest consumer research revealed that these health priorities are deeply intertwined: 78% of Americans who are managing immunity are also simultaneously managing energy. This overlap underscores that consumers’ health goals are complex, interconnected and highly personal.
Sustained (not supercharged) energy
Consumer demand for energy support remains strong, with 51% of consumers actively taking steps to improve or prevent future energy issues. Traditional quick fixes like caffeine-packed (and highly processed) energy drinks are still a lifeline for some, but as one consumer told us, “[energy drinks] don’t work as well as going to the gym or being consistent with my sleep hygiene and hydration.”
This sentiment underscores energy’s intimate connection to overall health: it is as much about what we fuel our bodies with as it is about the external demands we place on them. Thus, the focus has shifted to holistic strategies for sustained energy: 42% of consumers rely on supplements to support energy levels, but naturally-helpful foods and beverages are close behind (37%) and 27% embrace functional foods and beverages specifically formulated to enhance energy.
Immunity: a year-round priority
While many consumers measure immunity against how often and how acutely they get sick, it is also about long-term health and quality of life: protecting against disease and being able to engage in daily life without worrying about being sidelined. This dimension of health is also a proactive pursuit: 60% of those addressing immunity are working to prevent future issues.
Immunity is the top health benefit consumers address with supplements, with 51% of those actively supporting immunity taking supplements for that benefit in the last 12 months. At the same time, consumers acknowledge the importance of diet and tend to see no downsides in “covering their bases.” They want to get immune-supporting nutrients from as many sources as possible, so functional foods and beverages can play a potent role. In fact, over half of immune-supporting consumers are very or extremely interested in new functional foods to support this need.
Key takeaways
Functional foods and beverages are uniquely positioned to bridge these two health priorities — while also stealing share from supplements. However, solutions must go beyond surface-level concerns to address the holistic, proactive and interconnected benefits consumers seek. Doing so effectively requires an in-depth understanding of your unique consumer’s needs.
In a crowded marketplace, the most powerful solutions are those rooted in empathy and understanding. Whether it’s through thoughtful product innovation, authentic communication or a commitment to holistic health, brands that operate as a true partner on consumers’ wellness journeys will find themselves well-positioned to grow alongside them.
Source: Health Benefits 2024: From Energy to Immunity, Hartman Group