Health Benefits 2024: From Energy to Immunity
A companion study to our longstanding Health & Wellness research series, this report is distinctly focused on how consumers leverage functional foods/beverages and vitamins, minerals and supplements to support their nuanced approaches to achieving optimal health — and where brands can step in to meet their evolving needs.
Health benefit deep dives are the report’s hallmark, offering targeted insights and actionable recommendations across consumers’ top eight priorities: weight, sleep, energy, emotional health, beauty, gut health, cognition and immunity. The report also explores emerging trends and benefits to watch, such as sexual performance and hormonal balance. Recommendations are specifically targeted at ingredient producers, national brands, private brands and retailers.
Published September 2024 | Report length: 102 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary quantitative research: Online national survey fielded July 27–August 7, 2024, n=3,416 U.S. adults aged 18-78. (MOE) ±1.7 pts at 95% confidence level.
- Primary qualitative research: Digital ethnographies: n=17 participants. Week-long immersive engagement via asynchronous virtual platform.
- Methodology
- Executive summary
- A cultural perspective: proactive and holistic health and wellness
- Brand and retail activation
- Dashboards: Health benefit deep dives
- Weight
- Sleep
- Energy
- Emotional health
- Beauty
- Gut health
- Cognition
- Immunity
- Key takeaways and recommendations
- The trade-offs consumers navigate (short-term vs. long-term health; restrictive vs. permissive consumption) and how these tensions shape their approaches to health management
- Why the idealized whole foods diet is met with limitations, and the four key themes surrounding the challenges consumers face while aspiring toward a diet comprised of whole foods and beverages
- Benefit-specific deep dives on current consumer engagement with and opportunities surrounding the solutions used, including: foods and beverages known to be naturally helpful, functional foods or beverages with specific claims to support benefit space, and vitamins, minerals or dietary supplements specifically recommended for benefit space
