FMCG Gurus: Strategies for Early Life Nutrition in 2024

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Parental Contentment with Children's Health and Wellness

FMCG Gurus’ consumer insights reveal that parents are predominantly satisfied with the overall health and well-being of their children. The majority express satisfaction with their children not being underweight (75%), alleviating concerns about issues like malnutrition and nutritional deficiencies that could impact well-being. As parents take a proactive stance toward their children's health, they prioritize preventive measures to address various challenges affecting physical and mental well-being.

Preferred Claims in Parental Food Choices

When assessing health-boosting claims in the food and beverage industry, FMCG Gurus’ market research highlights that parents show a preference for claims related to overall nutritional levels (76%) and promoting a healthy diet (75%) over specific functional claims. This emphasis on essential nutrition highlights parents' satisfaction with their children's overall well-being and underscores their focus on maintaining a healthy diet and lifestyle amidst the challenges posed by busy schedules.

Role of Nutritional Supplements in Enhancing Diets

FMCG Gurus’ findings indicate that parents view nutritional supplements as a means to enhance the healthiness of their children's diets. This interest suggests a concern among parents that their children's diets may lack essential nutrients, prompting the need for supplemental support. However, parents acknowledge the challenge of ensuring consistent supplement intake, underscoring the importance of palatable and user-friendly formats. Our consumer insights reveal that claims promoting immunity strengthening (64%) are particularly appealing to parents in the supplement sector, reflecting their awareness of potential dietary gaps.

Importance of Healthcare Professional Guidance

Driven by a proactive approach to their children's well-being, parents value specialist information from healthcare professionals in guiding their health decisions. While seeking advice from doctors is common, FMCG Gurus’ market research highlights that reliance on online articles (59%) presents potential challenges, including the risk of misinformation and misdiagnosis. It is crucial for the industry to address this issue to ensure parents have access to reliable and safe health-related information for their children's well-being.

Kate Kehoe, Marketing Manager at FMCG Gurus

This article is based on FMCG Gurus: Early Life Nutrition Trends – Regional Reports 2024. For more information, please contact us at info@fmcggurus.com.