New FMCG survey series explores need for better marketing in the mobility and joint health supplements market

The market researcher’s new 2022 mobility survey series so far shows that while some consumers understand that diet and nutrition support mobility, overall the nutrition, health, and supplements industry needs to get better at educating and encouraging consumers to adopt a proactive, long-term view of mobility health.

Market researcher FMCG Gurus (UK) has launched a new survey series that explores consumer attitudes and behaviors towards mobility and joint health. So far, survey results show that while some consumers understand that diet and nutrition support mobility, overall the nutrition, health, and supplements industry needs to get better at educating and encouraging consumers to adopt a proactive, long-term view of mobility health, FMCG Gurus reports.

Consumers do not make a strong enough connection between how good dietary habits and nutrition impact their mobility health. They can tend to take a passive stance towards mobility issues, believing that “declining mobility is an inevitability of aging,” FMCG Gurus reports. It adds: “Consumers struggling with their mobility state that problems are ongoing and long-term. This suggests that there is a degree of acceptance in consumers in regards to their mobility health. The industry should do more to make consumers aware that poor mobility does not have to be something they accept by promoting products that can aid with sleep health and how simple diet changes can impact overall mobility.”

In addition, although consumers are more health-conscious overall these days, the last two years found consumers focusing more on short-term health priorities such as immune health. In this environment, longer-term issues like mobility health took a backseat.

FMCG Gurus reports: “Over the last two years, consumers have become more aware of how different aspects of health can impact overall well-being. They recognize how diet and exercise can affect the body’s ability to fight infection and are taking a more proactive approach to health and boosting the immune system. However, mobility is an aspect of well-being that consumers do not pay as much attention to despite a considerable proportion of consumers stating they have concerns about their mobility health. FMCG Gurus consumer insights found that 41% of global consumers wish to address their energy levels. This suggests that consumers are focusing on short-term issues within the mobility market and there is an opportunity for brands to encourage a long-term view on mobility issues.”

The mobility, joint health, and nutrition industries can do a better job conveying the message that consumers can support their mobility health through good nutrition. Many consumers might focus on other factors like poor posture, weight gain, and lack of exercise but not also address dietary impacts.

“With only 50% of consumers stating that good dietary habits can help maintain good levels of mobility, the food and drink industry needs to do more to promote active ingredient claims and highlight the link between diet and good mobility health. Additionally, more can be done to encourage consumers to take a more active approach to improve and maintain mobility due to the impact this has on other areas of well-being such as sleep health, cognitive health, and immunity,” FMCG Gurus reports.

Some consumers do recognize that diet can impact mobility. FMCG Gurus surveys show that among those consumers making dietary changes to improve mobility, 87% said they increased their fruit intake while 85% increased their protein intake.

Protein and calcium are two ingredients in particular that consumers do associate with mobility health, FMCG Gurus survey found. This means that markets like dairy and sports nutrition can find opportunities to educate and promote their products for mobility health.

In general, the nutrition and health industry should encourage more consumers to take a long-term preventative approach to mobility health. “Brands should actively promote the importance of long-term health and should look to highlight how improving different aspects of mobility can impact overall well-being,” the market researcher states.

More information on FMCG Gurus’ mobility survey series can be obtained by emailing info@fmcggurus.com.