Niki Kennedy, director of insights & content at Glanbia Nutritionals, joined the NutraCast to discuss a recent consumer study focused on female health and wellness trends that examined consumer needs and preferences across categories like snacking, functional beverages and dietary supplements. Key insights include the importance of nutrients like protein, fiber, and micronutrients for active women, as well as the growing demand for personalized and preventative health solutions.
Kennedy highlighted how the research helped Glanbia better understand and serve the evolving needs of female consumers. She added that active female consumers have unique nutritional needs and preferences, with format, flavor and convenience playing a major role in purchases.
“Regardless of the format, it has to taste good,” she said. “It has to be a genuinely good tasting product on the occasion where, in this case, the active female will use it. So depending on the nutrient you're talking about, there are a few approaches to this. Take protein, for example. The RTM format is a really cost-effective solution for active women. And we know that a lot of active women go to the RTM format. But RTD is maybe for someone else who is looking for that convenience factor that doesn't have time to scoop, add water, shake, et cetera. They want to grab something and just go.”
Kennedy also emphasized that women face various health concerns across generations, with millennials being most concerned about managing stress and mental health. Gen Z women prioritize weight management while older female boomers focus more on heart health. Interestingly, millennials are the only group that ranks gut health as a top priority, which may be linked to stress or even their heightened awareness of the gut-brain connection.
The discussion also highlighted the growing awareness around the connection between exercise, mental health and overall wellness, particularly among millennials. Kennedy noted that while the mental health benefits of exercise have always existed, the current macro trend around holistic wellness has brought these connections to the fore.
“It feels like across every level of sport and exercise, the mental aspect is becoming more important, from athletes like Simone Biles or Naomi Osaka highlighting the impact of mental health on their performance to your yoga teacher, asking you to set an intention for your practice today,” Kennedy said. “I just think mental health is permeating this aspect of sports performance and activity, and so we are now making those connections to it.”
To hear more insights on key trends including generational differences across health priorities, why women stop taking supplements and what they are looking for, listen to the NutraCast.
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