Nutiani guides nutritional brands through the inflationary environment

While inflation may be easing across the globe, consumers are still feeling the pinch with their day-to-day expenses – especially as food and beverage prices remain 50% higher than they were in 2019.

Despite the belt tightening, the health movement is still trending and 67% of global consumers cite health and wellbeing as their top priority.

However, four in 10 find health and wellbeing nutritional products too expensive. New Zealand dairy major Fonterra’s wellness brand Nutiani also found one in three say the inflationary environment has made it hard to continue purchasing the oft more expensive, better-for-you products.

Wanting to understand the current state of play, Nutiani revisited its June 2023 Consumer Health and Nutrition Index conducted in collaboration with IPSOS, which surveyed 2,500 consumers across the UK, the US, China, Japan and South Korea. The brand’s Health, Nutrition and Rising Costs report – the first of a series for 2024 – also tapped its Consumer Segmentation Research from 2022​​ and expanded on its Top 10 Health and Nutrition Trends for 2024 released earlier this year.

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What does value mean to the consumer?

Underscoring the results is a prerequisite for value-creating innovation by the brands navigating this challenging landscape.

“For brands to thrive in today’s dynamic market landscape, they must pivot towards inflation-resilient strategies,” said Komal Mistry-Mehta, chief innovation and brand officer at Fonterra.

“But it doesn’t stop there. This innovation must resonate deeply, creating a meaningful, positive impact on consumers. The future belongs to brands that understand this and adapt accordingly.”


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