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“Consumers are largely motivated by the strength of nutritional supplements”
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Monday, 02 May, 2022, 08 : 00 AM [IST]
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 Global leader in nutrition, ADM has identified key evolving consumer behaviours impacting the dietary supplements landscape. With the ongoing global pandemic pushing more consumers to take a proactive approach to their health and wellness, the company looks at emerging trends and need spaces in the supplements field to attract and retain supplement consumers. Lois Mo, marketing director, health and wellness, APAC, ADM, shares her views on consumer’s health and wellness routines across all aspects of their lifestyles, in an email interview with Kimberley Fernandes. Excerpts:
What are the top consumer motivations, pointing to key opportunities for health and wellness brands to develop tailored supplement solutions that fit into consumers’ unique lifestyles?
According to FMCG Gurus research, 21.3% consumers in Asia Pacific have taken nutritional supplements (vitamins included) to improve their overall health. Consumers are largely motivated by the strength of nutritional supplements which can offer faster results, boosted nutrition and meet their personal nutritional needs. Nutritional supplements are also expected to be more affordable, effective, natural, flavourful, and tailored to their health and wellness goals.
To attract and retain future dietary supplement users, ADM provides innovative solutions that offer holistic health and wellness benefits (i.e., digestive health, immune health, skin health, weight management, metabolic health, mind health, heart health, healthy aging) and are designed to meet different lifestyles across all ages. Available in a variety of product formats, these solutions are further supported with science-based functional ingredients (i.e., prebiotics, probiotics, postbiotics, natural fibre and botanicals), and can be combined with protein, taste, texture, nutrition and colour, to offer consumer-driven solutions that help brands grow in Dietary Supplement category.
What are the different types of products offered by the company, and which are most popular among consumers?
ADM offers a diverse portfolio of ingredient solutions that improve taste, texture, nutrition and colour for a wide variety of health & wellness and food & beverage applications. These applications include culinary, dairy, snacks, alcoholic & non-alcoholic beverages, baked goods, cereals and more.
A notable ingredient among ADM’s solutions is Fibersol, our award winning dietary fibre which is clinically shown to support gut health, where 70% of our immune system resides. Published clinical research shows that Fibersol promotes the growth of beneficial (as noted by scientific community), microbes that aid in maintaining a healthy digestive system. Product developers turn to Fibersol because it is highly soluble, has low viscosity and is heat, acid, shear, freeze and thaw stable. Additionally, it easily incorporates into a variety of food and beverage applications with little to no impact on taste for a great-tasting experience. It is also suitable for use in dietary supplements.
How are your products different from the ones available in the market?
Consumers are increasingly informed of the connection between how their metabolic health can support weight management, given the sedentary lifestyles of many consumers during the pandemic. In Asia Pacific, most consumers have become more concerned with immunity since Covid-19, and brands are responding to this by frequently incorporating prebiotics, probiotics and postbiotics into supplements, functional foods and beverages.
ADM is an end-to-end solutions provider that supports food, beverage and supplement brands by unlocking innovative applications that will give their business an edge. From understanding consumer need states and developer challenges to leveraging our unparalleled portfolio, ADM supports brands from the initial ideation stage through to final product.
People are drawn towards cultivating a healthy lifestyle. How does this trend affect the industry? What are the key driving factors and challenges in the industry?
Consumer sentiments around health and wellness have shifted dramatically over the past year. Globally, people are looking for proactive, convenient ways to improve their overall health and wellness. Developers can win with consumers by recognising and prioritising health and wellness needs in products. A reported 65% of APAC consumers are more concerned about immunity since Covid-19 and 21% of APAC consumers are frequently using supplements to boost immune health.
Beyond immunity, I’ve mentioned that consumers have renewed motivations to take a more holistic approach to their health and wellness goals. This highlights that consumers are focussed on sustaining health and wellness through nutrition, including supporting gut health and taking supplements for resilience, and this is likely to be an enduring behavioural change, even after the global pandemic is over. We respond to this by helping food and beverage companies develop customised solutions to meet evolving consumer needs for healthier living.
With consumers actively seeking out food, beverage and dietary supplement solutions to meet their renewed health and wellness goals, companies need to get to market fast with science-backed solutions in convenient, innovative formats preferred by consumers. ADM’s science-backed portfolio includes cutting-edge microbiome solutions, naturally sourced botanicals and specialty ingredient solutions that support a wide range of consumers’ health and wellness perceived needs. Plus, ADM offers customers integrated solutions from every stage of development through launch.
Describe the company’s vision for sustainable living.
Underlying our purpose to “unlock the power of nature to enrich the quality of life”, at ADM, we understand how fundamental is to promote importance of sustainable and responsible practices, and our commitment to supporting our planet and its natural resources. We’ve committed to meet our fundamental responsibilities in the areas of human rights, labour, environment and anti-corruption. As the bridge between growers and the products on store shelves, ADM is in a unique position to influence responsible practices throughout the entire agricultural value chain.
It starts on the farm, where we work closely with our global network of suppliers to advance sustainable practices to improve yields, conserve water, and reduce greenhouse gas emissions. In 2020, we surpassed 13 million acres that we’ve supported through sustainable farming programs over recent years.
Our efforts continue after the harvest. We’re making strides in meeting our ambitious Strive 35 plan to reduce the environmental impact of our processing operations by reducing our greenhouse gas emissions, water, energy and waste by 2035. We’re improving the efficiency of our facilities and vehicles, finding alternative uses for waste, reusing and recycling water, and sequestering carbon at our onsite capture and storage facility.
With the critical role that natural resources play in providing access to nutrition worldwide, we strive to create a more resilient, secure and sustainable food system. By doing so, we not only provide value to our key stakeholders, but we do it while making a positive impact on people and the planet.
Are you planning on introducing any new products in view of the changing trends in the market? Any plans on new collaborations with Indian markets?
Our eyes are always toward the future. We’re continuously looking to new ways, new formulas and new possibilities. We create and innovate to meet the needs of consumers and developers alike and are always on the lookout for opportunities and collaborations that will give customers an edge in the marketplace.
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