Supermarket Perimeter - April 2022 - 63

OPERATIONS
once they feel full, even if there's
still food on their plate (34%), use
smaller plates/bowls to reduce
portion size (32%) and choose
single-serve portions (31%).
By contrast, one in six (17%)
say they don't pay any attention
to portion sizes, with people
over the age of 45 and those that
make less than $40,000 per year
are more likely to belong to this
group. Of them, the vast majority
(71%) chose " don't want to be too
restrictive on how much they eat
or drink " among their top two
reasons. One-third (33%) said it is
more important not to waste food
than to have the right portion size.
Overall, these results paint a
picture of consumer confusion
about portion and serving sizes.
Despite having distinct definitions,
many Americans use these terms
interchangeably, highlighting an
educational opportunity to help
consumers better understand our
food choices.
Proactive health concerns are
at the forefront of purchasing
decisions across all generations,
according to Kerry, the world's
leading taste and nutrition
company.
Functional benefits
Kerry research shows that
consumers in all age groups are
interested in food and beverages
with functional benefits - with
demand for immune support,
joint health and digestive health
particularly high.
The insights are contained
in the company's new eBook,
" Functional Health Benefits
for Every Generation, " which
highlights growing proactivity
around nutrition and the
expansion in markets for
products targeting specific life
stages and other demographic
categories, such as gender.
It explores the needs of three
groups, in particular:
Houston-based Phoenicia Specialty Foods offers hand-held snacks like authentic samusas.
Millennial parents: Millennials,
who are now parents to around
half of children in the US, are
particularly likely to carry out
extensive research ahead of
purchases.
Young actives: Focus areas
for Generation Z consumers
and younger millennials include
athletic performance, education
and work. They have a holistic
approach to wellness and are
interested in benefits such as
improved sleep.
Older adults: As consumers
enter their 40s and 50s their focus
shifts, with greater emphasis on
physical and cognitive health.
The research also found that
demographic factors affect
demand for benefits in particular
applications. For example, for
consumers in the older millennial
category and upwards, tea and
coffee are popular platforms for
immune support.
" Across all age ranges,
consumers are now looking for
functional benefits from their
favorite food and beverages, "
explains John Quilter, Kerry's
vice president of ProActive
Health. " However, it's also
true that different groups
often have different needs,
so an understanding of the
importance of demographic
factors like age and activity level
can help manufacturers create
on-trend products. For example,
manufacturers should use
functional ingredients that are
supported by research as well as
appealing to children's tastes to
win over millennial parents. "
The eBook also highlights the
range of value that Kerry offers its
customers through collaborative
go-to-market support. This
includes proprietary market
insights, access to a team of more
than 1000 scientists, nutritionists,
product formulation experts and
marketers around the world.
It features case studies where
partners have formulated with
ingredients from the ProActive
Health portfolio to create
innovative functional products.
" Kerry's ProActive Health
supermarketperimeter.com
portfolio is an extensive range
of ingredient brands that can
help manufacturers meet the
proactive health needs of global
consumers. It is the result of
our belief in inspiration through
formulation and nourishment
through wellness, and it includes
our flagship products BC30™,
Wellmune®, Sporevia™ and
Eupoly-3®. What unites them all is
a commitment to credible science
and strong clinical data. This
is essential in today's wellness
markets, where transparency
is a must, " Quilter points out.
" At Kerry our vision is to be our
customers' most valued partner.
That means helping them create
innovative products that are better
for people, pets, society and the
planet. Working with them to
make a lasting difference isn't
just about offering them clinically
validated, branded ingredients. It's
also about co-creating exciting
new products - whether that's
a milk with Omega-3, a tea with
immune health benefits, or a
probiotic. "
APRIL 2022 - 63
http://www.supermarketperimeter.com
Supermarket Perimeter - April 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2022
