Vitafoods announces new State of the Nation consumer report ahead of Vitafoods Europe 2021

Vitafoods has announced the launch of its latest State of the Nation report. Compiled with FMCG Gurus, the company’s second report, the State of the Nation, deep dives into consumer attitudes, buying behaviour, and preferences in health and wellness.


Heather Granato, VP Content Health & Nutrition at Informa Markets comments: “Discovering what drives consumers is key to designing successful nutraceuticals products. Through real-world consumer data, the State of the Nation highlights that now is the time for brands to take stock, consider the evolving landscape, and leverage the latest insights to fuel their innovation.”


Mike Hughes, Head of Research and Insight at FMCG Gurus, adds: “Analysis of our latest consumer data for the State of the Nation shows we’re entering a new era of health and wellness post-pandemic. The global COVID-19 pandemic inspired a new way of thinking about health – one that’s more holistic, proactive, and positive – so-called positive nutrition. As well as looking to proactively boost their defences against disease and their health markers across the board, we found 63% consumers were also more attentive to ingredient listings in the last year, and nearly half of people made a change to their diet in order to be more sustainable. This creates an opportunity for brands to bring together the health of mind, body, and planet in this new era.” 


Visitors to Vitafoods Europe, in person in Geneva or online, can hear more about the report’s full findings and its implications for the industry at Mike Hughes’ keynote presentation on the Main Stage on Tuesday 5th October at 11am CET.


This year’s Vitafoods Europe event has a new hybrid format, with attendees able to connect both in-person at Palexpo in Geneva (5-7 October) and online (4-8 October).  

Visitors can register for Vitafoods Europe 2021 for free until 4th October (€160 thereafter):

The State of the Nation report will be available to download on site at the live event in Geneva, and all registered visitors will receive a free copy after the show.


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