A new report from Datamonitor on how to target self-medicating consumers with high-nutrient products, has noted attractive opportunities for manufacturers.

An ageing population has prompted a consumer that is becoming increasingly concerned with health matters due to a desire to both look and feel good.
A significant portion of consumers, though, do not act on the belief that they need to adopt a healthier lifestyle, largely due to time pressures.While the provision of functional products addresses the health mega-trend, opportunities exist to satisfy consumers’ needs in other areas as they are seeking out products that ensure convenience as well as overall wellbeing.

With greater time spent commuting, multi-tasking while travelling and increased propensity for eating and drinking on-the-go, nutra-ceuticals offer an attractive option for those who wish to act on health concerns but have limited time. The greatest growth has been in individual consumption and single-serve products.
Consumer distrust is still a problem as well, fuelled largely by many health claims not having been subject to scientific analysis and strict guidelines need to be imposed in the future, the report says.

Endorsement by perceived credible sources such as recognised health organisations will aid in curtailing consumer scepticism about information provided by food producers.