Survey: consumers want scientific support for snack and bakery prebiotics
The survey, from FMCG Gurus and BENEO, shows consumers want backing for functional claims.
When it comes to buying functional foods with prebiotics, product efficacy and proven claims are the most important consumer purchase motivators. This is according to a new global survey commissioned with 10,000 consumers in 10 countries by FMCG Gurus, a strategic partner of BENEO.
Looking at the expectations of respondents who already buy prebiotics, the research shows that they want products that deliver what they promise and are backed up by science. For three out of four of these consumers, the most important factors when choosing a food or drink containing prebiotics are product efficacy, health claims, and science-based claims. Interestingly, despite the cost-of-living crisis, the price aspect lags behind these considerations with 55% stating that as an important purchase factor. Having a closer look at which specific health claims are in demand, ‘digestive health’ and ‘improved general wellbeing’ (73% each) are among the most relevant for those buying food and drinks containing prebiotics.