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Here’s a deep dive into health-conscious consumers’ different needs in energy management and the vital role of functional ingredients in supporting recovery and sustained energy.
One in three people struggles with their energy levels (even higher for women), with significant health implications; low energy correlates to poor immunity, fitness, sleep, mood, and digestive health.1 The need for more energy also increases with age.2 Despite a strong energy product category in the EMEA market, today’s solutions lack relevance for many consumers.
A recent Glanbia Nutritionals consumer study explored how today’s consumers approach and manage their energy needs—with some fascinating findings. The study revealed multiple dimensions of energy management, including reactive and proactive approaches, that point to unmet needs in energy products for the EMEA market.
Some consumers reach for products such as energy drinks or protein bars for a kick start, to recover from a dip in energy levels, or to refuel after exercise—all reactive approaches to energy management—as they seek to return to their baseline energy.3
Other consumers, particularly health-conscious consumers, more often choose products for sustained energy or energy to perform (proactive approaches).4 Addressing these different dimensions of energy management cannot be achieved with a one-size-fits-all energy product but requires a more tailored approach, with targeted functional ingredients and messaging.
Functional ingredients play a crucial role meeting energy management needs, especially in products like protein bars, beverages, and supplements. For an immediate boost, caffeine or natural caffeine sources, such as green tea extract, green coffee extract, guarana, and yerba mate, are popular choices, while caffeine-free options like creatine monohydrate are gaining traction.
For energy products positioned for sustained energy by optimizing overall health and functioning, nutrients essential to the body’s energy production or management, such as B vitamins, iron, and protein, are top choices. The right combination of functional ingredients can support sustained energy, recovery, and overall wellbeing, making these products particularly valuable for active, health-conscious consumers.
One of the key R&D challenges in delivering product innovation that meets consumers’ needs and preferences is achieving the right balance between taste and functionality. Consumer research shows that, for energy drinks and protein bars, consumers actually prioritize taste over healthfulness of the product.5
NutraShield® Microencapulations offer a solution to creating great-tasting functional products. By encapsulating functional ingredients (including caffeine, vitamins, minerals, and botanicals) that may taste bitter, metallic, or grassy, undesirable flavors can be masked, which improves product taste and allows for higher ingredient usage rates.
Microencapsulated ingredients can be added directly or blended into a custom premix solution with other energy supporting ingredients to streamline purchasing, production, and warehousing. These ingredient technologies open the door to developing delicious energy products with a much wider range of effective functional ingredients and at higher levels, if needed for optimal function.
Addressing European consumers' various energy management needs is an exciting opportunity that can help companies differentiate their products and deliver products that resonate with health-conscious consumers—with benefits that go beyond those of a traditional energy drink.
For product developers, this means targeted ingredients, attention to taste, and technologies like microencapsulation to overcome R&D challenges in supplements, functional foods and beverages. For marketers, targeted messaging to reach the different consumer segments—especially proactive sustained energy consumers, whose needs are largely unaddressed—is essential.
Product innovation, smart ingredient sourcing, and incorporation of consumer insights into your product development strategy will help your brand meet consumer expectations and stay ahead of the competition. Contact Glanbia Nutritionals today to learn more about how Glanbia Nutritionals can help you with products to support the energy needs of your target consumers.
