Sneha Varghese, Consultant- Food & Beverages Domain at Fact.MR discusses key trends and manufacturing strategies in the weight management packaged food market.
The weight management packaged food market is on a continual growth, driven by rising incidences of unhealthy lifestyles and obesity issues. As per an estimation by the Organization for Economic Co-operation and Development, around 63% (two-thirds) of adults in UK are obese or overweight, making it a global issue with unhealthy consequences. People have started giving up on the idea of strict diets and are embracing a broader approach that focuses on eating a healthier alternatives. This, in turn, is creating favorable circumstances for adoption of weight management packaged food, foreseeing a solid sales volume.
What makes consumers largely inclined toward weight management dairy products?
Dairy products cater a substantial share of the overall weight management packaged food market, with consumers seeking products that are easily available and accessible. With consumers moving away from strenuous diets and resorting to healthy consumption, the demand for weight management dairy products are witnessing a healthy rise.
Unhealthy diets in combination with sedentary lifestyles remain the two biggest catalysts encouraging obesity and multiple evidences unveil that adequate calcium intake, primarily from wealth management dairy products, can help getting rid of it. A wide-spread notion persuades consumers to exclude dairy products from their diet plans with an objective of cutting down on calories. Post realization of the fact that the aforementioned is counterproductive, health-savvy consumers have started including weight management dairy products in their dietary patterns to attain the desired results.
What are the key aspects considered by manufacturers in the European weight management packaged food market while marketing their products?
As the lifestyles have evolved to be highly stressful and sedentary, consumers have started looking for solutions that are permanent as well as sustainable to retain healthy lifestyles. This persuades manufacturers to come up with inclusive marketing tactics for retaining consumers’ interest in their products, which in turn is conducive to healthy sales.
With general perceptions vis-à-vis the associated side-effects, consumers seek for potential triggers that will make them receptive to the idea of consuming weight management packaged food. In response to this, manufacturers are providing transparent labelling for making the consumers aware of the products they purchase. Moreover, manufacturers are also leveraging on social media channels, as the sheer number of users active on social media sets it apart from traditional methods.
What importance does consumer perception hold in the growth of European weight management packaged food market?
Consumer perception remains a prominent factor that could completely alter the growth potential of weight management packaged food market. If consumers start believing that the product claims are not up-to-the-mark, they start becoming reluctant to consume them. In Europe, there is a strong trend to market weight management packaged food products with claims of promoting health and wellness via reliable messages. However, communicating relevant messages to consumers remains challenging as to what understanding consumers have apropos of weight management packaged food.
With an objective of strengthening consumer confidence, manufacturers are restoring to strategic collaborations with health and nutrition specialists as well as marketing messages that are product specific with solid scientific documentation.
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