47% of mothers worldwide put nutrition as top priority according to new DSM survey
The extensive online study surveyed more than 7,400 mothers of children aged 4-12 across 12 countries; the US, China, Indonesia, Brazil, Mexico, Germany, Australia, India, Thailand, Vietnam, Saudi Arabia/UAE and Russia. As well as gaining an understanding of qualitative behaviors, attitudes, usage patterns and drivers of consumption for nutritionally fortified products, the survey asked parents about key health interests for their children. The results revealed that the top three interests globally were a heathy immune system, diet and sleep patterns (including quantity and quality of sleep). Specific health priorities varied across countries with Western markets prioritizing healthy teeth and bones, while cognitive development was identified as a higher priority in Asian countries like Vietnam and Thailand.
This latest DSM report offers an exciting opportunity for food, beverage and dietary supplement brand owners to develop optimal, science-backed nutritional solutions that are tailored to meet specific consumer preferences, increasing the appeal to both children and their parents. For example, the study discovered that picky eating is a challenge for parents worldwide, with 39% of kids globally considered to be selective about what they eat. As such, parents must find innovative ways to ensure their child is receiving the nutrients they need for optimal growth and development.
The survey also found that moms are already trying to complement their child’s meals by purchasing fortified food and beverages that support optimal nutrition or opting for dietary supplements to boost vitamins missing from the diet. It discovered that mothers are more likely to purchase fortified foods or beverages if they make the following claims: ‘Has essential vitamins and minerals’, ‘Supports overall health’ and ‘Provides complete nutrition’. When asked about dietary supplements, boosting or supporting immune health was a top priority globally and a recommendation by a healthcare professional is the biggest influencer of purchase.
“The findings from this particular report not only highlight the vast range of health priorities worldwide, but also provide significant insight into how the nutritional preferences of kids vary from country to country, emphasizing the importance of targeted solutions tailored to specific nutritional demands and desires,” says Laura King, Global Early Life Nutrition Segment Manager, DSM Human Nutrition and Health. “Backed by DSM’s expertise in the market, the essential insights gained from this study will help to facilitate innovation and drive growth within the early life nutrition sector, improving nutrition for kids worldwide.”
For country-specific insights or further information about the DSM Global Kids Usage and Attitude Study, please contact your DSM representative today or contact us.