Addressing health inequities

Health inequities remain a challenge for vulnerable consumers

There's a stark inequity at play in America – lower income consumers (making less than $40K) are much more likely to face health issues including Type II diabetes, urinary incontinence, chronic constipation, and IBS.

With many of these ailments stemming from dietary choices and weight issues, lower income consumers face both economic and accessibility barriers to “healthier” foods. American households, particularly low-income households, are reevaluating how food plays a role in the ailments they face, both from a reactive and proactive perspective of avoiding future dietary related ailments.

Source: NIQ, Retail Measurement Services – NIQ Product Insight, powered by Label Insight; Total US xAOC; Total Food & Beverage; $ % Change vs year ago; 52 weeks ending November 4, 2023

How is food and beverage affecting OTC and VMS?

Brand loyalty is declining as consumers become more educated; they are now prioritizing health claims, health benefits and specific ingredients over brand allegiance. As a result, the lines between categories are blurring as consumers think more holistically. For example, shoppers are seeking digestive aid in functional beverages, cereals and other grocery items across the board, rather than a specific digestive health product.

The concept of food as medicine is gaining traction, reaffirming the role nutrition can play in sustaining health and promoting wellness – especially for disadvantaged consumers who may lack access to medical resources.