Kitchen Medicine: 2022 Global Food First Consumers Report – Ingredient Opportunities with a Focus on 23 Countries –

DUBLIN–(BUSINESS WIRE)–The report “Kitchen Medicine: Food First Consumers Global Report – 2022” has been added to from offer.

Today’s consumers are more proactive and want greater control over their health and well-being. There is a growing interest in the use of foods, beverages and supplements for curative, preventive and functional purposes.

This report dives deeper into the topics of Food as Medicine and Functional Foods and Beverages (globally, regionally and in 23 individual countries) to help companies better understand buyer motivations and attitudes. and enable them to connect more powerfully with their targets and bring solutions to market faster and more cost-effectively.


  • NORTH AMERICA: United States and Canada

  • LATIN AMERICA: Brazil and Mexico

  • EUROPE: France, Germany, United Kingdom and Russia

  • MIDDLE EAST AND AFRICA: Saudi Arabia, Turkey and Nigeria

  • SOUTH ASIA: India and Pakistan

  • EAST ASIA PACIFIC: Australia, China, Indonesia, Japan, Philippines, Thailand, South Korea, Malaysia, Taiwan and Vietnam


Target profile: Food consumers first

  • Explores a segment of shoppers, called “food first consumers”, to better understand their unique attitudes and needs. The group is globally profiled and scaled in each region and country.

food as medicine

  • The actions taken by buyers and their demographic and market variations. Are consumers actively choosing foods/drinks that provide protective and preventative health benefits? Do they choose foods/drinks for specific medical purposes?

  • The importance of medicinal/healing benefits in food and beverage choices.

  • How has their belief in foods/drinks/ingredients with medicinal benefits changed over the past 2 years?

  • Buyers’ attitudes about diet versus pharmaceutical drugs contribute to overall health.

Functional Foods and Benefits Shoppers Want

  • Level of interest in functional foods/beverages (i.e., provides a health benefit beyond nutrition) and how interest varies demographically and globally.

  • Identify the specific functional benefits buyers are looking for. This report covers over 20 benefits shoppers are actively looking for in food/beverages, including stress reduction, mental performance, immunity, digestion, energy, weight, heart health, mood, satiety, sleep, sports performance, etc.

Opportunities for “kitchen medicine” ingredients

  • 20+ ingredients plotted on Ingredient Analyst

  • Quadrant of strategic opportunities.

  • Level of consumer interest in:

  • Antioxidants

  • Adaptogens (eg, ashwagandha, ginseng, maca)

  • seaweed/seaweed

  • Ayurvedic ingredients

  • B vitamins

  • Beta-glucan (oat fiber)

  • bone broth

  • Botanicals (e.g. hibiscus, echinacea, etc.)

  • CBD

  • coconut oil

  • collagen

  • elderberry

  • Fiber

  • Ginger

  • Hemp

  • Medicinal mushrooms (e.g. lion’s mane, reishi, shiitake, etc.)

  • Omega-3 fatty acids (from fish, flax seeds)

  • vegetable protein

  • Postbiotics

  • Prebiotics

  • Probiotics

  • Protein

  • Turmeric

  • Vitamin C

  • Vitamin D

  • Whole grains

  • Zinc

For more information about this report visit

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