The pandemic has shifted consumer views towards their health across the globe. New research results show that this pursuit for health will influence the energy product market, as consumers demand healthier alternatives to boost their struggling energy levels. The survey was conducted on behalf of BENEO with 5,000 consumers across Spain, France, Germany, Poland and the UK.

Improving mental wellbeing, overall mood and physical energy levels were some of the essential health aspects that gained momentum due to the pandemic. According to BENEO’s research, almost 1 in 3 consumers in Europe have been juggling feeling tired and a lack of energy during the pandemic. To improve energy levels, half of those surveyed said they have been looking for food and drink products to help them make it through the day. This figure rises even more amongst younger adults (18–34-year-olds), with 8 out of 10 young European consumers seeking out energy-boosting products (increasing to 85% in the UK). During a pandemic, the demands of parenting have also left their mark, with 7 out of 10 European consumers with children saying they have turned to food and drink to boost their energy levels (growing to 82% in the UK).

As well as fatigue being an increasing issue, the pandemic has also made people more aware of the fragility of health and the need to look after themselves. More than ever before, consumers are linking their diet and their health, with 63% making an increased effort to eat and drink healthier in the future because of the pandemic. Also, staying fit and active and having a balanced diet have been significant concerns during the pandemic and 2 in 3 consumers now see a healthy diet as the key to controlling their future health.

A common way of boosting energy is via energy drinks, which have a wide appeal – being consumed by parents, young adults and gamers, to name but a few. However, in light of the current trends, many consumers are looking for products in these categories with healthier attributes, more natural ingredients, or benefits of sustained energy. At the same time, awareness is growing amongst consumers that some types of sugar are healthier than others. Today, 1 in 2 consumers see sugars or carbohydrates that have a lower impact on blood sugar levels as enticing. Additionally, 2 in 3 consumers find BENEO’s Palatinose balanced sugar appealing because it supports a healthier lifestyle and provides sustained energy. This makes a compelling argument for the continued development of healthy alternative energy-boosting products.

Myriam Snaet, head of Market Intelligence and Consumer Insights at BENEO, commented, “This survey quantifies the trend we have seen play out throughout the pandemic. The safeguarding of mental health and physical energy has now become key to European consumers. This higher interest in health and nutrition also links itself to an increased focus on preventative health, where blood sugar management can play a role. Interestingly, this study is the significant size and diversity of the target group that is more interested in claims relating to balanced blood sugar levels. With such a broad appeal for healthy lifestyles, manufacturers who incorporate the balanced sugar, Palatinose, into their products will be well set to make the most of this trend both today and in a post-pandemic world.”

Palatinose, BENEO’s alternative sugar, is fully yet slowly digested and provides full carbohydrate energy but in a balanced and sustained manner, keeping blood glucose response under control. It occurs naturally in honey and is derived from sugar that is naturally extracted from sugar beets. Being low glycaemic, Palatinose enables manufacturers to create products that deliver energy more balanced while improving blood sugar management.