Consumers are now connected to the dietary supplement industry in a major way! News broadcasts, magazines, industry websites and even networking sites are all reaching them with information about what our industry has been attempting to do for the past several years – to inform that there are specific ingredients in foods and beverages to help them live a healthy lifestyle.  In exchange, this has created the consumer who values the ingredients and actively seeks out products for specific results and for their unique lifestyle.

According to recent reports Generation X & Y have become the leading consumers in the search for products that fit their particular lifestyles. In addition to convenience and value, products with detoxifying properties, family health for new parents, increasing vitality and reducing tress have been amongst the top requests from these groups when it comes to their choice of functional foods and beverages. They value top ingredients such as antioxidants, Calcium, CoQ10 and Vitamins A, B, C, D and E.

Chief executive of General Mills, Ken Powell stated to the Financial Times that US consumers were “cautious and looking for value.” Consumer value encompasses everything about a product, from the price to what’s in it, they are now more conscious. Other Generation X and Y request for manufacturers include simple labels and pure ingredients. Manufacturers of functional foods and beverages has yet another opportunity to reach generational sectors with products they desire.