Inadequate availability of healthier beverage options in supermarkets promotes unhealthy consumption among the majority.
In Munich, a survey reveals that the majority of Germans support supermarkets replacing unhealthy drinks with healthier alternatives. The rising interest in healthy eating is not reflected in the drinks aisle, with two-thirds of the current assortment considered unhealthy by consumers.
A significant finding was that almost 95% of consumers under 35 desired assistance in optimizing their eating habits. Among the key factors that consumers consider when appraising a healthy drink are low sugar content, vitamins, minerals, and natural ingredients. However, there are differences in expectations due to age: while aversion to sugar and the desire for vitamins and minerals are consistent across age groups, only 13% of 18- to 24-year-olds expect natural ingredients in healthy drinks, compared to nearly every third person aged 65 and above.
Egbert Wege, partner and retail expert at Deloitte, commented that "consumers share the desire for healthy eating, but their understanding is highly individual." Wege added that providers should tailor their assortment extremely precisely to their target group.
Vitamins, minerals, and trace elements are currently trending in drinks, with nearly a third considering them a decisive criterion for a healthy drink. Interestingly, most consumers are not looking for a specific liquid nutritional supplement but rather "many vitamins." Deloitte's Anna Krug suggests that manufacturers should develop products with suitable ingredients for the masses and clearly communicate their health benefits.
Over half of consumers examine nutritional values and ingredients closely before purchasing drinks, according to the survey. However, nearly 41% of the drinks they consume are still considered unhealthy, suggesting a need for help in implementing their health-conscious intentions. Over 40% of respondents expressed a desire for supermarket support in selecting healthier brands and alternatives.
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The trend differs significantly across age groups: while 27% of consumers aged 65 and above do not require additional information from their supermarket for shopping decisions, nearly all respondents under 35 actively seek assistance in optimizing their dietary habits. This discrepancy presents a clear signal to retailers.
Deloitte's digital tools that inform about calories and nutrients and recommend healthier alternatives can be advantageously integrated into the shopping process, especially for younger consumers. Such additional services support their personal health goals, the company suggests. The results were collected in January 2025 as part of the Deloitte Consumer Spotlight Survey. The full study titled "Cheers, to health!" is available here. The press contact for further information is Nora Ottenberg, Media Manager, at +49 89 29036 6577 or [email protected].
As the demand for healthier beverage options grows, supermarkets and manufacturers adapt their strategies to cater to this trend. Emphasizing natural ingredients, sustainability, and specific health benefits that appeal to different age groups and gender preferences is crucial in this competitive market. The survey findings highlight the importance of providing essential guidance and support to consumers in their quest for healthier choices.
- In the trending health-and-wellness sector, nearly 95% of consumers under 35 are seeking assistance to optimize their eating habits, focusing on factors like low sugar content, vitamins, minerals, and natural ingredients.
- Anna Krug from Deloitte suggests that manufacturers should develop products with suitable ingredients for the masses and clearly communicate their health benefits, as nearly a third of consumers consider vitamins, minerals, and trace elements as decisive criteria for a healthy drink.
- The interest in healthy-diets and personal-growth among younger consumers presents an opportunity for supermarkets to support them by providing digital tools that offer information about calories, nutrients, and recommend healthier alternatives during the shopping process.
- While older consumers may not actively seek additional information, retailers can cater to the diverse needs of all age groups by emphasizing natural ingredients, sustainability, and specific health benefits in their products and strategies, reflecting the rising demand for healthier beverage options.
