The pandemic has drastically changed the way consumers perceive their health aspirations. Traditionally goals were appearance-related, driven by weight and physique, whereas now there is a very distinguished shift to inner health and an additional consciousness to what is best for the body. This includes cognitive, digestive, heart, skin, and immune health. These elements have led consumers to a more holistic approach to their health; consumers wish to maximize their health and stay active for as long as possible. This awareness can only be expected to increase as more people become aware of the connection between these health factors and how they interlink. With this, there is a shift in consumption and a higher awareness to what people put into their bodies. Naturally, consumer shopping and dietary habits have evolved with this transformative shift in their perceptions to health. Fortified food and drinks have become increasingly popular as a result. 48% of consumers agreed they will continue to consume fortified food and drink even after COVID-19 has passed, which reinstates the aftermath of the pandemic has evolved consumer shopping habits and consumption.
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