According to a global survey conducted by the Kerry food company, consumers have been purchasing considerably more functional foods, beverages and nutritional supplements since the pandemic began. Functional foods are products enriched with ingredients such as vitamins, minerals, unsaturated fats or bacterial cultures. Examples include yogurt, which is sometimes supplemented with probiotic bacteria, and fruit juices enriched with a variety of vitamins.

More than 40 percent of the survey respondents reported that they had purchased more functional foods or nutritional supplements during the pandemic. The main reason is health concerns. Nearly 60 percent said that they purchased these products because they wanted to strengthen their immune systems. Other reasons included a desire for healthy bones and joints (46 percent), digestive health (43 percent), heart health (40 percent) and increased energy (39 percent).

Health is becoming an increasingly important concern

According to John Quilter at the Kerry company, interest in wellness and health has never been greater than it is today. While the topic had already become more important to consumers in recent years, the pandemic significantly accelerated this trend. The survey shows that consumer preferences are changing. Interest in healthy food and supplements is growing.

There is more to this issue, however. According to WHO, 3 billion people cannot afford healthy food, and unhealthy food is associated with six of the the ten most important risk factors for diseases worldwide. The COVID-19 pandemic has had significant negative effects on food security and nutrition. For example, 370 million children have lost access to school meals, and it is estimated that another 118 million people are experiencing food insecurity.

Access to sufficient vegetables and fruits is therefore critically important. The EAT-Lancet Report estimates that production of vegetables and fruits needs to double by 2050 for the world’s population to have access to healthy, balanced nutrition.

However, millions of people lack access to sufficient fruits and vegetables. This is why companies like Bayer are increasing their cooperation with small farmers all over the world. The aim is to make new technologies available to as many fruit and vegetable producers as possible.

Children are among the most vulnerable population groups. Malnutrition in childhood can have a negative impact throughout life. A solution like golden rice, which is enriched with beta carotene, can play at least some role in preventing blindness or death among the world’s poorest populations. The multi-nutrient rice developed by ETH researcher Navreet Bhullar goes a step further: Her rice varieties contain not only beta carotene, a precursor to vitamin A, but also zinc and iron.