Men Talk

Men have historically been regarded as the physically strong cornerstone of their families. This may be why they are less likely to seek medical advice when needed, which is one of the factors that has led to a differences between health outcomes for men and women – with the former more likely to experience poor health. However, times are changing and due to the modern drive towards a greater gender parity, personal care and functional nutrition products are no longer created just for women.

Today, more Asian men are taking a proactive approach to improve their health and wellbeing. Their views on health and nutrition however remain greatly under-researched, unlike their female counterparts in the industry. This, combined with men’s reluctance to discuss personal healthcare and wellness issues in a social setting, contributes to an industry-wide gap in knowledge of them. Beverage manufacturers cannot afford to disregard this growing market segment. They should ensure that their products, packaging and marketing messages address key male health concerns and interests.

Trends
To gain a deeper understanding of men’s perceptions of their nutritional and health requirements, DSM Nutritional Products has carried out a research across six countries (Brazil, Germany, Japan, China, France and the US) early this year. The online survey sought the views of a nationally representative sample of 250 men in each country, with a total of 1,500 surveyed.

The results provided insight into distinct national preferences that can help fortified beverage manufacturers in Asia to better serve the needs of their target consumer groups. Interestingly, the study suggests that men have greater national disparities concerning health and nutrition than females, who tend to show different views based on age and income.

The research revealed that heart, eye and mental health are the top three health concerns for both Chinese and Japanese males. On the other hand, most Asian men are found to be interested in healthy eating and nutrition, emotional health and relaxation.

Think global, act local
The study provides a useful insight into the consumer attitudes towards functional ingredients. Over a quarter of survey respondents claimed to use such ingredients to maintain their health, with Chinese men being the greatest advocates. However, country-specifi c differences prevail. China and Japan are the prime markets for vitamins and supplements, whereas the other countries studied have shown a clear preference for functional food and beverages.

Asian males are found to prefer taking dietary supplements (36.8% in China and 29.5% in Japan) over consuming functional food and beverage products (29.2% in China and 20.1% in Japan).

Notably, European men in general are most skeptical about fortifi ed products. In contrast, Chinese men said they were open to try new nutritional beverages that address their areas of interest or concern. In terms of the preferred methods of maintaining their health, Chinese men revealed an above average interest in a healthy balanced diet and active lifestyle. Japanese men were however more inclined to diet for weight management but scored below average on their interest in skincare and grooming.

Understanding men
The consumption of functional products is highest amongst males between 18 and 24 years. This can be attributed to younger males often being more informed about the various functional ingredients and associated health benefi ts. Mood and stress tend to be at the top of the agenda for males between 25 and 35 years old, whereas those between 55 and 64 years are predominantly driven by diagnosed conditions.

Survey respondents in China and Japan revealed a prominent correlation between levels of awareness and usage of functional beverages – men who know about health-promoting ingredients tend to consume them. In order to gain greater market share and secure profi tability, beverage manufacturers should educate men about the added value of their products.

Drink to health
Men tend to seek solutions that they can manage independently while addressing modern lifestyle changes. Ready-to-drink beverages and powder blends are therefore fl ourishing as some of the most popular nutraceutical applications for men.

Across the six countries studied, 22.9% of respondents consumed functional beverages for preventative care; 21.2% were motivated to buy products that boost mental energy, and 19.6% consumed such beverages to improve their essential nutrients intake to maintain a healthy diet.

The convenient format and wide variety of fl avors of functional beverages offer manufacturers plenty room in new product developments and opportunities to cater to regional taste preferences, such as the green tea-fl avored beverages in Asia Pacifi c. The research has also provided information on the popularity of vitamin-enriched drinking yogurt, which was reportedly considered as a choice nutraceutical application by Asian respondents.

In addition, Chinese consumers have demonstrated a greater demand (32.6% of respondents) for fortifi ed dairy products than those from the other countries studied. Japanese respondents are however found to have a below average consumption of functional dairy beverages – more marketing initiatives and consumer education are perhaps needed to address the ailing product demand in the country next year.

-----

Addressing concerns

Beverage manufacturers can capitalize on the burgeoning male interest in added-value nutrition by incorporating functional ingredients that address the prevalent health concerns in their products. Based on the analysis of consumer data, DSM has identified healthy eating and nutrition, emotional health and relaxation as the three principal grounds of interest for men in China and Japan.

Its research showed that men generally recognize the link between a healthy diet and mental performance, with the latter playing a significant role in their career success and job satisfaction. Further studies showed that an adequate supply of certain nutrients can significantly enhance mental performance.

The B-vitamins are responsible for proper energy metabolism in the body and brain. Similarly, according to articles in the American Journal of Clinical Nutrition in 2008 and Expert Review of Neurotherapeutics in 2009, adequate intakes of folic acid, vitamin B6 and B12 can help to support normal cognitive function throughout one’s life.

Vitamin B12 is involved in the metabolism of every cell in the body. A deficiency can cause severe and irreversible damage to the brain and nervous system, according to a study in The Lancet. These B-complex vitamins help one maintain healthy homocysteine levels, which may protect the delicate blood vessels in the brain, stated Proceedings of the Nutrition Society in 2008.

In addition, a 2000 article published in the Journal of Nutrition reported that zinc is another known brain booster that is highly concentrated in a particular type of neuron found in the forebrain, at the site where neurotransmitters are released.

Mental stamina plays an important role to one’s overall wellbeing. Natural ingredients associated with healthy cognition, such as guarana and ginseng, have been shown to work in synthesis to improve memory functions, according to a 2004 article in Pharmacology Biochemistry and Behavior. Functional beverages that incorporate these intelligent ingredients will therefore empower men to look after their health in a convenient and easy way.