Increasing awareness of the links between diet and a strong metabolism is expected to lead more consumers to look for products with targeted functionalities and fortifications, such as high protein, probiotic, or good source of omega-3. As a result of this trend, high protein, a type of fortified/functional claim, is expected to be a rapidly growing health and wellness claim in snacks in 2023, with retail sales rising by a CAGR of 12% at constant 2023 prices, to reach JPY8.
In recent years, consumers have been examining their diet more closely due to specific health concerns, and have started becoming more selective about the ingredients and nutrients included in their foods. This has benefited alternatives to animal-based products, and also foods that align with a specific type of diet.
As consumers continue to pay closer attention to the health benefits that specific foods can offer, there is increasing interest in particular diets, products which can be consumed by those with food intolerances, as well as plant-based and vegan alternatives. As a result of this trend, dairy free, which is considered a type of dietary and free from claim, is set to record dynamic growth rates within snacks in the forecast period, although from a fairly low base.
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