There are growing concerns over the rising incidence of non-communicable diseases (NCDs) in South Africa, especially health conditions such as hypertension and diabetes. While it was long thought that these diseases only plagued higher-income consumers who follow poor diets high in fat and sugar, reports from Stellenbosch University’s Faculty of Medicine and Health Sciences have shown an increase in NCDs among lower-income consumers as well.
An increasing number of local consumers are likely to turn to foods that offer fortification or functionality as these are increasingly seen as options that will boost their metabolism. Habits adopted during the pandemic are expected to continue as consumers look to change their diets in an attempt to stay healthy.
Concerns over the prevalence of certain diseases, but also demand for products that support consumers through their hectic day or week, will be key factors in the future growth of health benefit claims in staple foods in the coming years. As such, digestive health, which is a health benefit type of health and wellness attribute, is anticipated to record growth over the forecast period.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baked goods, breakfast cereals, processed fruit and vegetables, processed meat, seafood and alternatives to meat and rice, pasta and noodles NOTE: Couscous, polenta and quinoa are excluded from staple foods. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Staple Foods research and analysis database.
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