Consumers concerned about their physical and mental wellbeing are seeking preventative health solutions in food. This is driving sales of health and wellness packaged food, which reached USD497 billion in 2021. Free from has seen the strongest growth, driven by the plant-based trend and innovation. Consumers are looking for food as a source of immunity support, gut health and mood management. Companies are reformulating their products towards a healthier portfolio to meet increasing demand.
This report comes in PPT.
Consumer interest in fortified products and foods with functional claims is increasing, as many people are looking to supplement their diets with immune-boosting nutrients to improve gut health. At the same time, consumers are increasingly attracted by fortified/functional products positioned to help relax, aid sleep and improve the mood in order to cope with ongoing uncertainty, stress and anxiety.
Interest in plant-based products has increased further during the COVID-19 pandemic, as a result of food safety concerns. Health and sustainability reasons are expected to further drive plant-based sales in the future. The industry has been successful in improving the taste and texture of plant-based products. Nevertheless, such products’ nutritional properties in comparison to their meat and dairy counterparts might increasingly be scrutinised in the future by consumers.
Consumers are seeking out organic foods for environmental reasons, as well as health concerns, as organic food contains no genetically modified organisms (GMOs) and has no pesticide and antibiotic exposure. The availability of organic food is increasingly significantly, as many companies roll out organic versions of traditional offerings to gain extra margins, as organic products are still perceived as premium. Higher prices continue to be a barrier that hampers growth in some countries and regions.
High obesity rates among both adults and children are prompting governments around the world to take action. Sugar taxes are gaining ground, and front-of-pack labels are being introduced in order to help consumers make healthier food choices.
E-commerce accelerated during the pandemic and resulted in long-term changes in consumers’ behaviour. Online purchasing, subscription models and digital applications are thriving, and are helping to spread awareness about healthy products.
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. Please note that data is not available at this level or other aggregated claim levels.
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