The health and wellness trend will push consumers to pay more attention to the ingredient lists in the staple foods they buy. It will also be easier for them to have access to all the information they need to make informed decisions.
Given that staple foods categories are generally mature by nature and offer limited opportunities for volume growth, there is considerable motivation for manufacturers to invest in value-adding innovation in order to drive sales. Health and wellness is set to be a key focus for new product development, as consumers become increasingly interested in optimising their nutritional intake.
Ultra-processed food is increasingly becoming a focus of concern for health conscious consumers, with the high proportion of calories deriving from ultra-processed food in modern Western European diets increasingly being associated with a wide range of health problems. In this context, consumers are becoming increasingly concerned about the ingredients in products and moving towards cleaner labels.
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Understand the latest market trends and future growth opportunities for the HW Staple Foods industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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