Over the forecast period, consumer demand is set to rise for healthier options in staple foods particularly those that are perceived as being less harmful, are fortified/functional with vitamins and minerals or have vegetables as a source of fibre. For example, in bread, functional ingredients include grains and seeds, superfoods, vegetables and beans, as well as claims such as high fibre or high protein.
Vegan and plant-based products are likely to increase in popularity as more consumers are interested in both the environment and animal welfare. This should benefit dietary and free from foods.
Dairy free appeals to people who have specific diets and food intolerances, with this category growing in popularity as consumers will seek to better look after their health. It will also become more popular among those who are concerned about animal welfare and the environment and who have no dietary issues.
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Understand the latest market trends and future growth opportunities for the HW Staple Foods industry in Denmark 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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