Health claims will continue to support the sale of staple foods over the forecast period, while dietary changes will drive growth in vegan and plant-based alternatives. The strongest sales will continue to be seen from high fibre options, followed by gluten free goods.
In addition to vegan and plant-based goods, gluten free options struggled in 2023, recording a decline in growth as consumers were challenged by reduce disposable incomes. However, across the forecast period, sales are set to recover – boosted by higher food budgets, in addition to the rising popularity of free-from goods to support health goals.
As disposable incomes improve, vegan and plant-based products will see growth recover 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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