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The Fibre Opportunity: What We Can Learn From Protein
1 Oct 26High protein is the widest-diffusing functional claim of the last decade in food and drink, and the cautionary tale attached to it is now visible in the numbers. Full diffusion delivered tonnage but eroded margin. Fibre is the next claim on that road, and its slower, more conditional climb is not a weakness – handled well, it is what will protect its pricing power.
Karine Dussimon
The New Wellness Claim Ladder: From Baseline to Benefit
18 May 26As consumers become more selective, claims made about food are now less about driving incremental value and more about maintaining relevance. A clearer “claim ladder” is emerging: baseline nutrition cues at the bottom, and outcome-led propositions at the top that can still justify premium pricing when aligned with category role and sensory appeal.
Karine Dussimon
Beauty Offers Health Supplement Companies a Route to Faster Growth
23 Mar 26As consumers strongly link being attractive with appearing healthy, beauty-positioned supplements surpass traditional health products in both growth and innovation focus.
Nick Stene
Transgressive Wellness: Why Taboo Is the Next Frontier for Growth
11 Mar 26The USD3 trillion wellness industry is no longer just about green juices, yoga mats and incremental optimisation. A new frontier is emerging, one that challenges long held taboos around substances, mental states and self experimentation. Euromonitor defines this shift as transgressive wellness.
Shane MacGuill
Chart of the Month: Exploring Health and Wellness Choices Among Younger Adults
25 Feb 26Functional nutrition, longevity, gut health and metabolic wellness are major topics on social media, with new products promising benefits across categories. Based on 2015 and 2025 results, the Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February in those years, shows how preferences among 20-29- and 30 39-year-olds have evolved towards more health conscious habits.
Paula Ferolla
From Perks to Personal Bests: Why Loyalty Needs a Wellness Engine
16 Feb 26Wellness has become a high value expectation for consumers, creating a strong opportunity for companies to integrate it into loyalty strategies. Its broad, adaptable scope allows almost any brand to embed wellness and form partnerships with health and wellness players. By rewarding progress on personal wellness journeys, companies create a powerful engagement loop that drives loyalty, relevance, and new revenue potential.
Rocio Franco