Consumers are increasingly shifting to online shopping, and they are very interested in nutritional information. As a result, it has become vital for brand owners to position their products in the most effective way on digital platforms. In this regard, health claims have come into prominence, in line with the increasing health focus propelled by the pandemic. This report provides insights into some of the most used health claims in food and beverages, and discusses areas of opportunities.
As obesity becomes a public health issue in an increasing number of countries, governments are taking action to tackle it, mainly through legislation such as the HFSS (high in fat, sugar and salt) regulations in the UK, which put restrictions on the promotion of less healthy products, including those which are high in sugar.
Consumers’ awareness of strong immunity reached a peak during the pandemic, increasing demand for functional food and beverages with added vitamins, as well as fresh food. The growing popularity of the natural trend also propelled consumers’ desire to meet their vitamin needs through food and beverages at the expense of pills, which made “good source of vitamins” one of the leading claims in food and beverages in 2021.
The high protein claim remains one of the most sought-after claims in food and beverages, and has become more mainstream, as opposed to being confined to sports enthusiasts, in line with the increased nutritional knowledge of consumers. The increasing proliferation of plant-based products in food and beverages has also strengthened the position of the high protein claim, owing to the efforts made to emphasise the protein content of such products.
Increasing consumer awareness of digestive health (or gut health) is another factor defining food and drink labelling. In this regard, two claims came into prominence in 2021: high/source of fibre and whole grain, especially in food. However, in most cases, the whole grain claim was prioritised at the expense of the high/source of fibre claim, owing to the widely disseminated wider benefits of whole grain, one of which is being a good source of fibre.
Health and wellness is the aggregation of organic food and beverages, fortified/functional food and beverages, naturally healthy food and beverages, better for you food and beverages and food intolerance products.See All of Our Definitions
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