Executive Summary

Mar 2019
Ongoing growth for health and wellness in 2018 as consumers avoid sugar

Health and wellness recorded further growth in 2018. As lifestyles become increasingly hectic, demand has risen for products that offer a convenient way to maintain health, boost wellbeing and/or manage weight, but most importantly which are low in sugar or sugar-free.

Americans become more aware of the importance of nutrition

Consumers are becoming much more aware of the importance of nutrition and its relationship to health and wellness. Much of this stems from growing publicity in the media and wider knowledge gained through access to the internet.

Multinationals continue to lead this fragmented landscape

The competitive landscape in health and wellness in the US remained highly fragmented in 2018 with the vast majority of the leading players being multinationals. General Mills, Danone and Kellogg are the leading players in HW packaged food, while Coca-Cola, Monster Beverage and Gatorarde have paved the way in HW beverages.

Modern grocery retailers remains the most significant channel for health and wellness

Modern grocery retailers retained the largest share of health and wellness products in the US during 2018. These outlets continue to develop rapidly across the country, with their longer opening hours, comfortable shopping environment, and one-stop shopping convenience ensuring their popularity.

Health and wellness set to experience further growth driven by clean label

Health and wellness is expected to continue witnessing positive retail value growth in the forecast period. While categories such as better for you and fortified/functional with their often highly processed and unnatural ingredients will register mixed performances, naturally healthy and organic food and beverages will continue to be appreciated for their wholesome characteristics, making them firm favourites among American consumers.

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Health and Wellness in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Health and Wellness industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Health and Wellness in USA?
  • What are the major brands in USA?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in USA?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Health and Wellness market research database.

Better For You Beverages in the US

HEADLINES

PROSPECTS

Reduced caffeine gives way to managed caffeine
Reduced sugar carbonates face competition from other categories
Stevia, monk fruit and coffee fruit being developed as new sweeteners

COMPETITIVE LANDSCAPE

Dr Pepper Snapple succeeds in this contracting category
Private label excels in flavoured bottled water
Reduced fat hot chocolate remains unappealing

CATEGORY DATA

Table 1 Sales of BFY Beverages by Category: Value 2013-2018
Table 2 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 5 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in the US

EXECUTIVE SUMMARY

Ongoing growth for health and wellness in 2018 as consumers avoid sugar
Americans become more aware of the importance of nutrition
Multinationals continue to lead this fragmented landscape
Modern grocery retailers remains the most significant channel for health and wellness
Health and wellness set to experience further growth driven by clean label

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Packaged Food in the US

HEADLINES

PROSPECTS

Sales of reduced fat products continue to decline as fat maintains its newfound reputation
Consumers look to indulge with reduced sugar products
Consumers look for easy ways to reduce sodium in their diets

COMPETITIVE LANDSCAPE

Private label products following reduced sugar indulgence trends
Manufacturers find success by focusing on natural rather than BFY attributes
BFY products are more beneficial than those in inherently processed food categories

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in the US

HEADLINES

PROSPECTS

Coffee looks beyond energy towards additional functional benefits
Sugar trumps functional benefits in fruit/vegetable juice
Bottled water offers more than just hydration

COMPETITIVE LANDSCAPE

Declining share for Pepsi and Coca-Cola in bottled water
Energy function propels Monster and Red Bull
Ongoing gains for Talking Rain Beverage

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 36 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 37 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 38 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2013-2018
Table 39 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 40 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 41 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 42 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 43 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in the US

HEADLINES

PROSPECTS

Growth of energy bars helped by an increase in consumer snacking
FF non-dairy alternatives
Protein remains prevalent in fortified/functional products

COMPETITIVE LANDSCAPE

Halo Top reinvents the ice cream category
FF energy bars caters to convenience and snacking trends
Protein fortification a new and exciting development opportunity for manufacturers

CATEGORY DATA

Table 44 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 45 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 49 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 50 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 51 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 52 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 53 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 54 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in the US

HEADLINES

PROSPECTS

Plant-based dairy alternatives poised for continued growth as new frontiers open
Free from lactose milk remains a steadfast outlier
Taste and texture achievements enable meat substitutes to achieve mainstream status

COMPETITIVE LANDSCAPE

Meat and dairy substitutes increasingly seen as growth vehicles for adjacent categories
Regulation wars continue to heat up as meat substitutes become a growing threat
Rapid expansion of meat substitutes leads to race for channel dominance

CATEGORY DATA

Table 57 Sales of Free From by Category: Value 2013-2018
Table 58 Sales of Free From by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Free From: % Value 2014-2018
Table 60 LBN Brand Shares of Free From: % Value 2015-2018
Table 61 Distribution of Free From by Format: % Value 2013-2018
Table 62 Forecast Sales of Free From by Category: Value 2018-2023
Table 63 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in the US

HEADLINES

PROSPECTS

Naturally healthy products account for the majority growth of soft drinks
A shift towards shorter ingredients lists
Superfruits prove a draw for juice drinkers

COMPETITIVE LANDSCAPE

Interest in new fruits helps POM compete with stalwart players
Nestlé extends lead with firm grip on bottled water
Weakness among the major players in NH tea

CATEGORY DATA

Table 64 Sales of NH Beverages by Category: Value 2013-2018
Table 65 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 67 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 68 Distribution of NH Beverages by Format: % Value 2013-2018
Table 69 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 70 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in the US

HEADLINES

PROSPECTS

Manufacturers of NH snack bars employ nut butters as a main ingredient
“All natural” claims lack a legal definition
Grains are growing as demand for naturally healthy foods increases

COMPETITIVE LANDSCAPE

Mondelez leads in NH biscuits
Consumers shy away from artificial ingredients
Strong performance of naturally healthy fruit snacks

CATEGORY DATA

Table 71 Sales of NH Packaged Food by Category: Value 2013-2018
Table 72 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 73 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 74 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 75 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 76 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 77 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in the US

HEADLINES

PROSPECTS

Organic hot drinks key to a premium coffee and tea experience
Organic certification an advantage for premium juice
Consumers increasingly embrace organic RTD tea

COMPETITIVE LANDSCAPE

Welch’s loses ground to private label in organic fruit/vegetable juice
Coca-Cola, Pepsi and Citrus World face tough competition from smaller producers
Small market share for organic beverages as consumers prioritise other HW attributes

CATEGORY DATA

Table 78 Sales of Organic Beverages by Category: Value 2013-2018
Table 79 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 80 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 81 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 82 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 83 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 84 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in the US

HEADLINES

PROSPECTS

Despite category maturation organic packaged food still has potential
Organic dairy activity shifts as organic milk loses immunity to market challenges
Appeal of the familiar and comfort replace niche and novelty attributes

COMPETITIVE LANDSCAPE

In an acquisition environment, organic specialists perceived as particularly lucrative
Ready meals well positioned as the next frontier for organic expansion
As integrity concerns abound, organic dairy manufacturers are accused of noncompliance

CATEGORY DATA

Table 85 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 89 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023

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