Health and Wellness in the US

Name: Health and Wellness in the US
Brand: Euromonitor International
Price: 2450 USD

January 2022

USD 2,450

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Overview:

Understand the latest market trends and future growth opportunities for the Health and Wellness industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Better For You Beverages
Better For You Packaged Food
Fortified/Functional Beverages
Fortified/Functional Packaged Food
Free From
Naturally Healthy Beverages
Naturally Healthy Packaged Food
Organic Beverages
Organic Packaged Food

If you're in the Health and Wellness industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Health and Wellness in USA report includes:

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

This report answers:

What is the market size of Health and Wellness in USA?
What are the key health and wellness concerns driving sales in Health and Wellness?
Is Health and Wellness a dynamic niche or mainstream concern in USA?
Which are the leading brands in Health and Wellness in USA?
How are products distributed in Health and Wellness in USA?
How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
Where is future growth expected to be most dynamic?

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Health and Wellness in the US

EXECUTIVE SUMMARY

Health and wellness in 2021: The big picture

2021 key trends

Competitive landscape

Retailing developments

What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2016-2021

Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021

Table 3 Sales of Health and Wellness by Category: Value 2016-2021

Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021

Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021

Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021

Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021

Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021

Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021

Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021

Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026

Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026

Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026

Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026

Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026

Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Decline in the reduced sugar space after pandemic disruption

BFY reduced caffeine beverages declines even as US consumers struggle with sleep

BFY reduced fat beverages returns to decline after a brief pandemic reprieve

PROSPECTS AND OPPORTUNITIES

Anti-sugar trend will strengthen, but not to the benefit of reduced sugar beverages

A sharpening “caffeine paradox” will define US consumers’ relationship with caffeine

Reduced fat faces multiple negative long-term trends

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2016-2021

Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021

Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021

Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021

Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021

Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026

Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026

Better For You Packaged Food in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Clean label trend puts pressure on better for you categories

Indulgence has become less important

Reduced sugar packaged food shows an inverse trend from other reduced segments

PROSPECTS AND OPPORTUNITIES

Reduced fat products will struggle as concern about fats diminishes

Reduced sugar expected to see the highest growth amidst innovation in snacking

Sodium is slowly following in the footsteps of sugar in terms of a negative reputation

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2016-2021

Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021

Table 26 NBO Company Shares of BFY Packaged Food: % Value 2017-2021

Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021

Table 28 Distribution of BFY Packaged Food by Format: % Value 2016-2021

Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026

Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026

Fortified/Functional Beverages in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand for immune support slows in 2021 after historically high growth rates

FF tea declines marginally in 2021 as demand normalises after a standout performance

FF energy drinks grows as demand for caffeine rises

PROSPECTS AND OPPORTUNITIES

Immune support faces an uncertain future as COVID-19 becomes endemic

The protein boom will start to lose steam

Fibre and gut health will pick up where protein leaves off

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2016-2021

Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021

Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021

Table 34 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021

Table 35 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021

Table 36 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021

Table 37 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021

Table 38 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021

Table 39 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021

Table 40 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021

Table 41 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021

Table 42 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026

Table 43 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026

Fortified/Functional Packaged Food in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Immune support as a functionality faces an uncertain future

Protein remains big, but for how long?

Gut health sees rising interest

PROSPECTS AND OPPORTUNITIES

Protein trend to lift sweet biscuits and snack bars

More indulgent categories will see better gains from fortified/functional products

Demand set to continue as consumers look to supplement their diets

CATEGORY DATA

Table 44 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021

Table 45 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021

Table 46 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021

Table 47 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021

Table 48 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021

Table 49 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021

Table 50 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021

Table 51 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021

Table 52 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021

Table 53 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021

Table 54 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021

Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026

Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026

Free From in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Consumers turn to gluten-free products amidst diet trends and food sensitivities

Free from meat continues to gain share as processed meat producers face criticisms

Dairy alternatives become more similar to meat analogues

PROSPECTS AND OPPORTUNITIES

Plant-based products collide with the clean label trend

Price points will need to fall to make many products fully competitive

Sustainability concerns to become a growing trend

CATEGORY DATA

Table 57 Sales of Free From by Category: Value 2016-2021

Table 58 Sales of Free From by Category: % Value Growth 2016-2021

Table 59 NBO Company Shares of Free From: % Value 2017-2021

Table 60 LBN Brand Shares of Free From: % Value 2018-2021

Table 61 Distribution of Free From by Format: % Value 2016-2021

Table 62 Forecast Sales of Free From by Category: Value 2021-2026

Table 63 Forecast Sales of Free From by Category: % Value Growth 2021-2026

Naturally Healthy Beverages in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Naturally healthy products are the key force in HW beverages

Bottled water continues to gain share of throat

The rise and fall of NH 100% juice

PROSPECTS AND OPPORTUNITIES

NH fruit/herbal tea will drive growth in NH hot drinks

The inexorable growth of NH bottled water to continue

No end in sight for the clean label trend

CATEGORY DATA

Table 64 Sales of NH Beverages by Category: Value 2016-2021

Table 65 Sales of NH Beverages by Category: % Value Growth 2016-2021

Table 66 NBO Company Shares of NH Beverages: % Value 2017-2021

Table 67 LBN Brand Shares of NH Beverages: % Value 2018-2021

Table 68 Distribution of NH Beverages by Format: % Value 2016-2021

Table 69 Forecast Sales of NH Beverages by Category: Value 2021-2026

Table 70 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026

Naturally Healthy Packaged Food in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Clean label trend pushes consumers towards naturally healthy products

Pandemic cooking trends boost sales, but for how long?

Channel shift towards foodservice negatively affects naturally healthy products

PROSPECTS AND OPPORTUNITIES

Corrections of 2020 performances define the near-term outlook, but long-term growth expected

Some NH products will face challenges from other HW categories and diet trends

Snacks and basic ingredients to see continued growth

CATEGORY DATA

Table 71 Sales of NH Packaged Food by Category: Value 2016-2021

Table 72 Sales of NH Packaged Food by Category: % Value Growth 2016-2021

Table 73 NBO Company Shares of NH Packaged Food: % Value 2017-2021

Table 74 LBN Brand Shares of NH Packaged Food: % Value 2018-2021

Table 75 Distribution of NH Packaged Food by Format: % Value 2016-2021

Table 76 Forecast Sales of NH Packaged Food by Category: Value 2021-2026

Table 77 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026

Organic Beverages in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Organic coffee leads the way in organic beverages

Organic tea also benefits from new post-pandemic trends

Organic juice clings to growth as immune interest fades

PROSPECTS AND OPPORTUNITIES

Inflationary pressures to encourage additional premiumisation

Crowded labels could be a challenge for organic products

Coffee to face rising sustainability challenges

CATEGORY DATA

Table 78 Sales of Organic Beverages by Category: Value 2016-2021

Table 79 Sales of Organic Beverages by Category: % Value Growth 2016-2021

Table 80 NBO Company Shares of Organic Beverages: % Value 2017-2021

Table 81 LBN Brand Shares of Organic Beverages: % Value 2018-2021

Table 82 Distribution of Organic Beverages by Format: % Value 2016-2021

Table 83 Forecast Sales of Organic Beverages by Category: Value 2021-2026

Table 84 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026

Organic Packaged Food in the US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Health-conscious consumers still reach for organic products, but channel shifts affect sales in the short-term

Scepticism remains around organic labelling

Organic offerings of well-known brands draw consumers’ attention to the category

PROSPECTS AND OPPORTUNITIES

Prices to present a major challenge to the growth of organic products in the coming years

Increasing prevalence of organic options to benefit sales over the forecast period

Increased consumer focus on sustainability to boost growth

CATEGORY DATA

Table 85 Sales of Organic Packaged Food by Category: Value 2016-2021

Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021

Table 87 NBO Company Shares of Organic Packaged Food: % Value 2017-2021

Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021

Table 89 Distribution of Organic Packaged Food by Format: % Value 2016-2021

Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026

Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026

The following categories and subcategories are included:

Health and Wellness

- - - - Reduced Caffeine Fresh Coffee
        
        Decaffeinated Instant Coffee Mixes
        
        Decaffeinated Instant Standard Coffee
        
        Reduced Caffeine Black Tea
        
        Reduced Caffeine Green Tea
      - Reduced Caffeine Sugar Free Cola Carbonates
        
        Reduced Caffeine Sugarised Cola Carbonates
        
        Reduced Caffeine RTD Tea
    - - Reduced Fat Chocolate-based Flavoured Powder Drinks
        
        Reduced Fat Malt-based Hot Drinks
    - - Reduced Sugar Instant Coffee
      - Other Low Calorie Cola
        
        Reduced Sugar Non-Cola Carbonates
        
        Reduced Sugar Liquid Concentrates
        
        Reduced Sugar Powder Concentrates
        
        Reduced Sugar Flavoured Bottled Water
        
        Reduced Sugar Juice Drinks (up to 24% Juice)
        
        Reduced Sugar Nectars (25-99% Juice)
        
        Reduced Sugar RTD Tea
  - - - Reduced Fat Cakes
      - Reduced Fat Chilled Processed Meat and Seafood
      - Reduced Fat Chocolate Confectionery
      - Reduced Fat Butter and Spreads
        
        Reduced Fat Cheese
        
        Reduced Fat Condensed Milk
        
        Reduced Fat Cream
        
        Reduced Fat Dairy Chilled and Shelf Stable Desserts
        
        Reduced Fat Flavoured Milk Drinks
        
        Reduced Fat Fromage Frais and Quark
        
        Reduced Fat Powder Milk
        
        Reduced Fat Yoghurt
      - Reduced Fat Frozen Meat, Seafood, Fruit and Vegetables
      - Reduced Fat Ice Cream
      - Reduced Fat Ready Meals
      - Reduced Fat Sauces, Dressings and Condiments
      - Reduced Fat Savoury Snacks Excl Nuts, Seeds and Trail Mixes
      - Reduced Fat Shelf Stable Meat, Seafood, Fruit and Vegetables
      - Reduced Fat Soup
      - Reduced Fat Spreads excl Honey
      - Reduced Fat Sweet Biscuits
    - - Reduced Salt Butter and Spreads
      - Reduced Salt Ready Meals
      - Reduced Salt Sauces, Dressings and Condiments
      - Reduced Salt Savoury Snacks Excl Nuts, Seeds and Trail Mixes
      - Reduced Salt Shelf Stable Meat, Seafood, Fruit and Vegetables
      - Reduced Salt Soup
    - - Reduced Sugar Chocolate Confectionery
        
        Sugar-free Sugar Confectionery
        
        Sugar-Free Gum (Non-FF)
      - Reduced Sugar Ice Cream
      - Reduced Sugar Shelf Stable Meat, Seafood, Fruit and Vegetables
      - Reduced Sugar Spreads excl Honey
      - Reduced Sugar Sweet Biscuits
      - Reduced Sugar Yoghurt
- - - - FF Instant Coffee
      - FF Fruit/Herbal Tea
      - FF Chocolate-based Flavoured Powder Drinks
        
        FF Plant-based and Malt-based Hot Drinks
    - - FF Bottled Water
      - FF Non-Cola Carbonates
      - FF Liquid Concentrates
        
        FF Powder Concentrates
      - Regular Energy Drinks
        
        Reduced Sugar Energy Drinks
      - FF 100% Juice
        
        FF Juice Drinks (up to 24% Juice)
        
        FF Nectars (25-99% Juice)
      - FF RTD Coffee
      - FF RTD Tea
      - Regular Sports Drinks
        
        Reduced Sugar Sports Drinks
  - - - Standard Milk Formula
        
        Follow-on Milk Formula
        
        Growing-Up Milk Formula
      - FF Prepared Baby Food
    - FF Breakfast Cereals
    - FF Bread
    - - FF Chocolate Confectionery
      - FF Gum
      - FF Sugar Confectionery
    - - FF Butter and Spreads
      - FF Cheese
      - FF Flavoured Milk Drinks
      - FF Fromage Frais and Quark
      - FF Milk
      - FF Powder Milk
      - FF Probiotic Yoghurt
        
        Other FF Yoghurt
    - FF Pasta
    - - FF Sweet Biscuits
      - FF Cereal Bars
        
        FF Protein/Energy Bars
    - FF Vegetable and Seed Oil
- - - - HA Liquid Milk Formula
      - HA Powder Milk Formula
  - - Free From Dairy Ice Cream
    - Free from Dairy Milk
    - Free from Dairy Yoghurt
  - - - Free From Gluten Dried Baby Food
      - Free From Gluten Other Baby Food
      - Free From Gluten Prepared Baby Food
    - - Free From Gluten Bread
      - Free From Gluten Cakes
    - Free From Gluten Breakfast Cereals
    - Free From Gluten Pasta
    - Free From Gluten Ready Meals
    - Free From Gluten Sweet Biscuits
  - - - Free From Lactose Liquid Special Baby Milk Formula
        
        Free From Lactose Powder Special Baby Milk Formula
    - - Free From Lactose Butter and Spreads
      - Free From Lactose Cheese
      - Free From Lactose Milk
      - Free From Lactose Yoghurt
  - - Free From Meat Tofu and Derivatives
    - - Free From Meat Chilled Meat and Seafood Substitutes
      - Free From Meat Soy-based Frozen Meat and Seafood Substitutes
        
        Free From Meat Other Frozen Meat and Seafood Substitutes
      - Free From Meat Shelf Stable Meat and Seafood Substitutes
    - - Free From Meat Soy-based Ready Meals
      - Free From Meat Other Ready Meals
- - - - NH Fruit/Herbal Tea
        
        NH Green Tea
        
        NH Other Tea
      - NH Other Hot Drinks
    - - NH Asian Speciality Drinks
      - NH Flavoured Bottled Water
        
        NH Carbonated Natural Mineral Bottled Water
        
        NH Still Natural Mineral Bottled Water
        
        NH Carbonated Spring Bottled Water
        
        NH Still Spring Bottled Water
      - NH 100% Juice
        
        NH Superfruit 100% Juice
        
        NH Superfruit Juice (up to 24% Juice)
        
        NH Superfruit Nectars (25-99% Juice)
      - NH Non-Cola Carbonates
      - NH RTD Green Tea
        
        Other NH RTD Tea
  - - NH Cereal Bars
    - - NH Butter and Spreads
      - NH Sour Milk Products
    - NH Fruit Snacks
    - NH Fruit and Nut Bars
    - - NH High Fibre Bread
      - NH High Fibre Breakfast Cereals
      - NH High Fibre Noodles
      - NH High Fibre Pasta
      - NH High Fibre Sweet Biscuits
    - NH Honey
    - NH Olive Oil
    - NH Rice
    - NH Nuts, Seeds and Trail Mixes
- - - - Organic Fresh Coffee
        
        Organic Instant Coffee
      - Organic Black Tea
        
        Organic Fruit/Herbal Tea
        
        Organic Green Tea
      - Organic Chocolate-based Flavoured Powder Drinks
        
        Organic Plant-based and Malt-based Hot Drinks
    - - Organic Non-Cola Carbonates
      - Organic Liquid Concentrates
        
        Organic Powder Concentrates
      - Organic 100% Juice
        
        Organic Juice Drinks (up to 24% Juice)
        
        Organic Nectars (25-99% Juice)
  - - - Organic Milk Formula
      - Organic Dried Baby Food
      - Organic Prepared Baby Food
      - Organic Other Baby Food
    - Organic Bread
    - Organic Breakfast Cereals
    - Organic Chilled Processed Meat and Seafood
    - - Organic Chocolate Confectionery
      - Organic Sugar Confectionery
    - - Organic Butter and Spreads
      - Organic Cheese
      - Organic Cream
      - Organic Flavoured Milk Drinks
      - Organic Fromage Frais and Quark
      - Organic Milk
      - Organic Sour Milk Products
      - Organic Yoghurt
    - - Organic Olive Oil
      - Organic Vegetable and Seed Oil
    - Organic Frozen Meat, Seafood, Fruit and Vegetables
    - Organic Ice Cream
    - Organic Ready Meals
    - - Organic Rice
      - Organic Pasta
    - Organic Sauces, Dressings and Condiments
    - - Organic Nuts, Seeds and Trail Mixes
      - Organic Savoury Snacks Excl Nuts, Seeds and Trail Mixes
    - Organic Shelf Stable Meat, Seafood, Fruit and Vegetables
    - Organic Soup
    - - Organic Spreads excl Honey
      - Organic Honey
    - - Organic Cereal Bars
      - Organic Fruit Snacks
      - Organic Sweet Biscuits
- - - - BFY Reduced Caffeine Beverages
      - BFY Reduced Fat Beverages
      - BFY Reduced Sugar Beverages
    - FF Beverages
    - NH Beverages
    - Organic Beverages
  - - - BFY Reduced Caffeine Hot Drinks
      - BFY Reduced Fat Beverages
      - BFY Reduced Sugar Hot Drinks
      - FF Hot Drinks
      - NH Hot Drinks
      - Organic Hot Drinks
    - - FF Instant Coffee
        
        Organic Coffee
        
        Reduced Sugar Instant Coffee
        
        Reduced Caffeine Coffee
      - Organic Fresh Coffee
        
        Reduced Caffeine Fresh Coffee
      - FF Instant Coffee
        
        Organic Instant Coffee
        
        Decaffeinated Instant Coffee Mixes
        
        Decaffeinated Instant Standard Coffee
        
        Reduced Sugar Instant Coffee
    - - FF Tea
        
        NH Tea
        
        Organic Tea
        
        Reduced Caffeine Tea
      - Organic Black Tea
        
        Reduced Caffeine Black Tea
      - FF Fruit/Herbal Tea
        
        NH Fruit/Herbal Tea
        
        Organic Fruit/Herbal Tea
      - NH Green Tea
        
        Organic Green Tea
        
        Reduced Caffeine Green Tea
      - Other NH Tea
    - - FF Other Hot Drinks
      - NH Other Hot Drinks
      - Organic Other Hot Drinks
      - Reduced Fat Other Hot Drinks
  - - - BFY Reduced Caffeine Soft Drinks
      - BFY Reduced Sugar Soft Drinks
      - FF Soft Drinks
      - NH Soft Drinks
      - Organic Soft Drinks
    - NH Asian Speciality Drinks
    - - FF Bottled Water
        
        NH Bottled Water
        
        Reduced Sugar Flavoured Bottled Water
      - NH Carbonated Natural Mineral Water
        
        NH Carbonated Spring Water
      - NH Flavoured Bottled Water
        
        Reduced Sugar Flavoured Bottled Water
      - NH Still Natural Mineral Water
        
        NH Still Spring Water
    - - Organic Non-Cola Carbonates
        
        Reduced Caffeine Cola Carbonates
        
        Reduced Sugar Carbonates
        
        FF Carbonates
        
        NH Non-Cola Carbonates
      - Reduced Caffeine Cola Carbonates
        
        Reduced Sugar Cola Carbonates
      - FF Non-Cola Carbonates
        
        NH Non-Cola Carbonates
        
        Organic Non-Cola Carbonates
        
        Reduced Sugar Non-Cola Carbonates
    - - FF Liquid Concentrates
        
        FF Powder Concentrates
      - Organic Liquid Concentrates
        
        Organic Powder Concentrates
      - Reduced Sugar Liquid Concentrates
        
        Reduced Sugar Powder Concentrates
      - FF Liquid Concentrates
        
        Organic Liquid Concentrates
        
        Reduced Sugar Liquid Concentrates
      - FF Powder Concentrates
        
        Organic Powder Concentrates
        
        Reduced Sugar Powder Concentrates
    - - Regular Energy Drinks
        
        Reduced Sugar Energy Drinks
    - - FF Fruit/Vegetable Juice
        
        NH Fruit/Vegetable Juice
        
        Organic Fruit/Vegetable Juice
        
        Reduced Sugar Fruit/Vegetable Juice
      - FF 100% Juice
        
        NH 100% Juice
        
        NH Superfruit 100% Juice
        
        Organic 100% Juice
      - FF Juice Drinks (up to 24% Juice)
        
        NH Superfruit Juice (up to 24% Juice)
        
        Organic Juice Drinks (up to 24% Juice)
        
        Reduced Sugar Juice Drinks (up to 24% Juice)
      - FF Nectars (25-99% Juice)
        
        NH Superfruit Nectars (25-99% Juice)
        
        Organic Nectars (25-99% Juice)
        
        Reduced Sugar Nectars (25-99% Juice)
    - - FF RTD Coffee
    - - FF RTD Tea
      - NH RTD Green Tea
        
        Other NH RTD Tea
      - Reduced Caffeine RTD Tea
      - Reduced Sugar RTD Tea
    - - Regular Sports Drinks
        
        Reduced Sugar Sports Drinks
- - - - BFY Reduced Fat Packaged Food
      - BFY Reduced Salt Food
      - BFY Reduced Sugar Packaged Food
    - FF Packaged Food
    - - Free From Dairy
      - Free From Gluten Food
      - Free From Lactose Food
      - Free From Meat
      - HA Milk Formula
    - NH Packaged Food
    - Organic Packaged Food
  - - - FF Baby Food
      - Free From Gluten Baby Food
      - Free From Lactose Baby Food
      - HA Milk Formula
      - Organic Baby Food
    - - FF Milk Formula
      - Organic Milk Formula
      - Free From Lactose Liquid Special Baby Milk Formula
        
        HA Liquid Milk Formula
        
        Free From Lactose Powder Special Baby Milk Formula
        
        HA Powder Milk Formula
    - - Free From Gluten Dried Baby Food
      - Organic Dried Baby Food
    - - FF Prepared Baby Food
      - Free From Gluten Prepared Baby Food
      - Organic Prepared Baby Food
    - - Free From Gluten Other Baby Food
      - Organic Other Baby Food
  - - - Free From Gluten Baked Goods
      - FF Baked Goods
      - NH High Fibre Baked Goods
      - Organic Bread
      - Reduced Fat Cakes
    - - FF Bread
      - Free From Gluten Bread
      - NH High Fibre Bread
      - Organic Bread
    - - Free From Gluten Cakes
      - Reduced Fat Cakes
  - - FF Breakfast Cereals
    - Free From Gluten Breakfast Cereals
    - NH High Fibre Breakfast Cereals
    - Organic Breakfast Cereals
  - - Free From Meat Chilled Meat and Seafood Substitutes
    - Organic Chilled Processed Meat and Seafood
    - Reduced Fat Chilled Processed Meat and Seafood
  - - - FF Confectionery
      - Organic Confectionery
      - Reduced Fat Chocolate Confectionery
      - Reduced Sugar Confectionery
    - - FF Chocolate Confectionery
      - Organic Chocolate Confectionery
      - Reduced Fat Chocolate Confectionery
      - Reduced Sugar Chocolate Confectionery
    - - FF Gum
      - Sugar-Free Gum (Non-FF)
    - - FF Sugar Confectionery
      - Organic Sugar Confectionery
      - Sugar-Free Sugar Confectionery
  - - - FF Dairy
      - Free From Dairy Milk
      - Free From Lactose Dairy
      - NH Dairy
      - Organic Dairy
      - Plant-based Yoghurt
      - Reduced Fat Dairy Products
      - Reduced Salt Butter and Spreads
      - Reduced Sugar Yoghurt
    - - FF Butter and Spreads
      - Free From Lactose Butter and Spreads
      - NH Butter and Spreads
      - Organic Butter and Spreads
      - Reduced Fat Butter and Spreads
      - Reduced Salt Butter and Spreads
    - - FF Cheese
      - Free From Lactose Cheese
      - Organic Cheese
      - Reduced Fat Cheese
    - - FF Flavoured Milk Drinks
        
        Organic Flavoured Milk Drinks
        
        Reduced Fat Flavoured Milk Drinks
      - FF Milk
        
        Free From Lactose Milk
        
        Organic Milk
      - FF Powder Milk
        
        Reduced Fat Powder Milk
      - HW Milk Alternatives
    - - NH Sour Milk Drinks
        
        Organic Sour Milk Drinks
      - FF Probiotic Yoghurt
        
        Other FF Yoghurt
        
        Free from Dairy Yoghurt
        
        Free From Lactose Yoghurt
        
        Organic Yoghurt
        
        Reduced Fat Yoghurt
        
        Reduced Sugar Yoghurt
    - - Reduced Fat Dairy Chilled and Shelf Stable Desserts
      - Organic Cream
        
        Reduced Fat Cream
      - FF Fromage Frais and Quark
        
        Organic Fromage Frais and Quark
        
        Reduced Fat Fromage Frais and Quark
      - Reduced Fat Condensed Milk
  - - - FF Edible Oil
      - NH Edible Oils
      - Organic Edible Oil
    - - NH Olive Oil
      - Organic Olive Oil
    - - FF Vegetable and Seed Oil
      - Organic Vegetable and Seed Oil
  - - Free From Meat Soy-based Frozen Meat and Seafood Substitutes
    - Free From Meat Other Frozen Meat and Seafood Substitutes
    - Organic Frozen Meat, Seafood, Fruit and Vegetables
    - Reduced Fat Frozen Meat, Seafood, Fruit and Vegetables
  - - Free From Dairy Ice Cream Alternatives
    - Organic Ice Cream
    - Reduced Fat Ice Cream
    - Reduced Sugar Ice Cream
  - - Free From Gluten Ready Meals
    - - Free From Meat Soy-based Ready Meals
      - Free From Meat Other Ready Meals
    - Organic Ready Meals
    - Reduced Fat Ready Meals
    - Reduced Salt Ready Meals
  - - - NH Rice
      - Organic Rice
    - - FF Pasta
      - Free From Gluten Pasta
      - NH High Fibre Pasta
      - Organic Pasta
    - NH High Fibre Noodles
  - - Organic Sauces, Dressings and Condiments
    - Reduced Fat Sauces, Dressings and Condiments
    - Reduced Salt Sauces, Dressings and Condiments
  - - - NH Nuts, Seeds and Trail Mixes
      - Organic Savoury Snacks
      - Reduced Fat Savoury Snacks Excl Nuts, Seeds and Trail Mixes
      - Reduced Salt Savoury Snacks Excl Nuts, Seeds and Trail Mixes
    - - NH Nuts, Seeds and Trail Mixes
      - Organic Nuts, Seeds and Trail Mixes
    - - Organic Savoury Snacks Excl Nuts, Seeds and Trail Mixes
      - Reduced Fat Savoury Snacks Excl Nuts, Seeds and Trail Mixes
      - Reduced Salt Savoury Snacks Excl Nuts, Seeds and Trail Mixes
  - - Free From Meat Shelf Stable Meat and Seafood Substitutes
    - Free From Meat Tofu and Derivatives
    - Organic Shelf Stable Meat, Seafood, Fruit and Vegetables
    - Reduced Fat Shelf Stable Meat, Seafood, Fruit and Vegetables
    - Reduced Salt Shelf Stable Meat, Seafood, Fruit and Vegetables
    - Reduced Sugar Shelf Stable Meat, Seafood, Fruit and Vegetables
  - - Organic Soup
    - Reduced Fat Soup
    - Reduced Salt Soup
  - - - Reduced Fat Spreads excl Honey
      - Reduced Sugar Spreads excl Honey
      - Organic Spreads
      - NH Honey
    - - NH Honey
      - Organic Honey
    - - Organic Spreads excl Honey
      - Reduced Fat Spreads excl Honey
      - Reduced Sugar Spreads excl Honey
  - - - FF Sweet Biscuits, Snack Bars and Fruit Snacks
      - Free From Gluten Sweet Biscuits
      - NH Cereal Bars
      - NH Fruit and Nut Bars
      - NH Fruit Snacks
      - NH High Fibre Sweet Biscuits
      - Organic Sweet Biscuits, Snack Bars and Fruit Snacks
      - Reduced Fat Sweet Biscuits
      - Reduced Sugar Sweet Biscuits
    - - NH Fruit Snacks
      - Organic Fruit Snacks
    - - FF Cereal Bars
        
        NH Cereal Bars
        
        Organic Cereal Bars
      - FF Protein/Energy Bars
      - NH Fruit and Nut Bars
    - - FF Sweet Biscuits
      - Free From Gluten Sweet Biscuits
      - NH High Fibre Sweet Biscuits
      - Organic Sweet Biscuits
      - Reduced Fat Sweet Biscuits
      - Reduced Sugar Sweet Biscuits
- - - - Beauty From Within - FF Instant Coffee
    - - Beauty From Within - FF Bottled Water
      - Beauty From Within - FF 100% Juice
        
        Beauty From Within - FF Juice Drinks (Up To 24% Juice)
        
        Beauty From Within - FF Nectars (25-99% Juice)
        
        Beauty From Within - Superfruit 100% Juice
        
        Beauty From Within - Superfruit Juice (up to 24% Juice)
        
        Beauty From Within - Superfruit Nectars (25-99% Juice)
  - - - Beauty From Within - FF Chocolate Confectionery
      - Beauty From Within - FF Gum
    - - Beauty From Within - FF Butter and Spreads
      - Beauty From Within - FF Powder Milk
      - Beauty From Within - FF Probiotic Yoghurt
        
        Beauty From Within - Other FF Yoghurt
- - - - Bone and Joint Health - FF Bottled Water
      - Bone and Joint Health - FF 100% Juice
        
        Bone and Joint Health - FF Juice Drinks (Up To 24% Juice)
        
        Bone and Joint Health - FF Nectars (25-99% Juice)
        
        Bone and Joint Health - Superfruit 100% Juice
        
        Bone and Joint Health - Superfruit Juice (up to 24% Juice)
        
        Bone and Joint Health - Superfruit Nectars (25-99% Juice)
  - - Bone and Joint Health - Milk Formula (excl Special)
    - Bone and Joint Health - FF Bread
    - - Bone and Joint Health - FF Chocolate Confectionery
      - Bone and Joint Health - FF Gum
    - - Bone and Joint Health - FF Butter and Spreads
      - Bone and Joint Health - FF Milk
      - Bone and Joint Health - FF Powder Milk
      - Bone and Joint Health - FF Probiotic Yoghurt
        
        Bone and Joint Health - Other FF Yoghurt
- - - - Brain Health and Memory - FF Instant Coffee
    - - Brain Health and Memory - FF Bottled Water
      - Brain Health and Memory - FF 100% Juice
        
        Brain Health and Memory - FF Juice Drinks (Up To 24% Juice)
        
        Brain Health and Memory - FF Nectars (25-99% Juice)
        
        Brain Health and Memory - Superfruit 100% Juice
        
        Brain Health and Memory - Superfruit Juice (up to 24% Juice)
        
        Brain Health and Memory - Superfruit Nectars (25-99% Juice)
  - - Brain Health and Memory - Milk Formula (excl Special)
    - Brain Health and Memory - FF Bread
    - - Brain Health and Memory - FF Chocolate Confectionery
      - Brain Health and Memory - FF Gum
    - - Brain Health and Memory - FF Milk
      - Brain Health and Memory - FF Powder Milk
      - Brain Health and Memory - FF Butter and Spreads
      - Brain Health and Memory - FF Probiotic Yoghurt
        
        Brain Health and Memory - Other FF Yoghurt
- - - - Cardiovascular Health - FF Bottled Water
      - Cardiovascular Health - FF 100% Juice
        
        Cardiovascular Health - FF Juice Drinks (Up To 24% Juice)
        
        Cardiovascular Health - FF Nectars (25-99% Juice)
        
        Cardiovascular Health - Superfruit 100% Juice
        
        Cardiovascular Health - Superfruit Juice (up to 24% Juice)
        
        Cardiovascular Health - Superfruit Nectars (25-99% Juice)
  - - Cardiovascular Health - FF Bread
    - Cardiovascular Health - FF Chocolate Confectionery
    - - Cardiovascular Health - FF Milk
      - Cardiovascular Health - FF Powder Milk
      - Cardiovascular Health - FF Butter and Spreads
        
        Reduced Salt Butter and Spreads
      - Cardiovascular Health - FF Probiotic Yoghurt
        
        Cardiovascular Health - Other FF Yoghurt
    - Reduced Salt Ready Meals
    - Reduced Salt Soup
    - Reduced Salt Sauces, Dressings and Condiments
    - Reduced Salt Shelf Stable Meat, Seafood, Fruit and Vegetables
    - Reduced Salt Savoury Snacks Excl Nuts, Seeds and Trail Mixes
- - - - Digestive Health - FF Instant Coffee
    - - Digestive Health - FF Bottled Water
      - Digestive Health - FF 100% Juice
        
        Digestive Health - FF Juice Drinks (Up To 24% Juice)
        
        Digestive Health - FF Nectars (25-99% Juice)
        
        Digestive Health - Superfruit 100% Juice
        
        Digestive Health - Superfruit Juice (up to 24% Juice)
        
        Digestive Health - Superfruit Nectars (25-99% Juice)
  - - Digestive Health - Milk Formula (excl Special)
    - - Digestive Health - FF Bread
      - NH High Fibre Bread
    - NH High Fibre Breakfast Cereals
    - - Digestive Health - FF Milk
      - Digestive Health - FF Powder Milk
      - Digestive Health - FF Butter and Spreads
      - Digestive Health - FF Probiotic Yoghurt
        
        Digestive Health - Other FF Yoghurt
        
        NH Sour Milk Drinks
        
        Organic Sour Milk Drinks
    - - NH Rice
      - NH High Fibre Pasta
      - NH High Fibre Noodles
    - NH High Fibre Sweet Biscuits
- - - - Endurance - FF Bottled Water
      - Endurance - Superfruit 100% Juice
        
        Endurance - Superfruit Juice (up to 24% Juice)
        
        Endurance - Superfruit Nectars (25-99% Juice)
      - Regular Sports Drinks
        
        Reduced Sugar Sports Drinks
  - - - Endurance - FF Probiotic Yoghurt
      - Endurance - Other FF Yoghurt
- - - - Energy Boosting - FF Instant Coffee
    - - Energy Boosting - FF Bottled Water
      - Energy Boosting - FF 100% Juice
        
        Energy Boosting - FF Juice Drinks (Up To 24% Juice)
        
        Energy Boosting - FF Nectars (25-99% Juice)
        
        Energy Boosting - Superfruit 100% Juice
        
        Energy Boosting - Superfruit Juice (up to 24% Juice)
        
        Energy Boosting - Superfruit Nectars (25-99% Juice)
      - Regular Energy Drinks
        
        Reduced Sugar Energy Drinks
  - - Energy Boosting - FF Bread
    - - Energy Boosting - FF Chocolate Confectionery
      - Energy Boosting - FF Gum
    - - Energy Boosting - FF Probiotic Yoghurt
      - Energy Boosting - Other FF Yoghurt
    - FF Protein/Energy Bars
- - - - Free From Gluten Dried Baby Food
      - Free From Gluten Other Baby Food
      - Free From Gluten Prepared Baby Food
      - Free From Lactose Liquid Special Baby Milk Formula
        
        Free From Lactose Powder Special Baby Milk Formula
      - HA Liquid Milk Formula
        
        HA Powder Milk Formula
    - - Free From Gluten Bread
      - Free From Gluten Cakes
    - Free From Gluten Breakfast Cereals
    - - Free From Dairy Milk
      - Free From Dairy Ice Cream Alternatives
      - Free from Dairy Yoghurt
      - Free From Lactose Butter and Spreads
        
        Free From Lactose Cheese
        
        Free From Lactose Milk
        
        Free From Lactose Yoghurt
    - - Free From Meat Chilled Meat and Seafood Substitutes
      - Free From Meat Other Frozen Meat and Seafood Substitutes
        
        Free From Meat Soy-based Frozen Meat and Seafood Substitutes
      - Free From Meat Shelf Stable Meat and Seafood Substitutes
    - Free From Gluten Pasta
    - - Free From Gluten Ready Meals
      - Free From Meat Soy-based ready Meals
      - Free From Meat Other Ready Meals
    - Free From Gluten Sweet Biscuits
- - - - General Wellbeing - FF Instant Coffee
        
        Organic Fresh Coffee
        
        Organic Instant Coffee
        
        Reduced Caffeine Fresh Coffee
        
        Decaffeinated Instant Coffee Mixes
        
        Decaffeinated Instant Standard Coffee
      - FF Fruit/Herbal Tea
        
        NH Fruit/Herbal Tea
        
        NH Green Tea
        
        Organic Black Tea
        
        Organic Fruit/Herbal Tea
        
        Organic Green Tea
        
        Reduced Caffeine Black Tea
        
        Reduced Caffeine Green Tea
        
        Other NH Tea
      - FF Chocolate-Based Flavoured Powder Drinks
        
        Organic Chocolate Based Flavoured Powder Drinks
        
        FF Plant-based and Malt-based Hot Drinks
        
        Organic Plant-based and Malt-based Hot Drinks
        
        Other NH Hot Drinks
    - - NH Asian Speciality Drinks
      - General Wellbeing - FF Bottled Water
        
        NH Carbonated Natural Mineral Water
        
        NH Carbonated Spring Water
        
        NH Flavoured Bottled Water
        
        NH Still Natural Mineral Water
        
        NH Still Spring Water
      - FF Non-Cola Carbonates
        
        NH Non-Cola Carbonates
        
        Organic Non-Cola Carbonates
        
        Reduced Caffeine Sugarised Cola Carbonates
      - FF Liquid Concentrates
        
        FF Powder Concentrates
        
        Organic Liquid Concentrates
        
        Organic Powder Concentrates
      - General Wellbeing - FF 100% Juice
        
        General Wellbeing - FF Juice Drinks (Up To 24% Juice)
        
        General Wellbeing - FF Nectars (25-99% Juice)
        
        NH 100% Juice
        
        General Wellbeing - Superfruit 100% Juice
        
        General Wellbeing - Superfruit Juice (up to 24% Juice)
        
        General Wellbeing - Superfruit Nectars (25-99% Juice)
        
        Organic 100% Juice
        
        Organic Juice Drinks (Up To 24% Juice)
        
        Organic Nectars (25-99% Juice)
      - FF RTD Coffee
      - FF RTD Tea
        
        NH RTD Green Tea
        
        Reduced Caffeine RTD Tea
        
        Other NH RTD Tea
  - - - FF Prepared Baby Food
      - General Wellbeing - Milk Formula (excl Special)
      - Organic Dried Baby Food
      - Organic Milk Formula
      - Organic Prepared Baby Food
      - Other Organic Baby Food
    - - General Wellbeing - FF Bread
      - Organic Bread
    - - FF Breakfast Cereals
      - Organic Breakfast Cereals
    - Organic Chilled Processed Meat and Seafood
    - - FF Sugar Confectionery
      - General Wellbeing - FF Chocolate Confectionery
      - General Wellbeing - FF Gum
      - Organic Chocolate Confectionery
      - Organic Sugar Confectionery
    - - General Wellbeing - FF Butter and Spreads
        
        NH Butter and Spreads
        
        Organic Butter and Spreads
      - Organic Cheese
        
        FF Cheese
      - FF Flavoured Milk Drinks
        
        Organic Flavoured Milk Drinks
        
        General Wellbeing - FF Milk
        
        Organic Milk
        
        General Wellbeing - FF Powder Milk
      - General Wellbeing - FF Probiotic Yoghurt
        
        General Wellbeing - Other FF Yoghurt
        
        Organic Yoghurt
      - Organic Cream
        
        Organic Fromage Frais and Quark
        
        FF Fromage Frais and Quark
    - - FF Vegetable and Seed Oil
      - NH Olive Oil
      - Organic Olive Oil
      - Organic Vegetable and Seed Oil
    - Organic Frozen Meat, Seafood, Fruit and Vegetables
    - Organic Ice Cream
    - Organic Ready Meals
    - - Organic Rice
      - FF Pasta
      - Organic Pasta
    - Organic Sauces, Dressings and Condiments
    - Organic Shelf Stable Meat, Seafood, Fruit and Vegetables
    - - NH Nuts, Seeds and Trail Mixes
      - Organic Nuts, Seeds and Trail Mixes
      - Organic Savoury Snacks Excl Nuts, Seeds and Trail Mixes
    - Organic Soup
    - - NH Honey
      - Organic Honey
      - Organic Spreads excl Honey
    - - FF Cereal Bars
      - FF Sweet Biscuits
      - NH Cereal Bars
      - NH Fruit Snacks
      - NH Fruit and Nut Bars
      - Organic Cereal Bars
      - Organic Fruit Snacks
      - Organic Sweet Biscuits
- - - - Immune Support - FF Instant Coffee
    - - Immune Support - FF Bottled Water
      - Immune Support - FF 100% Juice
        
        Immune Support - FF Juice Drinks (Up To 24% Juice)
        
        Immune Support - FF Nectars (25-99% Juice)
        
        Immune Support - Superfruit 100% Juice
        
        Immune Support - Superfruit Juice (up to 24% Juice)
        
        Immune Support - Superfruit Nectars (25-99% Juice)
  - - Immune Support - Milk Formula (excl Special)
    - Immune Support - FF Gum
    - - Immune Support - FF Butter and Spreads
      - Immune Support - FF Milk
      - Immune Support - FF Powder Milk
      - Immune Support - FF Probiotic Yoghurt
        
        Immune Support - Other FF Yoghurt
- - - - Oral and Respiratory Health - FF Gum
      - Sugar-Free Gum (Non-FF)
- - - - Urinary Tract Health - FF Bottled Water
      - Urinary Tract Health - FF 100% Juice
        
        Urinary Tract Health - FF Juice Drinks (Up To 24% Juice)
        
        Urinary Tract Health - FF Nectars (25-99% Juice)
        
        Urinary Tract Health - Superfruit 100% Juice
        
        Urinary Tract Health - Superfruit Juice (up to 24% Juice)
        
        Urinary Tract Health - Superfruit Nectars (25-99% Juice)
- - - - Vision Health - FF Bottled Water
      - Vision Health - FF 100% Juice
        
        Vision Health - FF Juice Drinks (Up To 24% Juice)
        
        Vision Health - FF Nectars (25-99% Juice)
        
        Vision Health - Superfruit 100% Juice
        
        Vision Health - Superfruit Juice (up to 24% Juice)
        
        Vision Health - Superfruit Nectars (25-99% Juice)
  - - Vision Health - Milk Formula (excl Special)
    - Vision Health - FF Gum
    - Vision Health - FF Powder Milk
- - - - Reduced Sugar Instant Coffee
        
        Weight Management - FF Instant Coffee
      - Reduced Fat Chocolate-Based Flavoured Powder Drinks
        
        Reduced Fat Malt-Based Hot Drinks
    - - Weight Management - FF Bottled Water
        
        Reduced Sugar Flavoured Bottled Water
      - Reduced Caffeine Sugar-Free Cola Carbonates
        
        Reduced Sugar Cola Carbonates
        
        Reduced Sugar Non-Cola Carbonates
      - Reduced Sugar Liquid Concentrates
        
        Reduced Sugar Powder Concentrates
      - Reduced Sugar Juice Drinks (Up To 24% Juice)
        
        Reduced Sugar Nectars (25-99% Juice)
        
        Weight Management - FF 100% Juice
        
        Weight Management - FF Juice Drinks (Up To 24% Juice)
        
        Weight Management - FF Nectars (25-99% Juice)
        
        Weight Management - Superfruit 100% Juice
        
        Weight Management - Superfruit Juice (up to 24% Juice)
        
        Weight Management - Superfruit Nectars (25-99% Juice)
      - Reduced Sugar RTD Tea
  - - - Reduced Fat Cakes
      - Weight Management - FF Bread
    - Reduced Fat Chilled Processed Meat and Seafood
    - - Reduced Fat Chocolate Confectionery
      - Reduced Sugar Chocolate Confectionery
      - Sugar-Free Sugar Confectionery
    - - Weight Management - FF Butter and Spreads
        
        Reduced Fat Butter and Spreads
      - Reduced Fat Cheese
      - Reduced Fat Flavoured Milk Drinks
        
        Weight Management - FF Milk
        
        Reduced Fat Powder Milk
        
        Weight Management - FF Powder Milk
      - Reduced Fat Yoghurt
        
        Reduced Sugar Yoghurt
        
        Weight Management - FF Probiotic Yoghurt
        
        Weight Management - Other FF Yoghurt
      - Reduced Fat Dairy Chilled and Shelf Stable Desserts
        
        Reduced Fat Condensed Milk
        
        Reduced Fat Cream
        
        Reduced Fat Fromage Frais and Quark
    - Reduced Fat Frozen Meat, Seafood, Fruit and Vegetables
    - - Reduced Fat Ice Cream
      - Reduced Sugar Ice Cream
    - Reduced Fat Ready Meals
    - Reduced Fat Sauces, Dressings and Condiments
    - Reduced Fat Savoury Snacks Excl Nuts, Seeds and Trail Mixes
    - - Reduced Fat Shelf Stable Meat, Seafood, Fruit and Vegetables
      - Reduced Sugar Shelf Stable Meat, Seafood, Fruit and Vegetables
    - Reduced Fat Soup
    - - Reduced Fat Spreads excl Honey
      - Reduced Sugar Spreads excl Honey
    - - Reduced Fat Sweet Biscuits
      - Reduced Sugar Sweet Biscuits
- - Aminoacids by FF Protein/Energy Bars
- - Antioxidants by FF Yoghurt
  - Antioxidants by FF Butter and Spreads
- - B Vitamins and Calcium by FF Cereal Bars
  - B Vitamins and Calcium by FF Protein/Energy Bars
  - B Vitamins and Calcium by FF Flavoured Milk Drinks
  - B Vitamins and Calcium by NH Cereal Bars
  - B Vitamins and Calcium by NH Fruit and Nut Bars
  - B Vitamins and Calcium by Organic Cereal Bars
- - Baking soda by FF Gum
- - Calcium, Vitamin D by FF Yoghurt
  - Calcium, Vitamin D by FF Flavoured Milk Drinks
- - Carbohydrates by FF Protein/Energy Bars
- - Choline by FF Milk Formula
  - Choline by FF Powder Milk
- - Creatine by FF Protein/Energy Bars
- - Echinacea by FF Gum
- - Eucalyptus by FF Gum
- - - Fibre by FF Cereal Bars
    - Fibre by FF Yoghurt
    - Fibre by FF Protein/Energy Bars
    - Fibre by FF Flavoured Milk Drinks
    - Fibre by FF Milk Formula
    - Fibre by FF Powder Milk
    - Fibre by NH Cereal Bars
    - Fibre by NH Fruit and Nut Bars
    - Fibre by Organic Cereal Bars
  - - - FOS/GOS by FF Cereal Bars
      - FOS/GOS by FF Protein/Energy Bars
      - FOS/GOS by FF Flavoured Milk Drinks
      - FOS/GOS by FF Milk Formula
      - FOS/GOS by FF Powder Milk
      - FOS/GOS by NH Cereal Bars
      - FOS/GOS by NH Fruit and Nut Bars
      - FOS/GOS by Organic Cereal Bars
    - - Inulin by FF Cereal Bars
      - Inulin by FF Yoghurt
      - Inulin by FF Protein/Energy Bars
      - Inulin by FF Flavoured Milk Drinks
      - Inulin by NH Cereal Bars
      - Inulin by NH Fruit and Nut Bars
      - Inulin by Organic Cereal Bars
    - - Prebiotics by FF Cereal Bars
      - Prebiotics by FF Yoghurt
      - Prebiotics by FF Protein/Energy Bars
      - Prebiotics by FF Flavoured Milk Drinks
      - Prebiotics by NH Cereal Bars
      - Prebiotics by NH Fruit and Nut Bars
      - Prebiotics by Organic Cereal Bars
    - - Other Fibre by FF Cereal Bars
      - Other Fibre by FF Yoghurt
      - Other Fibre by FF Protein/Energy Bars
      - Other Fibre by FF Flavoured Milk Drinks
      - Other Fibre by FF Milk Formula
      - Other Fibre by FF Powder Milk
      - Other Fibre by NH Cereal Bars
      - Other Fibre by NH Fruit and Nut Bars
      - Other Fibre by Organic Cereal Bars
- - Fluoride by FF Gum
- - Ginseng by FF Gum
- - Guarana by FF Gum
- - Inositol by FF Milk Formula
  - Inositol by FF Powder Milk
- - Lutein by FF Milk Formula
  - Lutein by FF Powder Milk
- - Lutein, Choline by FF Milk Formula
  - Lutein, Choline by FF Powder Milk
- - Menthol by FF Gum
- - - Minerals by FF Cereal Bars
    - Minerals by FF Yoghurt
    - Minerals by FF Protein/Energy Bars
    - Minerals by FF Flavoured Milk Drinks
    - Minerals by FF Gum
    - Minerals by FF Milk Formula
    - Minerals by FF Powder Milk
    - Minerals by NH Cereal Bars
    - Minerals by NH Fruit and Nut Bars
    - Minerals by Organic Cereal Bars
  - - - Calcium by FF Cereal Bars
      - Calcium by FF Yoghurt
      - Calcium by FF Flavoured Milk Drinks
      - Calcium by FF Gum
      - Calcium by FF Milk Formula
      - Calcium by FF Powder Milk
      - Calcium by NH Cereal Bars
      - Calcium by NH Fruit and Nut Bars
      - Calcium by Organic Cereal Bars
    - - Calcium, iron by FF Cereal Bars
      - Calcium, Iron by FF Yoghurt
      - Calcium, iron by FF Milk Formula
      - Calcium, iron by FF Powder Milk
      - Calcium, iron by NH Cereal Bars
      - Calcium, iron by NH Fruit and Nut Bars
      - Calcium, iron by Organic Cereal Bars
    - - Iron by FF Cereal Bars
      - Iron by NH Cereal Bars
      - Iron by NH Fruit and Nut Bars
      - Iron by Organic Cereal Bars
    - - Iron, zinc by FF Milk Formula
      - Iron, zinc by FF Powder Milk
    - - Mineral Mixes by FF Cereal Bars
      - Mineral Mixes by FF Protein/Energy Bars
      - Mineral Mixes by FF Flavoured Milk Drinks
      - Mineral Mixes by NH Cereal Bars
      - Mineral Mixes by NH Fruit and Nut Bars
      - Mineral Mixes by Organic Cereal Bars
    - - Zinc by FF Yoghurt
      - Zinc by FF Protein/Energy Bars
    - - Zinc, calcium by Milk Formula
      - Zinc, calcium by FF Powder Milk
    - - Zinc, selenium by Milk Formula
      - Zinc, selenium by FF Powder Milk
    - - Other Minerals by FF Milk Formula
      - Other Minerals by FF Powder Milk
- - Nucleotides by FF Milk Formula
  - Nucleotides by FF Powder Milk
- - - Omega by FF Cereal Bars
    - Omega by FF Flavoured Milk Drinks
    - Omega by FF Milk Formula
    - Omega by FF Powder Milk
    - Omega by FF Butter and Spreads
    - Omega by FF Yoghurt
    - Omega by NH Cereal Bars
    - Omega by NH Fruit and Nut Bars
    - Omega by Organic Cereal Bars
  - - - Arachidonic acid (AA) by FF Milk Formula
      - Arachidonic acid (AA) by FF Powder Milk
      - Arachidonic acid (AA) by FF Butter and Spreads
    - - Omega 3, 6 by FF Butter and Spreads
      - Omega 3, 6 by FF Milk Formula
      - Omega 3, 6 by FF Powder Milk
    - - Omega 6 by FF Butter and Spreads
      - Omega 6 by FF Milk Formula
      - Omega 6 by FF Powder Milk
    - - Omega-3 by FF Cereal Bars
        
        Omega-3 by FF Yoghurt
        
        Omega-3 by FF Flavoured Milk Drinks
        
        Omega-3 by FF Butter and Spreads
        
        Omega-3 by FF Milk Formula
        
        Omega-3 by FF Powder Milk
        
        Omega-3 by NH Cereal Bars
        
        Omega-3 by NH Fruit and Nut Bars
        
        Omega-3 by Organic Cereal Bars
      - Omega-3 ALA by FF Butter and Spreads
        
        Omega-3 ALA by FF Milk Formula
        
        Omega-3 ALA by FF Powder Milk
      - Omega-3 DHA by FF Butter and Spreads
        
        Omega-3 DHA by FF Milk Formula
        
        Omega-3 DHA by FF Powder Milk
      - Omega-3 EPA by FF Butter and Spreads
        
        Omega-3 EPA by FF Milk Formula
        
        Omega-3 EPA by FF Powder Milk
- - Plant Sterols by FF Yoghurt
  - Plant sterols by FF Butter and Spreads
- - - Probiotics by FF Cereal Bars
    - Probiotics by FF Yoghurt
    - Probiotics by FF Milk Formula
    - Probiotics by FF Powder Milk
    - Probiotics by NH Cereal Bars
    - Probiotics by NH Fruit and Nut Bars
    - Probiotics by Organic Cereal Bars
  - - - Probiotics Bacillus coagulans (BC) by FF Cereal Bars
      - Probiotics Bacillus coagulans (BC) by FF Yoghurt
      - Probiotics Bacillus coagulans (BC) by FF Milk Formula
      - Probiotics Bacillus coagulans (BC) by FF Powder Milk
      - Probiotics Bacillus coagulans (BC) by NH Cereal Bars
      - Probiotics Bacillus coagulans (BC) by NH Fruit and Nut Bars
      - Probiotics Bacillus coagulans (BC) by Organic Cereal Bars
    - - Probiotics Bifidobacterium/bifidus by FF Cereal Bars
      - Probiotics Bifidobacterium/bifidus by FF Yoghurt
      - Probiotics Bifidobacterium/bifidus by FF Milk Formula
      - Probiotics Bifidobacterium/bifidus by FF Powder Milk
      - Probiotics Bifidobacterium/bifidus by NH Cereal Bars
      - Probiotics Bifidobacterium/bifidus by NH Fruit and Nut Bars
      - Probiotics Bifidobacterium/bifidus by Organic Cereal Bars
    - - Probiotics Lactobacillus by FF Cereal Bars
      - Probiotics Lactobacillus by FF Yoghurt
      - Probiotics Lactobacillus by FF Milk Formula
      - Probiotics Lactobacillus by FF Powder Milk
      - Probiotics Lactobacillus by NH Cereal Bars
      - Probiotics Lactobacillus by NH Fruit and Nut Bars
      - Probiotics Lactobacillus by Organic Cereal Bars
    - - Other Probiotics by FF Cereal Bars
      - Other Probiotics by FF Milk Formula
      - Other Probiotics by FF Powder Milk
      - Other Probiotics by FF Yoghurt
      - Other Probiotics by NH Cereal Bars
      - Other Probiotics by NH Fruit and Nut Bars
      - Other Probiotics by Organic Cereal Bars
- - Proteins by FF Cereal Bars
  - Proteins by FF Yoghurt
  - Proteins by FF Protein/Energy Bars
  - Proteins by FF Flavoured Milk Drinks
  - Proteins by FF Milk Formula
  - Proteins by FF Powder Milk
  - Proteins by NH Cereal Bars
  - Proteins by NH Fruit and Nut Bars
  - Proteins by Organic Cereal Bars
- - Taurine by FF Milk Formula
  - Taurine by FF Powder Milk
- - - Vitamins by FF Cereal Bars
    - Vitamins by FF Yoghurt
    - Vitamins by FF Protein/Energy Bars
    - Vitamins by FF Flavoured Milk Drinks
    - Vitamins by FF Gum
    - Vitamins by FF Milk Formula
    - Vitamins by FF Powder Milk
    - Vitamins by FF Butter and Spreads
    - Vitamins by NH Cereal Bars
    - Vitamins by NH Fruit and Nut Bars
    - Vitamins by Organic Cereal Bars
  - - - B Vitamins by FF Cereal Bars
      - B Vitamins by FF Flavoured Milk Drinks
      - B Vitamins by NH Cereal Bars
      - B Vitamins by NH Fruit and Nut Bars
      - B Vitamins by Organic Cereal Bars
    - - Vitamin A by FF Yoghurt
      - Vitamin A by FF Butter and Spreads
    - - Vitamin B6 by FF Yoghurt
      - Vitamin B6 by FF Gum
    - - Vitamin C by FF Yoghurt
      - Vitamin C by FF Gum
    - - Vitamin D by FF Cereal Bars
      - Vitamin D by FF Yoghurt
      - Vitamin D by FF Flavoured Milk Drinks
      - Vitamin D by FF Butter and Spreads
      - Vitamin D by NH Cereal Bars
      - Vitamin D by NH Fruit and Nut Bars
      - Vitamin D by Organic Cereal Bars
    - - Vitamin E by FF Flavoured Milk Drinks
      - Vitamin E by FF Butter and Spreads
    - - Vitamin Mixes by FF Cereal Bars
      - Vitamin Mixes by FF Protein/Energy Bars
      - Vitamin Mixes by FF Flavoured Milk Drinks
      - Vitamin Mixes by NH Cereal Bars
      - Vitamin Mixes by NH Fruit and Nut Bars
      - Vitamin Mixes by Organic Cereal Bars
    - - Vitamins A, D, E by FF Butter and Spreads
    - - Vitamins A, D by FF Yoghurt
      - Vitamins A, D by FF Flavoured Milk Drinks
      - Vitamins A, D by FF Butter and Spreads
    - - Vitamins A, E by FF Butter and Spreads
    - - Vitamins B6, D by FF Yoghurt
    - - Vitamins C, A by FF Milk Formula
      - Vitamins C, A by FF Powder Milk
    - - Vitamins C, D by FF Milk Formula
      - Vitamins C, D by FF Powder Milk
    - - Vitamins D, E by FF Butter and Spreads
    - - Other Vitamins by FF Yoghurt
      - Other Vitamins by FF Gum
      - Other Vitamins by FF Milk Formula
      - Other Vitamins by FF Powder Milk
- - Xylitol by FF Gum
- - Other Key Functional Ingredients by FF Cereal Bars
  - Other Key Functional Ingredients by FF Yoghurt
  - Other Key Functional Ingredients by FF Protein/Energy Bars
  - Other Key Functional Ingredients by FF Flavoured Milk Drinks
  - Other Key Functional Ingredients by FF Gum
  - Other Key Functional Ingredients by FF Butter and Spreads
  - Other Key Functional Ingredients by FF Milk Formula
  - Other Key Functional Ingredients by FF Powder Milk
  - Other Key Functional Ingredients by NH Cereal Bars
  - Other Key Functional Ingredients by NH Fruit and Nut Bars
  - Other Key Functional Ingredients by Organic Cereal Bars

Health and Wellness

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

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What's New

Health and Wellness in the US

Health and wellness in 2021: The big picture

2021 key trends

Competitive landscape

Retailing developments

What next for health and wellness?

Overview:

The Health and Wellness in USA report includes:

This report answers:

Health and Wellness in the US

Health and wellness in 2021: The big picture

2021 key trends

Competitive landscape

Retailing developments

What next for health and wellness?

DISCLAIMER

Better For You Beverages in the US

KEY DATA FINDINGS

Decline in the reduced sugar space after pandemic disruption

BFY reduced caffeine beverages declines even as US consumers struggle with sleep

BFY reduced fat beverages returns to decline after a brief pandemic reprieve

Anti-sugar trend will strengthen, but not to the benefit of reduced sugar beverages

A sharpening “caffeine paradox” will define US consumers’ relationship with caffeine

Reduced fat faces multiple negative long-term trends

Better For You Packaged Food in the US

KEY DATA FINDINGS

Clean label trend puts pressure on better for you categories

Indulgence has become less important

Reduced sugar packaged food shows an inverse trend from other reduced segments

Reduced fat products will struggle as concern about fats diminishes

Reduced sugar expected to see the highest growth amidst innovation in snacking

Sodium is slowly following in the footsteps of sugar in terms of a negative reputation

Fortified/Functional Beverages in the US

KEY DATA FINDINGS

Demand for immune support slows in 2021 after historically high growth rates

FF tea declines marginally in 2021 as demand normalises after a standout performance

FF energy drinks grows as demand for caffeine rises

Immune support faces an uncertain future as COVID-19 becomes endemic

The protein boom will start to lose steam

Fibre and gut health will pick up where protein leaves off

Fortified/Functional Packaged Food in the US

KEY DATA FINDINGS

Immune support as a functionality faces an uncertain future

Protein remains big, but for how long?

Gut health sees rising interest

Protein trend to lift sweet biscuits and snack bars

More indulgent categories will see better gains from fortified/functional products

Demand set to continue as consumers look to supplement their diets

Free From in the US

KEY DATA FINDINGS

Consumers turn to gluten-free products amidst diet trends and food sensitivities

Free from meat continues to gain share as processed meat producers face criticisms

Dairy alternatives become more similar to meat analogues

Plant-based products collide with the clean label trend

Price points will need to fall to make many products fully competitive

Sustainability concerns to become a growing trend

Naturally Healthy Beverages in the US

KEY DATA FINDINGS

Naturally healthy products are the key force in HW beverages

Bottled water continues to gain share of throat

The rise and fall of NH 100% juice

NH fruit/herbal tea will drive growth in NH hot drinks

The inexorable growth of NH bottled water to continue

No end in sight for the clean label trend

Naturally Healthy Packaged Food in the US

KEY DATA FINDINGS

Clean label trend pushes consumers towards naturally healthy products

Pandemic cooking trends boost sales, but for how long?

Channel shift towards foodservice negatively affects naturally healthy products

Corrections of 2020 performances define the near-term outlook, but long-term growth expected

Some NH products will face challenges from other HW categories and diet trends

Snacks and basic ingredients to see continued growth

Organic Beverages in the US

KEY DATA FINDINGS

Organic coffee leads the way in organic beverages

Organic tea also benefits from new post-pandemic trends

Organic juice clings to growth as immune interest fades

Inflationary pressures to encourage additional premiumisation

Crowded labels could be a challenge for organic products