Health and Wellness

At the beginning of the review period, gluten free staple foods was an underdeveloped category. Specialised channels such as health food stores and organic supermarkets were the main distribution channels and consumers who struggled with issues…

The transition to low sugar and no sugar products began a few years ago, although the pandemic accelerated the trend. The pandemic brought significant changes in the way consumers approached their health and wellness which led to a sudden and…

Vegan snacks registered a strong sales performance in 2022 as all vegan categories achieved above average growth, including vegan ice cream, which performed particularly well. Moreover, the range of vegan chocolate confectionery is constantly…

Organic claims are significant in both the tea and coffee categories in the hot drinks market in the Netherlands. However, in 2022, there was a sharp decline in retail value sales of the organic claim. While organic remains one of the smaller…

High protein products in the dairy category became increasingly popular as consumers prioritised their health and wellness in 2022. This trend was initially fuelled by the COVID-19 pandemic and heightened awareness of the connection between diet and…

In general, there has been long-term growth in vegetarian cooking ingredients and meals. In 2022, there was a temporary dip in retail sales of these products, although this was mainly an adjustment after a sharp increase in retail sales of vegetarian…

The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…