Recently, the FDA proposed stricter standards for school meals, emphasising lower added sugar and even no sugar. This is part of a larger shift to healthier diets proposed both by government agencies and consumer advocacy organisations.
More consumers are expected to turn towards foods that offer fortification or functionality in the forecast period, as these are increasingly seen as options to boost gut health and other need states. Habits adopted during the pandemic are also expected to continue, as people look to change their diet in order to stay healthy.
More consumers are expected to be concerned with having the right dietary habit for themselves, whether this is vegan, vegetarian, or (most commonly) flexitarian. However, the consumer group for vegan products will not only include those who are choosing such products based on dietary preference.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baby food and dairy and plant-based dairy For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Dairy Products and Alternatives research and analysis database.
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