As consumer awareness about diet impact on their health increases, health and wellness product demand gets stronger. Nevertheless, different consumer needs lead to stronger market fragmentation, and, for companies playing in this market, navigating consumer trends becomes essential. This reports discovers the currently most popular health and wellness food and drink claims and examines key trends that are going to shape the industry.
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This report comes in PPT.
The shift from animal to plant-based foods will be one of the biggest driving forces in health and wellness to 2027 and beyond. As the movement continues to transform propositions across categories, the established vegetarian label, as well as “dairy-free” and “meat-free” will fare well. But “vegan” and “plant-based” will be particularly compelling signals to food shoppers.
Globally, sales of food and drinks with sugar avoidance claims will be further fuelled by mounting consumer and regulatory pressures. Interest towards “low sugar”, “no sugar” and “no added sugar” will go well beyond weight management to provide general health and protect the heart, whilst creative ways of recreating indulgence will entice.
High protein labels are on a quest for new horizons and show no sign of slowing. The claim will expand well in Asia, Latin America and Middle East and Africa, promising physical resilience and energy. Within the more mature North America and Western Europe regions, the realm of what the claim means will expand to areas such as immune support and relaxation.
A difficult economic forecast places the organic claim in a challenging position, going forward, typically coming with a premium price point and a lack of perceived added value. Yet, organic will find opportunities in the mid- term such as in China where it signifies quality, and in the long term as a sustainable label too.
As well as digestive health, which ranks 10th globally among health claims, gluten free, immune support, high fibre and probiotic are all expected to benefit more or less directly from increasing knowledge around the importance of a healthy microbiome. High fibre will be a particularly effective tool in injecting a health image into categories such as bread, sweet biscuits and even juice.
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. Please note that data is not available at this level or other aggregated claim levels.
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