World Market for Nutrition

February 2021

In light of Coronavirus (COVID-19), consumers are increasingly interested in what healthy eating really means. Governments across the planet are promoting healthy diets by applying new policies on overconsumed nutrients, while, in most cases, consumers’ eating habits are not meeting WHO recommendations. This report explores nutritional trends in global consumers’ diets through both on- and off-trades across alcoholic drinks, fresh food, packaged food and soft drinks.

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Examining five trends shaping nutrition

Preventative Health

Consumers are increasingly seeking to improve their strength against illness. Driven by both increasing awareness among consumers and product availability, probiotics are booming. Prebiotic fibre is gaining traction to accompany probiotics products.

Sustainable Eating

While sustainability is a strong motivation for eating them, plant-based products are also well received for their nutritional value. The shift towards a plant-based diet is clear as already 1% of protein in consumers’ diet is sourced from plant-based alternatives in some regions.

Labelling and Regulations

Regulations in food and drinks are tightening and providing better transparency to consumers. Nutrients which are strongly linked to health issues, such as sugar, fat, saturated fat and salt, will likely be further restricted by advertisement bans and labelling including third party labels.

Balanced Eating in a Post-Better For You World

Consumers’ perception of healthy eating has shifted from counting calories and intake of certain nutrients to a balanced diet. Better for you products such as reduced fat are seeing a slowdown in growth globally.

Permissible Indulgence

Permissible indulgence continues to thrive as consumers seek comfort amidst the pandemic. The reduction of refined sugar, however, remains a key topic that shapes innovations in this field.


Examining five trends shaping nutrition
COVID-19: Impact on nutrition

Global Outlook

Per capita per day energy intake in retail is highest in Western Europe
Calorie purchase through foodservice slows due to COVID-19 pandemic
Asia Pacific sees the fastest growth in per capita per day energy intake
Packaged food is the leading contributor of purchased calories
Carbohydrate is the leading calorie source for most of the countries
Majority of our energy source is plant-based
The United Arab Emirates has the highest calorie intake in per capita
Fruits are increasingly becoming the major source of sugar
Average contained sugar declines in energy drinks and sports drinks
Other than Western Europe, all regions are deficient in fibre intake
Fat intake is increasing globally due to the changing perceptions on fat
Saturated fat looms large in the minds of consumers but continues to rise
Protein is largely overconsumed as the boom continues
Taiwan will overtake Norway in protein intake level per capita per day
Reducing salt intake is one of the key missions for many countries

Top Five Trends Shaping the Industry

Health moves front: Growing attention to nutrition information
Examining five trends shaping nutrition
Preventative health: Prebiotic fibre has strong potential in soft drinks
Naturally functional nutrients move into spotlight in light of COVID-19
Sustainable eating: What is the impact of plant-based diets on nutrition?
Alternative proteins to account for 1% of protein intake in North America by 2024
Would ECO-SCORE label promote the growth of plant-based products?
Labelling and regulations target sugar, saturated fat and possibly salt
Balanced eating idea slows down the growth of reduced fat products
Permissive indulgence: Innovations in sugar reduction
Areas of opportunity

Nutrition Methodology

New Methodology: Readable Big Data Captured by Artificial Intelligence
New methodology in detail


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