Product sales with health & wellness claims have seen a slow down in sales after a surge over 2020-2022. Heightened demand for healthier choices has subsided, however, more stable growth is expected in the forecast period. While cost-of-living crisis has consumers rethinking their shopping habits and focusing only on essential, there is still demand for foods and drinks with health & wellness claims, especially those connected to restrictive diets, allergies, sensitivities, fitness or health.
This report comes in PPT.
Brands that want to position themselves as a better choice for consumer’s health or diet often employ multiple claims. Combining claims attracts a wider range of consumers whether they have dietary restrictions or just want to adjust their intake of certain ingredients. It takes away the guessing game and eliminates the need to do not independent research.
During the pandemic, many consumers revised their everyday habits and took on fitness challenges to improve their physical and mental health. Fitness has become an important habit for many and nutrition is an important part of daily routine. Better choice with lower sugar content, high protein and fortification with vitamins or minerals is notable throughout packaged food and beverage categories. Snacks, dairy and soft drinks have seen the biggest influx of products that have sports nutrition in mind.
Claims relating to dietary restrictions have become prominent in packaged foods and drinks. Consumers are seeking products that fit their specific needs whether they are vegan, vegetarian, lactose free, gluten free or have other specific dietary requirements to maintain their health and optimal nutrition. It has become common that most popular product variants are then developed to fit specific needs. Dietary and free from claim group is expected to maintain the leading position within foods and drinks as innovations are welcomed by consumers.
Innovations involving health and wellness features often come from smaller companies that target a specific consumer need; however, their biggest hurdle is managing demand. Companies like Celsius signed contract with large regional distributors to ensure market expansion. Sometimes niche companies can only achieve growth by joining large corporations. Mergers and acquisitions can help start-up companies reach new markets with higher marketing budgets and established supply chain networks.
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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