US consumers are increasingly aware of the benefits of eating a healthy diet year-round for weight management, which is leading some to shift from short-term dieting, to embracing certain diets long-term as part of their lifestyle. Keto, paleo, whole foods, and plant-based diets are amongst the leading ones considered, with consumers at times switching between or combining two or more of these diets in their daily routine.
Despite its already significant level of value sales, gluten free is expected to continue to see growth in the US in the forecast period in value terms at constant 2023 prices, as more people with allergies turn to such products, as well as people without allergies, due to their perceived health benefits, and as they are used as a weight management tool. Sales are set to reach USD23.
When it comes to the intake of specific nutrients as a way of boosting metabolism, consumers are expected to increasingly look beyond over-the-counter vitamins and dietary supplements, towards their wider dietary habits. This is expected to lead them to seek out extra functionality from the foods they consume.
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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 baked goods, breakfast cereals, processed fruit and vegetables, processed meat, seafood and alternatives to meat and rice, pasta and noodles NOTE: Couscous, polenta and quinoa are excluded from staple foods. 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 Staple Foods research and analysis database.
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