With the pandemic creating heightened concerns around health, health and wellness dairy products and alternatives faces stronger competition from other packaged food and beverages categories, as there has been an increase in the number of products with a health positioning in many other categories – such as chocolate confectionery and soft drinks containing lactic acid bacteria to support immune health. This is leading some consumers to shift from dairy products and alternatives with a health positioning, such as yoghurt, to other food or beverage categories, as they now have a much wider option from which to choose.
Over 2022-2027, more consumers are expected to turn towards foods that offer fortification or functionality, as these are increasingly seen as options to boost metabolism. Habits adopted during the pandemic are also expected to continue, as people look to change their diet in order to maintain their health.
In the forecast period, consumers will increasingly be concerned to maintain the right dietary habits for themselves. As such, gluten free, which is a dietary and free from type of health and wellness attribute, is anticipated to realise positive growth within dairy products and alternatives over the forecast period.
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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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