Evolution of health claims in food & beverages

Explores evolving health claims in the food and drink category, sets them in context and presents opportunities for marketers.
  • Digital is becoming the key medium for researching and purchasing food and beverages; this comes as large numbers of people (43% of global consumers) are paying attention to nutritional information.
  • With high sugar intake increasingly perceived as a critical public health issue, governments are regulating the promotion of high-sugar products – brands have responded with recipe reformulations and new product launches.
  • Fitness trends have driven demand for protein-rich food, and business has responded by increasing the SKU count of high-protein products.
  • Food and beverage companies should understand consumers’ various need states to take advantage of their opportunities; gut health, immune...

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