Health & Well-Being: Superfoods see super sales

A growing trend among many consumers toward health-consciousness has propelled sales of superfoods and some associated perceived healthy products, such as gluten- and wheat-free foods and products such as Vitamixes. Food and beverage companies such as McDonald's and Mondelez International have responded by committing to strategies to improve the nutritional content of some of their products.

Scope

This case study looks at how health-consciousness among consumers has grown in recent years, with sales of healthy products backing this up.

The case study looks in more detail at the sale of certain superfoods and superfood powders, and related products like the Vitamix.

Finally, the case study examines commitments made by companies like Mondelez and McDonald's to improve the nutritional content of their products.

Reasons to buy

Are consumers more health-conscious? Is this a Western phenomenon, or is it true in countries like China as well?

What are superfoods? What are examples of superfoods? How have their sales been in recent years?

Are any large consumer or fast-food companies attempting to make their products healthier?

Companies mentioned

None

Table of Contents

OVERVIEW

Catalyst

Summary

HEALTH-CONSCIOUSNESS IS GROWING

China's economic growth has propelled health-consciousness

Holland & Barrett has experienced record consecutive growth, with plans to open more stores

The number of households purchasing vitamins grew in 2014

CONSUMERS ARE PURCHASING "SO-CALLED" SUPERFOODS AND ESCHEWING SOME PREVIOUS FOOD STAPLES

Many superfoods are experiencing phenomenal sales growth

The superfood label can boost a product's popularity

Chia seed demand is growing year-on-year

Chia demand may soon outstrip supply

2013 has been declared the "international year of quinoa"

Superfood powders are the latest alleged panacea of the health-conscious world

Super Elixir: the model to follow?

Startup Aduna: a signal of shifting consumption patterns?

Vitamix: right place, right time?

Superfood powders will continue to grow

Food staple consumption is evolving

Some former food staple sales are experiencing slowing growth or decline

Concerns about gluten behind declining food staple demand

Organic food growth is another symptom of changing preferences

Young people are key to accelerating future growth of organic products

Independent retailers, particularly home delivery schemes, are growing

TRADITIONALLY UNHEALTHY COMPANIES MOVING TOWARDS HEALTH-CONSCIOUSNESS

IFBA members have committed to improving global health

McDonald's attempts comeback following Super Size Me

Casual restaurants advance at the expense of fast food

Mondelez has met many well-being targets

Snack giant Mondelez has "billion dollar brands" including Cadbury and Oreo

Mondelez has committed to sustainability, health and wellness, community, and safety goals

Mondelez is on target with many of its commitments

CONCLUSIONS

Health-consciousness is increasing for many in society

Superfoods are experiencing phenomenal growth

Companies commit to healthfulness goals

APPENDIX

Definitions

Sources

Further Reading

MarketLine Case Study Dietary supplements: Growth & MA

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