In 2024, health and wellness positioning in Australian staple foods increasingly shifted from broad “healthy eating” messaging towards more functional, targeted propositions, particularly those linked to gut health, weight management and everyday nutrition. Manufacturers responded by placing benefit-led claims more prominently on pack, reflecting growing consumer reliance on quick front-of-pack cues such as specific claims and the Health Star Rating (HSR). This supported stronger visibility for
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Overview:
Understand the latest market trends and future growth opportunities for the HW Staple Foods industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the HW Staple Foods industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The HW Staple Foods in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of HW Staple Foods in Australia?
- What are the key health and wellness concerns driving sales in HW Staple Foods?
- Is HW Staple Foods a dynamic niche or mainstream concern in Australia?
- Which are the leading brands in HW Staple Foods in Australia?
- How are products distributed in HW Staple Foods in Australia?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
HW Staple Foods in Australia - Category analysis
KEY DATA FINDINGS
Functional staples gain visibility as front-of-pack cues influence purchase decisions
Functional benefits and front-of-pack signalling shape staple foods innovation
High fibre evolves into a gut health narrative rather than a standalone claim
High protein expands across everyday staples, but value sensitivity shapes how it is used
Weight management, no added sugar cues and clearer labelling shape future staple foods demand
High fibre is expected to grow modestly, with differentiation depending on functional storytelling
High protein will remain important, but claim usage will depend on category fit and consumer expectations
Health and Wellness in Australia - Industry Overview
Health and wellness in Australia pivots towards sugar reduction, functionality and credible everyday benefits
Sugar reduction and metabolic health concerns shape category-wide performance
Functionality, gut health and protein move health and wellness beyond avoidance
Mainstream integration of functional, lower-sugar and clean-label products will drive future growth
COUNTRY REPORTS DISCLAIMER
HW Staple Foods
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 definitionsWhy buy this report?
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- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our HW Staple Foods research and analysis database.
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