The world’s largest packaged foods companies are entering a period of heightened focus on their most promising brands and categories. This has involved a willingness to cut SKU counts, sell off iconic brands, or even split apart entirely. Long-term market shifts will continue to push companies in this direction, meaning the future of packaged food is a more fragmented one than it is today.

The rise of Gen Alpha in Asia is redefining consumer behaviour, with a focus on ultra-convenience, digital integration, and health and wellbeing, creating opportunities for brands to innovate and capture a significant share of the region's growing consumer market, worth over USD10 trillion.

Spurred by macro uncertainty and the cross-pollination of clinical, illicit and wellbeing trends, transgressive wellness is prompting consumers to re-examine their relationships with emerging and taboo substances, disrupting existing consumption routines across FMCGs and rebalancing the USD3 trillion wellness industry.

Health and wellness food and drink is entering a structural reset. GLP 1 uptake, HFSS rules and ultra processed food scrutiny are shifting portfolios from pure taste experience to metabolic purpose. Winners democratise wellness at scale: Nestlé’s mass nutrition, General Mills’ value protein and PepsiCo’s fibre and functional bets. M&A now buys credibility, while success hinges on platforms that deliver clean, affordable and credible functionality.

Health and wellness in Austria continued to develop in 2024, shaped by consumers increasingly prioritising better-for-you choices while remaining cautious with spending. As health awareness becomes more embedded in everyday routines, demand has continued to shift towards products perceived as more natural, less processed and compatible with balanced lifestyles. This has supported growth across a broad range of categories, including dairy, staple foods and cooking ingredients, while also reinforc

In 2024, many consumers focused on health and wellness, driving innovation across food and drink categories focused on natural, minimally processed, and easily recognisable ingredients. Manufacturers responded by reformulating products to eliminate artificial additives, and by launching high-protein, high-fibre, and plant-based alternatives. Functional nutrition and sugar reduction emerged as key trends, with fortified, probiotic, and low- or no-sugar products gaining traction across categories,

A natural positioning remains most appealing to consumers when assessing health and wellness claims. Many other claims, such as functional claims, are often also linked to a natural positioning. Consumers prefer minimal processing, transparency of ingredients and locally sourced ingredients.

In 2024, Swedish consumers increasingly sought food and drink products that actively support health, driving innovation around low sugar, low fat, high fibre, high protein, and nutrient-fortified formulations. Functional claims, such as added vitamins, probiotics, omega-3s, and electrolytes, extended across categories, while natural, plant-based, and clean-label positioning reinforced health perceptions. Plant-based and ethically sourced products combined nutritional value with everyday function

Health and wellness in Turkey continued to develop in 2024, supported by a strengthening consumer focus on diet quality and prevention-led wellness, even as inflation and high food prices reinforced a value for money mindset. Across packaged food and beverages, health-driven demand increasingly centred on reducing sugar intake, avoiding artificial additives and choosing products that deliver clearer functional benefits. This supported strong momentum for claims linked to naturalness, functional

Health and wellness in the United Arab Emirates continued to develop in 2024, supported by gradually strengthening consumer engagement with healthier lifestyles and more claim-led purchasing behaviour. High obesity levels and growing awareness of diet-related health risks continued to shape demand, encouraging consumers to look for “better for you” options across both food and beverages, even when taste and convenience remained primary drivers. This supported strong momentum for reduced sugar pr

In 2024, Norwegian consumers increasingly favoured natural products characterised by minimal processing and domestic origin, often preferring locally sourced goods over imported organic options. Purchasing decisions were influenced by fortified/functional claims as well as a growing emphasis on no sugar claims. This drove demand for food and drink products high in protein and fibre, free from added sugars, and supportive of digestive health.

In 2024, health and wellness in New Zealand continued to shift from being a niche lifestyle to an everyday purchasing habit, as consumers increasingly scrutinised labels, prioritised natural ingredients, and sought out products that support specific health goals. At the same time, inflation and the cost-of-living squeeze meant that value for money remained critical, pushing demand towards affordable “better-for-you” choices such as sugar-free drinks, allergen-friendly staples, and functional sna

Health and wellness in China performed positively in 2024, with the majority of claims expanding in volume and current value terms across packaged food, soft drinks and hot drinks. While growth prospects were tempered by encroaching maturity and population decline, sales remained robust on the whole thanks to rising health-consciousness. Having become more ingrained since the pandemic, this trend continued to be reinforced by factors such as the country’s ageing demographic profile, increasingly

Demand for health and wellness food and beverages continued to grow in Switzerland in 2024, driven by increasing awareness of the role that nutrition plays in living a healthy and active lifestyle. Consumers looked to purchase products which were not only low in fat, sugar and salt, but which also provided added claims such as high fibre and high protein, or immune support and energy boosting. Another major trend was the shift towards vegan, vegetarian and flexitarian diets, as well as a greater

The report explores how brands are reshaping loyalty into a strategic growth lever. By embedding choice-based rewards, wellness incentive and immersive micro-content into customer experiences, companies convert attention into meaningful engagement, drive repeat behaviour and unlock long-term value across diverse markets.

Health and wellness claims have a wide appeal in Finland, with many consumers actively seeking food and beverages that they believe offer greater health benefits. Many claims are continuing to attract a widening range of consumers, however, with plant-based, gluten free and lactose free claims having a strong appeal in 2024.

In 2024, Greek consumers were increasingly choosing plant-based, high protein, and multifunctional products across packaged food and drink, driven by health, satiety, digestive benefits, and ethical considerations. Sugar reduction remained a key priority, with no sugar or low sugar claims expanding, even in indulgent categories like chocolate, crisps, and soft drinks. Natural and organic products also rose in importance, offering perceived health benefits, authenticity, and trust through minimal

Health and wellness packaged food and beverage categories in Ireland continued to record resilient growth in 2024, supported by strong consumer engagement with healthier lifestyles and reinforced by a regulatory environment that increasingly shapes product formulation, innovation and marketing. Rising awareness of obesity, diabetes and diet-related health concerns has accelerated demand for products perceived as better for long-term wellbeing, while HFSS legislation has played a defining role in

Consumers in Chile are becoming increasingly conscious of the ingredients in the products that they buy and eat and the impact they have on their health and the environment. Companies and retailers are following and responding to this through a growing assortment of health and wellness positioned food and beverages, with this being accompanied by a growing focus on the environment and animal welfare. However, elevated inflation and rising costs limited the ability of some players to invest in ne

In 2024, health and wellness packaged food and beverage markets in South Africa continued to expand, shaped by rising public health concerns, regulatory pressure and changing consumer lifestyles. High prevalence of obesity, diabetes and cardiovascular disease has kept nutrition firmly in focus, encouraging consumers to seek products that support everyday wellbeing rather than niche dietary needs. Across categories, demand increasingly favoured offerings that combine functionality, moderation and

An increasing focus on health and wellness is significantly shaping food and beverage markets in Indonesia, as consumers become more mindful of the nutritional content in their food choices. Functional products with vitamins and minerals are increasingly desirable alongside natural, low sugar and high-fibre options.

Demand for food and beverages with health and wellness claims continued to grow in Taiwan in 2024. This was fuelled by factors such as the pandemic, food safety scares, and increasing access to health and wellness information online. This has helped to fuel demand for products with natural, fortified/functional, and better for you claims. Alongside rising health concerns, consumers are also becoming more conscious of the wider impact of their purchasing decisions, which has benefited sales of pr

Although price remained a crucial factor in purchasing decisions in 2024, stable inflation led health-conscious consumers to increasingly seek products that were less processed and provide additional health benefits. Along with good taste, convenience and time saving benefits, Spaniards placed greater importance on foods that provide nutritional benefits or were perceived as healthier and more natural.

Health and wellness continued to gain importance in Canada in 2024, as consumers became more proactive about managing long-term health risks such as obesity, diabetes and digestive issues. Across food and drink categories, shoppers increasingly scrutinised labels, prioritising reduced sugar, free-from and functional products that support overall wellbeing. However, persistent inflation and elevated living costs limited trading up, meaning growth was strongest for health and wellness claims that