Despite lingering economic uncertainty, consumers are prioritising functional nutrition, driving global health and wellness sales up by 8% in 2024, to USD942 billion. Growth was led by fibre, protein and brain health claims across beverages, dairy and plant-based foods, but clean eating increasingly matters. To compete, brands must deliver credible, mindful innovation, and embed wellness across portfolios with regional relevance.
Delivery
This report comes in PPT.
Key Findings
Wellness expands, as more cautious consumers remain health-driven
Despite global volatility, health and wellness sales hit USD942 billion in 2024, up by 8% year-on-year, as consumers spent more on functional foods and drinks. Gut and brain claims rose in beverages and dairy, driven by post-pandemic mindsets and health awareness among Gen Z. Supermarkets mainstream wellness through goal-based merchandising.
Growth driven by demand for functionality and transparency
Fibre and probiotics are gaining traction in the West, while plant-based and “free from” claims are expanding in developing markets. The US led growth in 2024, with China, India and Brazil also rising. Energy drinks, dairy and bread evolved through health-driven innovation and reformulation.
Wellness must take the front seat in product portfolios
To stay competitive, global food and drink companies must let health lead portfolio decisions – accelerating M&A in snacks, soft drinks and dairy to acquire brands with gut health, low sugar and plant-based claims that resonate locally and deliver credible, layered wellness benefits.
Asia tops health growth prospects, while fibre becomes major globally
Asia Pacific will drive global wellness growth to 2029, led by functional drinks and dairy – such as probiotic soft drinks in China and protein-rich dairy in India. The Americas will see growing demand for clean label snacks and reformulated drinks, with weight and fibre claims gaining traction. Protein, fibre and brain health will expand across tea, juice and plant-based formats.
Health innovation must be fast, layered and credible
To win in wellness, brands must innovate with speed and credibility; layering functional claims like immunity, hydration and stress support with clean label and sustainable credentials. From GLP-1 nutrition to plant-based snacks, success lies in delivering health benefits that are both differentiated and ethically aligned.
Our expert’s view of health and wellness in 2024
Health and wellness snapshot
Key findings
Health and wellness momentum grows as demand rises for cleaner, functional products
Top five trends in health and wellness
Top five trends uncovered
Drivers of consumer markets and impact on health and wellness
Health and wellness’s future shaped by consumer health… and pet nutrition trends
Health and wellness expands assertively despite more volatile global context
Product harmlessness and authenticity remain top consumer preoccupations
As inflation moderates, organic regains momentum and functionality pierces through
Supermarkets take health to next level: From signposting to health-led store sections
Probiotics and sugar avoidance rose in the West, plant-based in developing markets
US retains largest health and wellness opportunities, China and India also stand out
Sugar avoidance a steady trajectory in drinks, free from expands in staples and snacks
Category transformations: Energy drinks stand out; dairy and bread key areas in food
Generation Z drives functionalisation of drinks and food
M&A becomes the fast track to wellness dominance, particularly in snacks and drinks
Brand owners must give (culturally relevant) wellness positioning the front seat
Private label gains in fragmented market: Brands must lead via science and substance
Fast, credible and layered: How global brands are redefining health innovation
Health and sustainability converge as consumers become more intentional
Asia drives global growth prospects, with functional drink, dairy, baby food innovation
Versatility of protein and fibre enables further claim expansion across markets
Functionality a growth engine in soft drinks; “cleaner” alternatives key in foods
Functional innovation must not deter from long-term need for core reformulation
SWOT analysis
Opportunities for growth
Our expert’s view of health and wellness to 2029
Health and Wellness
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. Please note that data is not available at this level or other aggregated claim levels.
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