Eight stats from the global health and wellness sector

Health and wellness products outgrew the overall food and drinks sector for a second consecutive year, according to a new report from multinational professional services network KPMG

25 February 2020
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  • Global food sales in the health and wellness segment reached $725bn (£558bn) in 2018, accounting for up to 20% of total packaged food in some developed markets.
  • Health and wellness grew ahead of overall food and drinks sectors in 9/10 of the top global markets over the past six years (with the US being the exception).
  • Between 2009 and 2019, Google searches for ‘vegan’ increased 5x while searches for ‘plant-based’ grew 22x.
  • Between 2016 and 2019, searches for ‘pea protein’ increased by 20%.
  • According to the report, UK consumers most prefer foods claiming ‘low/no added sugar’ (51%), followed by ‘low/no added salt’ (43%), ‘no added fat’ (39%), ‘no artificial ingredients’ (38%) and no ‘artificial sweeteners’ (32%).
  • Baby Boomers and Generation X see ‘no added sugar’ and ‘no artificial ingredients’ as among their most preferred food attributes, while ‘high protein’ and ‘high fibre’ are among those preferred by Millennials and Generation Z.
  • In terms of the health and wellness subcategories, ‘free-from’ has seen the highest growth in the UK, rising 12% between 2015 and 2018.
  • The percentage of consumers who are willing to pay more for health and wellness benefits increased in 8/10 of the top global markets between 2015-18 (with Brazil and Italy being the exceptions).


“With consumer interest in health and wellness growing globally, the segment is expected to continue to outperform and capture share from other categories,” said KPMG partner Nick Wansbury.

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