Western Europe

Towards the end of the review period, Norway’s health and wellness staple foods industry continued to record rising sales as a result of the development of the overall health and wellness trend. The largest category across the industry is natural…

Consumers in Italy have become more conscious of the importance of following a healthier diet, but despite this they still crave indulgences. As such, Italian consumers are increasingly looking for no fat and no sugar cakes and that are rich in…

Health and wellness concerns are increasing across Ireland, shaping buying habits within staple foods. Consumers are looking to improve nutritional content, avoid artificial ingredients, and reduce high sugar and fat levels. As consumers have changed…

High fibre remained the leading health and wellness claim in staple foods in Greece in 2023. Many consumers look for high fibre products to compensate for the deficiency in their fibre intake from vegetables, especially as increasingly hectic…

With local consumers becoming increasingly health-conscious and looking for healthier breakfast options, the demand for low or no added sugar breakfast cereals in Germany has increased in recent years. These alternative options contain reduced levels…

The number of people adopting vegan, vegetarian and flexitarian diets is growing in France. While still somewhat underdeveloped as compared to neighbouring markets such as the UK and Germany, this trend has gained momentum in recent years, primarily…

The oat boom continues expanding in Finland. Not only are oats a traditional Nordic superfood, but there is also considerable new product development allowing brands to deliver value-added benefits. The health benefits of oats are widely known in…

Health and wellness trends are becoming increasingly aligned with ethical considerations in consumer purchasing decisions. Consumers are becoming more concerned about social and environmental sustainability, climate impact and animal welfare, as well…

With the health and wellness trend gathering momentum on an annual basis in Belgium, Nutri-Scores have been gaining in importance across packaged food categories, including staple foods. In general, local consumers are seeking out staple products…

Animal welfare is increasingly impacting Austrian consumers' buying decisions, with organic meat, cruelty-free farming, and vegan options gaining ground. While approximately 2% of the Austrian population are vegans, an increasing number of consumers…