Western Europe The Strength of the Health and Wellness Sector

Transcription

1 International Markets Bureau MARKET ANALYSIS REPORT OCTOBER 21 Western Europe The Strength of the Health and Wellness Sector Source: Mintel Source: Shutterstock

2 Western Europe The Strength of the Health and Wellness Sector EXECUTIVE SUMMARY The Western European market is known for its high standards and intense competition; this report will provide insight as to how Canadian Agriculture and Agri-Food exporters can differentiate, particularly in the region s highly sophisticated health and wellness sector. Strong Demand for Health and Wellness Western Europe s aging population has led to a cohort of individuals for whom health has become a major concern. The health and wellness wave appears to have held up well against the global economic crisis. The region s health and wellness sector is no longer considered a niche market, with products being widely available to consumers across various store formats, including discounters. The trend has been strongly incorporated into European culture and is expected to continue growing, being driven by wellness and convenience-oriented mainstream consumers seeking healthier food and beverages that support their faster-paced lifestyles. Market Outlook Western Europe is a stable market with moderate growth and strong potential in its health and wellness and private label sectors. In the last decade, consumers have become increasingly aware of the health benefits of food, following educational campaigns by state and private bodies and innovative new product launches. As a result, the health and wellness sector is expected to see a greater diversity of products available in mainstream stores. It will be crucial for suppliers to pay attention to consumer tastes and preferences with regards to product types, packaging, labeling, etc., to be competitive in this market. In Western Europe differentiation is and will always be an important key. CONSUMPTION TRENDS IN HEALTH AND WELLNESS Western European consumers are aging, which has created a large segment of individuals for whom health is a primary concern and, in turn, driving their eating habits. Consumers in this market are savvy and well read, and want to be informed about the food and beverages they consume. Health and wellness food and beverages are no longer viewed as niche products in this marketplace, as a result of their wide appeal to a number of consumer groups. Effects of a Recession Although the sector saw a decrease in sales as a result of the recession, the size of the market was still substantial at US$165 billion in 29, as compared to US$185 billion in 28, before the recession hit. The North American market fared better in this category than did Western Europe, which saw a noticeable 1.97% drop in consumption in 29 (Table 1). INSIDE THIS ISSUE EXECUTIVE SUMMARY 2 CONSUMPTION TRENDS IN HEALTH AND WELLNESS TOP TRENDS Effects of a Recession Effects of Per Capita Income on Health and Wellness Opportunities in Health and Wellness Adding Value: Effective Labelling and Packaging Trends in Food Types and Ingredients Manufacturers must Innovate to Be Competitive CONCLUSION 15 BIBLIOGRAPHY Better-For-You This category is one of Western Europe s larger markets, in value terms, for health and wellness. Food Intolerance Germany has led this category, growing faster than in other Western European countries. Fortified and Functional This category is strongest in the U.K., followed by Germany and France. Naturally Healthy This category is the largest food group in the health and wellness sector for most Western European countries, with the exception of the U.K. Organic Foods This category is expected to continue to see substantial growth on a global level in the next two years. PAGE 2

3 Consumer Demand Index (World Average = 1) Absolute Growth, , ($US million) % Growth, CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUTED) Table 1: Health and Wellness Market Size Western Europe - Retail Value RSP - US$ millions Geographies Category Western Europe Health and Wellness $ 131,833.2 $ 138,91.3 $ 148,87.9 $ 17,316.8 $ 185,476.3 $ 165,128.8 Source: Euromonitor International, Health and Wellness: Euromonitor, 21 Note: Historic regional/global values are the aggregation of local currency country data at current prices converted into the common currency using year-on-year exchange rates. The dollar value of health and wellness products expected to be sold in Western Europe between 27 and 212 is substantially higher than that of other regions, and slightly higher than that of North America (Chart 1). That being said, although the market is only expected to see moderate growth, the potential for profitability is significant. Chart 1: Forecasted Growth Health and Wellness Sector Global ($US millions/%) Asia Pacific Australasia Eastern Europe Latin America Middle East and Africa North America Western Europe Absolute (%) Effects of Per Capita Income on the Health and Wellness Sector Studies show that per capita income has proven to more strongly affect health and wellness spending than measures like obesity or median age. Western Europe s per capita incomes are closely linked to the steady expansion in health and wellness spending, relative to the rest of the world, as illustrated in Charts 2 and 3. Health and wellness products are still, to some extent, considered luxury items and are often more costly. They appeal primarily to highly educated, relatively well-off consumers, particularly older individuals; this psychographic illustrates the Western European consumer, and highlights the potential for health and wellness in this marketplace. Chart 2: Average Per Capita Health and Wellness Spending Leaders North America Australasia Western Europe Eastern Europe Latin America Asia Pacific Middle East and Africa Food Beverage PAGE 3

4 Expenditures ($US mn) Absolute Sales Growth, 22-27, ($US million) CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 3: Leaders in Absolute Sales Growth - Health and Wellness 22/27 8, 7, 6, 5, 4, 3, 2, 1, Western Europe North America Asia Pacific Latin America Eastern Europe Australasia Middle East and Africa Opportunities in Health and Wellness Retail sales in the past five years showed a strong trend toward healthy food and beverages, due to strong demand for fresher, more natural products, as well as an equally strong demand for better-for-you and fortified/functional products. On average, health and wellness expenditures dropped by a little over 3% (US $5,188 million) between 27 and 29, however, the categories least affected were organic products and food intolerance products, being the two smallest markets within the health and wellness sector (Chart 4). Chart 4: Health and Wellness Expenditures in Western Europe by Type between 25 and 29 (US$ mn) Better For you Food Intolerance Fortified and Functional Health and Wellness Type Naturally Healthy Organic Note: Definitions for each category are provided between pages 6 and 1. Although some sales were lost between 27 and 29, it is important to see the gains made prior to the recession. On average, the health and wellness market in Western Europe grew by almost 19% for the period of 25 to 27 (Chart 5). Based on overall food and beverage sales, the health and wellness segment in Western Europe constituted 13.7% of total sales in 29, down from 15.4% in 27. For the purpose of comparison, the health and wellness sector in the U.S. encompasses a slightly higher percentage of total sales, at 24% in 29, down from 24.3% in 27. Although the percentage of total sales is higher in the U.S. than it is in Western Europe, the value of total food consumption in Western Europe is 38% more than that of total food consumption in the U.S., emphasizing the size and potential of the Western European market (Planet Retail). PAGE 4

5 Expenditures ($US mn) CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 5: Health and Wellness Expenditures in Western Europe between 25 and 29 (US$ millions) Years Health and wellness food and beverage sales demonstrated strong retail value growth in Italy, Germany, France and the U.K., particularly in 27, before the recession hit. Fortified/functional products saw particularly strong growth in Italy, while growth was strong across almost all health and wellness sectors in France. In Germany, the demand for reduced sugar and reduced fat food and beverages, food intolerance products and fortified/functional products was more pronounced than in organic or naturally healthy products. Spain saw a positive reaction to dairy products in the health and wellness food and beverages sector in 27, encompassing everything from bio drinking yogurt to reduced fat milk, and many health and wellness dairy products featuring a wide range of innovative and nutritious ingredients. Apart from the Spanish consumer s preference for organic beverages, Western European consumers tend to prefer health and wellness food products, rather than beverages. In France, the health and wellness market is focusing on good nutrition and realistic body image, as opposed to the poor food choices and unattainable body image that tend to be associated with the fashion industry. Meanwhile, the German consumer continues to turn to healthier food and beverages, while also leaning toward indulgence; therefore, products must both be healthy and taste good. In line with the strength of the health and wellness trend, the British trade press has indicated that organic and fair trade fresh food markets have remained largely unaffected by the recession in the U.K. Strong marketing that highlights the health aspects of foods, particularly omega-3, resonates well with the British public. Source: Shutterstock As shown in Chart 6, the health and wellness sector is strongest in Germany, with almost double the sales seen in Spain and Italy. France and the U.K. are comparable, both achieving sales between 22 and 26 billion in 29. Although the U.K. appears to have seen the largest drop in health and wellness sales, a decline was felt across all segments. The U.K. has actually maintained a stable health and wellness sector, in conjunction with overall food and beverage sales, with the percentage of overall sales allocated to health and wellness products being consistent at 22%, between 25 and 29. Source: Shutterstock PAGE 5

6 Retail Sales $US mn CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 6: Health and Wellness Market Size - $US millions France (US $365 per capita in 29) Germany (US $439 per capita in 29) Italy (US $311 per capita in 29) Country Spain (US $356 per capita in 29) United Kingdom (US $431 per capita in 29) Consumers in all five countries have embraced the concept of nature in their eating habits, focusing on a well-balanced and naturally healthy diet. This behavior has led consumers to cut down on bad elements like sugar, salt, fat and cholesterol while encouraging consumption of food that is either made from 1% all natural ingredients or is certified organic. With organic food taking on greater importance, other ethical considerations are also being rolled into the subject of nutrition, such as fair trade, usage of sustainable ingredients and packaging, and minimizing carbon footprint, even though these have no actual nutritional impact. There is, however, also a movement toward nutraceuticals, which focuses on adding beneficial ingredients to one s diet to achieve the specific health function claimed by the product. Functional Foods represent a key focal point for product innovation and are growing strongly despite recent economic uncertainty. Better-For-You Definition Better-for-you (BFY) products are packaged food and beverages with reduced levels of less healthy substances, such as fat, sugar, salt and carbohydrates. Products in this category have nutrient content claims such as low fat, sugar free, 3% less sugar, etc. These are often low-fat/low-sugar/low-carbohydrate versions of standard food products, and sugar-free/ caffeine-free versions of standard drink products. Performance In the BFY category, increased demand was seen for reduced sugar and reduced fat items; meanwhile, omega-3 and vitamins, among other ingredients, were also added to products as manufacturers sought to distinguish their goods in an increasingly crowded sector. As illustrated by Chart 7, the BFY category mirrors the larger health and wellness sector in key markets in Western Europe. Moreover, better-for-you products are also one of the larger markets in value terms for health and wellness in Western Europe. Although the U.K. is one of the larger segments for this category, the country suffered the largest drop in BFY products between 28 and 29. Source: Shutterstock PAGE 6

7 Retail Sales $US mn CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 7: Better-for-You Market Size - $US millions France Germany Italy Spain United Kingdom Countries Table 2: Percentage of BFY products in overall food and beverage sales, (%) Countries FRANCE 3.8% 4.4% 3.7% GERMANY.%.1%.% ITALY 2.5% 3.% 2.5% SPAIN 4.6% 4.9% 4.1% U.K..6%.8%.7% Food Intolerance Definition These products are made to look and taste like food that normally contains an ingredient that can trigger a food intolerance or allergy. Examples include gluten-free bread or lactose-free milk. Performance As shown in Chart 8, the Food Intolerance (FI) category is much stronger in Germany than in neighboring countries. Strong overall trends in health and wellness in Germany may have led this category to grow faster than in other Western European countries, and could be a sign that the category may continue to grow in the future. The marketplace for FI products in France, Germany, and Spain is relatively stable this category s decline in growth in these countries is substantially smaller than that seen in other larger categories within the health and wellness sector. The FI category is still the smallest within the health and wellness sector. Source: Mintel PAGE 7

8 Retail Sales $US mn CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 8: Food Intolerance Market Size - $US millions France Germany Italy Spain United Kingdom Countries Table 3: Percentage of FI products in overall food and beverage sales, (%) Countries FRANCE.%.1%.% GERMANY.2%.4%.4% ITALY.3%.3%.2% SPAIN.1%.1%.1% U.K..1%.1%.1% Fortified/Functional Foods Definition Fortified/functional (FF) products are those to which health ingredients have been added. These ingredients should provide health benefits beyond their nutritional value and/or should constitute a level of added ingredients that wouldn t normally be found in that product. Therefore, healthy products such as 1% fruit/vegetable juices are only included in the FF category if additional health ingredients (e.g. calcium, omega-3) have been added during production. Performance In Western Europe, 27 saw the highest growth for FF food and beverages, which was led by the popularity of probiotic dairy products. Numerous producers chose to invest in product innovation in the FF product category, noting the benefits of adding something extra to already existing products, further differentiating these products in the European market. This led to increased variety and availability of the category which, in turn, helped sales. FF food and beverages are expected to continue to grow, with large advertising and marketing budgets being allocated to the category, as well as new product innovations being constantly introduced into the market. As shown in Chart 9, the market size for FF noticeably surpasses categories such as FI and organics; however, it is still smaller than BFY foods and naturally healthy (NH) foods, which hold the largest share in all five Western European countries. The FF category is strongest in the U.K., followed by Germany and France. Meanwhile, Italy and Spain hold similar shares in both the FF and the BFY categories. Still, it is worth mentioning that Italy saw only a slight decrease in the consumption of FF products between 28 and 29, indicating the category s stability in the market. Other categories suffered noticeably stronger losses in the Italian marketplace. PAGE 8

9 Retail Sales $US mn CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 9: Fortified/Functional Market Size - $US millions France Germany Italy Spain United Kingdom Countries Table 4: Percentage of FF products in overall food and beverage sales, (%) Countries FRANCE 2.5% 3.% 2.5% GERMANY 2.4% 2.9% 2.6% ITALY 1.5% 2.1% 2.% SPAIN 3.% 3.8% 3.6% U.K. 5.2% 5.2% 5.1% Naturally Healthy Definition This category includes food and beverages that naturally contain a substance that improves health and wellbeing beyond the product s pure calorific value. Products included are: Foods that are naturally high in fiber Soy products Sour milk drinks Nuts Honey fruit snacks Granola/muesli bars and fruit bars Olive oil and olive oil spreads 1% fruit/vegetable juice and superfruit juice Natural mineral water and spring water Cereal/pulse-based drinks and other Asian specialty drinks, Tea (e.g. naturally healthy tea, green tea, herbal tea) Malt-based hot drinks and other plant-based hot drinks Performance As evidenced by Chart 1, the NH category is the largest food group in the health and wellness sector for most countries, with the exception of the U.K. For Italy and Spain, the market for this category is double that of FF and BFY foods. Similarly, Germany also sees higher sales in the NH category, while France has equal value sales in both BFY products and NH products. Conversely, the U.K. has a stronger share in the BFY category. PAGE 9

10 Retail Sales $US mn CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 1: Naturally Healthy Market Size - $US millions France Germany Italy Spain United Kingdom Countries Table 5: Percentage of NH products in overall food and beverage sales, (%) Countries FRANCE 4.6% 4.9% 4.1% GERMANY 7.4% 8.2% 7.% ITALY 4.6% 5.1% 4.7% SPAIN 5.8% 6.8% 6.5% U.K. 6.7% 6.7% 6.5% Organic Foods Definition This category includes food and beverages that are certified organic by an approved certification body, such as the Soil Association in the U.K. Organic production is based on a system of farming that maintains and replenishes soil fertility without the use of impure and persistent pesticides and fertilizers. Organic food and beverages are minimally processed without artificial ingredients, preservatives or irradiation. The use of Genetically Modified Organisms is prohibited. Certified Organic means the item has been grown according to strict uniform standards that are verified by independent state or private organizations. Depending on the country, such products are called organic, biological or ecological. Performance Organics led 27 growth in the health and wellness sector, and is expected to continue to see substantial growth on a global level in the next two years. With Western Europe s higher income levels and growing demand for health products, this category will be more profitable, as the world steps out of the recession. Organic products have become more popular as they become more accessible to a broad consumer group. The category gained wider availability in retail outlets and benefited from the low prices of discounters, especially during the recession. The market share for organic products is still fairly small in comparison to other categories within the health and wellness sector; however, it is a growing category. It should be mentioned that France, Western Europe s third-largest market for organic foods, only saw a slight decrease in the consumption of organic products between 28 and 29, indicating the category s stability in the market. Other categories suffered noticeably stronger losses in the French marketplace. Similarly, Spain saw just a 5% drop in sales in the organics category; however, the size of the market in Spain is substantially smaller than that of its neighboring countries. Meanwhile, the U.K. took the largest hit, with a 2% decrease in the sales of organics as a result of the recession; however, this behavior mirrored that of every other category in its health and wellness sector. Similarly, Germany also saw consistent drops throughout all categories, averaging a 1% drop in sales. PAGE 1

11 Retail Sales $US mn CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Despite these more noticeable results in both Germany and the U.K., it should be noted that organic products did in fact gain popularity in these markets; however, as a result of the recession, these items were purchased at discounters and hypermarkets, where prices are more competitive, thus affecting overall value growth in the market. These mixed signals represent some of the challenges suppliers face as a result of altered buying habits in Western Europe. Chart 11: Organics Market Size - $US millions France Germany Italy Spain United Kingdom Countries Table 6: Percentage of Organic products in overall food and beverage sales, (%) Countries FRANCE.6%.8%.7% GERMANY 1.3% 1.6% 1.4% ITALY.6%.7%.6% SPAIN.1%.1%.1% U.K. 1.4% 1.7% 1.6% Adding Value: Effective Labelling and Packaging Studies provided by Innova Market Insights, have indicated that clean-looking packaging with simple, yet effective, graphics fare well in the Western European marketplace, with colour adding value and making the item more enticing. Strong communication of the benefits of the product on the packaging is very important in this market, as a means to differentiate. A clear and simple message has become necessary in targeting the mass marketplace. Table 14 compares the top five label claims in both Europe and the Americas. The importance of organic/natural foods is perceived very differently in Europe than it is in the United States. For example, Europeans will not necessarily purchase an item on the basis of it being certified organic, but will do so if the packaging indicates the benefits of organically grown products, such as 1% natural, grown without pesticides, and preservative free. Source: Shutterstock The results below show that American consumers are more drawn to the idea of maintaining a balanced diet, free from unnecessary fats; while, the European consumer is looking for healthy foods on the basis of their content and long-term benefits. Although both see value in the naturalness of food, the trend is stronger in European nations. PAGE 11

12 CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Table 7: Label Claims of Greatest Interest Overall Top 5 Europe Americas Fresh Fresh 1% juice Cholesterol free Natural Natural Grown without pesticides Grown without pesticides No preservatives Helps maintain healthy cholesterol levels Source: Innova Market Insights Products should offer a combination of convenience, health and indulgence in order to catch the European consumer s eye finding the right mix is the key to profitability. For example, below are some items combining two or more benefits: Organic and fair trade Organic and functional foods Pure and natural, 1% juice Naturally healthy with Antioxidants Source: Innova Market Insights Trends in Food Types and Ingredients Related to Health and Wellness According to a survey conducted by Health Focus in 28, 37% of Western European consumers interviewed indicated that they had decreased their usage of foods containing additives/preservatives, 38% had decreased consumption of items high in sugar, and 39% of products high in salt/sodium (Innova Market Insights). Meanwhile, of the five largest economies in Western Europe, both France and the U.K. showed the strongest efforts in minimizing the usage of products viewed as less healthy (Based on data shown in Table 15). Still, the figures listed show a substantial effort overall to eat a healthier, balanced diet.. PAGE 12

13 CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Table 8: Decreased use over the past two years European Top 1 U.K. FRANCE ITALY SPAIN GERMANY Foods containing additives/ preservatives -43% -37% -39% -34% -31% Sugar -42% -44% -31% -35% -38% Salt/Sodium -54% -49% -35% -31% -28% Salty snacks -52% -38% -28% -41% -34% Ice cream -41% -36% -23% -35% -34% Pork -27% --41% -24% -37% -33% Milk Chocolate -44% -36% -3% -39% -27% Processed foods -51% -29% -29% -33% -28% Beef -27% -37% -31% -29% -31% Butter -3% -35% -35% -24% -23% Source: Innova Market Insights Note: These figures to not refer to sales, but to percentages of interviewed individuals. The same survey also indicated which ingredients are most known for their benefits. These include omega-3, fibre and satiety, blood sugar and energy level, and antioxidants (Innova Market Insights). France and Spain are, in general, the most aware of the benefits of food ingredients. Manufacturers Must Innovate To Be Competitive As the health and wellness market grows, products are not guaranteed to succeed just because they are healthy. Manufacturers have had to innovate to maintain their products appeal and to help them stand out in what is an increasingly crowded marketplace. In 27, the most successful companies were those who were most innovative, basing their innovation on changing consumer lifestyles, both in terms of eating and shopping habits. FF products are a great example, with impressive marketing strategies that led to growth. In France, where product variety remained somewhat behind that of its E.U. neighbors, new product development and increasing product variety was a key objective after 27 sales increases in the health and wellness sector. Growth in Germany was also linked to new product innovation, which stimulated consumer demand, as was seen in probiotic dairy products from Danone. Western European countries are currently very active in the creation of new innovative products in the health and wellness category, of which Germany, the U.K. and France have launched the most products in the last six months. As for strong categories in product launches in Western Europe, dairy, bakery, and sauces and seasonings have been the most popular. Chart 12 indicates Western Europe s strongest product category launches, all of which are positioned in the health and wellness category, in the past six months. In addition, Chart 13 lists the top 2 European brands and the categories in which they have launched in the European marketplace in the past six months. It also identifies private label brands that have shown strong activity in health and wellness positioned product development and launches in recent months, notably Tesco (U.K.), Sainsbury (U.K.), COOP (Italy) and Marks & Spencer (U.K.). This information should be useful to Canadian exporters in gauging their local competition and the areas in which they are likely to see more activity and competition, particularly in private label. PAGE 13

14 Number of Variants CONSUMPTION TRENDS IN HEALTH AND WELLNESS (CONTINUED) Chart 12: Number of Product Variants by country and category, within health and wellness positioned products Number of variants by country and category (%) 1% 9% 8% 7% 6% 5% 4% 3% 2% 1% % Germany UK France Italy Austria Spain Netherlands Finland Switzerland Dairy Sauces & Seasonings Processed Fish, M eat & Egg Products Desserts & Ice Cream Sugar & Gum Confectionery Bakery Snacks M eals & M eal Centers Side Dishes Chocolate Confectionery Source: Mintel Chart 13: Number of Product Variants by brand and category, within health and wellness positioned products 1% 8% 6% 4% 2% % Weight Watchers Tesco Marks & Spencer Linessa Vital & Active Asda Bio Vegan Tesco Light Choices Alnatura Walkers Spar Natur Pur Tesco Finest Natur Aktiv Sainsbury's Be Good To Yourself Alpro Soya Coop Vivi Verde Danone Activia Alce Nero Knorr Bjorg Raw Health Dairy Bakery Sauces & Seasonings Snacks Processed Fish, M eat & Egg Products M eals & M eal Centers Desserts & Ice Cream Side Dishes Sugar & Gum Confectionery Chocolate Confectionery Source: Mintel PAGE 14

15 CONCLUSION The size of the health and wellness sector in Western Europe is expected to see a greater diversity of products being made available in the average store, eventually mirroring the same product variety and choice as in the wider packaged food market (Euromonitor). Rising health awareness among consumers, educational campaigns by state and private bodies, innovative new launches and improvements in distribution, continue to underpin the development of the market as a whole. While the development of some categories may slow towards 212, due to increasing maturity, there is still considerable room for most types of health and wellness products to improve their penetration levels, if not in their traditional categories, then in new and previously untapped areas, as well as at the ingredient level where opportunities lie. The Strength of Health and Wellness in Western Europe Opportunities for Suppliers Health and wellness has, in large part, become part of Western European culture and is expected to continue to be integrated further into the marketplace. The market value of the health and wellness market is substantially higher in Western Europe than in many other regions and was 13% higher than that of the U.S. in 28 (Euromonitor). That being said, although the market is only expected to see moderate growth in comparison to some of the larger developing nations, the potential for profitability is significant. The market value for health and wellness products in Western Europe is strongest in both the Better-For-You and Naturally Healthy categories. However, the growth rates seen in organic foods and Functional Food products in recent years have shown tremendous potential in these categories. The following are a few suggestions to differentiate your product in an increasingly competitive marketplace: Reformulate your offering to better appeal to the European consumer for example, modify the contents of a product to reduce energy and less healthy ingredients, such as saturated fats, sugars, and salt/sodium; or increase vitamins, minerals, or fiber. Ensure that labeling communicates the product value effectively this can be achieved by providing clear, easy-to-use information about the nutritional content of a product. For example, 1% natural, grown without pesticides, preservative free, fair trade, etc. Innovate with your winning products, by developing new, healthier ways of providing a similar or improved eating or drinking experience. Source: Shutterstock PAGE 15

16 BIBLIOGRAPHY Confederation of the Food and Drink Industry in the E.U., Data & trends of the European - Food and Drink Industry - 29 Euromonitor, Consumer Lifestyle France, November 28 Euromonitor, Consumer Lifestyle Italy, March 29 Euromonitor, Data, Euromonitor, Finding the Balance: Gauging the Impact of Health & Wellness on Global Consumer Foodservice, November 29 Euromonitor, Health and wellness a European consumer obsession?, July 28 Euromonitor, Packaged Foods France, December 29 Euromonitor, Packaged Food Germany, December 29 Euromonitor, Packaged Food Spain, December 29 Euromonitor, Packaged Food Italy, December 29 Euromonitor, Packaged Food UK, December 29 Euromonitor, Value Redefined? Finding a Winning Formula in the Midst of Economic Downturn, December 29 Innova Market Insights, Market Outlook and Trends, October 29 Mintel, Data, 29-current date Planet Retail, Global Trends & Forecasts The Long Hard Road to Recovery, January 21 Planet Retail, Grocery Retailing in Western Europe, 21 PAGE 16

17 The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein. Western Europe: The Strength of the Health and Wellness Sector Her Majesty the Queen in Right of Canada, 21 ISSN Market Analysis Report AAFC No E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders. All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada. For additional copies of this publication or to request an alternate format, please contact: Agriculture and Agri-Food Canada 1341 Baseline Road, Tower 5, 4th floor Ottawa, ON Canada K1A C5 Aussi disponible en français sous le titre : Europe occidentale : La force du secteur de la santé et du mieux-être