News and insight for North America's fresh produce buyers
Tom Joyce

BY TOM JOYCE

@tomfruitnet

Healthy diet trend on rise

Consumer appetite is growing for diets that support digestive health and strengthen the immune system in the wake of Covid-19

Healthy diet trend on rise

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According to an INC Consumer Study, demand for foods that boost energy, support digestive health and bolster the immune system is expected to grow rapidly in the next five years following the Covid-19 health crisis.

The research was conducted by the International Nut and Dried Fruit Council as part of its 2020-2021 Dissemination plan to boost global consumption of nuts and dried fruits and communicate their health benefits.

According to the study, the market size for products boosting energy is forecast to grow by 50 per cent, while the market for products supporting digestive health is expected to grow by 32 per cent.

Over the next five years, the research indicated, these two markets were anticipated to be the fastest growers within the health and wellness category.

Although weight management remains the largest area of concern for consumers, the Covid-19 pandemic is predicted to boost sales of immune system-boosting products, the study revealed.

"Already the trend research showed that companies are increasingly expanding into this market and this trend is expected to only grow in a post-Covid-19 normality," the INC stated. "In North America, more than one-third of vitamin and mineral products advertise an immune supportive claim, and in Asia Pacific, nearly half of the vitamin and mineral products released within the last year promote an immune supportive claim."

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