Table of Content

Health and Wellness in the US
Euromonitor International
January 2022

List Of Contents And Tables

HEALTH AND WELLNESS IN THE US
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Decline in the reduced sugar space after pandemic disruption
BFY reduced caffeine beverages declines even as US consumers struggle with sleep
BFY reduced fat beverages returns to decline after a brief pandemic reprieve
PROSPECTS AND OPPORTUNITIES
Anti-sugar trend will strengthen, but not to the benefit of reduced sugar beverages
A sharpening “caffeine paradox” will define US consumers’ relationship with caffeine
Reduced fat faces multiple negative long-term trends
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for immune support slows in 2021 after historically high growth rates
FF tea declines marginally in 2021 as demand normalises after a standout performance
FF energy drinks grows as demand for caffeine rises
PROSPECTS AND OPPORTUNITIES
Immune support faces an uncertain future as COVID-19 becomes endemic
The protein boom will start to lose steam
Fibre and gut health will pick up where protein leaves off
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021
Table 28 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 29 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 30 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 31 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 32 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 33 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 34 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 35 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 36 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Naturally healthy products are the key force in HW beverages
Bottled water continues to gain share of throat
The rise and fall of NH 100% juice
PROSPECTS AND OPPORTUNITIES
NH fruit/herbal tea will drive growth in NH hot drinks
The inexorable growth of NH bottled water to continue
No end in sight for the clean label trend
CATEGORY DATA
Table 37 Sales of NH Beverages by Category: Value 2016-2021
Table 38 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 39 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 40 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 41 Distribution of NH Beverages by Format: % Value 2016-2021
Table 42 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 43 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic coffee leads the way in organic beverages
Organic tea also benefits from new post-pandemic trends
Organic juice clings to growth as immune interest fades
PROSPECTS AND OPPORTUNITIES
Inflationary pressures to encourage additional premiumisation
Crowded labels could be a challenge for organic products
Coffee to face rising sustainability challenges
CATEGORY DATA
Table 44 Sales of Organic Beverages by Category: Value 2016-2021
Table 45 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 46 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 47 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 48 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 49 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 50 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Clean label trend puts pressure on better for you categories
Indulgence has become less important
Reduced sugar packaged food shows an inverse trend from other reduced segments
PROSPECTS AND OPPORTUNITIES
Reduced fat products will struggle as concern about fats diminishes
Reduced sugar expected to see the highest growth amidst innovation in snacking
Sodium is slowly following in the footsteps of sugar in terms of a negative reputation
CATEGORY DATA
Table 51 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 52 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 53 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 54 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 55 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 56 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 57 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers turn to gluten-free products amidst diet trends and food sensitivities
Free from meat continues to gain share as processed meat producers face criticisms
Dairy alternatives become more similar to meat analogues
PROSPECTS AND OPPORTUNITIES
Plant-based products collide with the clean label trend
Price points will need to fall to make many products fully competitive
Sustainability concerns to become a growing trend
CATEGORY DATA
Table 58 Sales of Free From by Category: Value 2016-2021
Table 59 Sales of Free From by Category: % Value Growth 2016-2021
Table 60 NBO Company Shares of Free From: % Value 2017-2021
Table 61 LBN Brand Shares of Free From: % Value 2018-2021
Table 62 Distribution of Free From by Format: % Value 2016-2021
Table 63 Forecast Sales of Free From by Category: Value 2021-2026
Table 64 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Immune support as a functionality faces an uncertain future
Protein remains big, but for how long?
Gut health sees rising interest
PROSPECTS AND OPPORTUNITIES
Protein trend to lift sweet biscuits and snack bars
More indulgent categories will see better gains from fortified/functional products
Demand set to continue as consumers look to supplement their diets
CATEGORY DATA
Table 65 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 66 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 67 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 68 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 69 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 70 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 71 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 72 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 73 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 74 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 75 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 77 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Clean label trend pushes consumers towards naturally healthy products
Pandemic cooking trends boost sales, but for how long?
Channel shift towards foodservice negatively affects naturally healthy products
PROSPECTS AND OPPORTUNITIES
Corrections of 2020 performances define the near-term outlook, but long-term growth expected
Some NH products will face challenges from other HW categories and diet trends
Snacks and basic ingredients to see continued growth
CATEGORY DATA
Table 78 Sales of NH Packaged Food by Category: Value 2016-2021
Table 79 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 80 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 81 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 82 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 83 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 84 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health-conscious consumers still reach for organic products, but channel shifts affect sales in the short-term
Scepticism remains around organic labelling
Organic offerings of well-known brands draw consumers’ attention to the category
PROSPECTS AND OPPORTUNITIES
Prices to present a major challenge to the growth of organic products in the coming years
Increasing prevalence of organic options to benefit sales over the forecast period
Increased consumer focus on sustainability to boost growth
CATEGORY DATA
Table 85 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 88 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026