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Health & Well-Being: Superfoods see super sales

  • December 2014
  • -
  • MarketLine
  • -
  • 32 pages


A growing trend among many consumers toward health-consciousness has propelled sales of superfoods and some associated perceived healthy products, such as gluten- and wheat-free foods and products such as Vitamixes. Food and beverage companies such as McDonald's and Mondelez International have responded by committing to strategies to improve the nutritional content of some of their products.

Features and benefits

* This case study looks at how health-consciousness among consumers has grown in recent years, with sales of healthy products backing this up.
* The case study looks in more detail at the sale of certain superfoods and superfood powders, and related products like the Vitamix.
* Finally, the case study examines commitments made by companies like Mondelez and McDonald's to improve the nutritional content of their products.


The 2014 Food and Health Survey by the IFIC found that 71% of respondents said healthfulness was a driver of food and beverage purchases, up from 61% in 2012. Young consumers aged 18-34 narrowed the gap with other age groups as their responses citing healthfulness as a purchase driver increased from 55% in 2013 to 66% in 2014.
The FAO declared 2013 as the "international year of quinoa". Britons buy three times more quinoa than they did five years ago, in 2009. Shipments from Peru, the second largest exporter of quinoa, grew by 222% between January and September of 2014, totaling $141m. The world's top exporter, Bolivia, received $146m from quinoa sales.
In 2004, there were 9,000 fast-casual restaurants in the US, compared to 14,000 McDonald's. Since then, fast-causal restaurants have increased to 21,000 while McDonald's have only risen slightly, reflecting growing consumer health consciousness. McDonald's has attempted to meet this demand by increasing its number of healthy options.

Your key questions answered

* Are consumers more health-conscious? Is this a Western phenomenon, or is it true in countries like China as well?
* What are superfoods? What are examples of superfoods? How have their sales been in recent years?
* Are any large consumer or fast-food companies attempting to make their products healthier?

Table Of Contents

Health and Well-Being: Superfoods see super sales
China's economic growth has propelled health-consciousness
Holland and Barrett has experienced record consecutive growth, with plans to open more stores
The number of households purchasing vitamins grew in 2014
Many superfoods are experiencing phenomenal sales growth
The superfood label can boost a product's popularity
Chia seed demand is growing year-on-year
Chia demand may soon outstrip supply
2013 has been declared the "international year of quinoa"
Superfood powders are the latest alleged panacea of the health-conscious world
Super Elixir: the model to follow?
Startup Aduna: a signal of shifting consumption patterns?
Vitamix: right place, right time?
Superfood powders will continue to grow
Food staple consumption is evolving
Some former food staple sales are experiencing slowing growth or decline
Concerns about gluten behind declining food staple demand
Organic food growth is another symptom of changing preferences
Young people are key to accelerating future growth of organic products
Independent retailers, particularly home delivery schemes, are growing
IFBA members have committed to improving global health
McDonald's attempts comeback following Super Size Me
Casual restaurants advance at the expense of fast food
Mondelez has met many well-being targets
Snack giant Mondelez has "billion dollar brands" including Cadbury and Oreo
Mondelez has committed to sustainability, health and wellness, community, and safety goals
Mondelez is on target with many of its commitments
Health-consciousness is increasing for many in society
Superfoods are experiencing phenomenal growth
Companies commit to healthfulness goals
Further Reading
MarketLine Case Study - Dietary supplements: Growth and MA
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