In “The nutrition-health market”, Les Echos Études identify the promising trends that shape the health food of the future and the challenges to be met to support market growth.
Today, the links between diet and health are becoming better and better known. Numerous scientific studies attest to a reduction in the risk of developing diseases (cancer, cardiovascular illnesses, obesity, diabetes…) by adopting a healthy diet. otherwise, after two years of health crisis, the consumer is even more sensitive to the health argument, he is looking for food products that will help him stay in shape. So, the potential market target for health foods has expanded with younger generations looking for practical and healthy solutions, amateur athletes who choose new products to improve their performance, or even seniors who wish to preserve their health capital. On store shelves, the offer is developing with everyday food products that bring new benefits : water enriched with vitamins to support the immune system, juice incorporating “super-ingredients” to provide energy, compotes promoting digestive well-being, etc.
A strategic market for the agri-food industry
Some leaders in the agri-food industry aim to strengthen their positions in this market, like Danone, which opened a new health research center in Paris-Saclay. Dietetics specialists continue their efforts in terms of innovation by relying on new ingredients and moving towards more naturalness. in parallel, start-ups are emerging and boosting the market with differentiating propositions. Two categories of start-ups are positioning themselves : those who rely on “superfoods” (algues, probiotics, etc.) and those targeting the sports nutrition market, slimming and well-being with a complete range of products.
