Health & Wellness Food Category Is Booming

Foods perceived by consumers as “naturally healthy” – so-called “clean label” items like oatmeal and spring water, free from adulteration or refinement – dominate the health and wellness category, Euromonitor says, though all categories are performing well. Naturally healthy is largest in world sales ($276 billion) and the fastest growing. New superfoods and beverages will contribute to a forecast growth of $69.2 billion by 2020. But that doesn’t mean other categories of health and wellness foods are fading. Fortified/functional offerings, for example, are showing healthy growth, especially those containing protein and energy. Gluten-free is becoming a food industry behemoth, and gluten-free versions or bread and pasta are making impressive gains. Organic foods grew 4.5 percent in value this year, outpacing other H&W categories, reaching $34.5 billion globally.