Perceptions of health products have changed over a short period of time according to GlobalData’s survey.

In fact, the proportion of consumers are proactively seeking products that improve their health has increased globally by 16%.

Government bodies around the world are introducing initiatives to encourage consumers to live healthier lifestyles long before Coronavirus was in scope, notably throughout Europe and LATAM. Most recently, the efforts shown by major food brands to join the better-for-you and guilt-free categories such as Arla’s new plant-based food range Jörd and Galaxy’s new vegan range in the UK demonstrates the perceived opportunity to reach new consumers.

Looking forward this poses an opportunity for manufacturers, as consumers look towards healthier alternatives. Markets such as the UK are seeking to expand their existing sugary drink tax levy towards other products, which could impact how brands approach this trending consumer demand.