Health and Wellness has become a global trend with many new and innovative products now available on the market to suit all dietary requirements, from vegan to nut-free to gluten-free.
The ‘free-from’ sections in supermarkets are occupying more and more space as the demand from consumers for new products and a wider variety grows.
According to the latest Euromonitor report, the demand for ‘free-from’ products has grown by 8% in Ireland, which makes it the fastest-growing health and wellness category in 2013.
This could be due to consumers being much more willing to pay extra for ‘free-from’ products due to the perceived health benefits.
Tesco in the UK have taken advantage of this new trend and recently launched the Lifestyle Food Fair in over 70 Tesco Extra stores across the UK; it will run until August 31st. During this time, Tesco have expanded their selection of ‘free-from’ and health and wellness related products to occupy a significantly larger space in store than they normally would. The Lifestyle Food Fair has seen Tesco ‘travel the world looking for a range of new products to support common dietary needs and lifestyle choices.’
In Ireland, SuperValu have taken first mover advantage of the Health and Wellness trend and launched a new health and wellness section in their Lucan store in Dublin. It occupies a significantly larger space than most ‘free-from’ sections in other supermarkets and contains a variety of products, including an extensive range of ‘free-from’, vegan; functional foods, such as protein powders; and drinks and supplements, such as vitamins.
As obesity levels are on the rise, consumers are seeing the need to address the issue, and so we are seeing more and more weight loss products become available on the market. SuperValu has again taken advantage of this and, within their health and wellness section in Lucan, they have set up a centre aisle station with a weighing scales, height measure, BMI information and iPads which can be used by customers for product research and to find out more about how they can become healthier.
As obesity levels are on the rise, consumers are seeing the need to address the issue, and so we are seeing more and more weight loss products become available on the market. SuperValu has again taken advantage of this and, within their health and wellness section in Lucan, they have set up a centre aisle station with a weighing scales, height measure, BMI information and iPads which can be used by customers for product research and to find out more about how they can become healthier.
Consumers are spending more of their discretionary income on health and wellness products - if there was ever a market for new and innovative products, here it is!
Source: Georgia Hickey, International Markets, Bord Bia – Irish Food Board, 18/07/2014
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