There is an urgent need for concerted efforts by the government, businesses and brands to change people’s perceptions about what constitutes being healthy.

Heidi Lanschützer, Food & Drink Analyst, Germany

“Continuously rising awareness of disease prevention and the expanding ageing population will ensure the future growth of the health supplements market, but consumers’ concerns about reliability and effectiveness of health supplements are the biggest obstacles to brands’ ...

“Smart home appliances are only the beginning. Health and good product appearance design will be strategic considerations for brands and companies to invest in over the next five years. In order to maintain rapid growth, educating younger males about their unmet needs should be ...

“European supermarkets continue to face the challenges of a mature and increasingly competitive market. While in certain countries of Eastern Europe there is still some room for growth, in most Western European economies the leading players are being forced to act defensively ...

"The vast majority of consumers report eating foods they feel to be healthy at least some of the time, but opinions and attitudes on what a healthy diet is vary greatly. Brands making better-for-you claims need to stay on the pulse of trending diets, yet not lose sight of the ...

"Illness is prevalent among children, as 76% of children younger than 12 have been sick in the past year. Their weaker immune system combined with opportunities for interaction and germ spreading makes them especially susceptible to illness. The OTC (over-the-counter) ...

“Facial and body skincare products have some challenges to overcome in order to attract more and more Brazilian consumers to the category. Few brands develop facial products for sensitive skin, for example, and many products do not seem to be suitable for the main skin types ...

“The market potential of pregnancy nutrition is promising. The concept of a more balanced and scientific approach to nutritional intake has provided the foundation for segment growth. The pregnancy nutrition market has seen the entry of multiple new players, including infant ...

“With Irish consumers showing increasing levels of concern surrounding their health and fitness there are increased opportunities for vitamin and supplement products to grow their market – particularly with an ageing population. Furthermore, there is evidence that consumers ...