‘One size fits all’ is ineffective

Obesity issues, changing lifestyles and rising levels of disposable income have helped drive the health and well-being food market worldwide.

However, manufacturers are being warned not to adopt a ‘one size fits all’ approach to the category if they want export success. The latest findings from the International Health, Well-being and Organic Report, produced by market development consultancy Food from Britain, indicate that while there are extensive opportunities for exporters of healthy and organic produce, the global market is very fragmented, and different countries are fuelling the growth of the category in very different ways.
According to Chris Brockman, research and consultancy manager at Food from Britain, there are still significant export opportunities in the health and wellbeing category, but manufacturers need to carefully choose their export markets.
He said,“The report has revealed that health and wellbeing are very dynamic sectors of the food and drink industry and, with the current economic climate creating a challenging market for these products in the UK, manufacturers should be looking overseas.
“Manufacturers can tap into the global health and well-being trend but products need to be tailored for each market and different countries demand different benefits from their healthy foods.
The report shows that Germany is the largest consumer of organic food across Europe, with a value of more than £5bn and per capita expenditure of £54. In contrast, the Spanish, who spend only £6 per head annually on organic food, are leading the functional food boom across Europe. Chris added,“The increasing importance placed on health and wellbeing in the Spanish market has led to the launch of a number of private label ranges dedicated exclusively to this category in retailers such as El Corte Ingles and Carrefour.

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