Healthy growth
Traditionally, Americans are said to be a bit mistrustful of explicitly communicated health message about digestion. However, some highly succesful product launches have dispelled with this myth once and for all.
Digestive health is big in the US, just like in other parts of the world. Research has shown that American consumers put more trust in digestive health claims than in other nutritional claims, and the market is growing strong. In 2007, digestive health provided for a turnover of 68.9 million dollars. In 2014, a turnover of 198.3 million dollars is predicted.
Health claims such as ‘high fiber/whole grain’ are the second most important pacesetter for health & wellness benefits. The claim ‘added nutritients’ is still on top, but ‘high fiber’ is a good contender, with other health claims, such as ‘reduced calories’ or ‘natural/organic’, lagging far behind.
July 14, 2009
