Signal Vitamins, minerals, and supplements were the leading health purchase of the past year

Summary

PwC reports that food and beverage companies are already active in the market for health occasions. Over the past twelve months, vitamins, minerals, and supplements were the leading health and wellbeing purchase. Specialty health foods and beverages were also a major discretionary purchase for consumers. Looking ahead, consumers expect to increase their consumption of supplements along with fresh produce. PwC uses these findings to argue that food companies can build around specific health goals and occasions, supported by simple guidance and subscriptions.