Signal Claims move from 'better for you' to named outcomes in energy, sleep, mood, gut, metabolism

Summary

PwC describes food and beverage claims shifting away from broad better-for-you messaging. Instead, they increasingly promise particular results, for example better energy, sleep, mood, skin, digestion and gut health, or metabolism. As claims become more precise, the proposition can lean less on the product and more on services. Products can be surrounded by data, guidance, subscriptions, and personalised prompts that help consumers reach health outcomes conveniently and affordably. PwC adds that function alone is not enough, since taste must still be preserved for consumers to accept the product.