Signal Claims move from 'better for you' to named outcomes in energy, sleep, mood, gut, metabolism
Summary
PwC describes food claims evolving from general better-for-you positioning towards specific health outcomes in energy, sleep, mood, skin, gut health, and metabolism, with the proposition leaning away from the product and towards data, guidance, subscriptions, and prompts.
Classification
Main topicResources, Food & Water
Region menusGlobal
Occurrencescope:global
Impactscope:global
Time horizon0-3 years (2026-07-26)
Last updated2026-07-29 04:49:53
Evidence 3
- Voice of the Consumer 2026: The rise of everyday health PwC page=14;section=What does this mean for your sector? / Consumer markets (CPG): Food and beverage 2026-06 accessed 2026-07-26
- Voice of the Consumer 2026: The rise of everyday health PwC page=14;section=What does this mean for your sector? / Consumer markets (CPG): Food and beverage 2026-06 accessed 2026-07-26
- Voice of the Consumer 2026: The rise of everyday health PwC page=14;section=What does this mean for your sector? / Consumer markets (CPG): Food and beverage 2026-06 accessed 2026-07-26
Part of trends 1
Directly linked issues 0
No objects.
Relation types: supports
Public id: fm-a3d531ef6ff8