Retailers are under constant pressure to diversify and emphasise their product offering through a health lens. However, differentiating “healthier” products is highly complex, requiring data-led nutrition and demanding attention from regulatory framework, nutritional guidelines, and product label knowledge.
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While nearly half of consumers believe health and wellness have become more important over the past year during the pandemic, the reality is that healthier products occupy less than a quarter of consumer spend. So how do we shift that desire into changing what is in consumers’ shopping baskets?