Strong recovery of the global health and wellness market is on the way, with sales recording 6.5% value growth (fixed exchange rates) in 2011.  Products offering specific health benefits, such as fortified/functional, or those renowned for their natural health properties drove value sales, with rates above 7%. Growth was further fuelled by the developments in the emerging markets as China and Brazil alone contributed US$15 billion in new sales that year. Steady real term growth of 7.2% (current prices) is expected to continue to 2017, with global health and wellness sales on
the way to hit a record high of US$1 trillion by 2017.

Innovation – the heart of health and wellness
Innovation and product reformulation are, in fact, the heart of health and wellness, with the challenge being to deliver healthier, and ideally naturally sourced, food and drink formats tasting just like the beloved fully sugarised and full fat non health and wellness “parents”. Coca-Cola Zero (Coca-Cola, The) is a good example of how to do it successfully. Following the original Coca-Cola recipe (unlike Diet Coke), the brand managed to overtake the growth of the flagship Diet Coke increasing its sales by US$565 million in 2011, that is US$160 million more than Diet Coke. Are stevia-sweetened Coca-Cola variants on the horizon or will the focus remain on Sprite?

With rising incomes and greater exposure to Western cultures, the habits, tastes and needs of the new middle class emerging market consumer evolve – shoppers seeking aspirational, high quality brands at the best prices. Following The Quest For Value in Developed Markets and Market Impact, we identify opportunities in the “affordable luxury” segment in emerging and developing countries, spanning many products and services, ranging from packaged foods and foodservice to fashion and electroni