As the German population continues to age, demand for foods that help maintain health, including sophisticated functional products, is rising. Thus, sales of ‘healthier’ food and drink have been increasing in all five markets reviewed in this report. In 2008, sales of ‘healthier’ alternatives stood at €10 billion, up by 7% on 2007. Functional options take 22% of the healthy eating market.

Further growth in functional foods looks likely, as long as suppliers hit the right note in promotions. Progress will, however, be challenged by increasing competition from ‘natural functionals’, such as the so-called ‘superfruits’.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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