The food market revenue in Ireland amounts to over $12bn with an annual growth rate of 4.22% forecast until 2028. The estimated value of the global Health and Wellness Food market is $136 billion.
This dynamic market is expanding rapidly as consumers become more aware of how their diet and lifestyle affect their overall health. The rise in obesity, diabetes and cardiovascular disease is driving this demand. A wide range of innovative products aimed at the health conscious consumer are readily available in supermarkets, health food shops, online and in convenience stores.
These include products to support your immune system, improve your gut health, address nutritional deficiencies, manage health conditions, help prevent or recover from illness and attain your health goals. Food marketed at the health and wellness market include natural, organic, whole and vegetarian foods and dietary supplements.
Just a few examples of the vast array of products available include; sports drinks and protein shakes, vitamin supplements, milk and yoghurt containing vitamins and probiotics, dairy and gluten free ice cream, immunity boosting juice shots, raw and healthy snacks containing fruit, nuts and grains, chia biscuits, edible seaweed, beef jerky, food intolerance products such as dairy free, gluten free, lactose free, grain free and free from GMO.
Bord Bia’s Thinking House generates ideas for new products and works with consumer focus groups to test them out before they reach the supermarket shelf. Ireland is a major producer of infant milk formula and has gained an international reputation for the production of other specialized nutritional products such as sports protein and fortified food supplements.
Whilst some products will be developed from scratch based on consumer research others will be redeveloped from existing brands with innovative packaging and marketing campaigns to launch the new offering. A good example of this is porridge with Flavahans extending their range to capture the health and wellness market by offering kids porridge, microwaveable porridge and introducing oat milk and granola combinations.
With increasing environmental awareness, concerns over food security and the need for sustainable agriculture there is also a growing interest in plant based foods. This is not just a trend but an expanding global market that the United Nations has forecast will be worth US$85bn within the next decade. EU initiatives such as the Smart Protein project are developing plant based products as an alternative to animal products to address some of these concerns. Fungi and crops such as quinoa, beans and lentils are being used to develop plant based meat, seafood, cheese, dairy and baked products.
As consumers become better informed about the link between their diet, physical and mental health there has been a surge in demand for healthier food choices to fit in with different lifestyles. Products which claim to have health benefits will be open to scrutiny and manufacturers must be able to back up their claims with proven research. Consumer research has shown than healthy food choices will sell well if they are marketed properly.
As unique individuals we all respond to food differently. There is emerging research that individualised nutrition which delivers personalised dietary advice may help prevent disease and optimise your health. This is an area of health and wellness that is forecast to offer potential for growth in the future.
This thriving sector offers a wide range of interesting career opportunities. As well as developing new products for the health and wellness sector you could work in quality assurance, production, food safety, food regulatory compliance, in logistics and distribution or technical sales and marketing in a laboratory, manufacturing or office environment.
Other career options include food and agri business, dietetics, nutritionist, sustainability, global supply chain, food compliance regulation, government departments e.g. food safety organisations & regulatory bodies, food journalism, health promotion, health & safety auditor.