Consumers are “confused” by health food promises
New research has revealed that consumers are increasingly turning towards food products that are naturally healthy.
According to the Independent, figures from Mintel have shown that the popularity of functional foods that are fortified or promise added health benefits did not grow last year. In fact, sales in this sector stagnated.
A consumer analyst at Mintel, David Bird, remarked that a surge of health food product launches has left consumers unsure of which one is the best to buy.
“Confused consumers couldn’t tell which products were doing what after a raft of new launches that had different health claims and price points,” he told the paper.
“Naturally healthier products such as superfoods” are now more popular with shoppers, he added.
The National Farmers Union suggested last week that there are not enough organic food products being produced in the UK to keep up with high consumer demand.
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