“General Wellbeing” Foods/Beverages Are Booming In U.S.

Retail sales of  health and wellness foods and beverages in the U.S. totaled $153 billion in 2010, accounting for one fourth of global sales in the category, according to Euromonitor International. “General wellbeing” comprises the largest subcategory, accounting for 40 percent of U.S. health and wellness sales. Euromonitor says general wellbeing is popular because “it does not make any overt allusions to ‘disease’.” In fact, marketers of health and wellness products are advised to avoid mentioning disease because that “needlessly narrows down a potential mainstream audience to a select target group.” Weight management products remain the second largest sales category, but growth is stagnant; energy boosting products and products to improve digestion are being well received; but beauty-from-within foods and beverages have not yet caught on in the U.S.