This represents a step change on the healthy eating trend identified in last year’s report and sees consumers switching from diet and low-fat products to ones they believe will enhance their health and overall wellbeing.
Brands that have sold well in 2007, for example, include the smoothie company Innocent (up 45.6%), Cravendale milk (up 30.6%), Cathedral City cheese (up 29.3%), Uncle Ben’s rice (up 26.9%) and Danone Activia probiotic yogurt (up 25.9%).
Young’s Fresh Fish, meanwhile, is a new entry in the Top 100 league. It grew by 24.1% last year to £81m.
“The trend towards healthy eating has remained strong,” says Justin Sargent, managing director of Nielsen UK. “Nielsen has noted a shift in consumer sentiment with focus increasingly moving towards the naturalness and functionality of food. Indeed, we see in the top 10 growth brands fresh fish, probiotic yogurts, milk, rice, cheddar cheese and fruit smoothies.”
