2.1. The overall picture of the categories
Figure 1. Health and Wellness Positioning – Past and Future 5YR CAGR% (Compound annual growth rate) (Bubble size: Market retail value, Mil EUR).
Table 1. All Health and Wellness (except Free From and General Wellbeing).
In the selected markets, Weight Management, Digestive Health and Energy Boosting are the largest categories in terms of retail value. However, Energy Boosting is and will be the fastest growing category.
With a forecasted average yearly growth rate of 8.7%, Energy Boosting is expected to outsize Digestive Health and become the second largest category after Weight Management whose share within the total Health and Wellness category is forecasted to drop by 2% points.
