Health and Wellness in Ireland

Euromonitor International
March 2019
HEALTH AND W ELLNESS IN IRELAND Passport I

LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
2018 A Very Good Year for Health and Wellness ..................................................................... 1
Consumer Awareness Increasing and Driving Direction ........................................................... 1
Health and Wellness Continues To Be Extremely Competitive ................................................ 1
Online Sales Important, But Supermarkets Battling for Share .................................................. 2
Bright Future for the Category .................................................................................................. 2
Market Data .................................................................................................................................. 2
Table 1 Sales of Health and Wellness by Type: Value 2013-2018............................ 2
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018 ........... 3
Table 3 Sales of Health and Wellness by Category: Value 2013-2018 ..................... 3
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-
2018 ............................................................................................................. 4
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018 ........ 4
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth
2013-2018 .................................................................................................... 5
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018 .......... 5
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018 ................ 6
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018 ........... 7
Table 10 Distribution of Health and Wellness by Format and Category: % Value
2018 ............................................................................................................. 8
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023 ............. 8
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth
2018-2023 .................................................................................................... 8
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-
2023 ............................................................................................................. 9
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth
2018-2023 .................................................................................................... 9
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value
2018-2023 .................................................................................................. 10
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value
Growth 2018-2023 ..................................................................................... 10
Sources ...................................................................................................................................... 11
Summary 1 Research Sources ...................................................................................... 11

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HEALTH AND W ELLNESS IN IRELAND Passport 1

HEALTH AND WELLNESS IN IRELAND

EXECUTIVE SUMMARY

2018 A Very Good Year for Health and Wellness

Ireland remains in the grips of a health and wellness revolution driven by the public health
authorities’ concerns about obesity and preventable diseases. Irish consumers have also seen a
big increase in disposable income thanks to very favourable economic conditions, a situation
which is projected to continue over the forecast period.
Consumers are increasingly aware of the need to choose healthier products and increased
consumer demand has seen a big increase in the variety of healthier product choices available
– particularly free from and organic – with supermarkets now increasing the amount of shelf
space dedicated to these products and introducing their own lower cost ranges. Ireland also has
an ageing population who have been found to be more likely to choose healthier options and are
also generally the most affluent Irish demographic, meaning premium choices are accessible to
them. This combination of factors means that the forecast period looks extremely good for the
category.

Consumer Awareness Increasing and Driving Direction

Irish consumers are increasingly informing the direction of the leading brands’ strategies with
products being introduced in response to demand.
Ireland’s awareness of the need for preventative dietary health has increased greatly thanks
to the publicity and media coverage generated largely by public health authorities’ awareness
campaigns. Although the sugar tax introduced in 2018 was primarily aimed at soft drinks, the
leading food brands have also responded with lower sugar alternatives as public demand for
these products has heightened in the wake of the introduction of the tax.
Despite the extremely strong indigenous Irish dairy industry lobby, plant-based diets have
become increasingly popular and this has led to both private label and the large manufacturers
broadening out their free from dairy ranges.
Gluten remains in the public conscience, although the rate of diagnosis of gluten intolerance
and coeliac has moderated somewhat thanks to more rigorous testing by the medical
community. Gluten free menu options are now the norm on-trade and the majority of retailers
have gluten free sections.
With consumer feedback increasingly important via surveys, consumer interviews and social
media listening posts, new product launches are increasingly guided by what the consumer asks
for and this was particularly evident in health and wellness in 2018.

Health and Wellness Continues To Be Extremely Competitive

Health and wellness remained extremely competitive in 2018 with no one clear leader
dominating overall and a wide range of brands competing for value sales share.
Social media and online presence remained an important battleground for winning brand
share in 2018 and looks set to remain so over the forecast period. With savvy consumers
increasingly aware of international trends through social media, the internet will remain a key
purchasing avenue.
Sustainability and the environmental impact of products has increased in importance again in
2018. The leading brands have battled for value share through emphasising their own
sustainability – particularly where it comes to air miles, provenance, plastic and ethically

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HEALTH AND W ELLNESS IN IRELAND Passport 2

sourced ingredients all top of mind for consumers. The brands that are perceived as being the
most environmentally conscious continue to win share.

Online Sales Important, But Supermarkets Battling for Share

Irish consumers are extremely digital savvy, have very high levels of smartphone ownership
and transact more purchases online annually than the majority of their EU counterparts.
Traditionally the range of FF, BFY, NH and organic products available through mainstream
distribution channels was relatively limited which meant that online sales were significant. This
was also reflected in 2018 and will continue to be an important distribution channel over the
forecast period.
2018, however, saw a big increase in mainstream supermarkets of the range of health and
wellness products available in response to growing consumer demand. Supermarkets have also
significantly increased their own brand range of organic products and expanded their online
platforms with dedicated health and wellness sections in their e-commerce platforms. Over the
forecast period, it is expected that supermarkets will increase their health and wellness ranges
and continue to grow their value share.

Bright Future for the Category

The future looks bright for health and wellness overall with a number of factors combining to
lead to solid value sales growth.
Increased distribution and availability of health and wellness products is expected. The major
supermarket chains have recognised that the consumer base for the category is affluent and
savvy and have responded by increasing significantly the range of products available on their
shelves and have also launched own brand lines to compete for more cost-conscious
consumers.
The economic conditions in Ireland also look set to contribute to solid growth. Ireland’s GDP is
expected to outperform the EU average for at least the next three years - Brexit concerns aside
– and disposable income has been increasing steadily. This augurs well particularly for premium
products.
Irish consumers are now generally extremely health conscious thanks to successive public
health awareness campaigns. Demand for healthier products is increasing steadily thanks also
to increased publicity around the health benefits of particular product categories. With Ireland
committed to improving public health and reducing the cost to the exchequer of obesity and
other preventable diseases, the associated focus and publicity will benefit value sales over the
forecast period.

MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2013-2018

EUR million
2013 2014 2015 2016 2017 2018

Better For You (BFY) 446.1 446.6 447.9 456.3 463.7 472.4
Fortified/Functional (FF) 673.6 672.5 675.1 688.0 700.9 713.9
Free From 71.8 80.8 89.0 99.1 107.5 115.3
Naturally Healthy (NH) 566.1 579.2 594.3 612.3 638.3 666.8
Organic 117.1 121.6 127.2 134.2 141.6 147.7
Health and Wellness 1,874.7 1,900.7 1,933.4 1,990.0 2,052.0 2,116.1

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Better For You (BFY) 1.9 1.2 5.9

Fortified/Functional (FF) 1.8 1.2 6.0
Free From 7.3 9.9 60.6
Naturally Healthy (NH) 4.5 3.3 17.8
Organic 4.3 4.8 26.1
Health and Wellness 3.1 2.5 12.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Health and Wellness by Category: Value 2013-2018

EUR million
2013 2014 2015 2016 2017 2018

HW Beverages 616.9 618.2 622.9 632.2 651.8 675.7

- HW Hot Drinks 37.5 38.6 40.1 41.6 43.5 45.7
- HW Soft Drinks 579.4 579.6 582.9 590.6 608.2 630.0
HW Packaged Food 1,257.9 1,282.5 1,310.5 1,357.8 1,400.2 1,440.4
- HW Baby Food 61.8 62.8 64.3 67.0 70.2 72.2
- HW Baked Goods 131.3 137.8 143.6 149.8 157.9 165.8
- HW Breakfast Cereals 212.0 212.8 217.1 220.2 223.3 226.0
- HW Chilled Processed 0.8 0.8 0.8 0.9 0.9 0.9
Meat and Seafood
- HW Confectionery 84.9 86.8 89.3 93.5 96.9 99.7
- HW Dairy 489.0 498.6 506.8 523.2 535.8 550.2
- HW Edible Oils 18.2 18.3 18.6 18.7 18.9 19.2
- HW Frozen Meat, 14.0 15.0 15.9 16.4 17.0 17.5
Seafood, Fruit and
Vegetables
- HW Ice Cream and 7.4 7.8 8.0 8.3 8.5 8.8
Frozen Desserts
- HW Ready Meals 26.7 27.3 27.5 28.0 28.4 28.8
- HW Rice, Pasta and 10.1 10.7 11.6 12.6 13.7 15.0
Noodles
- HW Sauces, Dressings 10.0 10.2 10.4 10.6 10.9 11.2
and Condiments
- HW Savoury Snacks 67.4 66.5 66.1 67.6 69.3 70.8
- HW Shelf Stable Meat, 1.1 1.1 1.1 1.1 1.1 1.1
Seafood, Fruit and
Vegetables
- HW Soup 4.3 4.4 4.5 4.6 4.7 4.8
- HW Spreads 24.7 25.8 27.0 28.1 29.0 29.9
- HW Sweet Biscuits, 90.4 91.7 92.6 98.5 104.1 108.2
Snack Bars and Fruit
Snacks
Health and Wellness 1,874.7 1,900.7 1,933.4 1,990.0 2,052.0 2,116.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

HW Beverages 3.7 1.8 9.5

- HW Hot Drinks 5.0 4.0 21.9
- HW Soft Drinks 3.6 1.7 8.7
HW Packaged Food 2.9 2.7 14.5
- HW Baby Food 2.9 3.2 16.8
- HW Baked Goods 5.0 4.8 26.3
- HW Breakfast Cereals 1.2 1.3 6.6
- HW Chilled Processed Meat and Seafood 2.4 2.3 12.0
- HW Confectionery 2.9 3.3 17.4
- HW Dairy 2.7 2.4 12.5
- HW Edible Oils 1.5 1.0 5.3
- HW Frozen Meat, Seafood, Fruit and 3.1 4.6 25.5
Vegetables
- HW Ice Cream and Frozen Desserts 2.6 3.4 18.4
- HW Ready Meals 1.3 1.5 7.7
- HW Rice, Pasta and Noodles 9.4 8.3 49.3
- HW Sauces, Dressings and Condiments 2.6 2.2 11.5
- HW Savoury Snacks 2.1 1.0 4.9
- HW Shelf Stable Meat, Seafood, Fruit 1.2 -0.7 -3.7
and Vegetables
- HW Soup 2.1 1.9 9.9
- HW Spreads 3.1 3.9 21.2
- HW Sweet Biscuits, Snack Bars and 3.9 3.7 19.7
Fruit Snacks
Health and Wellness 3.1 2.5 12.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018

EUR million
2013 2014 2015 2016 2017 2018

Beauty From Within - - - - - -

Bone and Joint Health 33.9 35.5 36.7 38.1 39.8 41.0
Brain Health and Memory 13.3 13.5 13.7 13.6 13.6 13.4
Cardiovascular Health 63.6 61.9 60.1 58.5 57.0 56.1
Digestive Health 202.1 209.0 217.4 227.0 238.9 251.1
Endurance 46.3 45.0 44.4 44.2 44.9 46.0
Energy Boosting 100.0 99.3 99.5 106.2 114.8 122.9
Free From 71.8 80.8 89.0 99.1 107.5 115.3
General Wellbeing 854.9 865.7 880.6 900.8 924.1 949.0
Immune Support 42.5 43.6 44.7 46.6 48.2 49.5
Oral and Respiratory 58.6 59.9 61.8 65.5 68.5 71.1
Health
Urinary Tract Health - - - - - -
Vision Health - - - - - -
Weight Management 386.1 385.6 385.4 390.6 395.4 401.4
Health Wellness 1,874.7 1,900.7 1,933.4 1,990.0 2,052.0 2,116.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Beauty From Within - - -

Bone and Joint Health 3.0 3.9 21.0
Brain Health and Memory -0.9 0.2 0.8
Cardiovascular Health -1.5 -2.5 -11.7
Digestive Health 5.1 4.4 24.3
Endurance 2.3 -0.2 -0.8
Energy Boosting 7.1 4.2 23.0
Free From 7.3 9.9 60.6
General Wellbeing 2.7 2.1 11.0
Immune Support 2.9 3.1 16.7
Oral and Respiratory Health 3.8 4.0 21.5
Urinary Tract Health - - -
Vision Health - - -
Weight Management 1.5 0.8 4.0
Health Wellness 3.1 2.5 12.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018

% retail value rsp

Company 2014 2015 2016 2017 2018

Coca-Cola HBC Ireland Ltd 6.1 6.6 6.7 6.6 6.1

Britvic Ireland Ltd 4.7 4.6 4.7 4.8 4.9
Lucozade Ribena Suntory 4.7 4.4 4.1 4.1 4.1
Ireland Ltd
Kellogg Co of Ireland Ltd 5.1 4.9 4.6 4.3 4.1
Glanbia Plc 3.0 3.1 3.2 3.3 3.3
Tesco Ireland Ltd 3.0 3.0 3.0 3.0 3.1
Danone Ireland Ltd 3.2 3.2 3.1 3.0 3.0
Kelkin Ltd 2.5 2.6 2.8 2.9 3.0
Wrigley Ireland Ltd 2.1 2.1 2.2 2.3 2.4
Richmond Marketing Ltd 1.2 1.2 1.5 1.8 2.0
Yoplait Ireland Ltd 1.9 1.8 1.8 1.8 1.8
Glenisk Ltd 1.3 1.4 1.6 1.6 1.7
Flahavan & Sons Ltd ED 1.4 1.4 1.5 1.6 1.7
Brennan Bakeries Ltd, 1.7 1.7 1.7 1.7 1.6
Joseph
Nutricia Ireland Ltd 1.6 1.6 1.5 1.5 1.4
Nestlé Ireland Ltd 1.5 1.5 1.5 1.4 1.4
Weetabix Ltd 1.4 1.4 1.4 1.4 1.4
Unilever Ireland Ltd 1.6 1.5 1.4 1.3 1.3
Danone Waters (UK & 1.4 1.3 1.3 1.3 1.3
Ireland) Ltd
Valeo Foods Ltd 1.4 1.3 1.2 1.2 1.2
SHS Sales & Marketing Ltd 1.6 1.6 0.9 1.0 1.0
Boyne Valley Foods Ltd 1.1 1.1 1.0 1.0 0.9
Mondelez Ireland 1.0 1.0 0.9 0.9 0.9
Production Ltd
Kerry Foods Ltd 1.0 0.9 0.9 0.9 0.9
McNeil Consumer 1.2 1.1 1.0 0.9 0.9

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Nutritionals UK Ltd
Lidl Ireland GmbH 0.7 0.8 0.8 0.9 0.8
Müller Dairy (UK) Ltd 0.8 0.8 0.8 0.8 0.8
Pepsi-Cola - - 0.7 0.7 0.7
International Cork
Irish Pride Bakeries Ltd 0.8 0.8 0.7 0.7 0.7
Aldi Ireland Ltd 0.5 0.5 0.5 0.5 0.5
Other Private Label 8.8 9.2 9.5 9.9 10.0
Artisanal 1.8 1.9 2.0 2.0 2.0
Others 30.2 29.7 29.3 29.0 29.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018

% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018

Lucozade (Suntory Lucozade Ribena Suntory 3.6 3.3 3.3 3.3

Holdings Ltd) Ireland Ltd
Diet Coke (Coca- Coca-Cola HBC Ireland Ltd 3.1 3.0 3.0 2.9
Cola Co, The)
Tesco (Private Label) Tesco Ireland Ltd 2.8 2.9 2.9 2.9
Avonmore Glanbia Plc 2.7 2.8 2.9 2.9
Extra (Mars Inc) Wrigley Ireland Ltd 1.7 1.9 2.0 2.1
Actimel (Danone, Danone Ireland Ltd 2.1 2.1 2.0 2.0
Groupe)
Glenisk Glenisk Ltd 1.4 1.6 1.6 1.7
Flahavan's Flahavan & Sons Ltd ED 1.4 1.5 1.6 1.7
Brennan's Brennan Bakeries Ltd, 1.7 1.7 1.7 1.6
Joseph
Alpro (Danone, Kelkin Ltd - - 1.3 1.4
Groupe)
Yoplait (General Yoplait Ireland Ltd 1.4 1.3 1.3 1.3
Mills Inc)
Ballygowan (Britvic Britvic Ireland Ltd 1.2 1.2 1.2 1.3
Plc)
Red Bull (Red Bull Richmond Marketing Ltd 1.1 1.1 1.1 1.1
GmbH)
Volvic (Danone, Danone Waters (UK & 1.0 0.9 0.9 1.0
Groupe) Ireland) Ltd
Mi Wadi (Britvic Plc) Britvic Ireland Ltd 0.8 0.8 0.9 0.9
Weetabix (Post Weetabix Ltd - - 0.9 0.9
Holdings Inc)
Deep RiverRock Coca-Cola HBC Ireland Ltd 0.8 0.8 0.8 0.8
(Coca-Cola Hellenic
Bottling Co SA)
Ribena (Suntory Lucozade Ribena Suntory 0.8 0.8 0.8 0.8
Holdings Ltd) Ireland Ltd
Club (Britvic Plc) Britvic Ireland Ltd 0.9 0.8 0.8 0.8
Activia (Danone, Danone Ireland Ltd 0.8 0.8 0.8 0.8
Groupe)
Flora (Upfield Unilever Ireland Ltd - - - 0.8
Holdings BV)
Nutricia Aptamil Nutricia Ireland Ltd 0.8 0.8 0.8 0.8
(Danone, Groupe)
Lidl (Private Label) Lidl Ireland GmbH 0.7 0.7 0.8 0.7
Tropicana (PepsiCo Pepsi-Cola - 0.7 0.7 0.7

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Inc) International Cork

Müller (Theo Müller Müller Dairy (UK) Ltd 0.8 0.7 0.7 0.7
GmbH & Co KG)
Fulfil (Bartoni Ltd) Richmond Marketing Ltd - 0.3 0.5 0.7
Irish Pride Irish Pride Bakeries Ltd 0.8 0.7 0.7 0.7
Kellogg's Corn Kellogg Co of Ireland Ltd 0.8 0.7 0.7 0.7
Flakes (Kellogg Co)
Kellogg's Special K Kellogg Co of Ireland Ltd 0.9 0.8 0.7 0.6
(Kellogg Co)
Cow & Gate (Danone, Nutricia Ireland Ltd 0.7 0.7 0.6 0.6
Groupe)
Alpro (WhiteWave Kelkin Ltd 1.0 1.2 - -
Foods Co)
Weetabix (Bright Weetabix Ltd 0.9 0.9 - -
Food (Group) Co Ltd)
Tropicana (PepsiCo SHS Sales & Marketing Ltd 0.7 - - -
Inc)
Other Private Label Other Private Label 9.2 9.5 9.9 10.0
(Private Label)
Artisanal Artisanal 1.9 2.0 2.0 2.0
Others Others 51.7 51.1 50.2 48.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018

% retail value rsp

2013 2014 2015 2016 2017 2018

Store-Based Retailing 97.8 97.7 97.6 97.4 97.3 97.2

- Grocery Retailers 90.3 90.0 89.8 89.4 89.2 89.0
-- Modern Grocery 80.2 80.1 79.8 79.5 79.4 79.3
Retailers
--- Convenience Stores 6.1 6.3 6.6 6.8 7.0 7.1
--- Discounters 4.2 4.4 4.6 4.8 4.9 5.0
--- Forecourt Retailers 3.2 3.2 3.2 3.2 3.3 3.3
--- Hypermarkets 3.7 4.4 4.5 4.6 4.5 4.7
--- Supermarkets 62.9 61.8 60.9 60.2 59.7 59.2
-- Traditional Grocery 10.1 9.9 10.0 9.9 9.9 9.7
Retailers
--- Food/drink/tobacco 0.2 0.2 0.2 0.3 0.3 0.3
specialists
--- Independent Small 6.7 6.6 6.6 6.5 6.5 6.4
Grocers
-- Other Grocery 3.2 3.1 3.2 3.1 3.1 2.9
Retailers
- Non-Grocery Specialists 6.6 6.7 6.8 7.0 7.1 7.1
Non-Store Retailing 2.2 2.3 2.4 2.6 2.7 2.8
- Vending 0.5 0.5 0.5 0.5 0.5 0.5
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 1.7 1.8 1.9 2.0 2.2 2.3
- Direct Selling 0.0 0.0 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018

% retail value rsp

BFY FFU FFRM NH ORG

Store-Based Retailing 98.4 95.8 98.5 97.8 96.0

- Grocery Retailers 94.4 90.2 34.7 92.1 94.3
-- Modern Grocery 87.4 83.2 27.7 83.2 58.1
Retailers
--- Convenience Stores 7.0 6.5 2.5 9.8 1.8
--- Discounters 8.5 4.9 2.5 3.6 2.0
--- Forecourt Retailers 1.0 1.3 0.0 8.3 0.6
--- Hypermarkets 6.3 5.6 1.7 3.3 3.9
--- Supermarkets 64.5 64.8 21.0 58.2 49.8
-- Traditional Grocery 7.0 7.1 7.0 8.9 36.1
Retailers
--- Food/drink/tobacco 1.3 0.0 0.0 0.0 0.0
specialists
--- Independent Small 1.1 5.3 0.4 7.3 30.1
Grocers
-- Other Grocery 4.7 1.8 6.6 1.6 6.0
Retailers
- Non-Grocery Specialists 3.0 4.4 62.4 4.8 0.3
Non-Store Retailing 1.6 4.2 1.5 2.2 4.0
- Vending 0.1 1.4 0.0 0.1 0.1
- Homeshopping 0.0 0.0 0.1 0.0 0.1
- Internet Retailing 1.5 2.9 1.5 2.1 3.6
- Direct Selling 0.0 0.0 0.0 0.0 0.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Key: BFY = better for you; FFU = fortified/functional; FFRM = free from; NH = naturally healthy; ORG =
organic

Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023

EUR million
2018 2019 2020 2021 2022 2023

Better For You (BFY) 472.4 478.3 484.1 489.2 494.2 498.7
Fortified/Functional (FF) 713.9 723.5 734.7 746.0 758.1 769.7
Free From 115.3 122.3 128.7 134.9 140.6 146.0
Naturally Healthy (NH) 666.8 691.9 715.8 738.6 758.9 777.7
Organic 147.7 152.8 157.8 162.5 166.6 170.3
Health and Wellness 2,116.1 2,169.0 2,221.2 2,271.2 2,318.3 2,362.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Better For You (BFY) 1.3 1.1 5.6

Fortified/Functional (FF) 1.4 1.5 7.8
Free From 6.0 4.8 26.6
Naturally Healthy (NH) 3.8 3.1 16.6

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Organic 3.5 2.9 15.3

Health and Wellness 2.5 2.2 11.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023

EUR million
2018 2019 2020 2021 2022 2023

HW Beverages 675.7 693.3 711.0 728.0 744.6 761.0

- HW Hot Drinks 45.7 47.5 49.3 51.2 53.1 55.1
- HW Soft Drinks 630.0 645.9 661.7 676.8 691.5 705.9
HW Packaged Food 1,440.4 1,475.6 1,510.2 1,543.2 1,573.7 1,601.4
- HW Baby Food 72.2 73.6 75.1 76.5 77.8 78.9
- HW Baked Goods 165.8 173.3 180.1 186.1 191.0 194.1
- HW Breakfast Cereals 226.0 228.7 231.6 234.7 237.3 239.3
- HW Chilled Processed 0.9 0.9 0.9 0.9 0.9 1.0
Meat and Seafood
- HW Confectionery 99.7 102.5 104.9 107.3 109.7 112.0
- HW Dairy 550.2 561.8 573.1 584.2 594.8 605.0
- HW Edible Oils 19.2 19.5 19.9 20.3 20.8 21.3
- HW Frozen Meat, 17.5 18.0 18.4 18.8 19.1 19.4
Seafood, Fruit and
Vegetables
- HW Ice Cream and 8.8 9.0 9.2 9.4 9.5 9.7
Frozen Desserts
- HW Ready Meals 28.8 29.2 29.5 29.9 30.3 30.6
- HW Rice, Pasta and 15.0 16.2 17.4 18.3 19.1 19.7
Noodles
- HW Sauces, Dressings 11.2 11.5 11.8 12.1 12.5 12.8
and Condiments
- HW Savoury Snacks 70.8 71.5 72.7 74.0 75.6 77.6
- HW Shelf Stable Meat, 1.1 1.1 1.1 1.1 1.1 1.1
Seafood, Fruit and
Vegetables
- HW Soup 4.8 4.9 5.0 5.1 5.3 5.4
- HW Spreads 29.9 30.9 31.8 32.7 33.6 34.5
- HW Sweet Biscuits, 108.2 112.0 115.7 118.9 121.8 124.8
Snack Bars and Fruit
Snacks
Health and Wellness 2,116.1 2,169.0 2,221.2 2,271.2 2,318.3 2,362.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

HW Beverages 2.6 2.4 12.6

- HW Hot Drinks 3.8 3.8 20.5
- HW Soft Drinks 2.5 2.3 12.0
HW Packaged Food 2.4 2.1 11.2
- HW Baby Food 2.0 1.8 9.3
- HW Baked Goods 4.5 3.2 17.1
- HW Breakfast Cereals 1.2 1.1 5.9

© Euromonitor International
HEALTH AND W ELLNESS IN IRELAND Passport 10

- HW Chilled Processed Meat and Seafood 1.1 1.2 6.3

- HW Confectionery 2.8 2.4 12.4
- HW Dairy 2.1 1.9 10.0
- HW Edible Oils 1.8 2.1 10.9
- HW Frozen Meat, Seafood, Fruit and 2.7 2.1 10.7
Vegetables
- HW Ice Cream and Frozen Desserts 2.5 2.0 10.3
- HW Ready Meals 1.3 1.2 6.4
- HW Rice, Pasta and Noodles 8.0 5.5 30.9
- HW Sauces, Dressings and Condiments 2.6 2.8 14.9
- HW Savoury Snacks 1.0 1.8 9.6
- HW Shelf Stable Meat, Seafood, Fruit 0.4 0.3 1.6
and Vegetables
- HW Soup 2.2 2.6 13.6
- HW Spreads 3.0 2.9 15.2
- HW Sweet Biscuits, Snack Bars and 3.6 2.9 15.3
Fruit Snacks
Health and Wellness 2.5 2.2 11.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023

EUR million
2018 2019 2020 2021 2022 2023

Beauty From Within - - - - - -

Bone and Joint Health 41.0 44.8 45.4 46.1 46.8 47.4
Brain Health and Memory 13.4 13.1 12.6 12.1 11.7 11.4
Cardiovascular Health 56.1 56.6 55.8 55.0 54.3 53.6
Digestive Health 251.1 263.4 274.0 283.2 289.5 293.8
Endurance 46.0 46.5 47.1 47.7 48.3 49.1
Energy Boosting 122.9 130.0 137.5 144.8 151.6 158.0
Free From 115.3 122.3 128.7 134.9 140.6 146.0
General Wellbeing 949.0 963.1 983.7 1,004.2 1,025.4 1,046.6
Immune Support 49.5 51.0 52.7 54.7 56.6 58.6
Oral and Respiratory 71.1 73.7 76.1 78.5 80.9 83.3
Health
Urinary Tract Health - - - - - -
Vision Health - - - - - -
Weight Management 401.4 405.6 409.0 411.7 414.3 416.4
Health Wellness 2,116.1 2,169.0 2,221.2 2,271.2 2,318.3 2,362.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-
2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Beauty From Within - - -

Bone and Joint Health 9.1 3.0 15.7
Brain Health and Memory -2.3 -3.3 -15.2
Cardiovascular Health 0.8 -0.9 -4.5
Digestive Health 4.9 3.2 17.0
Endurance 1.2 1.3 6.8

© Euromonitor International
HEALTH AND W ELLNESS IN IRELAND Passport 11

Energy Boosting 5.8 5.1 28.5

Free From 6.0 4.8 26.6
General Wellbeing 1.5 2.0 10.3
Immune Support 3.0 3.4 18.2
Oral and Respiratory Health 3.5 3.2 17.1
Urinary Tract Health - - -
Vision Health - - -
Weight Management 1.1 0.7 3.7
Health Wellness 2.5 2.2 11.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

SOURCES
Sources used during the research included the following:

Summary 1 Research Sources

Official Sources Bord Bia

Bord Failte

Carolan & Associates

Central Statistics Office

Central Statistics Office of Ireland

CSO Information Services

Department of Agriculture, Food &

Rural Development

Department of Communications,
Marine & Natural Resources

Department of Health

Enterprise Ireland

EnterpriseIreland

EntIreland

Eurostat

Everyday Health

FAO.org

Flavour House Ireland

Food & Drink Industry Ireland

Food Safety Authority

Food Safety Authority of Ireland

(FSAI)

Health.Gov

Healthy Ireland

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HEALTH AND W ELLNESS IN IRELAND Passport 12

HIQA

INDI

Industrial Development Agency

Ireland

Irish Heart Foundation

Irish Water

Market Reserach Enterprise

Ireland

Mordor Intelligence

National Consumer Agency

National Office of Statistics

Revenue Commissioners

RTE

Safefood

Statista

UK Trade & Investment

Trade Associations An Bord Bia

Barkeeper.ie

Beverage Council of Ireland

BIM - Ireland's Seafood

Development Agency

Blakes Organic Chocolate

Board Bia Irish Food Board

Board-Bia

Bord Iascaigh na Mara (BIM)

Bottled Water Association of

Ireland

Business Plus

BWG

Cereal Association of Ireland

Change.org

Cheesemakers Association Ltd

Coeliac Society of Ireland

Confectioners & bakers

association

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HEALTH AND W ELLNESS IN IRELAND Passport 13

Drinks Industry Ireland Ltd

Drinks Industry of Ireland

DrinksIndustryIreland

DrinksIreland

Enterprise Ireland

European Federation of Bottled

Water

FairTrade

Fairtrade Ireland

Flour Confectioners & Bakers

Association (FCBA)

FMCG Ireland

Food & Drink Industry Ireland

(FDII)

Food, Drink & Tobacco Federation

(FDT)

Fruit Juice Producers of Ireland

GlobalData

IBEC

IBEC/FDII (Irish Business &

Employes Congress / Food & Drink
Industry Ireland

Ifa Fish Farming Association

International Association of Infant

Food Mfg

International Cocoa Organisation

International Dairy Federation

Irish Beverage Council

Irish Bread Baker's Association

Irish Breakfast Cereal Association

Irish Dairy Board

Irish Farmers Assosications

Irish Fish Producers Association

Irish Meat Association

Irish Organic Farmers & Growers

Association

© Euromonitor International
HEALTH AND W ELLNESS IN IRELAND Passport 14

Irish Sea Fisheries Board

Irish Tea Trade Association

Linda Cullen

Love Irish Food

Musgraves

National Association of Off

Licenses

National Dairy Council (NDC)

Organic Milk Producers

Association

Organic Trust Ltd

PLMA

Proiseail an Clochan Liath TEO

Retail Grocery, Dairy & Allied

Trades' Association (RGDATA)

Retail Ireland

Science List

Soft Drinks Association of Ireland

Soft Drinks Ireland

Speciality Coffee Association of

Europe, Irish Chapter/Marco
Beverages

The Economic Times

THIE.eu

Wholesale Fruit, Potato & Produce

Merchants' Association of Ireland Ltd

Trade Press Agri Land

BBC

Beverage Daily

Biz News Ireland

Board Bia - Organic Food

Board Bia Fresh Produce

Board Bia Protein Playbook

Brand Republic

Breaking News

Business Plus

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HEALTH AND W ELLNESS IN IRELAND Passport 15

Business Wire

Business World

Businessworld.ie

Checkout

Checkout Ireland

Checkout Magazine

Daily Mail

Drinks Industry Ireland

Drinks International

Drinksindustry.ie

European Supermarket Magazine

Fairtrade.ie

Farm Ireland

Farmers Journal

FD Business

FD Business Europe

Financial Times

Finfacts

Food & Beverage

Food & Drink Europe

Food & Drink Innovation Network

Food Bev

Food Drink Innovation Network

Food Ireland

Food Navigator

FoodBev Media

FoodBev.com

Foodnavigator

FT.com

Grazia Magazine

Grocery Trader

Healthy Living Ireland

Her.ie

Independent

© Euromonitor International
HEALTH AND W ELLNESS IN IRELAND Passport 16

Independent - Breastfeeding

Independent,ie

Ireland.com

Irish Examiner

Irish Examiner ProU

Irish Food & Drink

Irish Independent

Irish Independent & Sunday

Independent

Irish Times

ISUU

Itsfood

Joe.ie

Just Food Online Magazine

Licensing World

LovinDublin

Mad.co.uk

Marketing

Newsweaver

Organic & Natural Business

Organic Products

Retail News

RTE Business

RTE News

Scientitst Live

Shelf Life

Shelf Life - Yoplait

Shelf Life Blooming Baby

Shelf Life Daring Dairy

Shelf Life Delightful Dairy

Shelf Life Magazine

ShelfLife

Shelf-Life

Show Review

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HEALTH AND W ELLNESS IN IRELAND Passport 17

Sunday Business Post

Talking Retail

The Drinks Business

The Farmers Journal

The Grocer

The Grocer Magazine

The Guardian - Unilever

The Health Store Magazine

The Independent

The Irish Examiner

The Irish Mirror

The Irish News

The Irish Times

The Journal

The Retail Bulletin

The Taste

The Times

TheJournal

TheJournal.ie

Today's Grocery Magazine

Transparency Market Research

Ulster Grocer

Vending Market Watch

World Tea

World Tea News

Source: Euromonitor International

© Euromonitor International