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Consumers voted with their money last year by increasingly substituting high fat high calorie foods and drinks with healthier alternatives that promised so-called lifestyle and wellbeing benefits. 

In the £7billion soft drinks industry, sales of carbonates declined even further, whilst brands such as Actimel Probiotic Yoghurt, sprang out of nowhere to become one of the top 10 soft drinks brands. 

Manufacturers with an eye for an opportunity have consequently been capitalising on growth sectors such as bottled waters (1.6bn) and functional healthy food and drinks (a sector which did not even exist in its own right a year ago).  In these times of changing consumer tastes and preferences innovation and NPD is on the increase.  

Simultaneously, the government has been piling the pressure on food & drink manufacturers to sign off a clearer and more transparent food & drink labeling system that enables consumers to make more educated healthy diet choices.  A traffic light system was proposed but has yet to be agreed on. 

Manufacturers of high fat, high calorie brands have naturally come under most scrutiny, with some embracing the changes by openly displaying calorie content on their packs or rather cannily introducing their own labeling directives.  In going forwards, it’s likely that food and drink brands will have to embrace the dichotomy between indulgent and healthy far more clearly in order for their brands to be sustainable in the long term.