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Euromonitor reads 2014 in 5 mega-trends

By Shane Starling+

Last updated on 24-Jan-2014 at 13:02 GMT

Backed by a raft of new claims, natural energy and tiredness reduction is the mega-trend of mega-trends for 2014, according to Euromonitor International.

In this Google Hangout (click 'play' below), Euromonitors’ health and wellness analysts Ewa Hudson and Diana Cowland decipher their top 5 trends for the year  in functional foods, healthy foods and food supplements:

5. Deficiency alert

4. Rise of greater prevention

3. Power of digestion

2. Enhanced natural; protein

1. Natural energy and tiredness reduction

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