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