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UK prefers vegetables over miracle health cure products

02 October 2014

A majority of UK consumers are distrustful of food and drinks products that offer a magic bullet health solution. Instead, they opt for traditional health foods such as fruit and vegetables, finds new survey by Canadean. 

Canadean research finds that the majority of consumers are distrustful of product labels that promise miracle health cures, such as a boost to the immune system or improved gut health: Seven in 10 Britons deem them ‘misleading’ or ‘exaggerated’ and less than 4% of consumers rate additional health boost labels as ‘completely trustworthy’. Sales numbers reflect this trend: Less than one in 20 UK consumers buy products that are promoted as offering additional health benefits beyond nutrition, such as energy bars and vitamin water, on a regular basis. 

Consumers rely on familiar health foods

Thomas Delaney, analyst at Canadean, says: “The health food market is becoming saturated with new products that boast of new found health benefits from relatively unknown foods or vitamin complexes. However, there is a growing consumer trend towards traceability, natural produce and clean recipes.” This is shown in Canadean’s survey, as almost eight in 10 consumers believe that basic fruits and vegetables provide equal health benefits to additional supplements. Delaney says: “Consumers believe that basic is better, turning to ingredients they know and trust as opposed to products claiming ‘magic bullet’ solutions to health.” According to Delaney: “Consumers can struggle to see products with a long list of synthetic ingredients as offering convincing health benefits, as they fear that those products may involve ‘bad’ chemical ingredients which counteract the positive effects.”

Attractive packaging meets 'back-to-the-roots'

Innocent's most recent juice launches: 'Easy Greens', a blend of celery, cucumber, spinach and ginger, and 'Skip the Beet', a juice made from beetroot, carrot, lemon and ginger, reflect the growing preference for unprocessed products without additives and artificial enrichment or fortifications. Canadean expects the vegetable and fruit juices to be received well by consumers who are looking for a 'back-to-the-roots', holistic approach to food and drink products. Delaney adds: “These juices will be a good-looking alternative to fortified drink products, such as vitamin water, as they not only obtain their nutritional benefits 'naturally' from fruits and vegetables, but also come wrapped up in Innocent's attractive branding and packaging.”

Innocent Vegie Juices

The fruit and vegetable juices 'Easy Greens' and 'Skip the Beet', launched earlier this week in the UK, are Innocent's answer to the growing preference of holistic products among consumers.



All numbers used in this text are based on a recent Canadean consumer survey of 2,000 UK-based adults.This survey was conducted in September 2014. 

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 2079 366 713 or email

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