Health is a hot topic in the world of food retail at the moment. From fibre rich to high protein foods, clean label ingredients and food fortification, retailers are launching and promoting a healthier lifestyle for their shoppers, especially through private label ranges. With a growing interest in functional foods, retailers in all channels around Europe have been expanding their assortment to meet shopper demand in this space.

Innovation across the drinks category

Functional drinks are becoming more and more prominent on shelves across Europe, with demand from shoppers increasing. Coop Schweiz recently launched Hydrate+, vitamin-rich waters designed to support with stress and fatigue, which are common complaints among modern shoppers. The products are available across the both the convenience and large store channels, highlighting how demand for these products is becoming increasingly broader.

Interested in more insight on Switzerland? Read the latest Country Presentation.

High protein food continues to grow

High protein foods and snacks have been at the centre of the grocery industry for a few years now, and while fibre seems to have taken the spotlight more recently, protein is still very present. Retailers continue to innovate in this space, such as Salling Group’s discounter Netto in Poland, who recently launched a range of high protein snacks and products to meet the skyrocketing demand of recent years in the country. The Protein Lab line will be expanded in the near future, bringing even more convenience for Polish shoppers.

Convenient formats for immediate consumption

As demand for quickness and ease in both the shopper journey and consumption increases, retailers have moved to provide shoppers with healthy, functional products in convenient formats. The UK’s M&S has launched a range of functional shots designed to help shoppers tackle a series of common health complaints, providing immunity and hydration boosts. The range also includes a Lion’s Mane shot, as mushrooms gain further attention for their functional benefits.

Functional benefits for gut and other organs

Gut health has been at the centre of the health trends, with the dairy category in particular leaning into this quite heavily. Italy’s Coop Alleanza 3.0 has taken this a step further, launching kidney-friendly cheeses that are designed to make phosphorous indigestible without compromising on taste and texture.  

This ties into the growing trend of preventative care, which retailers and shoppers are increasingly focused on.

Expanding shopper education

With growing ranges across all aspects of functional health, retailers and suppliers need to be conscious of communicating product and ingredient benefits effectively. Coop Norge is a clear example of how a retailer is elevating the bakery aisle with more functional, benefit‑led propositions. With its emphasis on protein, fibre, and whole‑grain content, paired with active‑lifestyle cues, the product speaks directly to shoppers seeking everyday items that support broader wellbeing goals.

Find out how health can build loyalty and value

Merchandising to make it as easy as possible

With busy aisles and broad assortments, helping shoppers find healthy products in store is key. Romania’s Mega Image uses gondola ends with prominent messaging to highlight it’s Nature’s Promise private label range, with promotions to add value. It also ranges ambient and chilled products, including fresh fruit, to further incentivise healthy eating.

Next steps for retailers and suppliers:

Health is at the front of shoppers’ and retailers’ minds. To stay on trend and win against competition, it will be key to:

• Continue developing new products and ranges that meet needs and trends

• Reformulate existing products to reduce sugar content

• Collaborate on educating shoppers on benefits of functional ingredients, especially new or lesser-known ones

• Encourage preventative care through balanced nutrition

• Tie health and sustainability narratives together for broader appeal

Read the highlights of our Global Health Trends 2026 report for more details on how retailers and suppliers around the world are evolving within the health landscape.