Defining healthy products is a real challenge. High protein, no sugar, low fat, high fibre, gluten-free and many other claims on-pack are changing the way consumers shop. In the last five years, there were 28% more people choosing a vegetarian diet and 11% more people purchasing organic, while reduced fat or low GI claims saw a decline in popularity among grocery shoppers. 17% of Australians are highly concerned about their health and are making active decisions to choose healthier products, but what does that mean for their grocery baskets? Which ingredients and portions of are most likely to get your product in more Australians baskets and what trends are emerging in the market? During Nielsen’s presentation, Rahim Ladha, Director Retail Client Service will discuss theclaims that are trending in market now and how to navigate the changing healthy consumer.