SUMMARY
Meaningfully different
How leading brands can stand out in health and wellbeing
From barrier to ally
The findings of our report highlight both challenges and opportunities for brands in consumer health. While many aspire to better wellbeing, significant barriers prevent them from turning intent into action. This is where brands can step in. By tackling affordability, convenience, transparency, and emotional needs, brands can bridge the say-do gap and help people achieve their health goals.
Growth in this space will come from being meaningfully different — standing out as leaders in health and wellbeing. Brands need to transform aspirations into actions by connecting emotionally, addressing functional needs, and maintaining salience at key moments in shoppers' lives.
Growth in this space will come from being meaningfully different — standing out as leaders in health and wellbeing.
Transparency must be at the core. Shoppers are increasingly aware of the harms of processed foods, yet mixed messages and unclear labelling erode trust. Brands that embrace openness in crowded categories can differentiate themselves. Clear ingredient lists and honest communication can reassure shoppers and empower them to make informed choices about their health.
Brands must also embrace fun and indulgence. Health is about balance, not deprivation. Occasional treats are part of maintaining a healthy emotional state. Brands can grow by creating positive emotional connections — experiences that bring joy, whether through innovative products or moments that celebrate life without guilt. The goal is not to eliminate indulgence but to promote balance and acknowledge the human need for enjoyment.
Health Actives, champions of wellbeing, want partners in their journey. Brands must find new spaces to grow meaningfully, and Actives have an open door. By offering expertise, premium products, and holistic support, brands can help this segment pursue a better version of themselves. Health for these shoppers is both practical and emotional — aligning with this journey builds deep, lasting loyalty.
Behavioural nudges and reward-based programs can effectively motivate Health Moderates. This group is already taking steps towards better health but needs consistent encouragement. Growth comes by being present throughout the shopper journey. Brands should use educational campaigns, incentives, and tailored messages to reinforce positive behaviour, making healthy choices more accessible and rewarding.
For the Health Passives, the message for brands is simple: make it easy, make it affordable, make it understandable.
The say-do gap is an opportunity for brands to step up and be proactive partners in health. Getting it right will make them indispensable allies in the pursuit of wellbeing.
Q: Considering that significant numbers of global shoppers expect brands to contribute to their overall wellbeing, what specific initiatives is Danone taking to lead in this space? How does the notion of holistic health influence your strategy, product development, and marketing?
At Danone, bringing health through food to as many people as possible has been central to our mission since the company’s inception. The Carasso family founded Danone with the goal of bringing yoghurt and its health benefits to Spain to alleviate malnutrition and intestinal issues in children. The product was even sold in pharmacies back then.
Today, this mission remains at the heart of Danone’s strategy. Several years ago, we made a deliberate shift, letting go of less healthy categories to focus exclusively on a health-driven portfolio. This focus is now embedded across all our categories and functions, starting with Research and Innovation. Our work is guided by seven Health Benefit Platforms — addressing both physical and mental health — which shape our scientific roadmap. This allows us to create products that meet shoppers' growing demand for overall wellbeing. >>>>
Within the Global Strategy and Insight team, we have embarked on a journey to deeply understand what health means to people, not just today but also in the future. This ensures that the strategies we develop, the brands we build, and the products we create are aligned with future health trends. At the same time, we remain grounded in the realities of people’s daily behaviour — how they actually feed themselves. Our segmentation framework helps us map consumer needs to specific food and drink occasions throughout the day.
Additionally, we’ve developed a Claims Framework to ensure we are intentional about the messages we communicate. In essence, our health mission is driven by both scientific advances and evolving consumer needs, with claims roadmaps connecting the two to create winning brand propositions that are both healthy and delicious.
Q: Many shoppers are turning to more natural, minimally processed foods as a way to improve their health. How is Danone addressing this trend?
If you look at our mineral water brands, for example, they offer some of the purest, most natural water — something we’ve been committed to from the very beginning, working with farmers and communities to protect our water sources. A plain Danone yoghurt made from milk and ferments, is another example of how we deliver on this consumer desire for natural products. So, we absolutely understand and align with the shift toward naturality.
Q: How is Danone adapting its product development to support mental health?
We approach mental health in three ways:
Trust and peace of mind: Danone is seen as a badge of trust, providing peace of mind to people who want to make the best choices for their family’s health. Today, people are looking for authenticity. What they feed their families is a statement of care and trust. By choosing Danone, shoppers are making a confident choice, not just because of the product quality but also due to the values we uphold. For example, we are reintroducing our ‘100 Years of Nutrition’ stamp on yoghurt to reinforce this trust.
Gut-brain axis science: We're at the forefront of understanding the gut-brain axis and how gut health affects mental wellbeing, including its role in serotonin production. Our products that support gut health are therefore a vital part of our mental health strategy.
Indulgence without guilt: We offer healthier alternatives so people can indulge without guilt. For example, our aquadrinks contain less sugar than carbonated soft drinks, and our chilled desserts score better on Nutri-Score than competing treats like cookies or ice cream.
Q: Danone operates in various global markets where the perception of health can vary greatly. How does the company tailor its approach to different regions to meet the physical and mental health needs of diverse shoppers?
This is something we pay close attention to at a local level, as health perceptions and local food cultures vary widely. For example, we have mapped how gut health is understood in different cultures — what physical and mental benefits people associate with it and the language they use to describe it. This helps us tailor our products and communication accordingly.
Similarly, with the rising demand for high-protein products, we’ve found that while protein is generally seen as a health benefit, shoppers associate it with different outcomes depending on the region. Our Protein Framework clusters these needs into three major themes, and we tailor our product offerings to match.
Q: How does Danone incorporate consumer feedback into product development? Can you provide an example of a product that evolved based on consumer insights?
We recently developed a Gut Health Tracker, launched earlier this year in Canada. This tool allows shoppers to assess their gut health based on their diet, sleep, stress, and activity levels. Their answers shape their
Gut Health Score, which is paired with insights and advice to help them improve over time. This initiative came directly from consumer insights — we found that many people want to take better care of their gut health but don’t know where to start.
We also launched a Gut Health Board with key influencers and scientists to stay on top of the latest trends and debates in gut health. This helps us bring external insights into the company, unlocking barriers and fostering innovation.
Q: Can you point to any recent campaigns or products where Danone has integrated mental health support alongside physical wellness?
The Danone brand relaunch campaign — Danone Means You Care — is built on the idea that providing healthy food for one’s family is a way of showing care and love through small, meaningful acts. Similarly, the Yopro campaign supports the idea that we fuel your progress with products that not only nourish muscles but also reduce fatigue to help shoppers achieve more.
Our Aptamil campaign, Behind Every Feed Is a Unique Story, helps alleviate the guilt and emotions surrounding baby feeding by providing different formulas for diverse needs, such as C-section babies or mixed feeding, ensuring that parents feel supported and understood.
Q: How does Danone work with retailers to help them understand the health characteristics of your products, especially in the context of growing demand for wellbeing-focused foods?
We regularly share insights into consumer and shopper mega-trends with our retail partners, and future health trends are a key part of this. We also explore how different shopper mindsets — whether in routine, discovery, or under pressure — impact health as a purchase driver. This helps retailers understand how to meet the evolving health expectations of their customers.
Additionally, because our categories are health-focused, growing them is a shared goal with retailers. For instance, we’ve worked with retailers on the Yogurt Category Growth Model, discussing how to highlight the health credentials of yoghurt in-store, such as gut health, immunity, protein, and nutrient density. In the UK, we collaborated with retailers to create a Gut Health Bay in their stores, making it easier for shoppers to navigate their health and wellbeing needs.
