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Innova Market Insights says that consumers are increasingly interested in the role that nutrition can play, not only in physical wellness, but in emotional and mental wellbeing too.

A feeling of satisfaction, happiness, joy, comfort, excitement, and mental clarity is considered important by consumers, with many agreeing that food and beverage can affect their mood, which is fueling feel-good and guilt-free claims on products.

According to the market researcher, one in four US, UK and Chinese consumers say that ‘relaxation’ is an important aspect when consuming food and drink.

Food and beverage launches tracked with a feel-good claim rose 36 per cent globally in 2017, according to the market researcher.

Examples given by Innova include Oreo Joy Fills, and egg white from The Happy Egg Co, and locally the smart drink Shine+ (pictured).

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