Interest in health is growing. As is the amount of information and range of products on offer. Nevertheless, consumers don’t feel like life has got easier. The health report “Sundhedsflip & Selvbedrag” (Health obsession & self-delusion) offers an explanation for how brands can vary how they are perceived in terms of healthiness in line with consumers’ actual ideas – and use this to target their communication and product development with regard to health.
Download the rapport here (Danish only)