Health obsession and self-delusion

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)