Do health and wellness products need to be affordable or are consumers willing to pay a premium for a health benefit despite the cost-of-living crisis? We asked two leading market experts – and received different answers.

Whether its yoghurt with added protein for energy, high-fibre bread with inulin fibre for digestive health, or even vitamin C gummies for immunity, supermarket shelves today are filled with products that promise to improve shoppers’ health.

Do health and wellness products need to be affordable or are consumers willing to pay a premium for a health benefit despite the cost-of-living crisis? We asked two leading market experts – and received different answers.

Whether its yoghurt with added protein for energy, high-fibre bread with inulin fibre for digestive health, or even vitamin C gummies for immunity, supermarket shelves today are filled with products that promise to improve shoppers’ health.