According to a current study by Euromonitor International, the worldwide market for health ingredients has grown by 6.75% between 2013 and 2014. This shows that products with health and wellness benefits are in higher demand than traditional food products. Until now, healthy and natural alternatives accounted for about 21% of all packaged foods; however, it is predicted that this number will grow by 31% between 2014 and 2019. For example, healthy beverages are actually slowly overtaking from energy drinks on the worldwide market, as consumers are opting for more healthy options, for example health and natural tea varieties. The market of healthy beverages is expected to grow by US$14.5 billion from 2014 to 2019, which is US$2 billion more than the current market value of Energy Drinks. 

Euromonitor have also noted another major trend in the beverage industry - milk-based formula drinks. This is a category said to increase by US$4.3 billion in 2014. Another booming section is allergen-free products. On top of the list is gluten-free baked goods, which are expected to grow by 16% by the end of 2014 and are ranked third in healthy foods that are showing continuous growth. Ewa Hudson, Global Head of Health and Wellness Research at Euromonitor International, states: "It is particularly interesting to observe the emerging markets. Between 2009 and 2014 they contributed 87% to the growth of the health and wellness industry in the world, and were also responsible for 60% of the sales of these products".

On the 2-4 December 2014 Amsterdam will become the hotspot of the global health and natural ingredients industry. Exhibitors from all over the world will present their latest innovations and product lines, and visitors will have the opportunity to gain invaluable industry knowledge across a wide range of conference modules, Exhibitor product showcase, Seminars on product Innovation and Industry Insight sessions, and many other Features and educational opportunities. For all industry-experts, Hi Europe has proven to be the most important platform to meet the right suppliers of health and natural ingredients, network with senior decision makers, and keep up to date with the latest market developments and trends.