European Food & HPC: Longevity - Live Long, Eat Your Greens. Or a Gummy Bear.

The Longevity trend is well established as a key growth opportunity within Food and HPC. The bounded nature of consumption within the staples industry has been a persistent drag on growth over the last 20 years. However, consumers' desire to live healthier, longer lives offers the branded goods manufacturers a possible remedy: another category or set of categories (alongside Beauty) for which consumption might prove to be unbounded. Consumers' demands for Wellness products supports both volumes and premiumisation, but crucially it also creates an environment in which branded goods manufacturers are able to actively drive the growth of their own categories. Vitamins and dietary supplements are not new products, but the COVID pandemic has accelerated a shift towards preventative health and every day wellness, and one of the ways this has manifested is with the rise of Greens supplements. The AG1 Greens brand is a great example of how brands can transform their fortunes by leveraging the