Despite ongoing regulatory issues with regard to health claims, the positioning of food and drink products on a heart health platform appears to be continuing unabated.

Interest in the health benefits of wholegrains is continuing to rise globally and is reflected in levels of new product activity - according to Innova Market Insights, the number of food and drinks launches marketed on a wholegrain platform rose nearly 10% in the 12-month period to the end of March 2010, equivalent to about 3% of total launches recorded over that timeframe.

New research from Mintel Global Market Navigator (GMN) reveals that, in Europe, perceptions of ice cream as an 'affordable luxury' has outweighed thriftiness and health considerations in the recent economic difficulties of the past year.

An interest in "wellness" used to be something exotic. And to the extent consumers gave any thought to the concept, it was often defined simply as the absence of illness. But "wellness" is now very much a mainstream preoccupation, and one that's viewed more broadly as a marker for quality of life.