Well over 40% of global food and drinks launches tracked by Innova Market Insights in 2016 were positioned on a health platform of some kind, with just 10.7% being positioned on an “active” or functional health platform as opposed to a “passive” health positioning (e.g. low fat). The situation in Europe is very similar with only 9.2% of all product launches being actively health positioned for the same period. The number of functional or “active” health claims in Europe has stabilized in the wake of tightening claims regulations and other overarching health trends, such as clean label, having an impact on functional new product innovations. Consumers are increasingly looking to inherent health benefits from natural ingredients which convey “better-for-you appeal”. The EU claim the regulation situation has necessitated a rethink by companies already in the market. They are often looking to the use of softer claims while benefiting from existing consumer awareness of the potential benefits of certain products and ingredients.