From Food Navigator:
The health and wellness trend in food is expected to endure tough economic times but there is a danger that food manufacturers could over medicalize their products, according to a research specialist.
Consumers are being more choosey about what they are buying and this is resulting in more condition specific products, such as weight management and satiety, rather than simply saying low fat or low sugar.
What to do at the supermarket:
Health claims only tell the “good” part of the story. Always take a look at the nutrition and ingredient labels to fully understand what you are getting.