In the US two-thirds of adults are overweight which is driving everything from health club membership (up 8.5% between 2002 and 2003) to growth in kids ‘plus-sized’ clothing. Over in Europe a recent survey said that nearly 75% of Europeans are more concerned about their health than 12 months ago – which is not surprising when you consider the fact that women’s alcohol consumption has jumped by almost a third between 1998 and 2003 in the UK. McDonald’s are getting into the act selling salads and high fibre snacks whilst beans, grains and white tea sales are booming. Future winners will include products that successfully merge the health trend with other trends like portability e.g. healthy food on the go (it’s called fruit!).