The burgeoning on-the-go healthy food market is showing no signs of slowing, and will reach a market value of £37 billion in Europe by 2012, a new report suggests.

The latest Healthy Convenience Food Report, published by researchandmarkets.com, says the sector is showing fantastic growth and offers huge profit potential for manufacturers, retailers and suppliers prepared to invest in top quality promotional and point-of-sale-materials.

This success is also predicted for the US healthy convenience market, which is expected to grow to over £40bn in six years.

The report claims to be a valuable guide to the convenient healthy food industry, assessing what constitutes a healthy and convenient product, how the two main trends - convenience and health - can work together, and puts forward marketing and NPD opportunities to help the industry realise this potential.

A proprietary consumer segmentation model offers insight into the various target audiences for convenient and healthy food and drink.

The study also considers successful new convenient and healthy product launches, the leading players in the market, and best-practice NPD and marketing strategies from around the world.

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