Food trends may come and go, but the surge in clean eating and the broader health-conscious movement—alongside the decline of heavily processed foods—appears to be a lasting change. Consumers are increasingly aware of how their dietary choices impact their wellness, opting for natural solutions over medications to address health issues. Interest has been growing in various health-promoting options, from adaptogenic plants that support adrenal function to the paleo diet, both of which are considered beneficial for maintaining health. While these practices may represent the extremes of healthy eating, they hold significant value.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, approximately 60% of Americans are making deliberate dietary choices to prevent health issues such as obesity, diabetes, and high cholesterol. Recent research by Packaged Facts reveals that 26% of consumers are consuming more plant-based milks like almond, coconut, or soy, while 21% are turning to vegetarian sources of protein. In response to this shift, major food companies like Nestle and Hormel are embracing medical foods aimed at promoting healthy lifestyles and assisting consumers with various health conditions.
Furthermore, larger corporations are acquiring innovative startups that utilize modern ingredients to create and market nutrient-rich superfoods. For instance, Dean’s Food recently purchased Uncle Matt’s Organics, known for its probiotic-infused juices. Some of these products include ashwagandha, celebrated for its benefits such as stress relief, improved memory, and muscle recovery. General Mills has also invested $3 million in Purely Elizabeth, which incorporates Om Mushroom powder to enhance its wellness bars with specific health benefits like increased energy and immunity.
The transformation in consumer lifestyles and eating habits is evident. Even those who would never fully commit to a paleo diet are increasingly adopting healthier living and eating practices. This shift is mirrored in the types of food products that are experiencing growth in grocery stores, including grass-fed meats and dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free alternatives like zoodles. Additionally, products featuring pure encapsulations calcium citrate are becoming more popular as consumers seek to boost their nutrient intake.
As this trend continues to unfold, it will be fascinating to observe its evolution, but one thing is clear: it is a lasting movement.