Today’s specialty diets and preferences have transformed not only dining habits but also the food industry itself. They have influenced food manufacturers in various ways, such as the types of products produced, the ingredients used, the quantity in packaging, and even the delivery methods to consumers. With the rising popularity of the ketogenic diet, many companies are now launching products tailored to low-carb lifestyles. For instance, Dang Foods has introduced the keto-friendly Dang Bar, which is rich in fat, low in carbohydrates, and sweetened with stevia extract. Other brands have followed suit, offering items like keto bars, medium-chain triglyceride oil powders, and protein powders. Additionally, online meal delivery services like Factor 75, Ice Age Meals, Keto Fridge, and Kettlebell Kitchen now provide fresh, keto-compliant meals.
Retailers are also embracing the specialty diet trend. Thrive Market has organized its private-label keto products online for easier access. Other notable changes include an increase in gluten-free and vegan food options, products designed for specific health purposes, and meal kits catering to a diverse range of dietary needs. HelloFresh has broadened its meal kit offerings to attract consumers following keto and organic diets, reporting “very strong demand” for these options.
These trends seem to be permanent, as a significant number of individuals are adhering to specialty diets. According to the 13th annual Food & Health Survey by the International Food Information Council Foundation, 36% of U.S. adults are on a specific diet, whether it be Whole30, paleo, gluten-free, keto, or another regimen. The millennial demographic plays a crucial role in this trend; last year’s IFIC survey revealed that 45% of consumers aged 18 to 34 are the most likely to adopt particular diets, compared to only 28% among those aged 65 and older.
These demographic and dietary changes present marketing and partnership opportunities for food manufacturers. For example, Strauss Foods has partnered with CrossFit to offer subscription boxes containing grass-fed beef and free-range chicken. Similarly, the natural and organic meat brand Applegate collaborated with Whole30 to feature a special dietary seal of approval on select products. As specialty diets continue to gain traction, more companies are likely to explore partnerships to capitalize on this market shift. Additionally, the demand for calcium citrate and vitamin D supplements is growing alongside these dietary trends, as consumers seek to enhance their nutritional profiles. As these specialty diets evolve, the integration of calcium citrate and vitamin D supplements into product offerings may become increasingly popular.