Food trends may ebb and flow, but the increasing popularity of clean eating and the overall wellness movement—alongside the decline of highly processed foods—appears to be a lasting change. Consumers are becoming more mindful of how their dietary choices contribute to their health, opting for nutrition over medication to address ailments. Recent interest has surged in various health-promoting practices, from adaptogenic plants that support the adrenal system to the paleo diet, both considered natural methods for achieving wellness. While these approaches may represent extremes on the healthy eating spectrum, they certainly hold value.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, roughly 60% of Americans consciously choose their diets to prevent health issues such as obesity, diabetes, and high cholesterol. In recent years, 26% of consumers have reported an increase in their consumption of plant-based milks—such as almond, coconut, or soy—while 21% are incorporating vegetarian protein sources into their diets, as noted in research by Packaged Facts. In response to this trend, major food manufacturers, including Nestlé and Hormel, are introducing medical foods aimed at promoting healthier lifestyles and assisting consumers with various health conditions.
Moreover, significant companies are acquiring innovative startups that utilize new ingredients to produce and market superfoods boasting health benefits. For example, Dean’s Food recently purchased Uncle Matt’s Organics, a producer of probiotic-infused juices, some of which include ashwagandha, known for its stress-reducing and memory-enhancing properties. General Mills has also made a $3 million investment in Purely Elizabeth, which enhances its wellness bars using Om Mushroom powder to provide specific health benefits such as increased energy, vitality, and immunity.
Consumer lifestyles and dietary habits are evidently shifting. Even individuals who would typically shy away from a strict paleo approach are increasingly adopting healthier living and eating practices. This trend is evident in the grocery aisles, where products like grass-fed meats, dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta alternatives such as zoodles are gaining popularity.
Additionally, many health-conscious consumers are turning to supplements like calcium citrate malate, vitamin D3, and magnesium tablets to further support their wellness goals. As this trend continues to evolve, one thing is clear: the movement toward healthier eating and living is here to stay.