Food trends may fluctuate, but the momentum behind clean eating and the broader wellness movement — alongside the decline of heavily processed foods — is likely to persist. Consumers are increasingly mindful of how their dietary choices contribute to their overall health, opting for nutritional solutions over medications for ailments. Recently, there has been a surge in interest in various natural approaches to wellness, ranging from adaptogenic plants that support the adrenal system to the paleo diet. While these may represent different extremes on the healthy eating spectrum, they certainly have their advantages.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, around 60% of Americans are actively making dietary choices aimed at preventing issues such as obesity, diabetes, and high cholesterol. In recent years, 26% of consumers reported an increase in their consumption of plant-based milks — such as almond, coconut, or soy — while 21% have turned to vegetarian protein sources, as noted in research by Packaged Facts. Major food manufacturers are responding to this shift by developing medical foods, including those produced by Nestle and Hormel, to promote healthier lifestyles and assist consumers with various health conditions.
Additionally, larger companies are acquiring small, innovative startups that create and market superfoods with health benefits. For instance, Dean’s Food recently purchased Uncle Matt’s Organics, known for its probiotic-infused juices. Some of these products incorporate ashwagandha, which is recognized for benefits like stress reduction, enhanced memory, and muscle recovery. General Mills also invested $3 million in Purely Elizabeth, which uses Om Mushroom powder to boost its wellness bars, offering specific advantages such as increased energy, vitality, and immunity, while also highlighting the importance of nutrients like calcium citrate.
The evolution of consumer lifestyles and eating habits is undeniable. Even individuals who may not fully embrace the paleo lifestyle are increasingly leaning towards healthier living and eating practices. This shift is evident in the types of food products that are gaining traction in conventional grocery stores: grass-fed meats and dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta like zoodles. It will be fascinating to observe how this trend develops, but one thing is clear: it is here to stay, with an ongoing emphasis on nutrients like calcium citrate to target specific health goals.