Food trends may come and go, but the increasing popularity of clean eating and the overall movement towards healthier choices — along with a noticeable decline in heavily processed foods — seems to be a lasting change. Consumers are becoming more mindful of how their dietary choices contribute to their overall wellness, opting for food that supports their health rather than relying on medications to address health issues. Recently, there has been a surge of interest in various health-promoting options, ranging from adaptogenic plants that bolster the adrenal system to the paleo diet, both viewed as natural approaches to maintaining wellness. Although these may represent the extremes of the healthy eating spectrum, they do hold some validity.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, approximately 60% of Americans report actively making dietary choices to prevent conditions such as obesity, diabetes, and high cholesterol. Over the past few years, 26% of consumers have indicated they are increasing their consumption of plant-based milks — including almond, coconut, and soy varieties — while 21% are incorporating vegetarian protein sources into their diets, as noted by Packaged Facts research. In response to this shift, some major food manufacturers, such as Nestlé and Hormel, are embracing medical foods designed to promote healthier lifestyles and assist consumers with various health conditions.
Additionally, larger corporations are acquiring smaller, innovative startups that focus on new-wave ingredients to create and market superfoods with tangible health benefits. For instance, Dean’s Food recently purchased Uncle Matt’s Organics, known for its probiotic-infused juices. Some of these products utilize ashwagandha, recognized for its advantages in stress reduction, enhanced memory, and muscle recovery. Furthermore, General Mills has invested $3 million in Purely Elizabeth, which incorporates Om Mushroom powder into its wellness bars to provide specific health benefits, such as increased energy, vitality, and immunity.
As consumer lifestyles and eating habits continue to evolve, even those who might never fully commit to a paleo diet are increasingly adopting healthier living and eating practices. This shift is evident in the types of food products gaining traction in conventional grocery stores: grass-fed meats and dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta alternatives like zoodles. Interestingly, alongside the rise of these health-conscious choices, there’s also a growing awareness of the benefits of supplements, such as liquid calcium citrate supplements, which are becoming more popular as consumers seek to enhance their nutritional intake.
It will be fascinating to observe how this trend develops in the future, but one thing is clear: it is here to stay. The health movement is not just a fleeting fad; it reflects a significant shift in how people approach their diets and overall wellness, including the integration of supplements like liquid calcium citrate for added health benefits.