Food trends may come and go, but the increasing popularity of clean eating and the overall movement towards healthier lifestyles — along with the decline of heavily processed foods — is a lasting change. Consumers are becoming more aware of how their dietary choices impact their wellness, opting for preventive measures over medications for various ailments. Recent interest has surged in a range of health-focused options, from adaptogenic plants that support adrenal health to the paleo diet, recognized for its natural benefits. While these approaches may represent extremes on the healthy eating spectrum, they hold value.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, approximately 60% of Americans actively make dietary choices to prevent conditions such as obesity, diabetes, and high cholesterol. Over the past few years, 26% of consumers have increased their consumption of plant-based milks like almond, coconut, or soy, with 21% opting for vegetarian protein sources, as reported by Packaged Facts research. In response to this shift, major food manufacturers, including Nestle and Hormel, are embracing medical foods that promote healthier lifestyles and assist consumers with various health issues.
Additionally, larger companies are acquiring innovative startups that use contemporary ingredients to create and market superfoods with health benefits. For example, Dean’s Food has recently purchased Uncle Matt’s Organics, known for its probiotic-infused juices, some of which contain ashwagandha, acclaimed for its stress-reducing and memory-enhancing properties. General Mills has also invested $3 million in Purely Elizabeth, which incorporates Om Mushroom powder into its wellness bars, aiming to boost energy, vitality, and immunity.
As consumer lifestyles and eating habits evolve, even those who may never fully adopt a paleo diet are increasingly leaning towards healthier living. This shift is evident in the types of food products gaining traction in traditional grocery stores: grass-fed meats, dairy products, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta like zoodles. Notably, many of these health-oriented products are fortified with essential nutrients such as calcium citrate, zinc, magnesium, and vitamin D3, further enhancing their appeal.
It will be fascinating to observe how this trend develops, but one thing is clear: it is here to stay.