Food trends may shift over time, but the growing emphasis on clean eating and healthier lifestyles—alongside a decline in heavily processed foods—is a lasting phenomenon. Consumers are increasingly mindful of how their food choices impact their wellness, opting for dietary strategies over medications to address health issues. There is a rising interest in diverse options, from adaptogenic plants that support adrenal health to the paleo diet, both of which are viewed as natural ways to maintain wellness. Though they represent the extremes of healthy eating, their appeal is undeniable.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, nearly 60% of Americans are making dietary choices aimed at preventing conditions such as obesity, diabetes, and high cholesterol. Recent research by Packaged Facts indicates that 26% of consumers are consuming more plant-based milks—such as almond, coconut, or soy—and 21% are incorporating vegetarian protein sources into their diets. In response to this trend, major food manufacturers like Nestle and Hormel are investing in medical foods to promote healthier living and assist consumers with various health concerns.
Additionally, larger companies are acquiring innovative startups that utilize trendy ingredients to create and market superfoods with health benefits. For instance, Dean’s Foods recently acquired Uncle Matt’s Organics, known for its probiotic-infused juices, which often feature ingredients like ashwagandha that are linked to stress relief, improved memory, and muscle recovery. General Mills has also invested $3 million in Purely Elizabeth, which enhances its wellness bars with Om Mushroom powder for benefits like increased energy, vitality, and immunity.
Shifts in consumer lifestyle and eating habits are evident, as even those who wouldn’t typically adopt a strict paleo diet are increasingly leaning towards healthier living. This change is reflected in the types of food products gaining traction in grocery stores, including grass-fed meats, dairy products, coconut oil, stevia, avocados, sweet potatoes, and grain-free options like zoodles.
Moreover, products like Citracal Maximum Plus, available at Costco, are being recognized for their role in supporting healthy lifestyles, further highlighting this ongoing trend. Observing how these preferences develop will be intriguing, but one thing is clear: this focus on health and wellness is here to stay.