Food trends may fluctuate, but the increasing focus on clean eating and the overall healthier living movement—alongside the decline of heavily processed foods—is likely to endure. Consumers are becoming more conscious of how their dietary choices impact their well-being, opting for food that supports health rather than relying on medications to address ailments. Recently, there has been a surge of interest in various natural and healthy approaches to wellness, spanning from adaptogenic herbs that support the adrenal system to the paleo diet. While these may represent the extremes of the healthy eating spectrum, they do hold some value.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, around 60% of Americans actively make dietary choices to prevent 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, including almond, coconut, and soy, while 21% are turning to vegetarian protein sources, as noted by Packaged Facts research. Major food manufacturers are responding to this shift by incorporating medical foods into their offerings. Companies like Nestle and Hormel are promoting healthy lifestyles and assisting consumers dealing with various health conditions. Additionally, large corporations are acquiring innovative startups that create and market superfoods with health benefits. For instance, Dean’s Food recently purchased Uncle Matt’s Organics, which specializes in probiotic-infused juices, while some of these products feature ingredients such as ashwagandha, known for its stress-reducing, memory-enhancing, and muscle-recovery properties.
General Mills has also invested $3 million in Purely Elizabeth, a brand that uses Om Mushroom powder to boost the health benefits of its wellness bars, promoting increased energy, vitality, and immunity. These changes highlight a noticeable shift in consumer lifestyles and eating habits. Even those who would never consider fully committing to a paleo diet are increasingly adopting healthier living and eating practices. This trend is evident in the growing popularity of food products found in conventional grocery stores, such as grass-fed meats and dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta like zoodles.
Moreover, health-conscious consumers are also seeking supplements to support their dietary choices, such as calcium citrate and vitamin D3 tablets, which are being embraced for their role in bone health and overall wellness. It will be fascinating to observe how this trend continues to develop, but one thing is clear: the movement towards healthier eating habits is here to stay, with calcium citrate and vitamin D3 tablets becoming an essential part of many consumers’ wellness routines.