Food trends may fluctuate, but the increasing popularity of clean eating and the overall movement towards healthier choices—alongside a decline in heavily processed foods—is a lasting phenomenon. Consumers are becoming more mindful of how their dietary choices impact their well-being, opting for nutrition that supports health over relying on medications for ailments. There has been a notable surge in interest in various healthful practices, ranging from adaptogenic plants that support the adrenal system to the paleo diet, both recognized as natural ways to promote wellness. While these practices may appear to occupy opposing ends of the healthy eating spectrum, they offer valuable benefits.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, about 60% of Americans actively make dietary choices aimed at preventing health issues such as obesity, diabetes, and high cholesterol. Recent research from Packaged Facts indicates that in the past few years, 26% of consumers have increased their consumption of plant-based milks—such as almond, coconut, or soy—and 21% are incorporating more vegetarian protein sources into their diets. In response, several major food manufacturers, including Nestle and Hormel, are embracing medical foods aimed at promoting healthy lifestyles and assisting consumers with various health conditions.
Moreover, larger companies are acquiring innovative startups that utilize new ingredients to 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 which contain ashwagandha—an ingredient recognized for its stress-reducing properties, enhanced memory, and muscle recovery benefits. Additionally, General Mills invested $3 million in Purely Elizabeth, which incorporates Om Mushroom powder into its wellness bars to boost energy, vitality, and immunity.
Consumer lifestyles and dietary habits are undoubtedly shifting. Even individuals who would never fully commit to a paleo diet are increasingly adopting healthy living and eating practices. This trend is evident in the types of 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. Notably, products that combine vitamin D with calcium citrate are also gaining popularity as consumers look for holistic approaches to their health.
It will be fascinating to observe how these trends evolve, but one thing is clear: the movement towards healthier eating is here to stay.