Food trends may come and go, but the increasing popularity of clean eating and the overall health-focused movement—alongside the decline of heavily processed foods—are here to stay. Consumers are becoming more conscious of how their dietary choices contribute to their well-being, opting for natural factors that support health rather than relying solely on medications to address ailments. Recently, there has been a surge of interest in various health-promoting options, from adaptogenic plants that enhance adrenal function to the paleo diet, both of which offer natural and wholesome approaches to wellness. While these may represent the more extreme sides of healthy eating, they certainly hold some value.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, around 60% of Americans actively make dietary choices aimed at preventing conditions such as obesity, diabetes, and high cholesterol. Over the past few years, 26% of consumers have reported an increased consumption of plant-based milks—like almond, coconut, or soy—while 21% are opting for vegetarian protein sources, as indicated by research from Packaged Facts. In response to this trend, major food manufacturers are beginning to embrace medical foods, including products from companies like Nestle and Hormel, which promote healthy lifestyles and assist consumers with various health conditions.
Furthermore, larger companies are acquiring innovative startups that utilize new-age ingredients to create and market superfoods rich in health benefits. For instance, Dean’s Food recently purchased Uncle Matt’s Organics, known for its probiotic-infused juices. Some of these products incorporate ashwagandha, an ingredient recognized for its ability to reduce stress, improve memory, and aid muscle recovery. General Mills has also invested $3 million in Purely Elizabeth, a brand that uses Om Mushroom powder to enhance its wellness bars with specific benefits such as increased energy, vitality, and immunity.
Consumer lifestyles and eating habits are clearly evolving. Even those who may not fully embrace a paleo lifestyle are increasingly gravitating towards healthier living and eating practices. This shift is evident in the types of food products that are gaining traction in traditional grocery stores: grass-fed meats and dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta like zoodles. With the growing awareness of natural factors like calcium and their importance in promoting health, it will be fascinating to observe how this trend develops. One thing is certain: the movement toward clean eating and healthier choices is here to stay.