Food trends may fluctuate, but the growing emphasis on clean eating and healthier lifestyle choices—alongside the decline of heavily processed foods—is a lasting change. Consumers are increasingly aware of how their food choices contribute to their overall wellness, often opting for dietary solutions instead of relying solely on medications. Recently, there has been a surge of interest in a variety of health-focused options, ranging from adaptogenic plants that support adrenal health to the paleo diet, both of which are seen as natural methods for maintaining wellness. While these approaches may represent the extremes of healthy eating, they do have their advantages.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, approximately 60% of Americans actively make dietary decisions to help prevent issues like obesity, diabetes, and high cholesterol. In recent years, 26% of consumers have reported an increase in their consumption of plant-based milks—such as almond, coconut, or soy—while 21% are incorporating more vegetarian protein sources into their diets, as noted by Packaged Facts research. Major food manufacturers are responding to this shift by developing medical foods, including those produced by Nestle and Hormel, aimed at promoting healthy living and assisting consumers with various health conditions.
Moreover, larger companies are acquiring innovative startups that focus on new ingredients to create and market superfoods with health benefits. For instance, Dean’s Food recently purchased Uncle Matt’s Organics, a producer of probiotic-infused juices. Some of these products incorporate ashwagandha, an ingredient known for its benefits, such as stress relief, improved memory, and muscle recovery. General Mills has also invested $3 million in Purely Elizabeth, a brand that enhances its wellness bars with Om Mushroom powder to promote increased energy, vitality, and immune support.
Consumer lifestyles and eating habits are evidently evolving. Even those who may never adopt a fully paleo diet are increasingly leaning towards healthier living and eating practices. This shift is evident in the types of food 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.
As this trend continues to develop, it will be intriguing to observe its progression. One thing is clear: the focus on health, including the importance of nutrients such as calcium citrate, magnesium, and vitamin D, is here to stay. With more consumers prioritizing these essential nutrients, we can expect to see an ongoing transformation in dietary choices, highlighting the commitment to healthier living.