Food trends may come and go, but the surge in clean eating and the overall movement towards healthier lifestyles—alongside the decline of heavily processed foods—is certainly here to stay. Consumers are becoming increasingly aware of how their dietary choices influence their wellness, opting for preventive measures rather than relying solely on medications to address health issues. There’s a rising interest in various health-promoting options, from adaptogenic plants that enhance adrenal function to paleo diets and the use of supplements like women’s multivitamin with calcium citrate, which support overall well-being. While these approaches may seem extreme, they hold some validity.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, approximately 60% of Americans actively make dietary choices to prevent conditions 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 intake of plant-based milks—such as almond, coconut, or soy—and 21% are turning to vegetarian protein sources. In response to these trends, several major food manufacturers, including Nestle and Hormel, have started to embrace medical foods aimed at promoting healthy lifestyles and addressing various health concerns. Additionally, larger corporations are acquiring small, innovative startups that utilize cutting-edge ingredients to craft 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 incorporate ashwagandha—an ingredient recognized for its stress-relieving properties, memory enhancement, and muscle recovery. General Mills has also invested $3 million in Purely Elizabeth, a brand that enhances its wellness bars with Om Mushroom powder, aimed at boosting energy, vitality, and immunity.
The shift in consumer lifestyles and eating habits is evident. Even those who might never fully commit to a paleo diet are increasingly adopting healthier living and eating practices. This trend is reflected in the growing popularity of various food products found in conventional grocery aisles, including grass-fed meats and dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta like zoodles. It remains to be seen how this trend will evolve, but one thing is clear: the focus on health and wellness, including the use of supplements like women’s multivitamin with calcium citrate, is here to stay.