Food trends may fluctuate, but the growing emphasis on clean eating and the overall health-conscious movement — alongside the decreasing popularity of heavily processed foods — appears to be a lasting change. Consumers are increasingly aware of how their dietary choices impact their well-being, opting for nutrition rather than relying solely on medications for health issues. Recently, there has been a surge of interest in various health-promoting elements, ranging from adaptogenic plants that support the adrenal system to the paleo diet, both of which are viewed as natural and beneficial approaches to wellness. While these ideas may represent extremes on the healthy eating spectrum, they hold some value. According to Nielsen’s Global Health and Ingredient Sentiment Survey, about 60% of Americans actively make dietary choices to prevent conditions such as obesity, diabetes, and high cholesterol.
In recent years, 26% of consumers report an increase in their consumption of plant-based milks — such as almond, coconut, or soy — while 21% are turning to vegetarian protein sources, as indicated by Packaged Facts research. Major food manufacturers are already adapting to these trends by introducing medical foods, including offerings from companies like Nestle and Hormel, aimed at promoting healthier lifestyles and supporting consumers with various health conditions. Additionally, larger corporations are acquiring innovative startups that leverage new ingredients to develop and market superfoods with health benefits. For instance, Dean’s Food recently acquired Uncle Matt’s Organics, which produces probiotic-infused juices. Some of these products incorporate ashwagandha, known for its benefits like stress reduction, improved memory, and muscle recovery.
General Mills has also invested $3 million in Purely Elizabeth, which enhances its wellness bars with Om Mushroom powder to deliver specific health benefits, such as increased energy, vitality, and immunity. The lifestyle and dietary habits of consumers are evidently shifting. Even those who would never fully adopt a paleo lifestyle are increasingly leaning towards healthier living and eating practices. This shift is clearly reflected in the types of food products experiencing growth in supermarket aisles, including grass-fed meats, dairy products, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta alternatives like zoodles.
Furthermore, the incorporation of supplements such as calcium citrate malate and cissus quadrangularis into diets is becoming more prevalent, as consumers seek to enhance their nutritional intake and overall health. This trend towards wellness-focused eating will undoubtedly continue to evolve, but one thing is clear: it is here to stay.