Food trends may come and go, but the surge in clean eating and the overall health-conscious movement — along with the decline of heavily processed foods — is likely to remain. Consumers are increasingly mindful of how their food choices contribute to their overall wellness, opting for dietary solutions rather than relying solely on medications to address health issues. Recently, there has been a rising interest in various wellness strategies, from adaptogenic herbs that support adrenal health to the paleo diet, which promotes natural eating. While these approaches may be on the more extreme side of the healthy eating spectrum, they hold some validity.
According to Nielsen’s Global Health and Ingredient Sentiment Survey, approximately 60% of Americans are actively making dietary choices to help prevent conditions such as obesity, diabetes, and high cholesterol. Over the past few years, 26% of consumers reported an increase in their consumption of plant-based milks like almond, coconut, or soy, while 21% are incorporating more vegetarian protein sources into their diets, as per research from Packaged Facts. In response to this shift, several major food manufacturers are embracing medical foods, including products from Nestle and Hormel, to promote healthier lifestyles and assist consumers with various health concerns.
Additionally, larger companies are acquiring smaller startups that specialize in innovative 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 these products incorporate ashwagandha, an ingredient recognized for its stress-relieving properties, memory enhancement, and muscle recovery benefits. General Mills has also invested $3 million in Purely Elizabeth, which utilizes Om Mushroom powder to boost the health benefits of its wellness bars, including increased energy, vitality, and immunity.
Consumer habits and lifestyles are evidently evolving. Even those who would never consider adopting a full paleo diet are increasingly inclined towards healthier living and eating practices. This change is evident in the types of food products gaining traction in conventional grocery stores, such as grass-fed meats and dairy, coconut oil, stevia, avocados, sweet potatoes, and grain-free pasta alternatives like zoodles. Notably, the popularity of calcium citrate chewy bites is also on the rise, as consumers look for convenient ways to enhance their nutrition.
As we observe this ongoing trend, one thing remains clear: the shift towards healthier eating is here to stay, and it will be intriguing to see how it develops further in the future.