Health and wellness are no longer just trends - they've become established global lifestyles, increasingly influencing consumers' everyday choices. This shift is reshaping purchasing behaviors, with a growing focus on nutritional quality, product transparency, and the impact on both physical and mental wellbeing. But what are consumers really looking for? And what opportunities does this create for food & beverage companies?
The recent "Global State of Health & Wellness 2025" report by NielsenIQ (NIQ) highlights how health and wellness will play a central role in shaping buying decisions, offering valuable insights for manufacturers, distributors, retailers, and foodservice operators - with a potential market valued at $9 trillion. In the following sections, we explore the main drivers behind this transformation, examining the latest data, emerging behaviors, generational and regional differences, and the strategic implications for food companies.
In particular, we'll look at key emerging priorities that companies in the food supply chain should focus on:
- overall wellness
- gut health
- weight management
- sleep quality and mental wellbeing
- healthy aging
- connections between personal needs, ethics, and social values
- integration of technology and nutrition
- commercial and communication strategies
A $9 trillion market: evolving needs and growth potential
According to the Global Wellness Institute, the wellness economy is expected to reach nearly $9 trillion by 2028, creating significant strategic opportunities for food companies that can effectively respond to new consumer expectations.
The NIQ report shows that today's consumers view wellness holistically - beyond food and fitness. It includes transparent product information, sleep quality, mental wellbeing, and the social and environmental impact of their purchases. For food and beverage brands, this means they must adapt quickly, offering products that are clear, accessible, and accompanied by trustworthy, easy-to-understand communication.
The Transparency Challenge
One of the most pressing consumer demands is for greater clarity in labeling and nutritional information: 82% of respondents believe product labels should be clearer, more detailed, and more transparent.
Trust has become a critical factor in purchasing decisions within the wellness space. According to NIQ, 62% of consumers are skeptical about health-related claims made by food brands, often viewing them as exaggerated or misleading - contributing to the rise of healthwashing. This practice involves overstating certain health benefits while ignoring less favorable aspects. Notably, 25% of respondents avoid such products altogether due to concerns about misleading marketing.
This highlights the importance of authentic, transparent communication backed by solid scientific evidence. Consumers want reliable and detailed information. Brands that can deliver on this expectation and support their health claims with credible data will be better positioned to build trust and stand out in an increasingly informed marketplace.
Nutrition and gut health: key purchase drivers
Rising interest in nutrition and gut health presents a major growth opportunity. According to NIQ, 53% of consumers across 19 countries plan to increase their intake of high-fiber foods by 2025. Around 40% also plan to consume more superfoods, plant-based protein sources, and probiotic products, acknowledging the importance of gut microbiota for overall health.
For more on this topic, see: "Healthy and Functional Foods: How Food Companies Can Earn Consumers' Trust".
Self-care, mental wellbeing and sleep
Consumers are increasingly focused on their mental and emotional wellbeing. 63% report placing more importance on sleep quality and mental health today than they did five years ago.
Food companies can respond by offering products that support self-care, such as functional foods for better sleep, natural ingredients that promote relaxation, and nutritious snacks that support both mental and physical health.
Weight management and fitness
54% of consumers now prioritize healthy body weight, physical fitness, and muscle tone more than they did five years ago.
About 43% would consider anti-obesity medications if recommended by their doctor. However, 63% say they are unfamiliar with these treatments, revealing a knowledge gap. For food companies, this opens the door to create appealing and healthy food alternatives that can complement these medical approaches to weight management.
Nutrition meets technology
NIQ data confirms that technology is increasingly seen as a valuable ally in achieving personal wellness goals. 74% of respondents prefer tech products with health-tracking features, while 63% believe these tools can improve their lifestyle. Additionally, 57% are open to using apps or devices that help ensure their food purchases align with their wellness goals.
This trend signals clear opportunities for food companies to embrace technology for tailored solutions and deeper customer engagement.
Practical applications include digital traceability systems, apps that suggest healthy recipes based on individual profiles, interactive packaging with QR codes linking to personalized content, and partnerships with biometric device makers. Marketing can also evolve - from one-way promotion to ongoing dialogue - using technology to build trust and deliver personalized recommendations.
The intersection of nutrition and technology offers significant competitive advantages for forward-thinking brands.
Conscious consumption and value perception
"Conscious buying" - informed, ethical, and purposeful purchasing - is on the rise. According to NIQ, 70% of consumers say it's important that health-focused products are produced in a sustainable and ethical way, respecting values like fair trade, animal welfare, and cruelty-free practices. Notably, 71% are willing to pay more for products that meet high standards for health, sustainability, and ethics.
Specifically, 31% are willing to pay more for products made with organic, natural, or non-GMO ingredients; 30% for cruelty-free or high animal welfare standards; 28% for locally sourced products; and 26% for brands seen as socially responsible or that use eco-friendly production and packaging methods.
For companies, this presents a powerful opportunity to position themselves as trusted, value-driven brands - provided they can communicate their choices clearly and convincingly.
Strategic insights for the food & beverage industry
Wellbeing trends call for new strategies - from product R&D to distribution and marketing. To respond effectively while preserving their brand identity, companies must leverage their core strengths - such as tradition, know-how, and product quality - while embracing innovation to remain relevant. Innovation doesn't mean abandoning what defines a brand, but rather evolving in a consistent way, turning change into an opportunity to strengthen positioning and build long-term consumer trust.
Marketing efforts should rely on accurate data and emerging trends, using a data-driven approach to anticipate needs and tailor communication around health, sustainability, and wellness preferences.
Key areas for strategic focus include:
- Physical and mental wellbeing, sleep, and energy: demand is growing for food and supplements that support mental clarity, sleep, and daily energy. This includes functional snacks, calming beverages, and formulations that promote focus and relaxation - meeting real and rising consumer needs.
- Healthy aging: with a globally aging population, there's increasing demand for foods designed to support joint health, mobility, heart wellness, and cognitive clarity. Innovation targeting the senior segment is a promising area for growth.
- Self-monitoring and home diagnostics: consumers are looking for wearables and home test kits to track health metrics - often tied to diet and physical activity. The integration of AI will further personalize health recommendations, creating new opportunities to promote food products aligned with these goals.
- Availability and affordability: the limited accessibility and cost of healthy foods remain barriers for many. Offering a variety of affordable options can expand the market and attract health-conscious consumers across different income levels.
- Detailed product information: transparency is essential to earn modern consumers' trust. Brands must provide clear, comprehensive labels and insights into sourcing and production methods. This level of detail can help drive informed decisions and strengthen the relationship between consumers and brands.
Regional priorities: adapting to specific markets
Despite shared global trends, consumer preferences around health and wellness vary by region. For brands operating internationally or looking to expand, adapting to local expectations is essential for success.
Asia-Pacific (APAC)
In markets like China, India, and Indonesia, consumers take a highly proactive approach to health - 86% engage regularly in wellness activities, compared to the global average of 70%. Nutrition is a major focus, and consumers are especially tech-savvy: 50% prefer wellness-enabled devices, and 42% are willing to pay over 10% more for relaxing products.
Western Europe
In France, Germany, Italy, Spain, the UK, and the Netherlands, wellness is valued but approached more rationally. While 64% consider themselves proactive, over 50% cite cost as a barrier and 26% struggle with time constraints. Consumers favor high-fiber, minimally processed foods and rely on clear labeling and strong regulations for trust.
Latin America (LATAM)
In Brazil and Mexico, wellness and healthy aging are top priorities. 80% emphasize mental wellbeing, and 75% care more about healthy aging than five years ago. Willingness to pay more for nutritional benefits is high (40% would pay over 10% more), and 61% are open to using anti-obesity medications if recommended by a doctor - the highest among all regions.
North America (Canada and the US)
This market shows high awareness but also divides. 55% prioritize nutrition more than in the past, yet 30% cite lack of motivation as a barrier. Price is key for 77% of consumers, but many also value product trials and strong after-sales support.
Middle East and Africa (MEA)
In countries like South Africa, Turkey, and the UAE, mental health awareness is high (75%), as is interest in self-care practices. Main barriers include high prices (60%) and limited access to healthy alternatives (40%). Interest in health-related technology is strong (75% find it effective), and 80% are willing to pay more for sustainable and responsible products.
To succeed, brands should adapt their strategies, packaging, pricing, and messaging based on local preferences and cultural values - highlighting what matters most to consumers in each region.
The generational shift in food preferences
How people define and pursue wellness varies significantly across generations. Each age group brings different priorities shaped by cultural context, digital habits, and lifestyle needs.
Generation Z (born after 1997)
Gen Z takes a digital-first, holistic view of wellness. They're highly engaged on social media (38% use it to discover new products), and care deeply about sustainability, animal welfare, and label transparency. They favor clean label products and seek out functional foods and supplements that support mental wellbeing, sleep, and skin health.
Millennials (born 1981-1996)
Millennials blend fitness and personal performance goals. 47% engage in regular physical activity, and 82% value anti-aging benefits. They are early adopters of health tech and prefer ethical, certified, and transparent brands. They represent a key segment for premium wellness products.
Generation X (born 1965-1980)
Gen X prioritizes energy, heart health, and prevention. They embrace functional foods, focus on overall nutrition, and are open to health tech when it delivers real impact. Personalization - especially around cholesterol, digestion, and joint health - is a plus for this group.
Baby Boomers (born 1946-1964)
With longer life expectancy, Boomers are focused on "aging well". They want simple, high-quality products with proven benefits and clear labeling. Less influenced by digital marketing, they rely more on medical advice and trust-building experiences like free samples and professional recommendations.
Conclusion: moving toward a smarter, healthier future
Segmented consumer expectations call for rethinking product, packaging, and communication strategies. To stay competitive, brands must diversify their offering, embrace technology, emphasize sustainability and ethics, and deliver personalized solutions for different target groups.
Manufacturers should prioritize clean, health-focused formulations with transparent labeling backed by science. Functional ingredients, supply chain traceability, and eco-friendly practices are essential for building trust.
Distributors and wholesalers can curate high-value selections - organic, cruelty-free, or fair-trade certified - tailored to key segments like Gen Z, older adults, athletes, or ethical consumers. Integrating digital tools - like traceability systems or predictive analytics - can sharpen their offering.
Retailers should create shopping experiences that encourage informed choices. Dedicated displays, shelf labels, health tips, and transparent storytelling enhance perceived value and customer trust.
Foodservice operators can introduce menus with healthy, allergy-friendly, and diet-specific options. Embracing wellness as part of their identity - along with values like inclusivity and sustainability - will help them stand out.
In short, a holistic, data-driven approach will empower the entire food value chain to meet evolving consumer needs and build lasting trust.
