Wellness is a top priority for consumers in the US, with food and beverage playing a crucial role in overall well-being. One-third of food and beverage spending is dedicated to health-conscious choices. According to a recent webinar from Circana™, titled A Pulse on Consumer Well-Being: US Food & Beverage, consumers focused on health contribute $638 billion to total food and beverage spending, with $363 billion in retail and $275 billion in foodservice. This increase in wellness spending indicates a significant shift towards prioritizing physical, mental, and social well-being through food and beverage purchases.
“Consumers are seeking wellness in every aspect of their lives, and food and beverages are key players in this transformation,” stated Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “Our Complete Food & Beverage research reveals that while the retail sector is meeting these needs effectively, there is room for foodservice providers to innovate and offer wellness-focused dining experiences.”
The report highlights how wellness trends are influencing consumer behavior in the food and beverage industry across three main areas:
– Physical Wellness Takes Center Stage. Consumers are increasingly opting for fresh, nutrient-rich foods that promote physical health. Retailers are responding by offering a variety of minimally processed products high in protein, fiber, and natural ingredients. On the other hand, wellness considerations only influence 11% of foodservice meals, as dining out remains focused on convenience and indulgence. However, categories like seafood, tea, and juice are gaining popularity among health-conscious diners at foodservice establishments.
– Mental Health Drives Demand for Functional Foods. A significant portion of consumers view food as a tool for managing stress and enhancing mood, leading to a growing interest in functional foods and beverages that support mental health. Retailers are expanding their offerings of relaxation teas and mood-boosting snacks to cater to this trend, while both retail and foodservice continue to offer indulgent treats like bakery items and candy that are commonly associated with emotional well-being.
– Social Engagement Through “Eatertainment.” The trend of “eatertainment” is reshaping the dining experience by combining food with social interaction. This trend is particularly strong in foodservice, where chains are adapting to meet the demand for experiential dining. Retailers are also supporting social wellness by hosting community events that help consumers integrate physical health with social engagement.
As consumer demand for wellness continues to rise, retailers and foodservice providers have the opportunity to innovate by expanding their offerings to align with physical, mental, and social well-being. Retailers can lead the way by providing nutrient-dense options across their food and beverage aisles, while foodservice providers can cater to the increasing demand for healthier dining experiences with functional foods and beverages alongside indulgent choices. The key for all players is to offer accessible, transparent, and affordable solutions that meet the evolving needs of consumers for well-rounded well-being.
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Emil Kovács graduated from the Journalism program at Eötvös Loránd University in Hungary. During his journalism studies, he focused on data journalism, investigative reporting, and multimedia storytelling. He gained experience by writing for the university’s student newspaper, where he gained attention for his articles on social issues. After graduation, Emil began working as a reporter at a European news agency, where he conducts in-depth analyses of international news and current events.
