The market for health and wellness foods is booming. Worth $858.8 billion globally in 2023, it is expected to continue to grow at a Compound Annual Growth Rate (CAGR) of 9.4%, reaching a value of $1.6 trillion by 2030.
In the United States specifically, the market is expected to nearly double—from $250 billion in 2023 to $468.9 billion in 2030.
Looking ahead, what are some of the top trends poised to power that growth? We dug into the statistics in order to uncover the top health and wellness food trends for 2025.
General Statistics
If there’s one thing most Americans can agree on, it’s the desire to eat healthier. According to a study by Research! America in partnership with the American Heart Association, as many as 77% of people want to have a healthier diet.
However, despite that desire for healthier eating, many Americans find it difficult to access healthy food on a regular basis.
Nearly half of survey respondents (46%) said it was at least somewhat hard to obtain healthy food in the past 12 months.
How hard was it to obtain healthy food in the last 12 months?
| % | |
|---|---|
| Very Hard | 9% |
| Hard | 10% |
| Somewhat Hard | 27% |
| Not Very Hard | 27% |
| Not Hard at All | 24% |
| Don’t Know | 3% |
(source)
Among the top barriers to eating a healthy diet, cost was by far the most common response.
Top barriers to a healthy diet
| % | |
|---|---|
| Cost of healthy food | 60% |
| Stress eating | 42% |
| Lack of time | 33% |
| Lack of knowledge | 32% |
| Lack of access to stores with healthy food | 18% |
(source)
The surging value of this market sector indicates that, although barriers exist for some, healthy eating is a top priority. Powered by that enthusiasm, here are five major trends to look out for in 2025.
Finding Alternatives to Alcohol
The U.S. Surgeon General made headlines in early 2025 with an announcement highlighting the health risks of alcohol and recommending cancer warnings on labels, similar to the current warnings against driving while intoxicated and drinking while pregnant.
This push for increased awareness of the health risks of alcohol comes at a time when an all-time high number of Americans already say moderate drinking is bad for one’s health, and data shows that many of them are drinking less; in 2023, sales of beer, liquor, and wine declined by 1%, 2%, and 4% respectively.
These declines are largely driven by younger people drinking less. According to Gallup, only 59% of people aged 18-34 said they drank alcohol between 2021 and 2024, down from 71% between 2001 and 2003—a steep decline, and a significant departure from historical trends.
Alcohol consumption, by age group
| Age Group | 2001-2004 | 2012-2015 | 2021-2024 |
|---|---|---|---|
| 18-34 | 72% | 63% | 59% |
| 35-54 | 67% | 67% | 69% |
| 55+ | 49% | 58% | 58% |
(source)
So, what are consumers—and specifically young consumers—turning to instead?
In many cases they’re opting for non-alcoholic versions of traditional alcoholic beverages, like NA beer, wine, and liquor.
The U.S. market for non-alcoholic beverages saw significant growth in 2023, with consumption rising by 20% and projected to maintain a 17% CAGR through 2028. This surge is largely fueled by younger demographics—Millennials (45%) and Gen Z consumers of legal drinking age (17%) together account for nearly two-thirds of NA beverage consumption.
Despite its more measured growth compared to other NA segments, functional beverages are catching consumer attention. In fact, 31% of no- and low-alcohol consumers have purchased this type of beverage, making it the most widely adopted NA subcategory. Between March 2020 and March 2024, sales in this space surged 54% to $9.2 billion, outpacing the broader NA beverage market’s 43% growth. Functional beverages now account for approximately 10% of the overall NA beverage market in the U.S.
Given surging sales in non-alcoholic beverages powered by younger consumers’ growing preference for booze-free options, it appears that alcohol alternatives will remain a major wellness trend in 2025.
Choosing Fermented Foods
As interest in food-based wellness continues to rise, gut health has become a top priority for many consumers. Nearly three in five U.S. consumers report actively seeking out foods that support their gut microbiome—and fermented foods are one of the most popular ways to do so.
Fermented foods like yogurt, kimchi, kefir, and sauerkraut undergo a natural fermentation process, where beneficial bacteria or yeast convert sugars into acids, gases, or alcohol. This process not only enhances flavor and shelf life but also promotes digestive health by fostering beneficial gut bacteria, improving nutrient absorption, and potentially strengthening the immune system.
Reflecting this growing consumer focus, the fermented foods market is booming. Valued at $38.1 billion in 2024, the fermented ingredients market is projected to expand at a compound annual growth rate (CAGR) of 9.7%, reaching $59.9 billion by 2029.
One segment that highlights this rapid growth is plant-based fermented foods. In 2021, global product launches in this category surged to 611—an extraordinary jump from just nine in 2002. This exponential rise underscores the widespread enthusiasm for fermented foods, a trend that shows no signs of slowing as we move into 2025.
Launches of fermented plant-based foods in the global market, 2002-2021
| Year | # of Launches |
|---|---|
| 2002 | 9 |
| 2007 | 27 |
| 2012 | 96 |
| 2017 | 351 |
| 2021 | 611 |
(source)
Embracing Personalized Nutrition
The growing popularity of fermentation reflects a broader consumer shift toward whole-body wellness. At the same time, more people are prioritizing care for their specific bodies, embracing personalized nutrition as a way to tailor their diets to their unique needs.
Personalized nutrition customizes dietary recommendations based on an individual’s genetics, microbiome, and lifestyle. This approach moves beyond one-size-fits-all diets, instead optimizing health by addressing personal needs, managing chronic conditions, and enhancing overall well-being. By leveraging biomarkers, preferences, and health goals, personalized nutrition offers a truly individualized path to better health.
The market for personalized nutrition is expanding rapidly. Valued at $14 billion in 2024, the sector is projected to grow at a compound annual growth rate (CAGR) of 14.6%, reaching $31.7 billion by 2030. According to Escoffier’s review, minerals and probiotics are expected to experience the fastest growth, with projected CAGRs of 15.8% and 15.7%, respectively.
Valuation of Individual Segments of the Personalized Nutrition Sector, 2024-2030
| Segment | 2024 Value | 2030 Value |
|---|---|---|
| Minerals | $1.69 billion | $4.08 billion |
| Proteins & Amino Acids | $2.46 billion | $5.43 billion |
| Herbal/Botanical | $2.62 billion | $6.04 billion |
| Probiotics | $2.77 billion | $6.64 billion |
| Vitamins | $4.46 billion | $9.51 billion |
(source)
Key Personalized Nutrition Trends to Watch
- DNA-Based Dietary Recommendations: Ongoing research is exploring the potential of tailoring highly personalized diets based on an individual’s genetic makeup, allowing for precision nutrition like never before.
- Digital Health Tools: From smartwatches and mobile apps to AI-driven dietary recommendations, digital health tools are giving consumers unprecedented insight into their food choices, empowering them to make informed, personalized decisions.
- Functional Foods: The rising demand for personalized nutrition extends to whole foods that act as “food as medicine.” Consumers are increasingly seeking nutrient-dense, functional foods that address their body’s specific dietary needs in a holistic way, such as leafy greens, turmeric, garlic, and green tea.
Reducing Ultra-Processed Foods
As consumers become more aware of what goes into their food, concerns about ultra-processed foods (UPFs) and food additives are gaining traction. In the U.S., more than 10,000 chemicals and additives are permitted in food—many of which have never been reviewed by the FDA and are outright banned in other countries.
In fact, it’s estimated that up to 70% of the American food supply contains ultra-processed foods.
According to the NOVA food classification system, UPFs are defined as “industrial formulations made entirely or mostly from substances extracted from foods… derived from food constituents… or synthesized in laboratories.” This category includes ingredients like Red No. 3, a food dye that the FDA banned in early 2025 due to potential health concerns.
What Are Ultra-Processed Foods?
The NOVA food classification system groups foods into four categories:
- Unprocessed/Minimally Processed Foods, such as: whole or cut vegetables, fresh or dried fruits, nuts, eggs, grains, and so on.
- Oils, Fats, Salt, and Sugar, which are products extracted from natural foods (or, in the case of salt, from nature itself) and that are used as ingredients in other food products.
- Processed Foods, in which products from the second category are added to products from the first category to preserve them or to make them more palatable – such as bacon, canned vegetables, or fermented alcoholic beverages like beer and wine.
- Ultra-Processed Foods, which are industrial products made from food derivatives and which include minimal (if any) ingredients from the first category – such as breakfast cereals, sodas, candies, many packaged snacks, and distilled alcoholic beverages like vodka and whiskey.
The focus on sugar is warranted—more than 70% of packaged foods in the U.S. contain added sugars, contributing to widespread overconsumption. While the American Heart Association recommends 25 grams of sugar per day, the average American consumes a staggering 71 grams—nearly three times that amount.
Interestingly, while excessive added sugar is closely linked to ultra-processed foods, consumers are twice as likely to say they plan to cut sugar than to cut UPFs entirely. The reason? Clarity in food labeling may play a key role, connecting this trend to a broader movement toward greater transparency in food choices.
Joining the Clean Label Movement
Consumers do pay attention to food labels—but understanding them is another story. While 84.4% of people report reading food labels at least some of the time, the remaining 15.6% rarely or never do, or aren’t sure. However, even among those who check labels, comprehension is a challenge: only 40.8% say they fully understand what they’re reading, while 52.2% only partially understand, and 7% either don’t read labels or don’t grasp their meaning at all.
This approach to healthy eating appears to have more traction with younger consumers, with one recent study finding that nearly half of Millennials and Gen Z consumers (46% and 45%, respectively) would be willing to pay more for clean label products, compared with 31% of Gen Zers and just 19% of Baby Boomers.
Would you be willing to pay more for clean label products?
| % | |
|---|---|
| Gen Z | 45% |
| Millennials | 46% |
| Gen X | 31% |
| Boomers | 19% |
(source)
Not all labels carry the same weight, though. Some designations significantly influence purchasing decisions, while others seem to have less impact.
- 84.8% of consumers said they at least sometimes choose products labeled “Locally Grown” over alternatives without the label.
- 82.9% reported the same for foods labeled “Natural,” while 78.4% opted for products marked “No Artificial Ingredients.”
- On the other hand, more specialized labels had a smaller effect: only 63.9% said they selected “Heart-Check Certified” foods over competitors, and just 54.4% prioritized “Plant-Based” options.
How often do you choose to buy food products that are ____ rather than buying a competing product without that label?
| Always | Often | Sometimes | Rarely | Never | |
|---|---|---|---|---|---|
| Locally Grown | 37.6% | 32.7% | 14.5% | 9.1% | 6.0% |
| Natural | 32.3% | 32.4% | 18.2% | 9.8% | 7.3% |
| No Artificial Ingredients | 34.3% | 28.8% | 15.3% | 13.3% | 8.3% |
| No Added Hormones | 31.8% | 26.8% | 17.2% | 14.2% | 10.0% |
| Raised Without Antibiotics | 31.0% | 26.3% | 17.3% | 14.9% | 10.4% |
| Organic | 33.7% | 25.6% | 13.1% | 15.4% | 12.1% |
| Certified Humane / Cage Free | 35.9% | 24.5% | 11.9% | 14.9% | 12.9% |
| Non-Gmo | 32.6% | 23.0% | 15.5% | 16.9% | 12.0% |
| Cruelty-Free | 34.5% | 20.4% | 14.8% | 15.4% | 15.0% |
| Fair-Wage / Fair-Trade | 38.6% | 18.7% | 10.1% | 17.6% | 15.0% |
| Heart-Check Certified | 34.4% | 19.5% | 10.0% | 20.9% | 15.2% |
| Plant-Based | 30.6% | 14.7% | 9.1% | 23.0% | 22.7% |
(source)
As interest in food transparency continues to rise, the Clean Label Movement is likely to gain even more traction—giving consumers greater confidence in the choices they make.
The Future of Food Wellness in 2025
As consumers become increasingly mindful of their dietary choices, the health and wellness food market is set to continue its rapid expansion.
Whether it’s opting for non-alcoholic beverages, embracing fermented foods, personalizing nutrition, reducing ultra-processed foods, or demanding clearer labels, these trends reflect a growing desire for transparency, functionality, and overall well-being. More than ever, people are approaching food with a personal, health-focused mindset—seeking options that align with their individual needs and long-term wellness goals.
