Health awareness is at an all-time high, fundamentally transforming consumer products. Nowadays, health is approached proactively—not just to combat illness but to prevent it. With easy access to extensive online information, personal data from wearable tech, and a wide range of health products, consumers are more empowered than ever to take charge of their wellness.
In this dynamic landscape, understanding key drivers is essential for impactful engagement. This blog post will explore the enduring macro trends in health and wellbeing, providing essential insights for newcomers to the health industry. We'll delve into the core factors shaping the market, which are crucial for entrepreneurs in seaweed food and nutraceuticals to understand.
So let’s take a look at 6 trends that are shaping the way that consumers buy food and nutraceutical products:
Functional ingredients, food as medicine
Interconnectivity: a comprehensive approach to mental, physical, and emotional health
Healthy ageing
Personalisation
Sustainability
Gut health
While we’ll discuss each of these trends separately, it’s important to recognise that they are interconnected in the minds of consumers making purchasing decisions. Have a trend you think we’ve missed? Send us a note at fed@insideseaweed.com.
1. Functional Ingredients: Food As Medicine
Consumers are increasingly aware that what they eat profoundly impacts their health and wellbeing. The lines between the food industry and the health industry are becoming increasingly blurred: food products showcase health claims and health products include whole food ingredients in them. For example, a decadent chocolate bar can now provide you with the same amount of protein as a post-workout shake. Your morning coffee routine can now be enhanced with the extra cognitive-enhancing properties of Lion’s Mane mushroom. Turmeric, traditionally one of the key ingredients in many Asian dishes, can now be taken as a daily dose in tablets or capsules, for its anti-inflammatory properties.
Functional nutrition recognises the therapeutic potential of food, putting the spotlight on whole, nutrient-dense foods and star ingredients. Unlike traditional nutrition, which focuses primarily on caloric intake and basic nutrients, functional nutrition considers how specific food ingredients and nutrients affect the performance and overall wellbeing of the human body and mind.
Customers are paying more attention to what is in the products they put into their bodies. They demand simple and transparent ingredient lists, seeking value from high quality functional ingredients, and being prepared to pay a premium for the health benefits that these provide. In this reality, there is a big need for consumers to be informed and educated. People want to understand in more detail and get a proper explanation. Brands must do a better job at guiding and educating consumers than just selling a product.
Naturally, the trend of functional nutrition comes with the inherent desire to avoid highly processed and synthetic ingredients. This is also linked to bioavailability. Bioavailability is the proportion of a nutrient or compound that is actually absorbed and utilised by the body. Why is this important? If you take a vitamin tablet (e.g. vitamin D or a multivitamin supplement) and only a very small percentage of the vitamin is absorbed and retained within your body, then you may just be wasting your money and not getting the desired health benefits. Retention time after absorption may also play a key role here: even if a compound is absorbed efficiently by the body, it may still have low bioavailability if it is rapidly broken down and excreted, effectively resulting in very expensive urine. Generally, whole or minimally processed functional ingredients tend to have a higher bioavailability compared to individual substances in their isolated or synthetic form.
Food is a daily habit and an essential part of our everyday lives. This means functional nutrition is not seen as a reactive response to a temporary problem, but as a sustainable way of life that can enhance the overall wellbeing of an individual, improve performance, and prevent health concerns from arising in the future. Some key functional ingredients include fibre, protein, omega-3 fatty acids, and adaptogens.
2. Interconnectivity: a comprehensive approach to mental, physical, and emotional health
Just as the line between food and medicine is blurring, so are the various aspects of health. Consumers today are increasingly conscious that their physical, mental and emotional wellbeing are interconnected, and that a holistic approach is much more effective.
A simple example of this is the link between physical activity and mental health. Here are a few more:
Gut health and mood: the gut and brain are connected through the gut-brain axis, a complex communication network involving the nervous system, hormones, and immune system. Imbalances in gut bacteria can influence neurotransmitter production, affecting mood and leading to conditions like anxiety and depression.
Sleep and immune function: research has found that sleep plays a crucial role in the robustness of the immune system. Sleep deprivation is associated with abnormal levels of inflammation and a weakened ability of the body to fight infections.
Hormonal balance and skin health: hormonal fluctuations, especially during puberty, menstruation, pregnancy, and menopause, can affect skin health, leading to conditions like acne. A balanced diet and stress management can help maintain hormonal balance and improve skin health.
Nutrition and cognitive function: Nutrients like omega-3 fatty acids, antioxidants, and vitamins (e.g., B vitamins, vitamin D) play essential roles in brain function and cognitive health. A diet rich in these nutrients can improve memory, concentration, and reduce the risk of neurodegenerative diseases.
Consumers are no longer satisfied with quick fixes or band-aid solutions. They now look at health through the lens of overall wellbeing. This holistic approach recognises the interconnected facets of health that ultimately contribute to how people feel, look and perform.
There is also a shift toward prevention rather than treatment. The Covid-19 pandemic may very well have played a big role in accelerating this trend. People are taking a more proactive approach to being healthy and feeling well, with consumers seeking ways to maintain health and prevent illness through lifestyle choices and nutrition. Positive actions to prevent health concerns before they arise are driving consumers to products that meet their personal wellbeing needs.
What does this trend mean in practice? Consumers are much more likely to seek products that don’t just address a single issue but support overall well-being, opening an opportunity for brand owners to speak to benefits that would have previously been seen as unrelated, like a food brand speaking to mental health. Additionally, it opens the door to convenience: getting more benefits from a reduced number of products. Not having to build multiple habits and multiple rituals into their daily routine. An example here might be green powders like Athletic Greens or Huel Daily Greens, that combine immune support with gut-health, mental performance, energy, muscle support and skin health.
3. Healthy Ageing
Healthy ageing is a major consumer trend that is reshaping the health industry. It's about maximising vitality, longevity, and quality of life at every stage. The goal is to add life to years, not just years to life.
Peter Attia, in his book Outlive (2023), explains how our modern world has brought a surge of deadly diseases. While our lifestyle today is more comfortable than that of our ancestors, certain aspects of our world are causing significant health challenges. The core issue lies in the fact that while our environment has drastically changed over the last couple of centuries, our genes have largely remained the same.
According to the World Health Organisation (WHO), by 2050, 22% of the world population will be aged 60 or older. Consumers understand that lifestyle choices have the potential to transform how they age, and they are keen to influence it for the better.
The pursuit of healthy ageing extends beyond the older generations. Younger demographics are significantly invested in wellness and healthy ageing, increasingly drawn to proactive solutions that preemptively address age-related concerns. This approach is reflected in their spending habits, with Gen Z and Millennials already outspending older generations for wellness products and services, as highlighted by a 2024 study from McKinsey & Company.
Consumers interested in healthy ageing are investing in antioxidants to combat oxidative stress, anti-inflammatory foods and supplements to reduce chronic inflammation, brain health nutrients to slow cognitive decline, and cardiovascular products to improve heart health and extend life expectancy.
4. Personalisation
Personalisation is a significant consumer trend across various industries, driven by advancements in data and technology that allow for customised experiences. Consumers expect and are willing to pay for customised experiences; according to Epsilon Research, 80% of consumers are more likely to purchase from a company that offers personalised experiences.
This trend is making substantial inroads in the food industry, where consumers increasingly seek tailored dietary solutions that cater to their unique health needs and preferences. The desire for personalisation in food is fuelled by a growing awareness of the impact of diet on health and well-being, leading to a demand for more precise and individualised nutritional guidance. Personalised nutrition helps individuals optimise their diets based on specific health goals, dietary restrictions, and personal preferences. This is particularly relevant as more people become health-conscious and seek to manage conditions like diabetes, obesity, and food intolerances. 64% of consumers demand more personalised nutrition products, according to Innova Market Survey.
Some examples of this are health tracking apps increasingly integrating with meal planning services to provide a comprehensive approach to personalised nutrition. For instance, HelloFresh works with MyFitnessPal, allowing users to track the nutritional content of their meals seamlessly. This integration helps consumers maintain their dietary goals by easily logging their food intake. Ombre is a notable example of a company tying personalised nutrition into gut health. Ombre provides personalised probiotic recommendations based on an individual’s gut microbiome. Consumers take a gut health test at home, send it to Ombre for analysis, and receive tailored dietary advice and probiotic supplements designed to improve their gut health. This approach underscores the trend towards using detailed personal health data to create customised nutrition plans that address specific health needs and optimise overall well-being.
5. Sustainability
Sustainability in food encompasses various aspects, including organic production, low environmental impact, and a reduced carbon footprint. Organic food avoids synthetic pesticides and fertilisers, promoting health benefits and ecological balance. Sustainable practices like regenerative farming aim to restore soil health and biodiversity while minimising emissions. Consumers also consider factors like sustainable packaging, fair trade, and local sourcing, reflecting a holistic approach to reducing environmental impact while ensuring food quality and safety.
Consumer interest in sustainable food is significant and growing. According to a 2021 survey by Deloitte, over 60% of consumers are willing to pay a premium for sustainable products, indicating a substantial market demand. This trend is particularly strong among Millennials and Gen Z, who prioritise brands aligning with their environmental values. Certifications such as USDA Organic, Non-GMO Project Verified, and Fair Trade have become key selling points, helping consumers identify and choose sustainable options.
The rise of veganism and vegetarianism is closely linked to sustainability. Plant-based diets are generally more environmentally friendly, requiring fewer resources and generating lower greenhouse gas emissions than meat-centric diets. Consumers are increasingly adopting vegan or vegetarian diets for health, ethical, and environmental reasons. The market for plant-based meat alternatives and dairy substitutes has grown, offering sustainable options that reduce carbon footprints. Brands emphasising transparency and responsible sourcing can attract eco-conscious consumers, reinforcing the connection between dietary choices and environmental impact.
Despite high interest in sustainability, actual purchasing behaviour often falls short of these aspirations. A Deloitte study found 46% of people aren’t willing to pay more for sustainable products, because of “how difficult the claims are to decode”.
6. Gut health
Gut health refers to the balance of microorganisms living in the digestive tract, particularly in the intestines. This balance is crucial for digestion, nutrient absorption, and immune function. A healthy gut microbiota also plays a role in mental well-being through the gut-brain axis, a communication network linking the gut and brain.
Consumer interest in gut health has grown substantially in recent years. For example, nearly one in 4 adults in the US said digestive health was the most important aspect of their overall health, according to the International Food Information Council. Consumers focused on their gut health tend to make dietary changes. To improve their gut health, consumers are making several dietary changes. Many are incorporating probiotics and prebiotics into their diets. Probiotics are live microorganisms found in fermented foods like yoghurt, kefir, and kombucha, which help maintain a healthy gut microbiota. Prebiotics, on the other hand, are fibres that feed beneficial bacteria in the gut and are found in foods like garlic, onions, and asparagus.
Additionally, consumers are turning to polyphenol-rich foods, such as berries, green tea, and dark chocolate. Polyphenols are plant compounds that support gut health by fostering beneficial bacteria. This dietary shift towards incorporating a variety of gut-friendly foods highlights the proactive steps consumers are taking to enhance their digestive health.
Coming soon...
We've explored key consumer trends that are reshaping the health and wellness industry. In our next post, we’ll analyse how algae is and isn’t positioned to take advantage of these trends and suggest some insights for algae entrepreneurs in the food and health spaces.
If you have feedback, suggestions, or questions, send us a note at fed@insideseaweed.com.
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