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- US Better For You Eating Trends Report 2025
US Better For You Eating Trends Report 2025
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The relationship between diet and physical health is just one piece of wellness. How habits make consumers feel, how they feel in their bodies, the stress of trying to manage it all and saving room for dessert each add layers that create a complex picture. While consumers’ bandwidth and resources may fluctuate, guiding them to find their own balance – in part by understanding their “better for you” and “healthy eating” definitions – can position brands for longterm relationships.
Consumers increasing effort toward their diet largely cite self-guided habit adjustments, like limiting certain food/drink and focusing on protein, and a sense of DIY through homemade meals. While they do their best to find the balance and products that work for them, brands can capitalize on the “inherently low health halo” while communicating safety and production standards that add color to supply chains.
A holistic understanding of health asks brands to consider how products and recommendations align with mental wellness and the big picture of public health.
Adriana Chychula, Analyst – Food, Drink & Nutrition
This Report assesses consumer attitudes and behaviors regarding foods positioned as healthy or better-for-you.
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