The data below was collected from a survey of US-based consumers in November 2024. Download our extensive 2025 Consumer Food Trend Report For more insight and recommendations for F&B leaders.
We shared recently How shopkeepers discover and evaluate new food productsTo highlight the growing influence of social media and major factors affecting purchasing decisions. Now, we focus our attention to a deep examination of health and nutrition preferences, which shows how consumers’ attention on wellness is increasing, giving shape to food shopping patterns.
Label engagement signals are required for digital integration
Packaging information can often determine whether shopkeepers buy unfamiliar food products. But what are they looking at?
Our research found that about half of the consumer (48%) examines “often” or “always” component lists and nutrition facts, followed by health claims (42%). Young consumers show special interest in certificates (34% General Z, 31% Millennials) and Ellergen information (34% General Z, 27% Millennials).
This trend demands a strong digital system for managing and communication of product information, including:
- Digital traceability system that can quickly verify and update certification compliance.
- Automatic label management workflows to maintain accuracy in product lines.
- Integration between production data and consumer-supporting product information.
Consumers focus on adding protein and eliminating artificial ingredients
Consumer priority of health characteristics reveals high protein and fiber content, low sugar and sodium and clear preferences for any artificial materials.
In particular, General Z consumers show a strong interest in non-GMOs (25%rates as high importance), organic (19%), and allergen-free (13%).
These insights suggest that food manufacturers focus on:
- Novel processing methods that maintain a clean label position.
- Better texture and taste stability through advanced process control.
- Initiative of cost reduction through automation and efficiency benefits.
Plant-based, challenges for alt protein acceptance remains
While only 44% of consumers select plant-based options at least sometimes, taste dissatisfaction, price premiums such as factors, and ultra-developed ingredients may be interrupted by widely adopting concerns.
For manufacturers, it indicates a requirement:
- Improve products with identifiable, natural ingredients.
- Invest in taste improvement and texture development.
- Find ways to reduce production costs to make products more accessible.
However, within the alternative protein location, plant-based proteins lead in this way-36% of consumers are likely to try them and have already done so 11%. However, other options show limited appeal-20% of 20% express interest in cultured meat, and 65% are not very likely to try a 65% pest-based protein. This shows that manufacturers should carefully evaluate investment in other alternative protein sources and focus on R&D resources on plant-based innovations.
Shopkeepers weighed health against price
Despite inflation concerns, many consumers are committed to health-centered products, 31% are ready to pay 5% more for products that meet their dietary needs.
However, there is a clear income division – 75% of high -income homes prefer health In procurement decisions compared to 55% of low -income houses. This presents the opportunity for manufacturers to develop tier product lines providing health benefits at various price points.
Keeping these trends in mind, being important for success, balanced health characteristics, taste and strength while maintaining transparency in product offerings:
- Invest in clean-pleasing reforms that maintain tastes by reducing artificial ingredients.
- Develop cost-affect production methods for health-focused products.
- Consider marketing strategies targeted for various demographic groups, especially young generations and parents, which show high desire to pay for health benefits.
- Pay attention to transparent labeling and clear communication of health benefits.
- Balancing premium health-centered offerings with more affordable options to capture a comprehensive market share.
For complete picture of current food trends and preferences, download 2025 Consumer Food Trend Report,
