August 14, 2024 – As a CPG specialist, Innova Market Insights offers 30 years of trends and insights on 200 million records from more than 90 countries. A key set of insights on innovation pertains to healthy food trends in the US. Healthy food trends include three spotlight topics: ultra-processed foods (UPFs), GLP-1 medication, and affordable nutrition.
Consumer Insights on UPFs
Ultra-processed foods are a hot topic in the news today. Innova was seeking consumer insights when it asked in US consumer trend research about the main reasons for consuming ‘ultra-processed’ foods. Two main consumer insights about choosing UPFs stand out – a shortage of foods that are affordable, accessible, and nutritious and the fact that UPFs taste good. A proportion of American consumers say that they avoid UPFs because of they are less healthy and low nutritional quality. Consumer research in the US also show a lack of trust in UPFs.
Consumer Trends Research Shows Low Knowledge of UPFs
Innova insights on US consumers include the observation that consumers in the US are eating more UPFs than they think. In fact, over half of calories eaten by consumers in the US come from foods that can be classified as ultra-processed. American consumer research also show that consumers do not know what UPFs are. When asked, US consumers describe UPFs as fast food or junk food, followed by foods with a lot of additives. They also say that various indulgent and prepared types of foods are ultra-processed. These include ready meals; cakes, pastries, and sweet goods; and sugar confectionery. American consumers say that fish and seafood, bottled water, meat, and poultry are least likely to be ultra-processed.
Healthy food trends in the US show that consumers consider ingredients when deciding if a food is ultra-processed. They look at the ingredient list first, especially to see if it includes artificial ingredients, followed by nutrition information and then the product itself.
UPFs Present Opportunities to Manufacturers
Ultra-processed foods provide growth opportunities for manufacturers. The first is to innovate by using fresh, natural, whole food ingredients for products that taste good and are affordable. The second opportunity is to reformulate to reduce or get rid of artificial ingredients. The third opportunity is to communicate with US consumers in a way that gains their trust and lessens their concerns about safety.
Healthy Food Trends: Weight Loss With GLP-1 Medication
Consumer trends research shows that US consumers are trying to manage their weight, with one-quarter saying they’ve taken a lot of weight management action in the past year. When asked why they try to lose weight, American consumers say it’s to feel well, look good, and age well.
Healthy food trend research shows that GLP-1-based weight loss medication is extremely popular in the US market. Over half of US consumers say that they take GLP-1-based medication for weight loss and over one-third take GLP-1 medication for type 2 diabetes.
Key Insights Regarding GLP-1-Based Weight Loss Medications
Healthy food trend research shows that people who take GLP-1 weight loss medications change their habits to eat at home more often and in restaurants less often. A large number of consumers on GLP-1 medications also buy food at the supermarket more often. Nearly two-thirds of consumers say that they are looking for foods that are healthier, including fruits and vegetables, fish, plant foods, white meat, and supplements. They are trying to include healthier ingredients like vitamins and minerals, protein, and fiber, and to cut down on fat, carbs, and sugar.
Consumers in the US have a few concerns about GLP-1-based medication. They think that it is expensive and they worry about global shortages. US consumers also know that weight loss using GLP-1-based medication is not permanent.
US Consumers Want Affordable Nutrition
Even with inflation slowing down in the US, consumers feel pressure regarding food prices and the affordability of nutritious food. Financial pressure has a big impact on US consumer choices for healthy foods and beverages. In fact, consumers say that price is the most important aspect of nutritious foods and beverages, followed by flavor and taste/texture. Consumers also say that they have noticed price increases over the last 12 months and this is driving many consumers to purchase lower cost items.
Healthy Food Trends: Consumers Seek Value
A notable proportion of US consumers say they are buying cheaper foods and beverages. Consumers also are turning to nutritious innovations by store brands and private label manufacturers. In addition to price, American consumers value quality, health, and time savers.
Affordability and Functionality Offer Opportunity
American consumer research shows that low-income consumers are looking to improve their mental health. They also are interested in mental focus, better mood, and better sleep. They describe feeling well as having mental, emotional and physical well-being. For manufacturers, this is an opportunity to innovate food and beverage products that appeal to low-income consumers as well as high-income consumers. Overall, US consumers say they look for functionality in hydration, sleep, gut health, heart health, and energy. So manufacturers can seek opportunity in the US market through affordable nutrition and by creating premium value-added functional foods.
This article is based on our report, “Hot Topics to Watch in Healthy F&B in the US.” If you are interested in reading this report, feel free to request a demo.
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