March 11, 2025 – In France, modern lifestyles and rising health concerns are driving consumers to embrace healthy living and wellness. This is reflected in their food and beverage choices, as they increasingly seek products that boost vitality, deliver essential nutrition, and support overall well-being. Innova’s 360 research highlights French consumer perceptions, their main health trends, key strategies, and what may develop in the future of the industry.
This article is based on Innova’s Now & Next in Health & Wellness Drivers in France report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Healthy Living Trends
Healthy living is a major focus for the French consumer, with 78% taking at least some action to live more healthily in the past 12 months. Additionally, health and wellness trends show that around 4 in 10 consumers have taken a proactive approach to their own health and that they are somewhat or very self-sufficient in healthcare.
More than half of French consumers want to live healthily simply to feel well, followed by aging well, specific concerns over physical and mental health, and looking good. The idea of feeling well overlaps considerably with all these other considerations.
Health and Wellness Goals
Health trends reveal that mental and emotional stability is the top health target for French consumers, ahead of weight loss, vitality and energy, and body positivity. In each of the broad target areas, there are many different considerations to be addressed. For example, sleep and insomnia, and stress and anxiety are the main concerns for consumers related to mental health. Generation X and Millennials particularly emphasize these issues, while Boomers focus on memory.
Weight management is a critical physical health concern for 37% of French consumers, followed by healthy aging, heart, and gut health. The natural aging process influences these priorities, with Boomers and Generation X over-indexing for healthy aging and heart health, and younger generations placing more emphasis on hormone balance. Health trends show that approximately 20% of French consumers are looking to maintain their weight and slightly less are trying to achieve weight loss, while around 10% focus on improving fitness, quality of life, and cultivating healthy habits.
58% of French consumers consider healthy aging extremely important, lower than the global average of 68%. The quality of life is the top driver, i.e., staying physically active and mentally sharp. Consumers also link looking good to various factors, from body confidence to healthy skin and hair, reflecting a comprehensive approach to well-being.
Strategies for Healthy Living
The core strategies for healthy living are similar across most health needs. For example, from looking to age healthily, boost physical health, or improve mental health, exercise is the top strategy. Getting more sleep was also important, in addition to dietary changes and weight management.
In France, more than 2 in 5 consumers exercise regularly, with nearly half preferring outdoor activities to boost their mood and vitality. Additionally, 44% actively work to improve sleep quality and deal with insomnia, reflecting key health and wellness trends.
Dietary strategies also play a key role; preparing and eating fresh food and reducing snacking continue to be the top approaches for healthier eating. Exercise is still the top approach to weight management. Health trends show that 27% of French consumers rely on balanced nutrition to control weight, while 25% opt for reductive diets (e.g., lower in sugar, fat, and carbs).
Amid these efforts, 2 in 3 French consumers take at least one kind of supplement. Health and wellness trends show that 14% of consumers have increased their supplement intakes. Vitamins are still the top supplement choices. These combined strategies highlight a comprehensive approach to well-being, reflecting the evolving priorities of health-conscious individuals in France.
Health and Wellness Diet Trends
Diet is an important part of healthy lifestyles, and French consumers are adopting varied approaches to meet their nutritional needs. Freshness, natural sourcing, unprocessed foods, and the absence of unhealthy ingredients are the top four dietary demands for health. Despite a strong health reputation for natural products, French consumers appreciate the convenience, cost, and taste of ultra-processed foods. More than one-third eat them weekly or more often.
Meanwhile, health and wellness trends indicate that 46% of French consumers actively limit sugar intake, followed by fat, salt, and artificial additives. Interest in functional foods spans hydration, physical and mental health, and even appearance, although 27% of French consumers do not buy any functional food compared to 16% globally. Balanced nutrition is in high demand, with 36% of French consumers favoring it over age-specific nutrition. They access targeted nutrition through regular foods, supplements, and nutrition-fortified products.
Healthy Living Tools Trends in the Health and Wellness Market
Consumers use a variety of tools to meet their health needs, from reading on-pack nutrition labels to scanning products with their smartphones for detailed information. In France, local sourcing and premium claims are the most influential on packaging, surpassing health and naturalness claims that lead globally. Health and wellness trends show that while French consumers often rely on social media for health and nutrition recommendations, trust in these platforms remains low, with 22% not trusting them at all and 64% expressing only slight to moderate trust.
Only 14% of French consumers identify apps and AI assistants as key sources for health information, though nearly one in three have used apps for personalized nutrition or product scanning in supermarkets. However, health trends reveal that just 18% have made use of an AI assistant, much lower than globally. 65% express only slight to moderate confidence in AI in France.
What’s Next in Health and Wellness Trends in France?
Health is a wide-ranging concept, with individuals looking for differing health goals and outcomes. Their health goals can range from the purely physical to more diverse mental health, anti-aging, and weight control targets. In this diverse marketplace, clear messaging and positioning are essential for new products to find their own place.
Consumers still believe that fresh, natural products are at the heart of healthy diets. Health and wellness trends show that there is also interest in food with specific functions, but uptake remains lower than in some other global markets. Brands can look out for further opportunities in botanical ingredients, for example, to broaden consumer appeal.
Digital technologies are playing an increasingly important role in supporting healthier lifestyles, especially among younger consumers, even though trust remains relatively low among French users. Alongside social media, apps and AI assistants are emerging as tools to navigate personal health needs. As technology advances and consumer expectations evolve, brands that integrate digital innovations with clear, authentic health messaging are likely to lead in the market.
This article is based on Innova’s Now & Next in Health & Wellness Drivers in France report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
