March 25, 2025 – To look at health and wellness trends in the US and Canada, one needs to consider the perceptions, attitudes, and behaviors of consumers as they pertain to healthy living and choices in food and beverage products. North American health and wellness trends intersect with health living habits, health goals of consumers and the strategies to attain them, diet, and other tools that help US and Canadian consumers live more healthily.
This article is based on Innova’s Now & Next in Health & Wellness Drivers in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Global Megatrends Impact Health and Wellness
Two key global megatrends affect health and wellness in the US and Canada. The first is the pursuit of health and happiness as it relates to the aging population, increases in obesity, and strains on the North American health care systems. Health and wellness trends show that US and Canadian consumers worry about the lack of good health care and availability of healthy food that is affordable and nutritious. Another megatrend is the rise of the older generation. Consumers are aging in North America, as well as around the world, so the approach to health and vitality needs to change to accommodate the older population.
Taking Action Toward Healthy Living
About three-quarters of North American consumers participating in consumer trends research conducted by Innova Market Insights say that they have taken action to live more healthily over a previous 12-month period. Also, over half of consumers in the US and Canada say that they are proactive about their health. Even more consumers describe themselves as somewhat or very self-sufficient in healthcare.
When asked in a consumer trends survey conducted in the US and Canada why they want to live healthily, a high proportion say they want to feel well. Other drivers of healthy living are aging well and maintaining physical and mental health.
Health Goals are Important
Key health goals for consumers surveyed include mental health, physical wellness, weight management, aging well, and looking good. US and Canadian consumers participating in consumer trends research name mental and emotional stability as their top health goal. Health trends reveal that mental and emotional health is even more important than weight loss, energy, or preventing diseases.
Mental health and physical health are complex. Mental health incorporates stress management, as well as mental sharpness. Physical health and wellness can include close to a dozen different health concerns. A single goal, weight management, also involves many different factors, including quality of life, disease prevention, and confidence in one’s body.
Close to two-thirds of Canadian consumers and over half of US consumers describe healthy aging as very or extremely important. Wellness trends show that these consumers also value quality of life as the force behind being physically active and staying mentally sharp.
Consumers Employ Strategies for Healthier Living
Consumers in the US and Canada use various strategies for healthy living that address their various health needs. Health and wellness trends show that sleep and exercise are the top two strategies, whether consumers are looking to improve their physical health, be healthier mentally, or age healthily. Consumers participating in consumer trends research conducted by Innova also name managing their weight and taking supplements. Many consumers strive to improve their sleep, and North American consumers enjoy activities outside to help improve their health.
Scratch Cooking is One Strategy for Health
When asked about important dietary strategies for health, US and Canadian consumers said they cook from scratch. They also limit how much they eat and prepare and eat fresh food.
The top strategy to manage weight in North America is exercise. Higher proportions of consumers exercise as compared to dieting or eating balanced nutrition. Consumers seem to be turning away from diet foods because they are processed and seem artificial.
Well over half of consumers in the US and Canada take a supplement, led by vitamins.
Diets Become Healthier
Health trends show that consumers in the US and Canada adopt different types of diets as part of living healthily. The features they value most in food are freshness, natural sourcing, high nutrition value, and lack of processing. But even though consumers say they prefer natural foods, they consume ultra-processed food because of the cost, taste and convenience. Consumers who are cutting back on unhealthy ingredients cut back on sugar more than salt, fat, or artificial ingredients.
North American consumers say in consumer trends research that they are interested in functional food for physical and mental health and for appearance. Health and wellness trends indicate that nutrition is important – consumers seek balanced nutrition, followed by nutrition targeted toward their age bracket. Targeted nutrition is achieved through food, supplements, and foods that are nutritionally fortified.
Consumers Access Tools for Health
The tools that US and Canadian consumers use for health include on-pack nutrition labels, scanning products with a smartphone, and accessing specific health information. They say in consumer trends research that on-pack claims regarding health and local sourcing influence them the most.
Social Media, Apps, and AI are Sources for Health Information
About one-quarter of North American consumers turn to social media for information and shortcuts on healthy eating. This is lower than the global average. Also, US and Canadian consumers are less likely than average to trust social media as an information source.
Although a small percentage of US and Canadian consumers say they use apps and AI assistants to find health information, higher percentages use the apps for personalized nutrition. Consumers in North America are less likely to use an AI assistant for personalized nutrition. Lack of trust is a barrier.
This article is based on Innova’s Now & Next in Health & Wellness Drivers in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
