As part of their quest to live longer, better lives, consumers are changing their eating habits and expect brands to keep up. Understanding the connection between food and well-being can help companies looking to appeal to health-conscious consumers.
The growth of Health & Wellness
In the last year, consumer conversations about health and wellness have risen 60% relative to the Food & Beverage market. But as the chart below shows, interest has accelerated in 2019, outpacing the growth of the market as a whole:
Though it's seen slow, steady growth for years, consumer interest in health and wellness has increased dramatically in 2019.
This data suggests that consumers are turning to food to manage their health and wellness. From abandoning sugar to embracing superfoods like moringa, changes in consumer eating habits are causing seismic shifts in the food and beverage industry.
How big is the trend?
Food and well-being are often connected in consumers' minds (or at least their online conversations!). Our data reveals a strong association between eating and health:
36% of consumer conversations about eating mention terms related to health.
The chart above shows that over a third of consumer conversations about 'eating' mention the term 'healthy.' Likewise, more than 20% of consumer conversations about 'diet' mention 'healthy,' a far cry from the days when diets were almost entirely associated with weight loss.
Eating for health
To better understand the impact of health and wellness on food and beverage, we did a deep dive into why consumers are adopting new eating habits. Our data revealed four main motivators driving consumer diets:
While losing weight is certainly on the list, there's a lot more to consumer motivations around diet than dropping a pants size or two.
Consumers motivated by eating responsibly are looking for ways to support animal rights, sustainability, and social justice. Those seeking to avoid allergens are attempting to eliminate foods that trigger sensitivities. The fastest growing motivation is carb consciousness, which is when consumers are specifically regulating sugar and carbohydrate intake.
It should come as no surprise that there's plenty of overlap between these motivators—and that they're associated with well-known diet trends like keto and plant-based eating.
For more detailed info on the consumer profile and foods associated with each motivator listed above, check out our comprehensive 28-page consumer insights report!