More Americans are trying to live more healthy lives both in their diets and through exercise, according to a recent report from New York-based Business DIT, which compiled data from several sources.
“Health- and wellness-conscious consumers are driving increased competition in the food industry,” the report said. “As a result, organizations and manufacturers should think critically about strategies to provide the required food to consumers in a healthy manner, as well as work on healthy and tasty alternatives for consumers following specific diet plans.
The goodness of products must be communicated clearly and concisely, and companies must play a strategic role in determining where and how to win with an effective healthy food delivery model, “regardless of whether that model necessitates full-cycle ownership, outsourcing or cooperative manufacturing,” the report continued.
Several convenience-store chains have been responding to this trend with better-for-you offerings:
- Dash In, owned by La Plata, Maryland-based Wills Group, in March rolled out a fresh menu and format at its Chantilly, Virginia, location, the first of its third-generation c-stores. Dash In is using this location for the format’s trial run, which includes fresher offerings such as main course salads like the Southwest Steak and Crispy Chicken Cobb, and Kitchen Bowls such as La Cocina and Veggie Power.
- The new food program at Kum & Go, Des Moines, Iowa, features stackers and bowls for all dayparts and includes premium ingredients and fresh toppings and sauces—as well as grab-and-go burritos. New ingredients include brown rice and spinach bowl bases.
- At Alltown Fresh, the convenience market of Global Partners LP, Waltham, Massachusetts, a made-to-order cafe features fresh food and beverages. Items target organic, natural, gluten-free, vegan, vegetarian and locally sourced trends.
Among findings in the report, which pulled from an array of sources:
- 93% feel compelled to eat healthy at least some of the time, and 63% try to eat healthy most, if not all, of the time (Consumer Food and Beverage Survey By L.E.K 2018).
- 64% of people consider healthfulness an important influencing factor while buying food and beverages.
- 1 in 4 consumers actively seek health benefits from foods (Food and Health Survey 2019).
- Two in five (43%) always look for healthy options and half (52%) sometimes do. Only 5% of surveyed consumers never look for healthy options.
- Health-conscious customers account for 25%-30% of all grocery customers in the United States and Europe.
- 75% of consumers committed to one or more attribute (natural, ethical, enhanced, less of, and alternative dietary lifestyle) when choosing foods (L.E.K).
- The United States is No. 20 among health-conscious countries ranked by perception in the world.
Health-Conscious Consumers Demographics
- Millennials, at 51%, and Generation X, at 45%, are the consumers who most look for healthy food options while shopping.
- Millennials are the most health conscious (FoodInsight Reports).
Health-Conscious Market
- U.S. retail sales of plant-based foods have grown 11% in the past year, bringing the total plant-based market value to $4.5 billion.
- The global health and wellness food market is projected increase to $1.1 trillion by 2027 (It was $733.1 billion in 2020). (Research and Markets).
Health-Conscious Food
- 65% of consumers seek functional benefits from their food and drink. The top five ingredients perceived to deliver these kinds of benefits are omega-3s, green tea, honey, coffee and probiotics. (Food Drive).
“The market for health and fitness products and services is thriving and expanding,” the report said. “Increasing numbers of customers who care about their health are purchasing products in every category, and they are ready to spend more money on nutritious meals and drinks.”
The report continued: “Memory/brain enhancers, organic food products, anti-aging products, functional foods items, beauty supplements, non-invasive cosmetic procedures, nutrition (sports nutrition, juice cleanses, nutrition coaches, fortified foods) and meditation/mindfulness offerings are all expected to see an increase in spending in the near future.”