The data below was collected from a survey of U.S.-based consumers in November 2024. Download our comprehensive 2025 Consumer Food Trends Report for more insights and recommendations for F&B leaders.

We recently shared how shoppers discover and evaluate new food products, highlighting the growing influence of social media and the key factors influencing purchasing decisions. Now, we turn our attention to a deeper examination of health and nutrition preferences, revealing how consumers’ increasing focus on wellness is reshaping food shopping patterns. 

Label engagement signals need for digital integration

Packaging information can often determine whether or not shoppers buy unfamiliar food products. But what are they looking for? 

Our research found that nearly half of consumers (48%) “often” or “always” check the ingredient lists and nutrition facts, followed closely by health claims (42%). Younger consumers show particular interest in certifications (34% of Gen Z, 31% of Millennials) and allergen information (34% of Gen Z, 27% of Millennials). 

This trend demands robust digital systems for managing and communicating product information, including:

• Digital traceability systems that can quickly verify and update certification compliance.
• Automated label management workflows to maintain accuracy across product lines.
• Integration between production data and consumer-facing product information.

Consumers focus on adding protein and eliminating artificial ingredients

Consumer prioritization of health attributes reveals clear preferences for high protein and fiber content, low sugar and sodium, and no artificial ingredients. 

Notably, Gen Z consumers show a stronger interest in non-GMO (25% rate as high importance), organic (19%), and allergen-free (13%).

These insights suggest food manufacturers focus on:

• Novel processing methods that maintain clean label status.
• Improved texture and taste consistency through advanced process control.
• Cost-reduction initiatives through automation and efficiency gains.

Challenges remain for plant-based, alt protein acceptance

While only 44% of consumers at least occasionally choose plant-based alternatives, factors like taste dissatisfaction, price premiums, and concerns about ultra-processed ingredients may be impeding wider adoption. 

For manufacturers, this indicates a need to:

• Reformulate products with recognizable, natural ingredients.
• Invest in taste improvement and texture development.
• Find ways to reduce production costs to make products more accessible.

However, within the alternative protein space, plant-based proteins lead the way — 36% of consumers are likely to try them and 11% have already done so. However, other alternatives show limited appeal — only 20% express interest in cultured meat, and 65% are very unlikely to try insect-based proteins. This suggests manufacturers should focus R&D resources on plant-based innovations while carefully evaluating investments in other alternative protein sources.

Shoppers weigh health against price

Despite inflation concerns, many consumers remain committed to health-focused products, with 31% willing to pay up to 5% more for products meeting their dietary needs. 

However, there’s a clear income divide – 75% of high-income households prioritize healthfulness in purchasing decisions compared to 55% of low-income households. This presents an opportunity for manufacturers to develop tiered product lines that deliver health benefits at various price points.

With these trends in mind, balancing health attributes, taste, and affordability while maintaining transparency in product offerings with be key for success:

1. Invest in clean-label reformulations that maintain taste while reducing artificial ingredients.
2. Develop cost-effective production methods for health-focused products.
3. Consider targeted marketing strategies for different demographic groups, particularly younger generations and parents, who show higher willingness to pay for health benefits.
4. Focus on transparent labeling and clear communication of health benefits.
5. Balance premium health-focused offerings with more affordable options to capture a broader market share.

For a more complete picture of current food trends and preferences, download the 2025 Consumer Food Trends Report.