Health and Nutrition

Through an evolving holistic lens, consumers increasingly are looking to foods and beverages to provide the nutrition necessary to achieve optimal health, which today includes not only physical health, but mental and spiritual, too – with an eye toward the health of our planet.

Research shows most seek long-term health and well-being by simply eating healthier, instead of by losing weight, with a significant jump in recent years in the number of Americans following a diet or specific eating pattern. (Source: IFIC Food Insight 2022 Food and Health Survey)

The most sought-after benefit from food is improving energy and having less fatigue – with Gen X and Boomers focusing on heart health and younger generations focused on improved sleep.  Interestingly, Gen Z is the only generation (IFIC ) where emotional/mental health surfaced in the top three health benefits sought from food, beverages or nutrients.

According to CFI’s Illuminate™ research, U.S. consumers in general seek transparency from the food system in order to make choices that benefit health and wellness. Their priorities include wanting companies to be transparent when it comes to the quality of ingredients, particularly artificial ingredients, and to provide easy-to-understand information around benefits. Labeling is key – indicating allergens or other “triggering” ingredients, the presence of processed or artificial ingredients, and highlighting the quantity and type of nutrients in foods.

When we segment the findings and look at consumers age 18 to 24, their priorities include much of the above, but food’s impact on the environment and planet is #1. Over half of the general U.S. consumer population now believes their food choices have an impact on the environment.

The research shows that overall, consumers want to live a balanced life – believing that people can’t be healthy if mind, body and spirit are not given equal emphasis, and championing ecological harmony.

Discerning consumers and their attitudes and behaviors regarding health and nutrition are changing the landscape. Transparency is the key to not only building trust but empowering consumers to make healthy choices for themselves and their families.

CFI’s Best Food Facts shares objective, science-based answers to consumers’ questions about food. A network of experts provides insights into nutrition, ingredients, food technology and farming to give consumers the information they need to make food choices that align with their values.