Consumers are turning to wellness-orientated food and drinks as affordable lifestyle choices for long-term health. Functionality is trending, but “clean eating” will define the coming years. Gut health is viewed as central to holistic wellbeing, driving probiotic, high-fibre and even brain health claims. GLP-1 drugs amplify demand for metabolic support and less processed foods, while stricter rules are pushing reformulation towards transparency and nutrient density.
Delivery
This report comes in PPT.
Key findings
Functionality fuels daily wellness, with gut as engine
Consumers are embracing ingestible wellness in the form of healthier food and drink choices, as a daily, affordable route to personalised health. Gut health leads functional claims, from dairy and drinks to snacks. Growth is strongest in Asia and Latin America, where probiotics, high fibre and no added sugar claims are reshaping innovation. Credibility and ritual relevance remain key.
GLP-1 reframes weight control (and more) through metabolic health
GLP-1 therapies are reshaping weight management, sparking demand for food and beverages that support appetite control and metabolic health. Fibre and protein emerge as winners (including as co-claims), with high-fibre claims surging in soft drinks and dairy across Asia, Western Europe and North America. But energy and healthy longevity are the next frontiers in metabolic health.
The rise of smart protein
Protein is evolving from a generic claim to a multifunctional driver of wellness, with growth in hybrid formats, fermented blends and life-stage targeting. In Western Europe and North America, premiumisation and sustainability take priority, while developing markets like India and Brazil are fuelling mass-market expansion. Satiety, performance and skin health are rising as co-benefits.
The new whole foods premise
The notions of clean eating and whole foods are gaining global momentum, driven by demand for fresh, minimally processed foods that support long-term health. GLP-1 drugs are accelerating the shift, nudging consumers towards simpler, nutrient-dense meals. Growth areas include beverages, confectionery and plant-based foods, with success tied to transparency and taste.
Regulatory scrutiny: from ‘unhealthy’ to ‘unfounded’
In 2025, stricter rules on ultra-processed foods, sugar, salt and additives are steering innovation. Across Europe and the US, claims like “natural” and “healthy” face tighter scrutiny, prompting brands to reformulate for transparency, nutrient density and “free-from” appeal; especially in soft drinks, sweet snacks, cereals and ready meals. But functional and health benefit claims are next.
Our expert’s view of health and wellness in 2024
Key findings
Health and wellness momentum grows as demand rises for cleaner, functional products
Holistic health as a lifestyle and the incorporation of daily rituals
Top five trends in health and wellness
Top five trends uncovered
Functionalisation of drinks (and foods) defy economic context
Gut health increasingly central in the quest for functional drinks and foods
Gut-centred propositions and no added sugar to drive growth in dairy in emerging world
New pre-/pro-biotic sodas tread a fine line between gut health appeal and backlash
After Poppi, Pepsi pushes gut health in core carbonates portfolio with Prebiotic Cola
Functionalisation for brain health: Not just promising in baby food
Fuelling focus: Mosh’s mission-driven entry into cognitive nutrition
Embed functionality and proven health benefits into innovation
GLP-1 driven overhaul in weight management catalyst for new metabolic health focus
Expanded health claim spectrum for weight control; protein and fibre the top prospects
Danone seeks to lead in functional dairy for weight regulation
Fibre’s rise: From gut health to GLP-1-inspired weight wellness
Floura bars puts fibre on a pedestal and tout their satiety benefits among women
Beyond weight: Energy largely expandable, longevity as the next frontier
Seize metabolism momentum with appetite-regulating, functional nutrition
Protein: Mass growth in developing world, premium precision in mature markets
Protein ascent: From sports niche to private label foods… and to beverages
High protein go mainstream in the UK with supermarkets Tesco’s own-brand launch
Protein “fatigue” can be avoided with multifaceted segmentation; drinks are promising
Bucked Up energy drinks blend protein with hydration for workout recovery
Elevate protein strategy with segmented, affordable, and functional innovation
Demand grows for “cleaner” foods, amplified by the GLP-1 effect
Different ways of conveying a “clean” product; a key prerogative for plant-based variants
Plant-based dairy slows as “clean” animal options rebound
US savoury snacks brand Rivalz challenge leading rivals on health credentials
Tyson Foods maximises natural claim in processed meat with simple ingredients stand
Reformulate for clean label growth amid durable GLP-1 disruption
“Negative” nutrients in focus, but legislation is catching up on gut and brain claims
“Negative” nutrients remain top targets in 2025; sweet snacks players must catch up
In Australia, Mondelez’s new sweets blend clean label with loud low-sugar messaging
Global labelling reforms target ultra-processed food and “natural” narratives
MAHA reshapes food norms, pushing clean label from trend to regulatory standard
Coca-Cola responds to MAHA tactically by adding cane sugar variant
Reformulate for transparency and trust as global standards tighten
Future implications
Opportunities for growth
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitionsNEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!