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A review of wellness trends and health trends among consumers requires examination of consumer health trends research on perceptions, attitudes and actions around food and beverage choices for healthy living. Global health insights need to consider how consumers commit to healthy living, their main health goals, how they achieve their health goals, use of diet as a strategy that supports health trends, and tools to help consumers live more healthily.
Innova Market Insights offers global health insights on health trends through extensive consumer health trends research, including several annual surveys; the Innova Trends Surveys 2024 and 2025, Innova Health & Nutrition Survey 2024, Innova Snacking & Healthy Snacking Survey 2024, Innova Lifestyle & Attitudes Survey 2024, and Innova Packaging Survey 2024.
Global health trends research conducted by Innova shows that a solid majority of consumers have taken action toward healthy living in the previous year. Also, a majority of consumers describe themselves as proactive toward health and self-sufficient regarding healthcare.
An additional health insight is that consumers live healthily in order to feel well. According to research on global wellness trends, consumers also want to age well, maintain physical and mental health, and look good. These global health insights show that feeling well is an important health trend that involves many health-related considerations.
According to Innova’s wellness insights, health trends encompass many factors, including mental health and wellness, physical health and wellness, weight management, aging well, and looking good. Global wellness trends show that consumers are looking for mental and emotional stability, followed by energy, disease prevention, and weight management.
Among the many health insights and wellness insights are the different aspects of each health concern. Mental health incorporates both stress and mental acuity. Consumers have a lot of different physical health concerns. Health insights suggest that weight management, for example, encompasses many different aspects that include quality of life and prevention.
Innova’s global health insights show that healthy aging is important to a majority of consumers participating in consumer trends research. Consumers also strive to maintain quality of life by staying physically active and mentally sharp.
Consumer health trends show consistency in healthy living strategies. Exercise and better sleep are strategies toward the global wellness trends to age healthily, have better physical health, and improve mental health. Additional health insights demonstrate that improving diet, managing weight, and taking supplements are important for various health goals.
Wellness trends support physical activity as including both regular exercise and lighter activity such as walking. Other health trends pertain to improving sleep, reducing insomnia, cooking from scratch, limiting snacking, and controlling portions.
According to global health insights, consumers address weight management with exercise, reductive diets, and/or balanced nutrition. Wellness trends show a drop in diet foods because they are highly processed.
In overall health trends, over three-quarters of consumers take a dietary supplement, led by vitamins.
According to consumer health insights, diet is essential for health. Wellness trends suggest that consumers take many different approaches to diet and they look for different types of features. Four top health trends impacting diet are the desire for freshness, natural sourcing, high nutritional value and no unhealthy ingredients. However, consumers still choose ultra-processed foods despite their not being natural because they are convenient, tasty, and affordable. Innova’s global insights include the observation that consumers cut back first on sugar, then fat, salt, and artificial additives when reducing unhealthy ingredients. Consumers are very interested in functional foods for hydration, physical health, mental health and appearance.
Nutrition trends are a part of health trends. Consumers are most interested in balanced nutrition but also age-specific nutrition, and nutrition targeted to their gender or lifestyle.
Health trends research on consumers show that they use a lot of different tools to support healthy choices. These include health claims, which consumers say are extremely important, on-pack labels, and codes to scan with a smartphone for additional health information.
Social media and apps feature in today’s wellness trends. Consumers use social media as a source of health information and healthy eating hacks. However, global health insights demonstrate that consumers do not have high levels of trust in social media. Consumers use apps for personalized nutrition and to help scan products at the supermarket. Some also use an AI assistant when shopping. As with apps, consumers have low levels of trust in AI.
This article is based on Innova’s Now & Next in Health & Wellness Drivers – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
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