Wellness has been a driver of one-third of consumer food and beverage purchases, according to market research company Circana.
 
As reported in a recent webinar, “A Pulse on Consumer Well-Being: U.S. Food & Beverage,” health-focused consumers account for $638 billion in total food and beverage spending, split between $363 billion in retail and $275 billion in food service.
 
“Consumers are looking for wellness across every aspect of their lives, and food and beverages are playing a critical role in this transformation,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “Our Complete Food & Beverage research shows that while the retail sector is excelling at meeting these needs, there is significant opportunity for foodservice providers to innovate and offer wellness-centered dining experiences.”
 
The company identified sub-trends within this broader shift in spending.
 
Physical Wellness Takes Center Stage
 
Circana reported that consumers are seeking nutrient-dense, fresh foods to promote physical heatlh. Retailers are responding by offering a variety of minimally-processed foods high in protein, fiber, and natural ingredients. In contrast, wellness influences just 11% of food service meals, as dining out remains focused on convenience and indulgence. However, certain categories like seafood, tea, and juice are gaining traction among health-focused diners at food service operators.
 
Mental Health Drives Demand for Functional Foods
 
Thirty-five percent of consumers view food as an important tool for managing stress and improving mood, driving increased interest in functional foods and beverages that support mental health. Retailers are responding to this trend with relaxation teas, mood-enhancing snacks, and treat-based indulgences like bakery items and candy, which are go-to items for emotional well-being.
 
Social Engagement Through ‘Eatertainment’
 
The trend of “eatertainment” is changing the way consumers experience dining, by blending food with social interaction. This is particularly strong with food service, where chains are meeting consumer demand for more experiential dining. Retailers are also supporting social wellness with community-driven events, helping consumers integrate physical health with social engagement.