Rethinking Healthy: What Does Wellness Taste Like Today?

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Rethinking Healthy: What Does Wellness Taste Like Today?

User responses 552,520

Category Health

Survey Type Market Research

Market USA

Audience All Audiences

Top Insight

Respondents associated mental clarity and brain health with blueberries more than with other ingredients.
Respondents chose zucchini noodles with pesto as their healthy comfort food.
Protein powder is the most popular ingredient associated with muscle recovery and performance.

When choosing food labeled as "healthy," which benefits matter most to you?

Insight

42%

More than average

respondents chose foods labeled as boosting energy or muscular performance.

42.9%

Boosts energy or muscular performance

42.89%

3,538

Supports mental clarity or focus

39.14%

3,229

Enhances gut or digestive health

38.37%

3,165

Strengthens immunity

13.64%

1,125

Supports female health needs

12.9%

1,064

Reduces anxiety or stress

8.21%

677

Balances hormones

7.79%

643

Promotes better sleep

3.01%

248

Which of the following claims or attributes would most influence you to try a new food or beverage product?

Insight

36%

More than average

consumers prefer new food or beverage products labeled 'High in prebiotics and gut-friendly fibers'.

36.6%

“High in prebiotics and gut-friendly fibers”

36.58%

56,757

“Designed for women’s health and wellness”

24.75%

38,397

“Mood-boosting ingredients from nature”

22.08%

34,259

“Clinically proven to support brain health”

10.13%

15,716

“Fortified for post-workout recovery”

6.27%

9,725

“Plant-based with hormone-balancing adaptogens”

0.2%

306

How do your health goals influence your food and drink purchases?

Insight

8.3X

More than average

respondents associated being healthy with following a specific diet with prioritizing performance or recovery nutrition.

35.9%

I follow a specific diet (e.g. keto, vegan, anti-inflammatory)

35.87%

198,182

I look for functional health benefits (e.g. brain, gut, mood)

27.58%

152,379

I look for organic options

12.27%

67,796

I use food as a way to manage chronic conditions or symptoms

9.58%

52,951

I care about how food affects my emotional state

8.95%

49,463

I prioritize performance or recovery nutrition

4.31%

23,813

I avoid certain ingredients or allergens

1.44%

7,936

Which of the following ingredients do you associate most with mental clarity or brain health?

Insight

1.4X

More than average

consumers associated mental clarity and brain health with blueberries more than with matcha.

19.3%

Blueberries

19.32%

6,547

Salmon

17.87%

6,055

Lion’s Mane mushrooms

14.9%

5,047

Matcha

13.4%

4,540

Turmeric

13.04%

4,419

Walnuts

11.19%

3,793

Dark chocolate

10.28%

3,482

Which dishes do you consider to be the ultimate “healthy comfort food”?

Insight

63%

More than average

respondents chose zucchini noodles with pesto.

63.4%

Zucchini noodles with pesto

63.37%

320

Buddha bowl with quinoa and roasted veggies

19.8%

100

Cauliflower crust veggie pizza

10.1%

Lentil dal with turmeric

6.34%

Chicken bone broth ramen

0.4%

Which ingredients do you seek out specifically for muscle recovery or performance?

Insight

3.7X

More than average

consumers associated muscle recovery and performance with protein powder with chia seeds.

33.1%

Protein powder (whey or plant-based)

33.12%

8,242

Eggs

29.11%

7,245

Greek yogurt

15.62%

3,888

Chia seeds

8.91%

2,218

Sweet potatoes

7.64%

1,901

Beets or beetroot powder

3.07%

765

Tart cherries

2.52%

628

When choosing food or drink for women's health, which of these would you be most interested in trying?

Insight

33X

More than average

respondents associated women's health with probiotic-rich items.

33.4%

Probiotic-rich items like kefir or kimchi

33.43%

7,017

Iron-rich dishes like lentil salad with spinach

29.73%

6,240

Snacks made with dates, nuts, and seed blends

17.8%

3,736

Hormone-supportive smoothies (e.g., with flax, berries, and greens)

9.99%

2,096

Hydration mixes with magnesium and electrolytes

8.82%

1,851

Adaptogen lattes (e.g., with ashwagandha or shatavari)

0.23%

When you think about hormonal balance, which foods or drinks feel most supportive to you?

Insight

3.2X

More than average

consumers associated hormonal balance with leafy greens than with herbal teas.

34.7%

Seed cycling mixes

34.7%

5,341

Leafy greens

25.31%

3,895

Flax seeds

14.44%

2,223

Soy or tofu

9.84%

1,514

Herbal teas (e.g., chasteberry, raspberry leaf)

7.73%

1,189

Bone broth

5.47%

842

Maca root

2.51%

386