September 30, 2025 – As health and nutrition become increasingly important in the North American food and beverage market, consumer preferences are shifting to encompass a wide variety of concerns. Cognitive and mental wellbeing are top of mind, with generational differences influencing consumer purchasing behavior. Weight management and physical wellbeing are also driving GLP-1 use, and functional ingredients like protein and fiber are inspiring innovation.
Cognitive Health & Mental Wellbeing
In the US, consumers turn to food and beverage choices to support their mental wellbeing, as 37% of consumers are extremely or very concerned about their emotional health. According to Innova’s Health & Nutrition Survey 2025, stress is the top concern for all generations, while other worries like focus, concentration, and emotional regulation are important for younger consumers, particularly Gen Z. Boomers also consider memory and recall as priorities for cognitive health and mental wellbeing. Therefore, manufacturers should look at identifying these differentiated consumer needs to position their products and address one or more of these concerns. Brands can also reframe managing moods as a positive, shifting narratives away from emotional eating to encouraging consumption as a method for supporting emotional wellbeing.
Gender is also an important factor in the mental health issues consumers want to address, providing another touchpoint for brands. In the US market, women are more concerned with anxiety, worry, and emotional regulation than their male counterparts, emphasizing an opportunity for calming and stabilizing claims to target female consumers.
GLP1 and Weight Management
There is a global trend to tackle obesity. Since 1990, obesity has more than doubled among adults and quadrupled for children and adolescents. In addition, associations between being overweight and health risks, such as heart disease, type 2 diabetes, and stroke are key concerns. As a result, 50% of US consumers point to weight management as their major physical health worry, and consumers are seeking products that resolve or prevent weight issues. As such, weight management claims are gaining momentum in the US food and beverage market, as there has been a +10% CAGR increase in new food and beverage launches with this claim. Health claims accompanying weight management in new launches also include “high/source of protein” and “no added sugar,” highlighting that claims are expanding beyond calories to a more comprehensive approach to health concerns.
In 2025 alone, the number of US consumers who say they would or currently use GLP-1- based drugs has increased by 34%, with weight loss being the primary driver. While taking GLP-1s, consumers are also changing their diets to healthier food and beverage categories. Thus, brands are highlighting products with added protein, vitamins, and prebiotics to support consumers’ needs when using weight loss medications. There is also an opportunity to target consumers who are concerned about the side effects of GLP-1s, and some brands are tapping into new dietary supplement lines that are designed for GLP-1 users, by supporting digestion, muscle maintenance, and nutrient replenishment.
Protein & Fiber Applications
In the US market, consumers are seeking food and beverages that align with healthy lifestyles. However, claim fatigue and functional skepticism are rising, as most consumers say they want added benefits but don’t trust long lists of product claims. However, when purchasing healthy snacks, protein and fiber are two of the anchoring benefits that consumers say are most important, with 35% looking to high protein claims as trusted functional messaging.
Innova’s Snacking & Healthy Snacking Survey 2025 indicates that US consumers are also seeking to stack benefits to cover numerous wellness needs in a single occasion, and this behavior is influenced by the preference to maximize value and simplify decision-making when attempting to achieve a balanced diet. Moreover, information culture and social media are also pushing brands to meet targeted functional needs for every life stage. Therefore, brands are highlighting nutrient dense products as healthy alternatives. These include added prebiotic and dietary fibers delivered through ingredients like inulin. Functional blends or offerings with synergistic benefits, such as combining protein and fiber, also provide avenues for innovation.
Emerging Opportunities in Women’s Health
There are emerging opportunities to address specific health conditions that impact female consumers. According to Innova’s “Reproductive Health: Supplements to Support Fertility- Global” report, targeting Polycystic Ovary Syndrome (PCOS) is one example and indicates an opportunity for innovation in the North American market as well. Half of women are either unaware they have PCOS or receive a delayed diagnosis, and there can be a lack of clarity between products for fertility versus those addressing this condition. As a result, brands can drive innovation through personalization of supplements and creating tailored products for specific health conditions. Regarding fertility, minerals like magnesium are also becoming increasingly important. While magnesium is not directly linked to improved fertility, it is essential to various biological processes like hormone regulation, sleep, and the balance of estrogen and progesterone.
Join Innova at SupplySide Global to Learn More
To learn more about these trends and other innovations in health, register to join Innova at SupplySide Global, taking place on October 27-30 in Las Vegas. Visit us at booth number 3473, to speak with our experts and gain insights into leading trends and consumer behaviors shaping the US food and beverage market. For more details on Innova’s presence at SupplySide Global and our live presentation, see our press release.
This article references the following reports: The GLP-1 Effect: Redefining Food, Weight & Health in the US, Healthy Eating: Consumer Approach to Nutrition in the US, Healthy Snacking in the US, and Reproductive Health: Supplements to Support Fertility – Global. These reports are available to purchase or with an Innova Reports subscription. Reach out to find out more