October 13, 2025- Innova Market Insights employs a 360-degree approach to examining health and nutrition. Each year, Innova conducts consumer trends research that integrates consumer, category, and product data to provide a holistic view of the market. “Innova’s Top Health and Nutrition Trends for 2026- Global” report examines the macro context and drivers for health and nutrition trends and provides insights into how brands can succeed in the global food and beverage market for the year to come.
Macro Context on Health and Wellbeing
Consumers are increasingly seeking methods to maintain their health and well-being. However, pressures on health are a key megatrend impacting consumer preferences on a global scale. Healthcare systems are under strain, due to increased demand and costs, and population aging is putting greater emphasis on staying active and healthier for longer. Additionally, the movement toward preventative health is a key driver of nutrition trends, with global consumers seeking more proactive approaches to well-being.
Mental and physical concerns remain high for consumers in 2025, with nearly 50% of consumers very concerned about their mental and physical health. Gen Z and Millennials are especially focused on their mental well-being, with stress, anxiety and worry ranking as top issues. However, consumers currently use diet more for targeting physical than mental well-being.
Trend #1: Natural Wellness
Diet significantly impacts consumer wellbeing, and globally, there is a strong emphasis on natural alternatives. According to Innova’s consumer trend research, 30% of global consumers choose naturalness as their most followed eating practice, followed closely by reductionism. Additionally, when it comes to protein options, consumers perceive plant-based protein as more natural than animal proteins, especially among younger generations. Therefore, highlighting the benefits of plant-based products can help brands tailor to younger consumers and gain a competitive edge.
Among global consumers, Gen Z and Millennials are viewing naturalness from a holistic approach. Protein and vitamins are paramount to these groups, and over half of these consumers are actively incorporating them into their diets. In addition, Gen Z and Millennials are also limiting additives, such as added sugars, artificial sweeteners, and saturated fats, offering insights into the ingredients to avoid when targeting this segment of consumers.
Trend #2: Weight Shift
Globally, weight remains a leading health concern, with nearly 1 in 2 consumers citing weight management as a key physical health issue. Although being overweight is the top weight challenge for global consumers, the primary end goal for the majority is to achieve overall fitness and improve health.
GLP-1-based weight loss medication is gaining momentum, particularly in the US. Although exercise and fitness remain the top methods for managing weight and achieving weight loss goals, GLP-1-based weight loss is increasing. According to Innova’s consumer research, GLP-1 usage increased from 10% of US consumers in 2024 to 18% in 2025. Additionally, due to reduced caloric intake, nutrient-dense products are in high demand. After GLP-1 use, US consumers are increasing protein, vitamins, and fiber consumption. Therefore, diet remains fundamental to achieving weight goals, and brands can capitalize on this by introducing GLP-1-friendly claims for their products and targeting consumers interested in weight loss.
Trend #3: Positive Aging
The concept of healthy aging is evolving to become a proactive and holistic approach for consumers across all generations. 73% of global consumers consider health aging as extremely or very important, and ingredient reduction is a vital element of healthy aging across generations. For all global consumers, sugar and alcohol are top ingredients being avoided, with Boomers prioritizing salt reduction as well.
As consumers age, their priorities shift. Gen Z and Millennials have concerns about disease prevention, while Gen X and Boomers look to preserve mobility. Beyond their diets, supplements are also important for older consumers. Multivitamins and minerals lead as the top supplement types consumed by Gen X and Boomers, followed by Vitamin C to boost energy.
Trend #4: Her Health
Targeted nutrition is becoming increasingly important for women’s health, and there is a heightened focus on hormone balance. Globally, 2 in 3 women are in their natural hormonal cycles or menopausal stages. Women between 18 and 44 years of age are in the center of their natural cycle, which means there is an opportunity for brands to address menstrual concerns of these women during their reproductive years. There is also an opportunity to emphasize the role of hormone balance in supporting brain, bone, and weight health for women in the pre-, peri-, or postmenopausal processes, as 27% of consumers aged 45 and older seek products that help them age well.
Trend #5: Mental Nourishment
Consumers are prioritizing mental and emotional health as key elements of well-being, and they are increasingly viewing diet as a tool for achieving emotional balance. Globally, 27% of consumers have changed their diet or nutrition to manage their mental health. Innova’s consumer trends research indicates that out of these consumers who made a change, whole foods, low-carb, and plant-based diets are the leading approaches for managing mental health. As a result, low-carb products are being positioned by some brands as tools for emotional balance.
Additionally, stress is nearly universal for global consumers, and almost 1 in 4 consumers use food and drink to cope with it. Carbonated beverages and energy drinks, as well as chocolate and confectionery, rank as the top categories for emotional snacking under stress. Moreover, to manage stress, consumers also view sleep as essential for the mind and body. Thus, brands can promote products, such as melatonin, magnesium, or B-vitamins, that support rest and recovery to target health-conscious consumers.
This article is based on Innova’s Top Health and Nutrition Trends for 2026 – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more