July 24, 2025 – Diet trends fluctuate from year to year but consumers always are interested in food and nutrition. Consumers in the US and Canada define healthy eating in different ways. Also, some US and Canadian consumers track their food intake more closely than others. Consumers in the US and Canada have different ways to find the balance between a pleasurable eating experience and one that has nutritionally sound food and beverage products. They do agree, however, that moderation is essential. Most US and Canadian consumers find that extreme diets are not sustainable. Some companies and brands may target their products toward niche diet followers such as vegan. In the long run they do find that more universal diet approaches are the most profitable.
Balancing Price and Value
Food and beverage prices are rising in the US and Canada. It can become challenging for brands to convince US and Canadian consumers to pay higher prices for better-for-you food and beverage products. That is why package claims are important for demonstrating value to consumers. Companies that place multiple claims on product packaging can capture the interest of broader groups of consumers in the US and Canada and demonstrate the value of their products. It is not necessary for products to offer everything to everyone but they have to do more and do more well in order to beat the competition in and outside of the better-for-you US and Canadian product marketplace.
Rising costs are a complex challenge for consumers in the US and Canada. Brands can gain a competitive advantage by keeping prices low whenever possible. They also need to emphasize value and consider niche positioning for consumers who are cutting back on their spending.
US and Canadian Consumers Ambivalent About Diet Products
Consumers in the US and Canada are somewhat ambivalent about diet foods. They recognize the importance of diet foods for weight management but they also consider diet foods to be ultraprocessed, or UPF. One way to overcome this is by positioning products for the US and Canadian markets based on lifestyle claims. Younger generations participating in consumer trends research say that they consider lifestyle needs and mental wellbeing when planning their diet. US and Canadian Brands with diet-related food and beverage products need to connect their products to long-term diet solutions that match consumer lifestyle considerations. Theses can include benefits such as energy, longevity, and new and lasting diet habits rather than quick weight loss and other short-term diet fixes.
US and Canadian Consumers are Confident About Their Knowledge
Consumers in the US and Canada say that they are confident about being able to evaluation whether a food product is healthful. This can present a challenge for brands because consumers may be misinformed about products despite their confidence. That is why it is important for food and beverage brands in the US and Canada to assist consumers with clear nutrition information and information about product benefits for better health. In the US and Canada, nutrition information is legally required and has a standard format. So food and beverage brands can help consumers find nutrition information and connect it to health claims, lifestyle benefits, and particular nutrition needs.
Diet Doesn’t Equal Weight Loss
In the US and Canada, the word diet does not necessarily refer to weight loss. It might be better if diet didn’t mean weight loss. US and Canadian consumer trends research data show that consumers have inconsistent feelings about diet product. Also, they don’t agree about the benefits of trying to lose weight. So what might work for brands in the US and Canada is to talk about other benefits such as satiety, key nutrients, and satisfaction rather than diet and weight loss.
Brands Can Boost Consumer Empowerment
US and Canadian consumers feel empowered. Consumer trends research shows that they are confident about being able to identify healthy food and being able to keep track of their daily diet. Another way to reach consumers and stay competitive is to make nutrition information easy to access and understand. This avoids overwhelming consumers.
Lean into the power of lifestyle. Opportunities are greatest in the US and Canada for products tied to consumer lifestyle, especially for younger generations. Considerations that support lifestyle can include physical activity level, convenience, personalization, and convenience.
US and Canadian Brands Have Opportunities and Challenges
Since very few types of diets last over a span of many years, manufacturers need to be flexible in order to be successful. One example is meatless diets, that are well-known but followed by a relatively small percentage of consumers. Building value can be challenging but offers large payoffs. Consumers in the US and Canada are very concerned about increases in the cost of living. That is why brands need to emphasize their value. Consumers will always be interested in food and beverage products because eating is essential. However, other interests may change and this provides opportunity. Compelling and accurate information on packages is essential as a tool for reaching consumers who are monitoring what they eat.
What’s Next in Diet Trends in the US and Canada?
Weight management will always be a topic of interest but it needs to be managed carefully and cautiously. Focusing on other benefits like energy and longevity could attract consumers. Diet products need to be positioned as lifestyle support tools. Short-term goals are not the path to long-term success. Reduce processing to alleviate consumer concern about processing and UPFs.
Choose cost and value as priorities over specialized nutrition. Demonstrate a better-for-you proposition and focus on quality if prices are raised. Be flexible as diet trends change in the US and Canada.
This article is based on Innova’s Overview in Diet Trends in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
