Health and Wellness Consumer Trends in the US

See how the current health and wellness trends are developing within the US

April 29, 2024 –  Health and wellness consumer trends in the US offer many opportunities for innovation. The determination of consumer trends is based on a combination of Innova proprietary data and our global network of food and beverage trend spotters. US health and wellness trends fall within a top-down macro context of global trends, along with enduring and changing lifestyle trends and US consumer data from consumer trends research.

Three types of trends are essential — megatrend drivers that impact global markets and consumers, US consumer trends, and US food and beverage trends.

Global Macro Trends Impact US Consumer Trends 

US consumers are highly concerned about economic uncertainty, job insecurity, and personal finances. They also are worried about corruption, misinformation and personal security. US consumers are experiencing extreme weather events and worry about the health of the planet. Advances in technology such as AI contribute to US consumer concerns about job security. US consumer trends show lack of trust in government and corporations, demand for greater transparency, and faith in smaller, local companies and brands.

US Consumers are Most Concerned About the Economy 

US consumer trends show that economic uncertainty and job insecurity are the number one concern for US consumers. Nearly all consumers also are concerned about personal finances, the cost-of-living crisis, lack of affordable housing, and lack of affordable, healthy, nutritious food. According to Innova’s US consumer insights, health of the planet is the second macro trend of concern. US consumers who are aging, developing chronic diseases and facing rising healthcare costs also worry about access to healthcare.

Technology Transforms Lives 

The lives of US consumers are being transformed by technology. CRISPr gene editing of DNA strands can help eliminate disease, perfect fruits and vegetables, and reduce waste. AI offers benefits but could replace jobs.

health and wellness consumer trends in the US

US Consumers Lack Trust 

According to US consumer insights, about half of American consumers say they have less trust in the government and a slightly smaller proportion do not trust traditional media and social media. US consumers also agree that certain people are manipulating the news. A related issue is corruption and this is the number three concern for consumers. Consumer trends also show lack of trust in large and global brands and companies. Many have more trust in small, local companies and brands. American consumers also say that depending on other countries for fruits and vegetables is risky and that local communities need to become more self-sufficient.

US Consumer Behaviors are Changing 

US consumer behaviors and lifestyles are changing because of global issues of concern. A high proportion of US consumers say they are making lifestyle changes out of concern for global issues.

US consumer behavior aligns with global lifestyle shifts that began during the pandemic. After basic living essentials, US consumers prioritize spending on health and wellbeing. They say that feeling well and aging well are top drivers for a healthier lifestyle. Health priorities change with age. Physical health is a top driver for consumers as they get older, while younger consumers put importance on looking good and mental health.

Healthy Living Includes Diet and Nutrition 

Diet and nutrition are essential for healthy living. US consumers name a healthy, nutritious diet as their top priority for health and wellness. They tend to take action for health and wellness by watching their weight, exercising, and paying attention to mental health. Their healthy diet includes eating more whole plant foods, turning to supplements and remedies, eating foods and beverages that benefit immunity and gut health, and eating more healthy fats.

US Consumers Balance Planet, Wallet, Health, and Convenience 

US consumer insights show that top actions to support the environment and social situations include minimizing food waste, recycling and upcycling, and supporting local products and services. US consumers choose locally grown and expect companies to manage packaging and waste, focus on sustainable food and growing practices, and reduce their carbon footprint.

Lifestyle Trends Show Changing Occasions  

US consumers have highly flexible lives and evolving ways of socializing. Consumer research show that American consumers prioritize spending on eating out. They also enjoy spending on social gatherings with family and friends and eating at home. Getting together with family and friends or celebrating special occasions are top drivers for eating out. US consumers also say that they are too busy to cook.

US Consumer Priorities Change Around Treat and Reward  

US consumers value close connections, relaxation and simpler pleasures. They view simple pleasures as everyday moments of happiness, smaller, everyday treats, connection with a partner or family, and having time for relaxation. Americans look for treats and rewards that are convenient, save time, and offer value for the money.

Value of Connection Resonates in the US 

US consumers value close connections with family, friends and community as a way to deal with stress. They also use quiet time alone. A new trend is “physical experiences” that merge digital and physical connections, often through new gaming experiences. However, real-life connections with other people offer an antidote to the digital world and feelings of loneliness. Consumers also need to be able to wind down, relieve stress, and create a haven of comfort at home with family time and “me” time.

Brands can help consumers enhance in-home occasions and add meaning to relaxing, socializing, and bonding with family and friends. They can encourage people to connect with one another, with nature, through shared interests, and with local growers, merchants, and producers.

Another opportunity to reach US consumers is through pets. US consumers consider their pets to be part of the family, and caring for pets is an important tool for consumers to manage their stress.

Home-Centric Living is Valued  

Consumer insights show that US consumers enjoy spending time at home. This changes the way that they use spaces in the home, expands the needs and occasions for products at home, and emphasizes the importance of convenience. Home food habits are different. US consumers look for more snacks and mini meals and say that convenient homemade, healthy options are appealing.

Opportunities exist for brands to partner with home kitchen technologies. Home cooks in the US may be seeking solutions for healthy meals that consider affordability, day of the week, capability, and time. Brands also can provide novel and premium food and drink solutions that recreate out-of-home dining and drinking experiences in the home.

Healthcare Becomes Self-Care  

US consumers want to feel well, age well, and protect their health through prevention and complementary health solutions. Those who are 55+ may be open to functional foods and beverages. Trustworthy advice, tips, and solutions can help US consumers achieve a healthy, nutritious and balanced diet while watching their weight. Younger consumers in the US may be seeking holistic solutions for mental and emotional wellbeing. Easy, enjoyable, and novel approaches can integrate health and wellness rituals into daily routines.

Wholesome Enjoyment Combines Health and Pleasure  

Health and pleasure can involve healthier spaces and ways to socialize, as well as better-for-you treats. US consumers may enjoy active enjoyment outdoors and new spaces, channels and products for entertainment. Wholesome enjoyment also considers freshness. Lighter enjoyment offers pleasurable, desirable, and innovative alternatives to unhealthy indulgences. Products that are naturally nourishing and also sustainable may be appealing.

US Consumers are Savvy Shoppers 

Digitally smart US consumers look to make or save money while considering value, convenience, and health of the planet. Brands can appeal to this by being transparent about costs and benefits, offering affordable options, helping consumers save money without compromising benefits, and creating products and services that optimize use of resources.


This article is based on our insider report, “US Consumer Trends – Opportunities for 2024.” If you are interested in reading this report, feel free to request a demo.
You can do this by either booking a demo or using our Contact Form.

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