March 18, 2026 – Health and wellness food trends in Europe show a growing interest in nutrition, healthy eating, and lifestyle changes. European consumers across the continent are increasingly focused on their physical and mental health. They are adopting new dietary habits like cutting back on sugar, fat, and calories, while also looking for foods that offer added health benefits. The demand for natural, minimally processed foods is also rising as more consumers avoid ultra-processed and artificial ingredients. Additionally, younger generations are following functional food trends and adopting new approaches to nutrition. Innova Market Insights looks at these European health and wellness food trends reshaping the future of food and self-care across categories.
How is Self-Care Driving Health and Wellness Food Trends in Europe?
Europeans are moderately concerned about their health, with worry levels slightly below the global average for both physical and mental wellbeing. Instead of looking for convenience, they prefer managing their health to feel more in control of their lives. Most Europeans keep track of their physical health and nutrition, especially sleep and weight, but they tend to overlook their mental well-being and cognitive performance. Healthy eating trends in Europe show that over 40% of European consumers actively manage their weight, with healthy eating and diet changes being important. For healthy aging, they mainly focus on maintaining mobility, physical fitness, and a nutritious diet, followed by staying mentally active.
What are the Primary Lifestyle and Dietary Strategies for Healthy Eating Among Europeans?
Europeans aiming to eat healthier tend to avoid additives, ultra-processed foods, and certain nutrients rather than seek health and wellness foods. In contrast, Gen Z and Millennials prefer products with added benefits, marking a shift towards more positive and active healthy habits. They value traditional nutrients like protein, vitamins, and fiber, and prefer natural foods, avoiding artificial additives like sweeteners, colors, and trans fats. Technology is increasingly used for health management, with many tracking health and fitness, including sleep and DNA-based diets in the European health and wellness market. When starting new diets, European consumers usually drink more water first, then reduce processed foods, cut calories, limit unhealthy nutrients, and watch portion sizes.
How does Weight Management in Europe Differ Across Specific Countries?
Weight management is a key health concern in Europe, with issues like excess fat, difficulty losing or maintaining weight, and low muscle tone. As a result, many Europeans are turning to fitness, healthy eating, and wellbeing, focusing on weight loss, muscle building, energy, and comfort. Germans especially focus on weight management. Main strategies include exercise, sleep, and diet, with many adopting reduced sugar, fat, carbs, calories, portion control, and balanced meals. Less common methods are fasting, meal replacements, or diet foods in the European health and wellness market. Europeans prefer targeted approaches: Spaniards favor exercise and low-calorie foods, Germans focus on portions. Prescription drugs and GLP-1 medications use is still lower in Europe than the global average. However, when avoiding unhealthy foods, European consumers follow global trends, with added sugars being least favored.
Why is There a Significant Backlash Against Ultra-Processed Foods in Europe?
European consumers most often choose foods without additives or preservatives. They follow this with foods that have added nutrients, and natural foods. Only 17% of European consumers focus solely on limiting harmful ingredients. France and Germany prefer additive-free diets, while Spain uses all three approaches equally. The UK tends to favor reductive diets. Older adults prefer additive-free and reductive diets, while Gen Z and Millennials are more than twice as likely as Boomers to choose foods with added nutrients. Most Europeans view natural foods as healthy and prioritize fruits, vegetables, eggs, dairy, and lean proteins. They place more importance on dairy and legumes than the global average. Spaniards particularly value legumes, and they consume more nuts, seeds, and healthy fats. Germans rank dairy third and eat more nuts and seeds than the average European consumer.
What Role does Technology Play in Gen Z and Millennials’ Health and Wellness Food Trends?
Technology is becoming a bigger part of how Europeans manage their health. It helps with tasks like tracking exercise, planning meals, and shopping. Technology also offers better access to health information. More than a quarter of Europeans use technology for health and fitness tracking. However, increased screen time is causing some fatigue; 52% of European consumers report feeling tired from digital devices. While most consumers use technology for convenience and lifestyle improvements, such as shopping and entertainment, up to 30% use it for health reasons. Generation Z is the most interested in AI and health tools like sleep trackers and DNA-based diets. Millennials lead in adopting smart appliances, while Boomers are about average in their use of fitness trackers.
How do Nutrition Trends Vary Between France, Germany, Spain, and the UK?
European consumers generally prioritize health, but approaches vary by country. Many of them combine exercise, light activities, supplements, fitness trackers, and functional or fortified foods and drinks, reflecting functional food trends in Europe. There is also a strong interest from European consumers in ingredients like protein, peptides, amino acids, and fiber, along with simple recipes featuring familiar nutrients.
Dieting is an important health tool, as more European consumers avoid ultra-processed foods and choose products without additives. Some manage their health independently while also consulting professionals and following specific diets. Others prefer a natural balance, focusing on exercise and simple, additive-free foods. While health goals are similar across Europe, approaches can differ significantly between countries like France, Germany, Spain, and the UK.
What is the Future Outlook for Health and Wellness Food Trends in Europe?
The next big trend in European health and wellness foods will focus on adding better nutrition instead of just removing ‘bad’ ingredients, with younger consumers leading this shift. As GLP-1 weight loss drugs become more common, there will also be a greater demand in Europe for foods and drinks that promote health along with these medications. Technology will become more important, moving from simple fitness trackers to smart kitchen devices that help manage diets. Mental health will also matter more, increasing the demand for products that offer comfort, improve mood, and encourage relaxation. At the same time, European consumers are growing more averse to ultra-processed foods. Brands will need to provide more natural, minimally processed products with fewer artificial ingredients to succeed in the European health and wellness market.
This article is based on Innova’s Health & Wellness Drivers in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.