January 28, 2026 – The Latin American health and wellness market is changing. Consumers are looking at wellbeing in a more holistic way that includes both mental and physical aspects for healthy aging. However, there is a gap between what consumers want and what products are available. This gap creates both a challenge and a big opportunity for brands. Innova Market Insights highlights the key health and wellness trends affecting Latin American consumers. We offer an overview of these trends and examine consumer attitudes and behaviors related to physical and mental health, healthy aging, nutrition, and the factors that shape purchasing decisions.
Wellbeing-Driven Lifestyles Reshape Latin American Food and Beverage Choices
Physical and mental health are big concerns for 60% of Latin American consumers. Health trends show that Millennials have the highest level of concern across all areas, followed by Generation Z. Latin American consumers often engage in activities like exercising, eating a balanced diet, and improving sleep to boost their health. They want to improve their health and wellbeing for the future and are looking to simplify their lives. Food and beverage brands should offer complete solutions that acknowledge nutrition’s importance in overall wellbeing. Furthermore,1/3 of Latin American consumers are increasing their exercise habits and using functional foods and drinks.
From Restrictive Diets to Sustainable Weight Management
Weight management is a concern for half of Latin American consumers, reflecting broader health and wellness trends. They prefer long-term, sustainable habits instead of quick fixes and focus on exercise, fitness, and a balanced diet. Most weight-management strategies focus on dieting. Consumers plan to continue focusing on long-term management through exercise and show decreasing interest in restrictive measures like portion control and restrictive diets. There is a growing preference for staying active and maintaining a balanced diet, reflecting a shift toward sustainable habits. Additionally, the use of weight loss medications, including GLP-1-based drugs and supplements, is expected to increase in the future.
Stress, Sleep, and the Rising Demand for Functional Wellness Solutions in Latin America
Health trends reveal that stress is the main concern for 60% of consumers in Latin America. Strategies to deal with stress often overlap with physical health and wellness goals, like increasing exercise, improving sleep, and changing diet. Vitamins are the most popular supplements for managing stress, with vitamins B, C, and D being the top choices. Nearly half of Latin American consumers see food as a mood booster, but price sensitivity is important; the cost of products should not add to their stress. Improving sleep is considered essential for both mental and physical health. It is the most desired functional benefit, creating a market opportunity for sleep support. There is a clear gap in consumer interest for food and beverage products that promote better sleep. A recent launch in Mexico highlights this: Belabear Night Z Passionflower, GABA, 5-HTP, L-Theanine, and Humulus dietary supplement gummies. These orange-flavored gummy supplements contain functional ingredients aimed at supporting restful sleep.
Generational Trends in Healthy Aging and Nutrition
Health and wellness trends in Latin America show that healthy aging includes various priorities. For older generations, mobility is essential. Younger consumers focus on preventing diseases and staying active. Keeping a sharp mind is particularly important for Boomers. Vitamins play a key role in healthy aging strategies. Almost 60% of Latin American consumers take multivitamins to support healthy aging. Half of Boomers avoid certain ingredients to promote healthy aging, while 41% of Generation Z does the same. Although more than 1/3 of consumers are fairly active, overall health matters more than looks or fitness. While consumers use hydration products more during light activities, Latin American consumers mainly use sports nutrition to boost or maintain energy.
Clean Eating and Ingredient Transparency
Natural and clean diets are important to consumers’ health in Latin America. Limiting unhealthy ingredients is the main focus. Sugar is the most avoided ingredient across all generations. The main dietary priorities include choosing natural foods and avoiding harmful additives. Consumers want to meet their nutritional goals through everyday foods and drinks instead of supplements. Health and wellness trends show that younger generations feel more confident judging product quality based on labeling; 28% of Generation Z and Millennials are very confident, while only 20% of Generation X and 22% of Boomers feel the same way. Providing clear nutritional information, such as calorie count, fats, sugars, and vitamins, would help Latin American consumers judge product quality. To build trust and improve understanding, especially among older consumers, manufacturers should be more transparent. They need to clearly explain the functions and benefits of ingredients, particularly their nutritional content.
What’s Next in Health and Wellness Trends in Latin America?
Looking ahead, health trends in Latin America will emphasize sustainable habits instead of quick fixes. As stress increases, products for mental wellbeing, especially those that improve sleep, will become popular. New foods and beverages will be viewed as accessible and calming options, not just as supplements. Consumers are moving away from restrictive diets to active lifestyles and long-term weight management. They prefer brands that promote empowerment, offering high-protein and energy-boosting products rather than weight-loss claims. Although weight-loss medications like GLP-1 drugs are growing in popularity, the focus remains on sustainable health. Naturalness and transparency are important.
Latin American consumers favor fresh, minimally processed foods and pay close attention to labels. Reformulating products to lower sugars, sodium, and artificial sweeteners while adding protein, fiber, and vitamins is crucial. Clear and simple educational labels will help consumers in Latin America make confident choices. These health and wellness trends in Latin America suggest a future where health integrates into daily life, with functional mental health products and foods and drinks that support active living. Brands that are transparent will enable informed, value-driven decisions. Successful brands will prioritize balance, wellbeing, and long-term health over trends.
This article is based on Innova’s Health & Wellness Drivers in Latin America report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.