7 August, 2025 – US consumers want to improve their health, and healthy flavors and ingredients give them the opportunity to do so. Products with better-for-you healthy ingredients can appeal to different consumer demographic groups in various ways. Products and brands with healthy ingredients can build trust among consumers because products with better-for-you ingredients can be viewed as higher quality and rich in functional ingredients. In contrast, consumer trends research shows that consumer do not necessarily associate flavors with health. That is why brands need to connect flavors with health claims.
Claims + Flavors = Trust
Brands that connect specific ingredients – including flavors – with health claims can build trust among consumers because consumer trends research shows that consumers want transparency and honesty from brands. Another reason for clear claims in better-for-you categories is to help brands and products stand out in a very crowded marketplace. Brands that act transparently with honesty and clear and straightforward information can capture the attention of consumers and help them overcome their decision fatigue while shopping for food and beverage products. This is especially true for shopping for healthy food and beverages. Brands that provide information about their products and benefits can boost consumer confidence and trust.
Package claims need to increase consumer trust. Consumers equate better-for-you claims with product quality, so brands can use claims to attract consumers. Consumers also need reassurance that products will live up to their claims and advertisements. Trust can be built on clear and honest claims. In contrast, claims that are not true or are overly complicated can erode trust.
Seeking Ways to Enhance Value
Stacking a series of claims is important to help brands stand out in the crowded better-for-you marketplace. Instead of forcing products to multitask, brands and stack claims in a way that allows a product to display several complementary claims. This allows consumers to feel that they are getting more value for their money.
Brands also can pair claims with each other and with ingredients. The pairing of a newer ingredient or claim with an established one might help invite product trial. Products with several claims differentiate themselves from other products. Expect this to become more common in the future.
It can be difficult for brands to build value, especially in a retail environment with rising prices. So, brands need to look for opportunities to enhance value. One path to building value is to use healthy flavors and ingredients, keeping in mind that a product does not need to be a health food or beverage. Better-for-you products with good healthy flavor and pleasant texture can be sufficient. Consumer trends research by Innova shows that under half of consumers are limiting foods that are bad for them and larger proportions do not use health to guide their selections of food and beverage products.
Boost Nutrition with Flavors and Ingredients
In order to boost nutrition, ingredients need to be added rather than taken away. Consumer trends research show that consumers want products with flavors and ingredients for better health. This is more appealing than claims regarding low, no, or free-from ingredients. When brands reformulate, they should consider ingredient lists and the link between ingredients and health.
However, the link is not strong between flavor and health. Consumers associate fresh flavors and fruit flavors with health but flavor alone doesn’t communicate health. Some healthy flavors even communicate indulgence. One way to emphasize health benefits is to provide information on specific amounts of healthful nutrients such as protein and fiber.
Brand Opportunities in Health Flavors and Ingredients
Brands have numerous opportunities in healthy flavors and ingredients in the US. It’s extremely important to be honest about benefits because few products are perfect. Consumer trends research conducted by Innova shows that only a small percentage of consumers in the US will compromise on flavor for health. Price can be challenging in today’s economic environment. Products with better-for-you positioning may be able to communicate their value by using health claims wisely to communicate their benefits and support their price point. Consider marketing to men. Although they are less concerned than woman are about health issues, they still experience them and might be interested in products that meet their health needs. Keep an eye on product safety. It is a consumer concern, as well as an indicator of product quality.
What’s Next in Healthy Flavors and Ingredients?
Watch for more products with stacked claims, which will become expected. Consumers want value in products and look for multiple health claims in one product. Be mindful of food and product safety. Safety is a key asset for brands to gain the trust of consumers and retailers. Be on the lookout for new superfood flavors and ingredients. Remember that any health claims associated with these superfood flavors and ingredients need to have proof for the consumer. Explore healthy flavors and ingredients for brain health, the new hot health claim. Connecting the dots between brain health and gut health could be highly effective. Exercise caution when making claims because consumers will point out false and overblown claims on social media. Seek ingredients and product formulations that support GLP-1 users, the newest, hottest area for healthy ingredients.
This article is based on Innova’s Healthy Flavors & Ingredients in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more