5 June 2025 – In the US marketplace, mental wellbeing is a pivotal factor for consumers making purchases for their health. From energy drinks that proclaim to boost productivity to non-alcoholic beverages for the calorie-conscious, these new products are gaining popularity.
Innova Market Insights examines the dietary and lifestyle changes that are driving a preference for food and beverage products in this space and how certain concerns are accelerating this trend.
Mental Wellbeing Is Paramount
Mental wellbeing is underpinned by the body’s physical processes that are affected by compounds provided through the everyday diet and lifestyle. This report examines the US marketplace, where hemp-derived ingredients have recently been introduced into food and beverage products marketed for their mental wellness benefits.
These products are often promoted as mood boosters and alcohol alternatives. Innova Market Insights also observed the range of options aiming to help consumers crank up those feel-good brain chemicals and find their Zen.
What Ingredients Do Consumers Want?
US consumers buying food and beverage products with branding that boosts mental health is on the rise and one of the most sought-after criteria when making a purchase. Vitamin D leads the charts in terms of nutritional value, while 1 in 10 US consumers are on the lookout for more specialized ingredients, like botanical adaptogens, polyphenols, functional mushrooms and hemp-derived cannabinoids like CBD.
Mood-Boosting Offerings
US consumers realise the strong link between a healthy diet and mental wellbeing. Nutritious whole foods like fruits and vegetables, fish, nuts and seeds and whole grains emerged as the main ingredients in order to maintain a healthy diet. While 1 in 2 US consumers stated that they use indulgent/premium food and beverages to alleviate their mood.
There are estimated to be over 15,000 mental-health-positioned food and beverage products on the US market over the 2019-2024 period. Happiness, energy and calm/relaxation emerged as the dominant platforms, accounting for nearly 80% of recorded mental-health product launches to date.
The Rise of Cannabinoids
Since hemp was removed from the federal Controlled Substances Act in 2018, hemp-based food and beverages have become more popular in the US. THC, which is hemp’s psychoactive compound that creates euphoria, is more commonly known for usage in edibles. Now it is becoming more commonly found in beverages too, especially as younger people consume less alcohol.
The rise of CBD, which is hemp’s non-psychoactive compound that doesn’t cause a high but may reduce anxiety and improve sleep, is becoming prevalent in many wellness foods and beverages.
By adding hemp, which contains many other plant compounds that researchers haven’t studied much yet. Some products are said to deliver the “entourage effect” — the idea that all hemp compounds work better together than alone, boosting each other’s benefits.
Elevating Energy Naturally
Brands in the US are inspiringly inventive when it comes to creating functional ingredient blends conducive to firing up those happy brain chemicals. Steering clear of those still rather controversial cannabinoids, there is a growing selection of products employing a wide range of such functional ingredients.
Other ingredients that are considered to naturally fill energy stores include adaptogenic herbs like Rhodiola rosea and ashwagandha, working in concert with multiple strains of probiotics and “clean caffeine.” These are all par for the course in consumers’ quest to find their Zen and enjoy a little surge of energy without crashing.
An example of food producers hitting the shelves with popularity includes US-based Happiness Foods with their premium pumpkin seed snacks in a number of flavor variants that are sprouted and dehydrated to activate and maximize naturally sourced nutrition.
What Is Next for Hemp-Derived Food and Beverages?
Despite hemp’s removal from the Controlled Substances Act, the legality of all hemp-derived ingredients in food and beverage products at the federal level is uncertain and varies from state to state.
A risk of backlash has arisen for companies about their responsibility to educate consumers about cannabinoids and their effects. Opposition from consumer groups concerning the impact of psychoactive cannabinoids on minors further adds to the scrutiny faced by other products like energy drinks.
The debate around cannabinoids (especially THC) in food and beverages is expected to continue, and a tightening of regulations in the future is possible.
How Can Botanicals Influence Function and Flavor?
Mental-health-positioned products are already drawing heavily on non-psychoactive herbs like Rhodiola rosea and ashwagandha. There is a wealth of non-controversial botanicals out there that are showing promise.
The humble hops (Humulus lupulus) is not just a ingredient in beer but are also used in non-alcoholic beverages as a flavoring agent. Studies are starting to emerge suggesting that hops may help alleviate depression, anxiety and symptoms of stress. Besides beverages, hops can also be integrated into foods, including indulgent offerings like sweet bakery and ice cream, thus creating intriguing flavor contrasts with subtle bitter notes.
What’s Next for Lifestyle-Driven Consumer Nutrition?
Consumer research conducted by Innova Market Insights indicates that for US consumers, their daily diet is what matters to achieve their nutritional targets. Evident by the fact that one in five individuals expresses a desire for nutrition solutions tailored to specific health conditions and lifestyle needs. This opens up opportunities for products that are fortified with functional ingredients and those naturally rich in components that boost mental well-being.
The future landscape will likely be shaped by evolving regulations around cannabinoids and continued consumer education, as companies balance the promise of functional nutrition with safety considerations and regulatory compliance.
This article is based on Innova’s Trending in Mental Wellbeing as a Lifestyle Choice in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.
