Americans Are Eating Healthier in 2025 – But Cost Remains a Barrier
The market for health and wellness foods is booming. Worth $858.8 billion globally in 2023, it is expected to continue to grow at a Compound Annual Growth Rate (CAGR) of 9.4%, reaching a value of $1.6 trillion by 2030. In the United States specifically, the market is expected to nearly double—from $250 billion in 2023 to $468.9 billion in 2030.
Looking ahead, what are some of the top trends poised to power that growth?
To understand how wellness trends are reshaping the way Americans eat and drink, the #1 Ranked Culinary School in the USA, Escoffier, analyzed 2025 health-focused food and beverage trends, gathering statistics and insights from a range of industry reports. As consumers seek more transparency, personalization, and functionality in their diets, a nuanced picture emerges—one where gut health, clean labels, and non-alcoholic alternatives are gaining significant ground. This compilation offers insights into personalized nutrition, ingredient preferences, and the changing landscape of food marketing and product development.
This is so refreshing to see!
| Trend | Key Statistic |
| Desire to Eat Healthier | 77% of Americans want to eat a healthier diet |
| Barriers to Healthy Eating | 60% cite cost, 42% cite stress eating, and 33% cite lack of time |
| Alcohol Alternatives | Functional NA drinks grew 54% (2020–2024), now $9.2B; Millennials & Gen Z account for 62% of sales |
| Fermented Food Growth | Fermented food market projected to grow from $38.1B (2024) to $59.9B (2029) at a 9.7% CAGR |
| Personalized Nutrition | Market expected to grow from $14B (2024) to $31.7B (2030); probiotics CAGR: 15.7% |
| Ultra-Processed Food Concerns | 70% of U.S. food supply is UPFs; 71g avg daily sugar intake vs. AHA’s 25g recommendation |
| Clean Label Willingness | 46% of Millennials & 45% of Gen Z would pay more for clean label foods |
| Label Trust & Preferences | 84.8% choose “Locally Grown” at least sometimes; 78.4% prefer “No Artificial Ingredients” |
Younger Americans Are Drinking Less Alcohol—And Turning to Functional Alternatives
Driven by health concerns and social trends, alcohol consumption is on the decline among younger generations. Only 59% of 18–34-year-olds reported drinking alcohol in 2024, down from 72% in the early 2000s. In response, non-alcoholic beverages—especially functional options with ingredients like CBD and adaptogens—have surged. Functional beverage sales jumped 54% between 2020 and 2024, now accounting for 10% of the U.S. NA beverage market.
Fermented Foods and Gut Health Go Mainstream
Fermentation is no longer niche. With 3 in 5 U.S. consumers seeking gut-friendly foods, fermented items like kefir, kimchi, and sauerkraut are seeing a resurgence. The fermented ingredients market is on track to grow nearly $22 billion by 2029. One notable driver: plant-based fermented products, which jumped from just 9 launches in 2002 to 611 in 2021 globally.
Personalized Nutrition Gains Momentum
One-size-fits-all diets are out. Americans are increasingly interested in diets tailored to their unique genetics and lifestyles. The personalized nutrition market – worth $14 billion in 2024 – is set to more than double by 2030. Probiotics, minerals, and herbal supplements are key growth areas, each with over 15% CAGR projections.
Sugar and Ultra-Processed Foods Under Fire
Ultra-processed foods make up 70% of the U.S. food supply, often packed with additives and hidden sugars. On average, Americans consume nearly 3 times the recommended daily sugar intake. As awareness grows, 46% of consumers and 70% of nutritionists plan to reduce added sugars in 2025 – far outpacing the intent to reduce UPFs altogether.
Consumers Want Simple, Transparent Labels
Although 84.4% of consumers read food labels at least sometimes, only 40.8% fully understand them. As a result, the clean label movement—which emphasizes short, recognizable ingredient lists—is gaining traction, particularly among younger generations. Nearly half of Millennials (46%) and Gen Z (45%) say they would pay more for clean label products.