1. Meet The ‘Wellnessmaxxers’

In the pursuit of vitality, dedicated wellness-seekers are adopting hardcore health regimens that promise to safeguard their wellbeing for the longer term. Nutrition plays a pivotal role here, with protein prioritisation – and even carnivore culture – being embraced.

2. Energised by Electrolytes

Thanks to the rise of fitness culture, new research findings and environmental factors, hydration – which impacts energy levels, cognitive function, mood and even skin health – has become the darling of product development. Enter new rehydrating products bursting with replenishing electrolytes, minerals and salts. See also Quenching the Chronically Thirsty in Food + Health Trends: 24/25.

3. Introducing The Food Intellectuals

As explored in 2025 Look Ahead: Food & Beverage, health-savvy consumers are becoming more fastidious when it comes to the ‘clean credentials’ of the food and drink they consume. Here, the rejection of ultra-processed foods continues (especially for children), while food safety is also being prioritised following ongoing product recalls. 

4. The Homogenised Human

The ubiquitous rise of GLP-1 drugs like Ozempic are changing weight management – and in turn, have the potential to change the fabric of social and wellness culture. As new research into the efficacy of these drugs emerges, brands are playing a role in this space with helpful complementary products and services. For more, see New Dietary Dynamics.

5. Microbiome Maximisers

Consumer interest globally in biotic products is soaring, with 76% of consumers recognising the link between good gut health and overall wellness (Comet, 2024). However, microbiome awareness has now extended beyond the digestive system to other biomes, such as oral, skin and even vaginal. Good nutrition and supplementation can play a positive role here, too.

6. Age-Defying Advocates

Beyond living long lives, longevity encompasses the pursuit of health, vitality and fulfilment. Resultantly, consumers are connecting the dots between longevity, physical health, mental wellbeing, and even nervous system regulation as they age. Here, preventive and proactive nutrition can bolster longevity, particularly when it comes to brain health. See also Longevity Diets Disrupt Ageing Pathways in Food + Health Trends: 24/25.