U.S. consumers’ demand for health and wellness products is rising

According to The NPD Group, U.S. consumers’ attitudes and behaviors toward health and wellness are shifting from diet and “can’t haves” to whole body health and lifestyle changes that they believe will be lasting.

At the beginning of the pandemic , stress and disorientation prompted many consumers to indulge. However, as the pandemic has progressed, consumers have become more focused on health and wellness, according to NPD’s recent “Pulse of American Health: Closing the Gap Between Needs.”

Today, for many consumers, dieting isn’t always about losing weight. It’s more about providing the body with good nutrition and benefits for health . About a quarter of U.S. adults reported to NPD that they are dieting, with 16% of them following a “self-made diet” rather than a formal eating plan, such as intermittent fasting or keto.

According to NPD , today’s consumers are customizing their diets by adjusting formal diets or nutrition plans to meet their individual health needs and lifestyle changes.

However, health and wellness goals vary by generation. Taking a longer view, older Generation Z, born between 1997 and 2005, and younger Millennials, born between 1990 and 1996, strive to achieve aesthetics or gain weight alongside other health and wellness goals.

On the other hand, the NPD report found that older and younger Boomers are addressing their immediate health needs and want to stay healthy and live longer .

"This means consumers no longer view health and wellness as an add-on, but an integrated part of their lifestyle; which in turn provides opportunities for brands to become permanent solutions, " said Darren Seifer, NPD food and beverage industry analyst and author of the "Pulse of American Health" report.

New consumer demands often mean the emergence of new markets. As more and more consumers pay attention to health and wellness projects, the demand for related products will grow. Only by selecting products based on consumer demand can sellers achieve a higher success rate in promoting products!

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Fitness Market