Image: Death to Stock
Consumers are increasingly seeking healthier choices for themselves and the planet. This report highlights key insights and innovations, pushing wellness-centred food and drink categories forward and highlighting opportunities.
The healthy food and drink market is projected to grow at a compound annual growth rate (CAGR) of 9.7%, reaching $2,264 billion by 2035, up from $897 billion in 2025. As wellness becomes a key purchase driver, brands have clear opportunities to offer healthier alternatives that suit on-the-go lifestyles.
Innovation appetite is high across demographics with 78% of Gen Z stating eagerness to try new food and drink trends. Meanwhile, 69% of consumers say sustainability and eco-friendly packaging matter in their choices, making these essential ingredients for future-facing product development.
A high-growth space for innovations that incorporate wellness needs, functional benefits and the rising non-alcoholic drinks sector.
Tailor offerings for sober-curious consumers, occasional drinkers, and the growing cohort of GLP-1 users.
Align trending ingredients with standout product innovation and fitting marketing.
Create joy by challenging category norms through unexpected packaging, unexpected cross-industry collaborations or diversifying into new product categories, while staying true to brand identity.
