The 2025 Wellness Reset

Heading into the new year, wellness has evolved from a “niche trend” to a “mainstream lifestyle choice,” reports Nielsen IQ. Consumer demand for an array of products prioritizes long-term health and mental well-being, they note—as well as a growing interest in functional foods.

In a commonly accepted definition, functional foods are those that confer “health benefits beyond those covered by basic nutrition,” according to the Academy of Nutrition and Dietetics.

Innova explains that consumers are seeking health benefits from food ingredients. About half of consumers are choosing foods that align with their own health concerns, such as women’s health, weight management, mood, and performance.

Of growing importance to consumers are the goal of increasing intake of plant-based foods and the goal of choosing foods that promote gut health and, says Innova.

The food experience matters, too. Innova cites “wildly inventive” as a key trend, saying, “Consumers are eager to explore unexpected flavors.” Almost four out of 10 consumers are influenced by fusion cuisines, mashups, and culinary inventions on social media that create a “wow factor” with their food.

“Nutrition-forward” eating

Innova describes a new way of thinking about food and nutrition for 2025 that they describe as “nutrition-forward”. They observe that “consumers are becoming more engaged with the positive role of nutrition for health”. Instead of focusing on foods to reduce or avoid, consumers have flipped the script to look for foods that feature healthy ingredients, healthy fats, and functional benefits for wellness.

Despite the availability of new weight-loss drugs, many consumers still prefer to manage their weight through diet and exercise, says Innova. Some are aiming to reduce intake of certain ingredients, like sugar. Some are aiming to consume more whole foods. Portion control matters to consumers, too, Innova research shows.

Snacks for well-being

Snacking has become a cornerstone of American lifestyles. According to the International Food Information Council (IFIC), nine out of 10 Americans say they eat between meals. Many consumers are looking for ingredients they perceive as healthful in their snacks, such as fruit, grains, or protein, shows IFIC research. Some consumers express an interest in healthy snacks—and want those snacks to be portable and convenient, says IFIC.

Nielsen identifies low-sugar and clean-label snacks as a driving interest, noting “a shift towards healthier eating habits”. While the term “clean label” has many interpretations, the Institute of Food Technologists defines it as “a product using as few ingredients as possible, and making sure those ingredients are items that consumers recognize and think of as wholesome”.

This aligns with Innova’s conclusion that consumers are shying away from “artificial ingredients” and embracing what they perceive as natural, whole foods.

Sustainability, too

Wellness is becoming an increasingly global concept, extending to the health of the planet and the well-being of others. “Brands that prioritize sustainability are gaining a competitive edge, as consumers are willing to pay a premium for products that align with their values of social responsibility and environmental preservation,” notes Neilsen. More than six out of 10 consumers believe that the health of the planet affects their personal health.

Dietary advice

In line with the wellness reset, the Academy of Nutrition and Dietetics advises consumers to “consider focusing on minimally processed, functional foods to provide a variety of nutrients to help meet your needs.” Their examples are fatty fish that are high in omega-3 fatty acids (e.g., salmon); nuts; whole grains; beans; and berries.

As you support your wellness-minded guests in the new year, consider offering healthy, responsibly sourced seafood products in entrees for any daypart. To satisfy health-conscious snackers, you can offer shelf-stable seafood snacking options, such as convenient tuna and salmon packets. May the new year be a healthy one for you and your guests!