2025年全球健康与保健洞察报告：从健康趋势转向生活方式（英）

GlobalStateofHealth&Wellness2025

Navigatingtheshiftfromhealthtrendstolifestylechoices

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©2025NielsenConsumerLLC.Allrightsreserved.

AwelcomeletterfromMarshaMcGraw

Understandingconsumers’developingbehaviorsaroundhealthandwellness—andidentifyingwhereemergingneedsaren’tbeingfullymet—enablescompaniestoinnovateanddifferentiatetheirproductsandservicestomaximumeffect.

Thisiscriticalintheincreasinglycompetitivewellnessmarket,whereconsumerpreferencescanshiftrapidly.Manufacturersandretailersthatareagileandresponsivetoemergingbehaviorswillbebestpositionedtoremainrelevantwithconsumersandwinshare.

Thisreportisdesignedtosupportcompaniesindoingjustthat.Ithighlightstheglobalforcesthatareshapingconsumers’developingneedsaroundtrust,clarity,andsupportinachievingahealthierpresent—andfuture.Italsopresentsourverylatestfindingsaroundconsumers’healthandwellnessawareness,aspirations,motivations,barriers,futurebuyingintentions,andmore,focusingonthecriticaltopicsoftrustandinfluence,nutrition,weightloss,mentalwellness,healthtechnology,andconsciousbuyingwithinhealthandwellness.

Here,you’llfindourverylatestanalysisofemergingtrends—plusbothglobal-levelandregion-by-regionnuances.I’mcertainyouwillfinditallbothinsightfulandofrealvalue.

Wewelcomeyourengagementandlookforwardtoworkingwithyouinnavigatingthiscomplexandtrulyexcitingnewhealthandwellnesslandscape.

MarshaMcGraw

GlobalManagingDirector,NIQPartnershipsandVerticals

©2025NielsenConsumerLLC.Allrightsreserved. 2

TableofContents

Thenextfrontierofwellness

04

Emergingglobaltrends

10

Region-by-regiontakeawaysfor2025

22

AsiaPacific(APAC)

22

EasternEurope,MiddleEast&Africa(EEMEA)

25

LatinAmerica(LATAM)

29

NorthAmerica(NA)

31

WesternEurope(WE)

33

Yournextstepstowinconsumershare

in2025

36

Unlessotherwisenoted,alldatapointsthroughoutthisreportoriginatefromNIQ’s2025GlobalHealth&Wellnesssurvey.

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©2025NielsenConsumerLLC.Allrightsreserved.

©2025NielsenConsumerLLC.Allrightsreserved.

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Thenextfrontierofwellness:Transparency,trust,anda$9trillionglobalmarketopportunity

Healthandwellnessisn’tatrend—it’safull-fledgedlifestyleshift.Withinthissurgingindustry,consumerswantmorethanjustproducts.They’reseekingclarity,innovation,andahealthierfuture.

Aboutthesurvey

NIQ’s2025GlobalHealth&WellnesssurveywasconductedinJanuaryandFebruary2025.Nearly

19,000adultconsumerswereinterviewedonlineinthefollowing19countries:Brazil,Canada,China,Czechia,France,Germany,Hungary,India,Indonesia,Italy,Mexico,Netherlands,Poland,SouthAfrica,Spain,Turkey,UnitedArabEmirates,UnitedKingdom,andUnitedStates.Datareflectstheadultgrocery

shoppingpopulationineachrespectivecountry.

LonggonearethedayswhenhealthandwellnesswereconfinedtofleetingNewYear’sresolutions,doctor’sadvice,ornarrowcategoriesofexerciseanddiet.Today’sconsumersviewwell-beingasaholistic,all-encompassingjourneythatextendsfarbeyondthegymorthedinnertable.Itnowincludeseverythingfromthesourcingofthefoodstheyconsumeandthetransparencyoftheingredientsusedtothequalityofsleeptheygeteachnight.

TheHealth&Wellness(H&W)industryhastransformedintoavibrant,interconnectedecosystemthattoucheseverycornerofdailylife.Arecentreportfromthe

Global

WellnessInstitute

projectsthattheglobalwellnesseconomywillgrowat7.3%annuallyfrom2023to2028—hittinganestimated$6.8trillionin2024andreachingnearly$9trillionby2028.That’ssubstantiallyhigherthanglobalGDPprojectedgrowthof4.8%(

currentIMFforecasts

).Thisboomingmarketis

now26%larger

thanitwaspre-pandemicand,remarkably,fourtimesthesizeofthepharmaceuticalindustry.

GlobalWellnessEconomy

$6.3trillionin2023

Unlessotherwisenoted,alldatapointsthroughoutthisreportoriginatefrom

NIQ’s2025GlobalHealth&Wellnesssurvey.

Traditional&ComplementaryMedicine

$553b

MentalWellness

$233b

WellnessRealEstate

$438b

WellnessTourism

$830b

PublicHealth,Prevention,&PersonalizedMedicine

$781b

WorkplaceWellness

$52b

Springs

$63b

PersonalCare&Beauty

$1,213b

HealthyEating,Nutrition,&WeightLoss

$1,096b

PhysicalActivity

$1,060b

Spas

$137b

Note:Numbersdonotaddduetooverlapinsectors.

Source:GlobalWellnessInstitute 4

©2025NielsenConsumerLLC.Allrightsreserved.

55%

arereadytospendover$100amonthontheirtotalwellness

Source:NIQ’s2025GlobalHealth&Wellnesssurvey,%agreeingstrongly/somewhat,averageacross19countries

19%

“Idon’tthinkaboutmyhealthandwellness.”

Source:NIQ’s2025GlobalHealth&Wellnesssurvey,%agreeingstrongly/somewhat,averageacross19countries

Consumersgenerallybeingmoreinvestedthaneverinwhattrulymakesthemfeel

prosperousandwell

—bothfinanciallyandhealth-wise—isfuelingthisexponentialgrowth.Infact,NIQ’s2025GlobalHealth&Wellnesssurveyfoundthat70%ofconsumersacross19countriesareproactiveinregularlyengaginginhealth-boostingactivities,rangingfromexercisetotrackingnutritiontomonitoringvitalhealthmetrics.And55%arereadytospendover$100amonthontheirtotalwellness—includinghealthiernutrition,self-care,physicalandmentalhealth,etc.Only19%saytheydon’tthinkabouttheirhealthandwellness.

Withhealthandwellnessbecomingaconstantpresenceinamajorityofconsumers’thinkinganddailyroutines,thedemandforproductsandservicesthatcancutthroughthenoiseanddeliverontheirpromiseshasneverbeengreater.Earningtrustandcapturingpurchasingpowerareparamountintoday’swellness-drivenmarketplace.

So,what’sdrivingthisunprecedentedconsumerfocusonhealthglobally?Aconfluenceoffactorsisatworkhere:

Factor1:We’remoreawareandinformedthanever.

Factor2:We’reinundatedwithcompetingmessagingandperceived“overclaims.”

Factor3:We’relivinglonger.

Factor#1:We’remoreawareandinformedthanever.

Justnineyearsago,lessthanhalfthe

globalpopulationownedorusedasmartphone

.Now,that’struefor69%ofpeople,manyofwhomusesmartdevicestotakechargeoftheirhealth.In2024alone,healthandwellnessappssaw

3.6billiondownloads

worldwide—a6%increasefrom2023—whilecorewearablessuchassmartwatches,

wrist-wornsportcomputers,andhealthandfitnesstrackerssawglobalsalesvaluegrow

4%yearoveryear.1

Digitalhealthtools,wearables,andat-homesolutions

havetakenpersonalwellnesstothenextlevel.Today,manyconsumersneedlooknofartherthantheirwriststogleanhealthdatasuchastheirheartrate,stresslevel,orthenumberofstepsthey’vetakenthatday.Thesedevicescannotonlymonitorkeybiologicalfunctionsbutcanalsoprovideincreasinglypersonalizedrecommendations—thankstotheinclusion

of

ArtificialIntelligence

(AI).Andwhilemanyappsstillrelyonuserstologtheirmeals,cutting-edgewearablessuchasthe

AmazfitV1tal

nowautomaticallytrackfoodintake,offeringreal-timenutritionalinsights.

Foodlabelsarealsobecomingmoreinformative,whileregulationsarebecomingmoredirective.IntheUS,theFoodandDrugAdministration(FDA)’sproposed

mandatory

front-of-packagefoodlabels

fortheUSmarket—displayinglow,medium,andhighlevelsofsaturatedfat,sodium,andaddedsugar—aimtohelppeopleunderstand

thenutritionalimplicationsofwhattheyarebuyingandmakehealthierfoodchoices.Similarly,intheEU,theEuropeanParliamenthasintroduceddetailedrulesonthe

labelingandnutritionlabelingoffoods

,toensurethatclaimsdonotmisleadthe

1Source:NIQGfKMarketIntelligence,Salestracking,Corewearables,Global(excl.NorthAmerica),Jan.–Dec.2024 5

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75%

agreethatgovernmentsshouldregulatebusinessestohelpthemmakehealthierdecisions

Source:NIQ’s2025GlobalHealth&Wellnesssurvey,%agreeingstrongly/somewhat,averageacross19countries

69%

“Iammorelikelytobuyfromcompaniesthathaveastronghealthand

wellnessfocusacrosstheirentireproductportfolio.”

Source:NIQ’s2025GlobalHealth&Wellnesssurvey,%agreeingstrongly/somewhat,averageacross19countries

consumers.Meanwhile,

taxesonsugarybeverages

—nowin117countries—haveledtomarkedreductionsintheirconsumptionandraisedrevenueforpublichealthandeducationprograms.

Consumersalsohavemoreawarenessof(andinformationabout)thelatesthealthandwellnessthinking,trends,andproducts,withthetopicincreasinglyfeaturinginnationalnews,documentaries,podcasts,socialmediaandTVadvertising,andmore.Manyalsoarediscoveringandpurchasingtheseproductsthroughsocialcommerce—withnearly1in5globalconsumerssayingthatrecommendationsbysocialinfluencersoradsonsocialmediahavea“significantinfluence”onwhichhealthandwellnessproductstheybuy.

Thebottomline:Intoday’shealthandwellnessmarket,it’snolongerenoughtomanufactureandselldiscreteproductsandservices.Instead,theindustrymustsupportahealthierlifestyleecosystematatimewhenhealthandwellnessareconstantconsiderationsandcompanionsinconsumers’dailylives.

Factor#2:We’reinundatedwithcompetingmessagingandperceived“overclaims.”

Whileconsumerseagerlyembraceaccesstohealthandwellnessdata,thesheeramountofinformationcanbeconfusingandoverwhelming.Everydayseeminglybringsanew“breakthrough”healthtrendorareversaloffortuneforaproductwithapreviouslyhealthyhalo.Isredwineaheart-smartchoiceorahearthealthrisk?Are

seedoils

trulytoxicorsimplymisunderstood?It’stoughforconsumerstokeepupwiththeseemingyo-yoofthelatesthealthheadlines.

Meanwhile,growingawarenessof“healthwashing”—marketingtacticsthatmakeproductsseemmorehealth-focusedthantheyreallyare,orthatpromoteonlyoneaspectoftheproductratherthanitsholisticproperties—haveaddedanadditionallayerofuncertaintyandmistrust.Accordingto

NIQ’sConsumerLife2024survey

,62%ofconsumersdon’ttrustthehealthclaimsmadebyfoodcompanies,and45%believeproductpackagingneedstobemoretransparentandeasiertounderstand.Thespin-offfromthisisthatconsumerswillfavorbrandsthatareperceivedasbeingdedicatedtosupportinghealthierlifestylesacrosstheirfullassortmentorportfolio.

Consumersarealsoincreasinglywaryofhowtheirpersonaldataisbeingusedbyhealthandwellnesscompanies.While57%arewillingtosharedatalikeweightorheartrateinreturnforpersonalizedhealthrecommendations,therisksassociatedwithdataprivacyaretopofmind—especiallyinNorthAmericaandEurope.

Thebottomline:Consumertrustisacriticalareaoffocusthatisonlygoingtogrowinimportanceasthemarketbecomesincreasinglycongested.Manufacturersandretailerswhogetthisright—prioritizingdatasecurityandauthenticandclear

messaging,forexample—arewell-positionedtowinanincreasingshareofconsumers’healthandwellnessspendingin2025andbeyond.

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57%

agree“agingwell”ismoreimportantnowthanfiveyearsago

Source:NIQ2025GlobalHealth&WellnessSurvey,averageacross19countries

52%

sayminimizingbehaviorssuchassmoking,drinking,orsunexposuretoprotecttheirfuturehealthismoreimportanttothemnowthanfiveyearsago

Source:NIQ2025GlobalHealth&WellnessSurvey,averageacross19countries

Factor#3:We’relivinglonger.

Peoplearelivinglonger,andthat’sfuelingthefocusonhealthierlifestyles—andbetterdecision-making—forbothindividualsandgovernments.

Thegloballifeexpectancyatbirthreached73yearsin2024—up8.4yearssince1995,accordingtothe

WorldHealthOrganization

(WHO).Whileagingpopulationsare

currentlymostpronouncedinhigher-incomecountriessuchasJapan,low-andmiddle-incomecountriesareseeingthemostsignificantincreasesinlifeexpectancy.By2050,two-thirdsofpeopleoverage60willliveinlow-andmiddle-incomecountries.

Livinglongerhassignificantimplicationsforpublichealth—andforthehealthandwellnessindustry.Peopleareplacinggreaterimportanceontakingpreventativeactionstohelpthem“agewell”andenjoybettersenioryears.They’reexercisingforimprovedcardiovascularandjointhealth.They’reavoidingorreducinghigher-riskproductssuchasfat,sugar,alcohol,andsmoking.Andacceptanceofanti-obesitymedications(AOMs)orGLP-1siscreepingup.

Thebottomline:Consumersaren’tjustmakinghealthydecisionsfortoday;they’redoingittoensuretheirfuturehealthandwellness—andto“agewell”intheirsenioryears.

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Theparadox:Healthyaspirationsversusactualbehaviors

31%

haveagenerallypositiveperceptionofanti-obesitymedications(AOMs)orGLP-1s

Source:NIQ2025GlobalHealth

&WellnessSurvey,%sayingvery/somewhatpositive,averageacross19countries

Here’sanunfortunatefact:Consumersarebecomingmoreattunedtotheirhealth,butatthesametime,manyhealthmetricscontinuetoworsenatnationallevels.Publichealthindicatorslikeinfectiousdiseasecontrolandchronicdiseasemanagement

areimprovingglobally,the

KearneyConsumerInstitutereports

.Buttheriseinchronicillnesslinkedtoobesity,sedentarylifestyles,andmentalhealthissueslikeanxietyanddepressionpaintamoretroublingpicture.

Topfivebarriershinderinghealthierlifechoices

1

Cost

54%ofconsumerssaytheexpenseofhealthieroptionsisamajorbarrier

2

Availability

31%saydifficultyfindinghealthyalternativesisanissue—particularlyincountrieslikeIndia(51%)andTurkey(50%)

3

Time

26%ofconsumerssaytheysimplydon’thavethetimetomakehealthierchoices

4

Motivation

25%don’tfeeldriventomakehealthierchoices

5

Trust

25%don’ttrustthattheproductorservicewillbeeffective

Source:NIQ2025GlobalHealth&WellnessSurvey,averageacross19countries

Sowhyisn’ttheworldhealthier,despiteanunprecedentedwealthofinformation,consumerawareness,andclaimedconsumerproactivityaroundhealthandwellnessissues?InsightscomingfromNIQ’s2025GlobalHealth&Wellnesssurveyfoundthattheansweroftenliesincommonbarriers—includingcost,availability,time,motivationandtrust.

©2025NielsenConsumerLLC.Allrightsreserved. 9

©2025NielsenConsumerLLC.Allrightsreserved.

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50%

“Environmentalhealthismoreimportanttomenowthanfiveyearsago.”

Source:NIQ2025GlobalHealth&WellnessSurvey,averageacross19countries

48%

arewillingtopayupto10%moreforhealthandwellnessproductsthatarealsoethical(e.g.,fairtrade,cruelty-free,orhigheranimalwelfare)and/orenvironmentallyfriendly

Source:NIQ2025GlobalHealth&WellnessSurvey,averageacross19countries

Importantly,largenumbersofconsumersstronglybelievethatcompaniesmuststepuptoimprovethreeofthoseareas—with45%agreeing“strongly”thatproductlabelsneedtobemoretransparentandeasiertounderstand,and40%agreeing“strongly”thatcompanieshaveanobligationtoensurehealth-focusedproductsareasaffordableandreadilyavailableasunhealthyones.

Climatechangealsoisimpactingpeople’shealth.Weathereventssuchasheatwaves,floods,hurricanes,andwildfiresaren’tjust

morefrequentandmoreintense

;they’realsoleadingtospikesindiseaseanddisruptiontowaterandfoodsystems.Between2030and2050,climatechange-relatedfactorssuchasheatstressandundernutritionareexpectedtocauseabout250,000additionaldeathseachyear,

WHOreports

.

Suchbarrierstohealthcanfeeloverwhelming—andbeyondanyindividualperson’scontrol.Indeed,sevenin10admittobeingworriedthatenvironmentalissuessuchaspollutionandclimatechangearehavinganadverseimpactontheircurrentandfuturehealthandwellness.Manyconsumers,therefore,willlookforproductsandservicesthatnotonlyhelpthemmitigatetheeffectofenvironmentalpollutionontheirownhealth(suchasairandwaterfilters,organicfoods,orall-naturalproducts),butthatarealsoenvironmentallyfriendlyinhowtheyaresourced,produced,packaged,anddistributed.

Thewayforward

Asthewellnessmarketcontinuestoevolve,it’sclearthatthenextchallengeforhealthandwellnessmanufacturersandretailersistodelivernotjustproductinnovationbutalsoclarity,transparency,availability,andtrust.Consumersarereadytomakeadditionalinvestmentsintheirwell-being,buttheywanttobepointedintherightdirection—andsignificantnumbersbelievethatcompanieshaveanobligationtodrivethistransition.

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Emergingglobaltrends:Opportunitiesforlong-termimpact

Guthealth,wearabletech,andconsciousbuyingareafewoftheglobaltrendsthataredrivingconsumers’healthandwellnessspendinghabits.Understandingtheseshiftsisessentialtoprovidingthescience-backed,holisticproductsandservicesthattoday’sconsumerswant.

Withconsumersseekingmoretransparencyandtrustfromthehealthandwellnessproductsandservicestheyuse,manufacturersandretailersfaceaclearchoice:meetorexceedexpectations—orrisklosingconsumerloyaltytocompetingbrands.Thatmeansensuringhealthandwellnessproductsarereadilyaccessible,clearlyandtransparentlylabeled,andcompetitiveinprice.

Inthischapter,we’llexploreevolvingconsumerawareness,perception,andintentionsaroundhealthandwellnessatthegloballevel.We’llfocusonwhat’sdrivingdemandandhowmanufacturersandretailerscandeliverhealthandwellnessproductsthatalignwithconsumers’developingaspirationsandpreferences.

40%agree

“Companieshaveanobligationtoensurehealth-focusedproductsareasaffordableandreadilyavailableasunhealthyones.”

Source:NIQ2025GlobalHealth&WellnessSurvey,averageacross19countries

Whatmatterstoconsumers:Trustworthyproducts

Trustiseverythingwhenitcomestohealthandwellness—andrightnow,it’sinshortsupply.Oneinfourconsumersdon’tbelievethehealthproductsandservicestheypurchasewillbeeffectiveandsaythisisamajorbarriertothemmakinghealthierchoices.That’spartlyduetoalackofclarity:Globally,82%saylabelsonhealthandwellnessproductsneedtobemoretransparentandeasiertounderstand.

Unlessotherwisenoted,alldatapointsthroughoutthisreportoriginatefrom

NIQ’s2025GlobalHealth&Wellnesssurvey.

Consumersarealsoincreasinglysavvyandsensitiveto“healthwashing,”thepracticeofmarketingproductstoappearmorehealth-focusedthantheyreallyare—forexample,asnackfoodthatpromotesitselfasbeinglow-fat,yetispackedwithaddedsugar.

Consumerscanquicklysniffoutthedifferencebetweenacompanythatwavesthehealthandwellnessbannerforaparticularproductoringredientandonethattrulywalksthetalkacrossitsproductlines.Indeed,69%ofconsumerssaytheyaremorelikelytobuyfromcompanieswithastronghealthandwellnessfocusacrosstheirentireproductportfolio.

©2025NielsenConsumerLLC.Allrightsreserved. 10

Towinovertoday’ssavvy,health-consciousshoppers,manufacturersandretailersmustgobeyondbasicpromisesandprovideclear,evidence-backedclaims.Accordingto

McKinsey

,efficacyandscientificcredibilityareespeciallyimportanttoconsumerswhenselectingwellnessproducts—andthisconceptissupportedbyinsightsfromNIQ’s2025GlobalHealth&Wellnesssurvey.Thebiggestinfluencesbehindconsumers’healthandwellnesspurchasingdecisionsreflectastrongpreferenceforfactorsthathelpconsumersbuildtrustintheproductorservice.Whenaskedtoidentifywhathas“significantinfluence”onthemwhendecidingwhichhealthandwellnessproductsorservicestobuy,theleadingresponsesare:

52%

45%

Recommendationsfromhealthspecialists

Readilyavailableanddetailedinformationonaproduct’susageandperformanceclaims

44%

Abilitytoinspect,trial,orsampleaproduct

Abilitytoaskquestionsandgetexpertadvicefromasales

39%

ormedicalrepresentative

Bycontrast,only18%feltthatsocialinfluencersorsponsoredadsonsocialmediahada“significantinfluence”ontheirhealthandwellnesspurchases—although38%believethesehave“someinfluence”onthem.

Theseshiftingconsumerpreferencesareredefiningwhatitmeanstolivewelltoday.Successfulmanufacturersandretailersarethosewhorespondtotheseshiftsandseizeopportunitiestoinnovateandconnectwithamoreholisticallymindedandinformedconsumer.Thekeyistounderstandwhatismotivatingconsumers’behavior—fromnutritionandwellnesstoethicsandtechnology.Below,we’llexplore,in-depth,afewofthetopforcesthatareactivelyshapingtheglobalhealthandwellnessecosystem.

©2025NielsenConsumerLLC.Allrightsreserved.

©2025NielsenConsumerLLC.Allrightsreserved.

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Gobeyondlabelclaimsto

understandwhichCPG/FMCG

attributesresonatewithshopperssoyoucanrefineyourmarketingandinnovationtacticsaccordingly.Learnmoreaboutthe

NIQProduct

Insights

solutiontoday.

Globaltrend#1:Nutritionandguthealth—Drivingfoodandbeveragechoices

Consumersarebecomingmoreconsciousofthenutritionalvalue—andpotentialdownsides—ofwhattheyeatanddrink.Morethanhalf(58%)sayhealthynutritionhasbecomemoreimportanttotheminthelastfiveyears,and44%plantoincreasetheirintakeofvitaminsandsupplementsinthecomingyear.

They’realsowillingtopaymoreforwhattheywant:One-thirdsaytheywouldpayover10%more(comparedwitha“standard”product)foritemsthatofferenhancednutritionalbenefitslikevitaminsorhigherfiber,whileone-quartersaythesameforproductswithrelaxingorcalmingproperties.

Andinrecentyears,growingawarenessaboutguthealthhashighlightedthevitalroleitplaysindigestion,immunity,andoverallwell-being.Infact,halfofsurveyedconsumerssaytheyplantobuymorehigh-fiberfoodsin2025,whilefourin10plantobuymoresuperfoods,high-proteinplant-basedfoods,orprobioticfoods.

Thistrendofgreaterconsumerawarenessandfocusonguthealthisn’tlimitedtoaspirations—it’salsoillustratedinactualpurchasetrends.IntheUSandUK,forexample,theshareofhouseholdsbuyingprobioticyogurtshassoaredinrecentyears—jumpingfrom31%in2021to51%in2025intheUS,andfrom13.8%in2023to19%in2025intheUK.2

Snapshotofconsumers’awareness,perception,andfuturebuyingintentionsaroundkeyfoodtypes

High-fiberfoods

Definition

Primarilyplant-basedfoodswith

provenhealthbenefits

suchasimproveddigestion,weightmanagement,andhearthealth

Examples

Beans •Nuts •Vegetables

Fruits •Seeds •Wholegrains

Awareness

54%veryfamiliar

36%somewhatfamiliar

Perception

83%veryorsomewhatpositive

Purchaseplans

53%plantobuymorehigh-fiberfoodsinthenextyear

Productslabeledasagoodsourceoffibersawsalesvaluegrow8%intheUKthisyear.

Source:

NIQProductInsights

,UK,latest52weeksendingMarch15,2025,vs.sameperiodpreviousyear

Source:NIQ2025GlobalHealth&Wellnesssurvey

12

2NIQFMCGOmnichannel(In-store&Online)PurchasingPanel,withNIQProductInsights,selectedcountries(UK,US)

©2025NielsenConsumerLLC.Allrightsreserved.

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Superfoods

Definition

Nutrient-richfoodsthatdelivermaximumhealthbenefits

Berries •Kale •Salmon

Greentea •Nuts

Examples

Awareness

36%veryfamiliar

43%somewhatfamiliar

Perception

74%veryorsomewhatpositive

Purchaseplans

42%plantobuymoreinthenextyear

Source:NIQ2025GlobalHealth&Wellnesssurvey

Definition

Foodandbeveragesthatcontainbeneficiallivemicroorganisms

thatsupportguthealth

Kefir •Miso •Yogurt

Kimchi •Sauerkraut

Examples

Awareness

33%veryfamiliar

44%somewhatfamiliar

Perception

71%veryorsomewhatpositive

Purchaseplans

39%plantobuymoreinthenextyear

Probioticfoods

Productspromotingthemselvesasprobioticsawdemandgrow6.6%intheUSthisyear.

Source:

NIQProductInsights

,US,latest52weeksendingFeb.22,2025,vs.sameperiodpreviousyear

Source:NIQ2025GlobalHealth&Wellnesssurvey

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Ultra-processedfoods

Definition

Foodscontainingindustriallyprocessedingredientsoradditives

Biscuits •Icecream

Breakfastcereals •Instantsoups

Carbonatedbeverages •Mass-producedbreads

Examples

Awareness

36%veryfamiliar

42%somewhatfamiliar

Perception

31%veryorsomewhatpositive

39%veryorsomewhatnegative

Purchaseplans

16%plantobuymoreinthenextyear

Source:NIQ2025GlobalHealth&Wellnesssurvey

Definition

Animal-orplant-basedfoodsthatarerichinproteinthatpromotesatietyandmusclehealth

Dairy •Seafood •Lentils •Quinoa

Meat •Chickpeas •Tofu

Examples

Awareness

Meatanddairy:57%veryfamiliar

High-proteinplant-basedfoods:35%veryfamiliar

Perception

Meatanddairy:67%veryorsomewhatpositive

Plant-basedproteins:69%veryorsomewhatpositive

Purchaseplans

28%plantobuymoremeatanddairyinthenextyear

40%plantobuymorehigh-proteinplant-basedfoodsinthenextyear

High-proteinfoods

Productspromotingthemselvesasproteinrichsawsalesgrow9.7%invalueand4.8%involumeintheUSthisyear.

Source:

NIQProductInsights

,US,latest52weeksendingFeb.22,2025,vs.sameperiodpreviousyear

Source:NIQ2025GlobalHealth&Wellnesssurvey

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HowtodeliverwhatconsumerswantWithagrowingconsumerawarenessof—anddemandfor—thenutritionalbenefitsofhigh-fiber,

high-protein,andgut-healthyfoods,brandsshould

focusontheseingredientsintheirmarketing.

Guthealthinparticularisasmartwaytoattractconsumers’attentionwithprobiotic-richproductswell-positionedtocapitalizeonth