Healthy products in the USA
The health food market is growing at a rapid pace. According to a recent study, in 2023 alone it will generate US$124.3 billion globally. The outlook is for it to grow by 9.36% a year and reach US$232.5 billion by 2023. Driven by changes in the habits of older generations and a new attitude of younger generations towards health, well-being and sustainability, the USA is driving demand.
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Healthy products in the USA
Brand of ultra-healthy products made from Brazilian biodiversity
SCENARIO
High demand for healthiness and innovation
Brand of ultra-healthy products made from Brazilian biodiversity
HIGHLIGHTS
Brands with a focus on health and sustainability are growing in the wake of the changing habits of new and old generations in a market that is the world's leading consumer of wellness.
Healthiness
Healthy brands and products abound in the United States. But not all of them combine more than one characteristic associated by consumers with healthiness. There is room for companies capable of serving different niches at the same time, especially if they can do it with flavor.
Openness to innovation
Innovative ingredients, such as exotic fruits and herbs, have been one of the driving forces behind innovation in the food industry. They are used to offer consumers new sensory experiences, but also to improve the nutritional profile of foods by replacing sugar or adding new nutritional properties.
Demand for purpose
American consumers are increasingly concerned about the sustainability of the food industry. A recent study shows that 70% consider environmental responsibility to be more important today than a few years ago. For more than 90%, it is a key factor in their purchasing decision. In addition, 64% of respondents consider themselves more willing to pay more for brands that have a positive social impact.
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