Health and wellness as a cross-category mega-trend

Health and wellness is expanding from a niche category into a cross-category mega-trend, with functional foods, longevity marketing, ingestible supplements, and fiber callouts penetrating mainstream grocery, beverage, and personal care.

Who it affects: CPG brands, grocery retailers, DTC founders, consumers

Notable: Fiber is emerging as a major macronutrient callout beyond functional beverages. Ingestible supplements are being infused into edible grocery products. Brands are capitalizing on January gift card spending by marketing wellness and new-year trends. Better-for-you coffee is emerging as a category. Product labels are increasingly emphasizing longevity claims. Adaptogens may be losing ground to clinical or medical-strength alternatives.

Mentions across sources: 11