Americans want to eat healthier, but cost is a barrier, study finds

To understand how wellness trends are reshaping the way Americans eat and drink, Escoffier, a culinary school, analyzed 2025 health-focused food and beverage trends, gathering statistics and insights from a range of industry reports. 

Escoffier noted that as consumers seek more transparency, personalization and functionality in their diets, a nuanced picture emerges—one where gut health, clean labels and non-alcoholic alternatives are gaining significant ground. This compilation offers insights into personalized nutrition, ingredient preferences and the changing landscape of food marketing and product development.

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Key findings:

• Desire to eat healthier:  77% of Americans want to eat a healthier diet
• Barriers to healthy eating: 60% cite cost, 42% cite stress eating, and 33% cite lack of time
• Alcohol alternatives functional NA drinks grew 54% (2020–2024), now $9.2B; millennials and Gen Z account for 62% of sales
• Fermented good growth: Fermented food market projected to grow from $38.1B (2024) to $59.9B (2029) at a 9.7% CAGR
• Personalized nutrition: Market expected to grow from $14B (2024) to $31.7B (2030); probiotics CAGR: 15.7%
• Ultra-processed food concerns: 70% of U.S. food supply is UPFs; 71g avg daily sugar intake vs. AHA’s 25g recommendation
• Clean label willingness: 46% of millennials & 45% of Gen Z would pay more for clean label foods
• Label trust & preferences: 84.8% choose “Locally Grown” at least sometimes; 78.4% prefer “No Artificial Ingredients”

Younger Americans are drinking less alcohol—and turning to functional alternatives:

Driven by health concerns and social trends, alcohol consumption is on the decline among younger generations. Only 59% of 18–34-year-olds reported drinking alcohol in 2024, down from 72% in the early 2000s. In response, non-alcoholic beverages—especially functional options with ingredients like CBD and adaptogens—have surged. Functional beverage sales jumped 54% between 2020 and 2024, now accounting for 10% of the U.S. NA beverage market.

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Fermented foods and gut health go mainstream:

Fermentation is no longer niche. With 3 in 5 U.S. consumers seeking gut-friendly foods, fermented items like kefir, kimchi and sauerkraut are seeing a resurgence. The fermented ingredients market is on track to grow nearly $22 billion by 2029. One notable driver: plant-based fermented products, which jumped from just 9 launches in 2002 to 611 in 2021 globally.

Personalized nutrition gains momentum:

One-size-fits-all diets are out. Americans are increasingly interested in diets tailored to their unique genetics and lifestyles. The personalized nutrition market—worth $14 billion in 2024—is set to more than double by 2030. Probiotics, minerals, and herbal supplements are key growth areas, each with over 15% CAGR projections.

Sugar and ultra-processed foods under fire:

Ultra-processed foods make up 70% of the U.S. food supply, often packed with additives and hidden sugars. On average, Americans consume nearly 3 times the recommended daily sugar intake. As awareness grows, 46% of consumers and 70% of nutritionists plan to reduce added sugars in 2025—far outpacing the intent to reduce UPFs altogether.

Consumers want simple, transparent labels:

Although 84.4% of consumers read food labels at least sometimes, only 40.8% fully understand them. As a result, the clean label movement—which emphasizes short, recognizable ingredient lists—is gaining traction, particularly among younger generations. Nearly half of millennials (46%) and Gen Z (45%) say they would pay more for clean label products.

Top product label preferences include:

• 84.8% choose “Locally Grown” products at least sometimes
• 82.9% prefer “Natural” labels
• 78.4% opt for “No Artificial Ingredients”