Do you consider yourself health-conscious? If so, you’re not alone.

According to a recent study, a growing number of Americans are making an effort to eat healthy and stay fit.

In fact, the percentage of people who identify as health-conscious has nearly doubled in the past five years.

Health Conscious Consumer Statistics

So what’s driving this trend? Are people becoming more aware of the benefits of leading a healthy lifestyle, or are they simply motivated by fear of disease?

And what does it mean for businesses that cater to health-conscious consumers? Stay tuned for insights from the latest Health Conscious Consumer Statistics.

Editors Choice: Health Conscious Consumer Statistics

  • 93% say they feel compelled to eat healthy at least some of the time. 63% say they try to eat healthy most, if not all, of the time. (Consumer Food and Beverage Survey By L.E.K 2018)
  • 64% of the people consider healthfulness as an important influencing factor while buying food and beverages.
  • 1 in 4 consumers actively seek health benefits from foods. (Food and Health Survey 2019)
  • Two in five (43%) “always” look for healthy options and half (52%) “sometimes” do. Only 5% of surveyed consumers “never” look for healthy options.
  • Health-conscious customers account for 25-30% of all grocery customers in the US and Europe.
  • 75% of consumers committed to one or more attribute (natural, ethical, enhanced, less of, and alternative dietary lifestyle) when choosing foods. (L.E.K)
  • The U.S. is ranked No. 20 among the health conscious countries ranked by perception in the world.

Health Conscious Consumers Demographics

  • Millennials 51% and Generation X 45% both are the consumers who mostly look for healthy food options while shopping for food
  • 25 to 34 years old (Millennials) appeared to be the most health conscious according to the study. (FoodInsight Reports)

Health Conscious Market

  • U.S. retail sales of plant-based foods have grown 11 percent in the past year, bringing the total plant-based market value to $4.5 billion.
  • Global health and wellness food market projected increase to $1.1 trillion dollars by 2027 ($733.1 billion in 2020). (Research and Market Press Release)

Health Conscious Food

  • 65% of consumers seek functional benefits from their food and drink. The top five ingredients perceived to deliver these kinds of benefits were omega-3s, green tea, honey, coffee and probiotics. (Food Drive)

1. 65% of consumers seek functional benefits from their food and drink.

seek functional benefits

An investigation was carried out by Food Dive to determine how many health aware individuals are drawn to functional foods and how many are worried about the effects of functional foods.

According to the findings of that research, 65 percent of consumers seek functional advantages from the foods and beverages they eat. Omega-3 fatty acids, green tea, honey, coffee, and probiotics ranked first, second, and third, respectively, in terms of perceived health benefits.

In today’s modern society, functional meals are quickly becoming a necessity. Marketers must keep a tight eye on their food products to ensure that they are both practical and appealing in terms of flavor, smell, texture, and other attributes.

(Food Dive)

2. The legislation in the 2010 healthcare bill mandates chain restaurants to provide calorie information on all menu forms.

Individuals have become more informed and conscientious about the food that they eat as time has progressed. They began to inquire about the calorie and carbohydrate content of various meals served at restaurants. The government made the decision to enact a healthcare law in response to rising health concerns and an increase in the number of health-conscious individuals. It has been reported that legislation included in the 2010 healthcare reform bill requires chain restaurants to disclose calorie information on all menu forms, according to the worldwide journal of behavioral nutrition and physical activity.

(International Journal of Behavioral Nutrition and Physical Activity)

3. Health conscious consumers tend to discount messages about the health value of functional food and show preferences for organic food. 

People are very health aware, and they are also concerned about their environment and the future of the world. They like to consume high-quality food.

They not only want to be well and happy, but they also desire the goodness and health of their surroundings and other living things as well. Emerald’s research demonstrates this as well, as stated in their report, which says that

Consumers who are health-conscious are more inclined to reject advertisements touting the health benefits of functional meals and to favor organic foods.


4. Health-conscious customers account for 25-30% of all grocery customers in the US and Europe.

Health-conscious customers account

According to the source, if we look at the proportion of health-conscious consumers across all grocery shops, we will find that health-conscious customers account for 25-30 percent of all supermarket customers in the United States and European Union.

(Symphony Retail)

5. U.S. retail sales of plant-based foods have grown 11 percent in the past year, bringing the total plant-based market value to $4.5 billion.

Plant-based meals are increasing in popularity as individuals shift their eating habits toward healthier and organic choices. This is because plant-based foods are beneficial to both one’s health and the environment. Increased numbers of trees and plants will aid in the reduction of global warming. In the last year, retail sales of plant-based foods in the United States have increased by 11 percent, bringing the entire value of the plant-based food industry to $4.5 billion, according to the Plant Based Food Association.

(Plant Based Food Association)

6. Two in five (43%) “always” look for healthy options and half (52%) “sometimes” do. Only 5% of surveyed consumers “never” look for healthy options.

According to a study done by the International Food Information Council, when individuals go grocery shopping, 43 percent of them always seek for and search for healthier food choices to purchase. Fifty-two percent of individuals sometimes search for healthy food, and just a tiny number of people, about five percent, never look for healthy choices for their snacks and meals.

Diet aware or carefully following a healthy diet are among the 43 percent who are constantly searching for better alternatives.

(International Food Information Council Foundation)

7. Millennials 51% and Generation X 45% both are the consumers who mostly look for healthy food options while shopping for food. 

Millennials and Generation X are the most health aware customers, according to the International Food Information Council Foundation, which conducted a survey in which individuals were questioned about healthy choices in their food and then split into age and generation groups. According to the study, consumers in the Millennial generation (51 percent) and Generation X (45 percent) are the ones who are most likely to seek for healthy food choices while shopping for food.

(International Food Information Council Foundation)

8. 93% say they feel compelled to eat healthy at least some of the time. Sixty-three percent say they try to eat healthy most, if not all, of the time.

eat healthy at least some of the time

Despite the increasing consumption of fast food and harmful drinks, people are aware of the need of eating healthily since it is the only way to live longer and in better health. Often, people believe in their hearts that even if they are eating healthfully, they are making a mistake. An investigation of customer behavior was carried out by the source via a survey, and the following findings were discovered:

More than nine out of ten people feel forced to eat healthily at least some of the time. More than six out of ten adults say they make an effort to eat healthily most of the time, if not all of the time.

Even health-conscious customers are willing to pay a premium for the pleasure of consuming certain foods. Delivering food and beverage products that are healthy and claim to be beneficial for you is not an easy breezy job as a food and beverage producer. However, the good news is that customers are willing to pay a premium price for organic, ethical, and healthful food and beverage products provided they meet their needs and expectations. A substantial shift from the last edition of our study, about 60 percent to 70 percent of respondents said that they would be willing to pay a premium for food items that are natural, ethical, upgraded or “less of” and adhere to an alternative dietary lifestyle. This represents an increase of at least ten percentage points over the previous two years.

This is a fantastic opportunity for food and beverage manufacturers to target the health-conscious customer while also increasing their sales and revenue.

(L.E.K Consulting)

9. 54% of Hispanic and Lation Americans look for healthy food options which is the highest percentage among other races.

In a study conducted by the International Food Information Council Foundation, customers were split into groups based on their ethnicity, and they were questioned about healthy food alternatives. The findings revealed that Hispanic and Latin American consumers are mostly interested in healthier alternatives. This is according to a reliable source.

The majority of Hispanic and Latino Americans (54 percent) are interested in healthy eating choices, which is the greatest proportion among all races. Healthy food choices were a source of worry for 29 percent of White consumers and 28 percent of non-White consumers.

(International Food Information Council Foundation)

10. 64% of the people consider healthfulness as an important influencing factor while buying food and beverages.

important influencing factor while buying food and beverages.

Statistics show that 64% of consumers consider healthfulness to be a significant influencing element when purchasing food and drinks, among other qualities such as price, taste, ease of preparation and long-term viability of the product.


11. Finding healthy food is moderately easy for most of the consumers.

Health-conscious customers are concerned that they will not be able to readily locate healthy alternatives for their meals and beverages, which is understandable. A study conducted by the International Food Information Council found that obtaining nutritious food is relatively simple for the majority of consumers, a feature that is reflected in the poll’s results.

(International Food Information Council Foundation)

12. The global organic food and beverages market stood at US$ 124.76 billion in 2017. Witnessing a tremendous rise during the period from 2017 to 2024, the revenue in this organic food and beverages market is expected to reach US$ 323.09 billion by the end of the forecast period.

The rise in health-conscious people has resulted in a significant increase in organic food production and sales. In 2017, the worldwide organic food and beverage market had a value of US$ 124.76 billion (US dollars). Over the forecast period of 2017 to 2024, the revenue generated by this organic food and beverage market is projected to grow at a rapid pace, reaching US$ 323.09 billion by the end of the forecast period. Organic drinks and foods are in high demand, with food products being the most popular.

(Zion Market Research)

 13. Gen Z & Millennials are increasing their focus on their health and wellness in new, and sometimes extreme, ways.

According to YPulse, a pioneer in youth research and analysis, Generation Z and Millennials are expanding their emphasis on their health and wellbeing in new, and sometimes extreme, ways, according to the organization.

Generation Z is on the verge of overtaking millennials as the generation with the highest level of health consciousness among consumers.


14. Vermont is ranked as the healthiest state of the country for the year 2019.

Americans are worried not just about their own health, but also about the environment in which they live and the state of the world in which they live. The state of Vermont is rated as the healthiest state in the United States for the year 2019, according to the source.

The second state is Massachusetts, while the third state is Hawaii. The study also includes a list of the states with the worst health.

(Advisory Board)

15. 50% of women eat a healthier diet than men.

You may assume that males are more interested in fitness and gym-related activities. They would be on tight diets and would choose to eat from a variety of healthy food choices over those available to women. According to the Harvard Health Publishing, women live longer lives than men and consume a better diet than males to a greater extent than men.

(Harvard Health Publishing)

16. The U.S. is ranked No. 20 among the health conscious countries ranked by perception in the world.

health conscious countries

According to the source, the United States is rated No. 20 among the health-conscious nations in the world, based on public perception of health.

Americans are becoming healthier, but we still have a long way to go before we can be included among the world’s healthiest nations. So remain healthy, eat well, and be aware of what you put into your body and what you consume.

(USA News)

 17. Armed with an impressive array of ‘make it yourself’ tools and technologies as well as a strong desire for a healthier, more sustainable diet, the Millennial vision of the food industry can be best described as a total rejection of the consumer packaged goods industry.

Due to the fact that they are the most health-conscious generation group, millennials have the potential to bring a complete catastrophe to the packaged and preserved food business, as described by the source: The Millennial view of the food business may best be characterized as a complete rejection of the consumer packaged products sector, thanks to an amazing variety of ‘do-it-yourself’ skills and technology, as well as a strong desire for a better, more sustainable diet.


18. Consumers are scrutinizing food labels, as they shop a weighing a variety of diets and looking for local and organic products to enhance their health and well-being.  

Food packaging may be critical to the success of a product’s sale since health-conscious customers always check the label to determine the amount of calories, fat, and preservatives used in the food product. Consumers are examining food labels as they buy, weighing a range of diets, and searching for local and organic goods to improve their health and well-being, according to the source of information. Don’t forget to include all of the necessary information and ingredients on the product packaging if you’re a producer of food products.

(Food Business News)

Final Thought

The market for health and fitness products and services is thriving and expanding. Increasing numbers of customers who care about their health are purchasing products in every category, and they are ready to spend more money on nutritious meals and drinks. The overwhelming majority of people are already increasing their expenditures on health and wellbeing. Memory/brain enhancers, organic food products, anti-aging products, functional foods items, beauty supplements, non-invasive cosmetic procedures, nutrition (sports nutrition, juice cleanses, nutrition coaches, fortified foods), and meditation/mindfulness offerings are all expected to see an increase in spending in the near future.

Health and wellness conscious consumers are driving increased competition in the food industry. As a result, organizations and manufacturers should think critically about strategies to provide the required food to consumers in a healthy manner, as well as work on healthy and tasty alternatives for consumers following specific diet plans. The goodness of their products must be communicated clearly and concisely, and companies must play a strategic role in determining where and how to win with an effective healthy food delivery model, regardless of whether that model necessitates full-cycle ownership, outsourcing, or cooperative manufacturing.

When all is said and done, eating healthily means living a longer and more productive life. This may help you live a better life while also fostering social change in your neighborhood. What you create as a dietary pattern will be passed on to future generations.

In light of the increasing number of people suffering from obesity, particularly in the United States, the food industry is playing an important role by providing nutritional information on products and introducing more organic food products in order to promote healthy eating among health-conscious consumers.

The Hartman Group’s CEO Laurie Demeritt spoke to Forbes about the company’s more than two decades of work recording and monitoring the customer journey in the areas of health and wellness. The majority of individuals and businesses were seeking for solutions to mainly basic health and wellness problems or novel methods to treating them around 25 years ago, Demeritt said. “And those objectives fell into one of two categories. First and foremost, customers were searching for food and beverage items that would assist them in treating or preventing particular health problems in the first bucket, which was health condition management. The second bucket dealt with the topic of weight control. During that time period, customers were mostly in a reactionary mindset to their approach.”

Several health-conscious consumer behaviors and spending habits will be discussed in detail in today’s blog article. As the number of health conscious consumers grows, restaurants are designing menus that include dishes that are high in nutritional value. This is because health consciousness behaviors have a significant impact on food purchasing decisions, which are heavily influenced by health consciousness behaviors. According to the findings of a research published in the International Journal of Behavioral Nutrition and Physical Activity, calorie labels have the biggest effect on individuals who are the least health aware. Even the most health-conscious customers may benefit from the use of a symbolic calorie label, which can help them decrease their caloric consumption even more. In addition, calorie labels were more likely to have an impact on the selection of the main entrée rather than the selection of supplementary items such as beverages and dessert.

Consumers that are health aware not only watch their calorie intake, but they also seek out meals that have all of the nutritional elements that their bodies need. People are getting more health conscious today, as they become more aware of what is beneficial to their health and what is detrimental to their health, as a result of increased awareness.

One important point to note is that, in response to the growing number of health-conscious customers, deceptive marketing techniques are increasingly being used. There are marketers that promote their product as being healthy and safe, and this is one of them. Beware of non-nutritional items that just claim to be fat-free, as well as bogus diet programs and inaccurate meal planning applications..


Q1: Is Organic Food Healthier?

Organic foods are produced in a natural environment and include a variety of essential elements that help to improve overall health and well-being. Because organic foods are more fresh, they have a beneficial effect on the environment, and certain organic foods are higher in nutrients than conventional foods, they are a healthier choice for consumers.


Food Dive

Research and Market Press Release

Consumer Food and Beverage Survey By L.E.K 2018

FoodInsight Reports

International Journal of Behavioral Nutrition and Physical Activity


Plant Based Food Association

International Food Information Council Foundation

L.E.K Consulting


Zion Market Research

Advisory Board


Harvard Health Publishing

USA News



Food Business News

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