What you need to know

The better-for-you foods market will continue to grow despite the current economic downturn, thanks to consumer reliance on these products to support their overall wellbeing. The vast majority of consumers associate a healthy diet with both their physical and mental health, as well as a strong immune system, meaning better-for-you products will remain a priority as the COVID-19 pandemic continues. Still, the ongoing economic downturn will encourage some to seek more affordable solutions, including the widening assortment of store brand offerings.

Key issues covered in this Report

  • Associations of healthy eating with physical and mental wellbeing – as well as immune system health – will support the better-for-you foods market through the COVID-19 pandemic.

  • Dedicated better-for-you shoppers consider these foods to be essential to some extent, but the ongoing economic downturn will fuel increased demand for more affordable options.

  • Parents are a key and partially untapped demographic in this market. Better-for-you brands have opportunities to offer solutions for stressed out caretakers and their kids that are tasty, convenient and healthy.

  • Specialized dieters are driving consumers to diet-compliant offerings.


This Report assesses consumer attitudes and behaviors regarding foods positioned as healthy or better-for-you.

COVID-19: Market context

Consumer research for this Report was fielded in August 2020 and reflects consumers’ attitudes and behaviors during the COVID-19 pandemic as restrictions on movement began to ease and businesses began to reopen across the US. The Report was written October 5-November 2, 2020, when all states were open but some states began rolling back and reinstating restrictions due to increasing COVID-19 cases.

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