What you need to know

The vast majority of consumers report eating foods they feel to be healthy at least some of the time, but opinions and attitudes on what a healthy diet is vary greatly. Brands making better-for-you claims need to stay on the pulse of trending diets, yet not lose sight of the tried-and-true, traditional ideas surrounding healthy eating. Brands can reach a wide audience with an overarching message of fresh, real ingredients, along with options curated to specific dietary concerns.


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

Not addressed specifically in this Report but discussed in their relationship to healthy food trends are topics relating to Free-from Foods – US, June 2019, Healthy Dining Trends – US, March 2019, and Weight Management – US, November 2018.

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