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Health and Wellness in the US

Publisher Euromonitor International
Published Jan 09, 2026
Length 64 Pages
SKU # EP20711552

Description

Rising concerns around high rates of obesity and diabetes and the harmful impact of consuming ultra-processed foods has been impacting purchasing decisions across the packaged food and beverages market. This has benefited sales of products with better for you claims such as low sugar, as well as products with shorter ingredient lists and natural and organic claims. There has also been a growing demand for functional products, with high protein and high fibre claims seeing particularly strong int...

Euromonitor International's Health and Wellness in USA report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2021-2025, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Health and Wellness market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

64 Pages
Health and Wellness in the US
Euromonitor International
January 2026
List Of Contents And Tables
HEALTH AND WELLNESS IN THE US
EXECUTIVE SUMMARY
Consumers keen to make healthier choices despite financial pressures
INDUSTRY PERFORMANCE
Consumers pay more attention to what goes into their food and beverages
High protein claims capturing the attention of a wider audience
WHAT’S NEXT
GLP-1 drugs could shake up the market
COUNTRY REPORTS DISCLAIMER
HW HOT DRINKS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Supply shortages push prices up limiting growth across hot drinks
INDUSTRY PERFORMANCE
Price pressures limit growth and development opportunities within hot drinks
Consumers want to cut back on caffeine without losing flavour
Natural and functional claims present new opportunities for development
WHAT’S NEXT
Coffee shortages could support a shift to alternative caffeine sources
No caffeine hot drinks could face competition from other alternatives
Natural and functional ingredients likely to remain key growth drivers
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SOFT DRINKS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers keen to make healthier choices when it comes to soft drinks
INDUSTRY PERFORMANCE
New players shaking up the carbonates market with functional offerings
No sugar claims gain traction in carbonates
Energy boosting claims on the rise across the soft drinks market
WHAT’S NEXT
Premiumisation should help propel health and wellness claims
Producers will need to invest in innovation and marketing to remain relevant
Functional claims expected to become more diversified and more pronounced
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SNACKS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers look to achieve healthy indulgence on a budget
INDUSTRY PERFORMANCE
Consumers paying more attention to what goes into their snacks
Taste remains important to winning over consumers despite health concerns
High protein claims tap into the need for health, value and convenience
WHAT’S NEXT
Rise of GLP-1s set to have a growing impact on the snacks market
New legislation could provide a boost to sales of natural snacks
High protein claims still full of potential
CATEGORY DATA
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW DAIRY PRODUCTS AND ALTERNATIVES IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Health and wellness movement limited by budgetary constraints in 2024
INDUSTRY PERFORMANCE
Natural, organic and high protein claims prove popular despite economic pressures
Low fat dairy losing its appeal as consumers favour full fat options
Natural claims gain favour as concerns around processed foods grow
WHAT’S NEXT
Economic pressures could limit the appeal of health and wellness claims
Low fat dairy set to see stable demand but challenges remain
Natural and plant-based claims present strong opportunities for growth
CATEGORY DATA
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW COOKING INGREDIENTS AND MEALS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers making healthier choices but financial pressures remain a barrier to growth
INDUSTRY PERFORMANCE
High protein diets thriving while product ingredients come under growing scrutiny
Consumers lose interest in gluten free claims as other priorities take precedence
Vegetarian claims lose their appeal as consumers focus on wellness trends
WHAT’S NEXT
Keto trend set to expand while gut health comes to the fore
Category maturity is expected to limit the growth of gluten free products
Producers of vegan and vegetarian products may need to revamp their image
CATEGORY DATA
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW STAPLE FOODS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Financial pressures force consumers to prioritise price despite rising health concerns
INDUSTRY PERFORMANCE
Consumers look to make healthier choices but face financial constraints
Producers of baked goods lean into added health claims to boost value sales
Players look to reposition breakfast cereals as a healthier meal option
WHAT’S NEXT
Players may need to focus on adding value as production costs rise
Companies could lean into specific claims such as gluten free to add value
GLP-1 medications could open up new opportunities for high protein staple foods
CATEGORY DATA
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER

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