Nearly six in ten Americans followed a specific diet in the past year – up notably from a third in 2018 – but what they eat and why are changing alongside their wellness goals and what they consider ‘healthy,’ according to the International Food Information Council’s recently published 2025 Food & Health Survey.
In this month’s special edition, FoodNavigator-USA breaks down what motivates consumers to adopt a specific diet and how the shifting popularity of specific eating patterns could reshape CPG production innovation and positioning.
This includes a deep dive into what Americans mean when they deem a food ‘healthy’ – such as what nutrients or ingredients they want more of and what they are avoiding. Just a hint: Fiber and protein are in for 2026 while alcohol is out for many consumers and sugar is somewhere in the middle as confusion about sweeteners complicates product choice.
How consumers think about diets and define ‘healthy’ also hinges on how old they are, their access to wearable technology and AI tools that could influence their nutrition choices and how much time or interest they have in scratch-cooking.
Explore these stories and more by clicking through the headlines below, or for FoodNavigator-USA subscribers, by checking your inbox for the diet trends special edition.
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Diet trends: The ongoing evolution of ‘healthy’ and emergence of ‘wellness’
What ‘healthy’ means to Americans is changing, and so should marketing – Consumers want healthier food but struggle to trust nutrition information, creating both challenges and opportunities for brands, according to new data from the International Food Information Council
Alcohol-free beverages become part of the wellness diet – From Dry January to everyday routines, alcohol-free beverages are integrating into wellness diets with functional, mood-enhancing ingredients
Circana maps 3 ‘healthy eating’ white spaces for food manufacturers in 2026 – Study highlights how fiber, convenience-driven healthy meals and mood-boosting products are redefining better-for-you trends
Fiber’s comeback: Why snacks are embracing the next functional macro – Fiber is making a comeback in snacks as gut health trends, GLP-1 use and clean-label demands reshape functional food innovation
Millennials and Gen Z scrap formal diets for functional and high-protein foods – Spins analysts say younger consumers are turning to wearable technology and AI tools to customize nutrition and choose foods that deliver health benefits and flavor
Rethinking sweetness in an age of sugar skepticism – As shoppers scrutinize labels and headlines, brands are rethinking sweetness strategies to deliver lower sugar, clearer messaging and commercially viable reformulations
