November 3, 2025

Consumers are redefining what “better-for-you” really means. The era of “low fat” and diet-driven claims is giving way to a new focus on holistic wellness and everyday performance. Recent surveys show that more than 42% of consumers now associate healthy food with energy and strength, while nearly 39% link it to mental clarity and cognitive health. Meanwhile, gut health and ingredient transparency have become core purchase drivers, with over one-third of shoppers saying they’re most influenced by labels highlighting prebiotics and gut-friendly fiber.

For founders and CPG brand managers, this shift signals major opportunity—especially for those who understand how these evolving priorities will shape the transition from 2025 into 2026.