The growing wellness industry offers consumers everything from “wellness cruises” to “wellbeing apps” with the intention of making us feel better, sleep better and think better. Experts trace this heightened focus on self-care to the collective stress we experienced during the Covid-19 pandemic, when global anxiety rates spiked 25%, according to data from the World Health Organization.
“Engaging in a self-care routine has been clinically proven to reduce or eliminate anxiety and depression, reduce stress, improve concentration, minimize frustration and anger, increase happiness, improve energy and more,” wrote Dr. Matt Glowiak, a clinical psychologist at Southern New Hampshire University. Today, more than 90% of Americans say they are “actively trying to improve their wellbeing,” according to a poll by the market research firm IFF. As a result, the business of feeling good is booming, generating a record $5.6 trillion in revenue in 2022, according to the Global Wellness Institute, a nonprofit that tracks the sector.
Given this broad trend, it makes sense that consumers are increasingly seeking out food they believe will strengthen their immunity, ward off disease and increase their mental and physical health.
Personalized Nutrition
Diet and nutrition have become a crucial part of any self-care routine. We’ve come a long way since the days when weight loss was the primary concern and single-food regimes such as the grapefruit diet, or cabbage soup diet were all the rage. The downside is that there is an enormous amount of competing information about how to create optimum diets. What are we to make of constantly changing and often conflicting nutrition advice?
“We are confused about what we eat, where we eat and when to eat it,” said David Bosshart, a trend researcher at the Gottlieb Duttweiler Institute. “We define ourselves by what we’re eating, but, even more so, by what we don’t eat. Food may have moved to the center of our lives, but we are overwhelmed by our choices.”
The best starting point is to remember that no two people are exactly alike. So what works best for one person might not work for the next. The concept of personalized nutrition — also known as precision nutrition — has gained traction, thanks to advances in nutrigenomics, which studies how food affects an individual’s genes. As technology enables greater insight into specific dietary needs, consumers will shift away from one-size-fits-all diets and curate their own version of healthy living.
There are already many products on the market that offer DNA-based dietary guidance. Companies analyze users’ genetic makeup for insight into their metabolism, stress levels, risk of hereditary diseases and hundreds of other datapoints before providing a “nutrigenic profile” designed to guide food choices. Similarly, other companies provide at-home DNA testing for sensitivities to 204 foods and spices. Companies have also devised breathalyzer-like devices to help users figure out whether eating certain foods gives them digestive problems such as bloating and IBS.
In the last few years, there has been a flood of new scientific research attempting to understand precisely how different macro- and micronutrients affect the complex chemistry of the human brain. Several studies have noted the benefits of diet changes in treating depression. The conclusion is becoming clear: The foods you eat significantly impact your brain’s structure and function, and your mood. With over 80% of adults attesting that they would be willing to change their diet to positively change their mental health, there is now a new crop of products claiming to boost both emotional and physical health.
For example, a number of food startups are putting new spins on traditional herbal remedies promising to increase tranquility, energy and mental focus. Interest remains high in what are often called “superfoods” such as passionflower, ginseng and ashwagandha. These traditional herbal plants have been paired with new technologies such as smartwatch apps that monitor heart rate and breathing patterns. Likewise, new snack companies are offering protein bars made with ingredients that are said to improve brain health and neuroplasticity. In the foodservice world, a growing number of high-end and quick-service restaurants are competing for the wellness-conscious consumer. In a “food for mood” effort, a chef in Quezon City, Philippines, launched a revolutionary cafe by using neurotransmitter-activating ingredients in his fare to boost customers’ sense of wellbeing.
Growing concerns about climate change have led to the creation of innovative new products. To address plastic pollution, startups are now selling concentrated laundry tablets and concentrated flavored-drink pellets. Established companies are also updating their practices. To address water waste, California almond growers have committed to reducing irrigation 20% by 2025. The Hormel Foods brand Applegate® uses innovative regenerative-agriculture practices that not only yield cleaner food but also improve soil health and reduce carbon emissions.
Given the tendency for young people to drive trends, it’s likely that seeking wellbeing through food and responsible corporate practice will stay with us.
