Health and Wellness Trends-U.S. Market

EXECUTIVE SUMMARY
The population of the United States (U.S.) continues to grow at a healthy pace, expanding as a result of higher birth rates, greater longevity and net migratory inflows. The U.S. is now the third-largest country in the world, with more than 300 million inhabitants. Only China and India are more populous.

According the latest demographic statistics, the U.S. is experiencing a new baby boom. There will be a huge focus on products, services, marketing and merchandising targeting younger children. Expectations are pointing toward an explosion of healthier products targeting this new generation. Food producers are expected to introduce new initiatives that will help parents and children select the right products to maintain a healthy diet.

On the other end of the demographic spectrum, aging baby boomers are facing the rising incidence of chronic disease. This is driving the popularity of food and beverages offering specific health benefits.

Americans increasingly understand the connection between their diet and their health. A study conducted by the International Dairy-Deli-Bakery Association indicates that older baby boomers have become especially attentive to health concerns. Over 81% of Americans over the age of 50 have become more conscious of what they eat. Since younger baby boomers, aged 45 to 55, spend more on food away from home per year than any other age group, the restaurant industry will also increasingly respond to the growing need for healthy food.

Following food safety concerns that arose in the 2000s, Americans continue to be concerned about food freshness and safety. People want to know that their food is fresh, as well as where it came from and where it has been processed. As a result, farmers' markets have become very popular. Wharf Research found that 71% of consumers have ready access to a farmers' market, and about 33% purchase some of their produce at such markets instead of at mainstream supermarkets. Of these consumers, as many as 76% purchase produce at farmers' markets because it is fresher, and 54% like the fact that the food is locally grown.

Health and wellness has moved from a fad to a credible trend and retailers across the board are adapting their shelf space to boost the visibility of these products.