1. HOW THE HOLISTIC HEALTH MOVEMENT AFFECTS FOODSERVICE
The consumer perspective on health is changing and the industry is changing with it.
Since the pandemic, consumers have had a more holistic view of health, considering diet, exercise, consumption of functional foods and mental and emotional health. As consumer cravings shift to mirror their wellness-minded lifestyles, operators must learn how to reposition their menu offerings to maximize their profit-potential and ultimately capitalize off of this movement.
- From 2023 to 2024, mental health, cutting calories, getting more sleep, and immune-boosting foods grew the most as top-of-mind consumer health goals.1
- When it comes to diets, low and free-form diets like low-sodium, low-sugar, and low-calorie are still the most practiced by consumers. Still, interest is highest in anti-inflammatory and Mediterranean diets, suggesting a more holistic approach to eating.2
2. FUNCTIONAL FOODS
The role of functional foods in holistic wellness goals
Consumers increasingly view food as a tool for proactive wellness, seeking ingredients and diets that support specific goals like improved mental clarity and digestive health. This has led to a rise in “functional foods” that deliver targeted benefits beyond basic nutrition. 41% of consumers are more likely to try a new or unique flavor if there are health benefits.3 The initial trend in functional foods focused on things like leafy greens and spices (like turmeric) known to reduce inflammation. Next-level functional trends focus on ingredients that impact brain health, like adaptogens and nootropics.4
Functional claims are garnering more health halo. Consumers increasingly perceive food or beverage described in the following ways to be at least slightly healthier:
- Immunity boosting (61% of consumers)3
- Aiding in digestion (58% of consumers)3
- Stress-relieving (48% of consumers)3
Operators catering to consumers seeking vitamins and minerals from food could consider adding one or more of these food groups to their menu:
- Vitamin-C rich foods: Kakado plums, a tart fruit native to Australia; rose hips, the part of the flower just below the petals that contains rose plant seeds; and lychee, a tropical fruit native to Southern China.
- Vitamin D-rich foods: Fish, including salmon, swordfish, tuna, and oyster mushrooms.
- Protein-rich foods: Grains and seeds high in protein like teff, hemp seeds, and millet. Jif® peanut butter can help transform breakfast, snacks, sauces, and more into high-protein options. Jif Creamy Peanut Butter has 7g of protein per 2 tablespoon serving, and Jif To Go® Creamy Peanut Butter has 9g of protein per cup.
- Fiber-rich foods: Other grains and seeds like barley and chia seeds or seaweed.
3. FOOD AS MEDICINE
How healthcare operators can lead the way in holistic health trends
Consumers’ desire for wellness and functional foods drives a growing trend in food as medicine. An increasing awareness of nutrition and chronic conditions drives the desire to control health, correct imbalances, and extend life.5 This presents an ideal opportunity for healthcare operators to lead trends. Healthcare operators can lean into prescription foods or diets to combat health issues. Dietary advice can be tailored to how bodies work on a molecular level, with healthcare providers developing therapeutic interventions and disease prevention strategies.3
- In March 2023, Instacart launched two new initiatives: Fresh Funds, which allows patients to place Instacart orders from a selection of healthy food items curated by their healthcare provider, and Care Carts, which allows doctors to send custom grocery deliveries to their patients.6
- Aberdeen Heights, a senior living community in Kirkwood, Mo., will be adding brain-boosting crabcakes to its dining menu. Cura Hospitality, the foodservice provider for the community, recently created the crabcake recipe with use Cura’s Signature Brain Boost Spice Blend, a mix of ground turmeric, cinnamon, nutmeg, ginger, rosemary, paprika, and granulated onion—ingredients that are linked to memory function.7
4. HOLISTIC HEALTH IN COMMERCIAL
What trends in holistic health mean for restaurants
Commercial operators will be next to consider food as medicine as consumers seek more personalized health recommendations. Restaurants whose concepts are not positioned as health-forward may think these trends don’t apply to their menus, but they should think again. 53% of consumers plan on eating more healthy foods over the next five years, and 45% are eating more healthy food now than two years ago.3 73% of consumers say they are still visiting the same foodservice locations that they did two years ago but ordering healthier foods and beverages than before.3
Commercial operators can:
- Diversify offerings with functional ingredients to appeal to allergen restrictions and partner with food and medicine programs.3
- Tailor dishes to specific nutritional needs and advertise them accordingly, such as dishes high in iron or Vitamin D.3
It’s official, holistic health is here to stay. As you begin integrating wellness-centered foods into your menu, lean into the support of your J.M. Smucker representative to help you find specific solutions for your operation, or peruse our ‘Recipes’ page to find inspiration for your next nutrient-stacked offering.
1. Datassential 2024 Trends Report, December 2023
2. Datassential 2024 Midyear Trends Report August 2024
3. Technomic Foodservice 2030: The Evolution of Demographics, Convenience & Health, June 2023
4. Datassential, The World of Health and Wellness, February 2024
5. Technomic Journey to 2030: Forecasting the Future of Foodservice May 2024
6. Foodservice Director, Instacart is broadening its food-as-medicine efforts, October 2023
7. Foodservice Director, Culinary contest generates new healthy menu items for Cura Hospitality, October 2023
