In 2025, the food, nutrition and supplements industries will have to adjust to rapidly shifting consumer priorities. We’ve reviewed several industry analyses of what to expect in the coming year, and identified four emerging consumer trends:
- Conscientious Consumption
- Beauty from Within
- Ingredient Innovation & Quality
- Lifelong Wellness
Here’s a look at these trends, and how Nutriterra can help you address them in the new year.
CONSCIENTIOUS CONSUMPTION
According to market research firm FMCG Gurus, nearly 40% of global consumers have recently selected products specifically because they were environmentally friendly. Brands would be wise to recognize that these conscientious consumers are highly motivated. More than 70% think that food, drink and supplement brands should be doing more to protect the planet, and that “prioritizing profits over the planet has contributed towards environmental damage.” This translates to a consumer base that will only do business with brands that reflect their moral and social values.
As FMCG Gurus noted in their 2025 trends report, “Brands must be able to translate (in a transparent and credible manner) how sustainability credentials offer additional benefits to the consumer beyond acting in an environmentally friendly manner, such as making the link between sustainable production and improved quality, trust, and/or nutritional benefits.”
There is even evidence that some consumers are prioritizing environmental claims over some personal health claims. GOED and Mintel’s trends analysis found that over the last 25 years, “Cardiovascular Health” has continuously been the single most common claim category for American omega-3 products. However, “Brain and Nervous System Health,” once the second-most common claim, has been displaced by “Environmentally Friendly Product.”
We began developing Nutriterra 20 years ago because we knew marine supplies of DHA and other omega-3s would not be sufficient. Today, this is no longer merely a practical concern for manufacturers. It’s become a social concern for consumers. They are judging brands by their ability and willingness to do something about it.
Nutriterra is uniquely positioned to appeal to consumers’ environmental and health concerns. Nutriterra delivers the same omega-3 nutrition and efficacy as many conventional fish oils, while being Friend of the Sea certified as a sustainably produced, plant-based source of omega-3s.
BEAUTY FROM WITHIN
Consumers are no longer content to rely on cosmetics to create the image of wellbeing. FMCG found in their 2025 vitamin, mineral and supplements (VMS) survey that more than a third of consumers are purchasing vitamins and supplements to achieve aesthetic goals. Consumers now see beauty as an expression of physical health and expect health products to address both.
Newly released cosmetics industry reporting has found clear evidence of this trend. Innova Market Insight’s analysis of the Beauty from Within segment found that global beauty supplement launches grew by an average of 21% per year over the last 5 years, while Global Market Insights estimates that worldwide sales of beauty supplements grew 10% in 2024.
Nutriterra can help health brands cater to this demand by serving as a carrier oil for beauty, while offering aesthetic health benefits specific to omega-3s. Recent research has found that DHA and EPA protect against damage from UVA and UVB rays, and significantly increase resistance to sunburn and other common forms of sun-related skin damage. These are benefits prized by consumers who focus on skin health, as exposure to the sun’s ultraviolet rays accounts for 90% of visible aging of skin.
Nutriterra stands out as a sustainable and ethical way for consumers to care for body within and without.
INGREDIENT INNOVATION & QUALITY
In Mintel’s VMS market analysis, they found that ingredient quality was the second-greatest factor influencing consumers’ purchasing decisions, with only price/affordability narrowly leading it. Ingredients that stand out as being of high quality significantly increase the attractiveness of the overall product. FMCG Guru’s trends analysis supports this observation, finding that consumers are favoring premium-quality products that elevate themselves over imitators. In addition, Mintel found that most consumers are especially interested in innovative supplements.
Consumers are favoring brands that boast cutting-edge, novel sources of critical nutrients. Nutriterra is just such an ingredient. Created through decades of scientific innovation, Nutriterra increases the accessibility of omega-3 nutrition for all, as consumers increasingly favor plant-sourced, renewable nutrition options.
LIFELONG WELLNESS
While the subject of healthy aging may be seen as a consideration only relevant to those in and approaching their senior years, that’s not actually the case. Mintel found in their VMS industry analysis that 33% of Generation Z consumers are engaging in regular exercise, “motivated by the compelling desire to prevent long-term health issues.” Messaging relating to wellness, healthy aging and performance enhancement is already resonating with young consumers.
Heart health is a particular priority. FMCG Gurus’ VMS survey found that 59% of surveyed supplement users are looking to improve their heart health, surpassing concerns such as digestive health, quality of sleep, and energy levels. Meanwhile, consumers want to enhance and extend peak brain performance. 63% of consumers who take brain-nurturing supplements wish to support their brain health, and 48% want to support healthy aging.
Nutriterra can help meet this growing demand for nutritional ingredients that support lifelong wellness:
- Research has found that that maintaining high DHA levels may reduce the risk of heart disease by nearly 40%, and reduce the risk of a fatal heart attack by 35%.
- DHA is especially critical to early brain development, and may protect cognitive function into old age.
- Nutriterra and other sources of DHA and EPA promote increased lifelong functionality—new research has found that those who incorporate high levels of omega-3s in their diets are 41% less likely to be frail in old age.
The priorities of your consumers are changing. Concerns about preservation of the environment, aesthetic beauty, and lifelong wellness are coming to the fore—and all of these must be addressed with new ingredients and sources thereof. If you’re ready to meet your customers where they are right now, and where they will be in the future, contact us to learn how Nutriterra can help.