For feel-good sweetness that fits any lifestyle

Today’s consumers take a variety of factors into consideration when it comes to health and wellness—with many adopting a holistic attitude towards their overall wellbeing and supporting these efforts with modern eating approaches and lifestyles.

Holistic wellness has become a worldwide trend, with experts predicting the international wellness market may reach $7.0 trillion by 2025. The annual growth rate for global wellness (9.9%) is more than double that of the global economy. Research shows that healthy eating, nutrition and weight loss sectors gained traction amid the COVID-19 pandemic, surging by $34 billion between 2019 and 2020.¹

Here at ADM, we went straight to the source—consumers—in a proprietary study of 10,000 U.S. respondents surveyed in small groups and found that 38% participated in a specialty diet in the last year.² Let’s find out more about why consumers follow specific approaches and what they think about nutrition, ingredient labels and more.

According to a recent Hartman Group study, U.S. consumers do not necessarily shy away from the word ‘diet,’ but they have specific ideas about what it means. While the word ‘diet’ may still be tied to the idea of restriction or emphasis on weight, the idea for focus on overall wellbeing is shifting.³

Let’s start with what consumers consider their top reason for adopting a particular ‘diet’…traditional weight management comes in at 51%, followed closely by a more holistic desire: overall wellness and longevity at 39%.² This finding aligns with the recent Hartman Group study. Consumers feel a diet should be seen as a method of eating and a focus on feeling good—rather than deprived.³

An Eating Approach for Every Demand

This focus on holistic wellness has launched a myriad of eating approaches. The ADM study evaluated respondents to determine if they engaged in 14 different lifestyle diets,² which could then be organized into five families, including:

• Low carbohydrate (30% of respondents)
• Lifestyle & moderation (28% of respondents)
• Free-from & preventative (20% of respondents)
• Plant-based/-focused (15% of respondents)
• ‘Reset’ (7% of respondents)

It makes sense that 90% of consumers who follow specific eating approaches say they regularly read nutritional and ingredient labels. 44% of respondents also seek recognizable ingredients when reviewing ingredient lists. It’s also no…