In 2023, the global functional and natural health food market was valued at 23.5 billion U.S. dollars and is projected to increase to 38.5 billion U.S. dollars by 2033.

Superfoods The term “superfoods” has been used to describe nutritionally dense foods, or foods that are especially high in essential nutrients. A few common examples of superfoods include salmon, kale, blueberries, and quinoa. Between 2016 and 2017, retail sales of quinoa grew by 15.6 percent in the United States, as its health benefits became more well known. Chia seeds, another popular superfood, saw a 14.7 percent increase in retail sales in that time period.

Healthy eating behavior in North America American consumers have tried a wide variety of different diet and lifestyle changes in order to improve their health, the most common of which involved increasing water intake, making small changes in one’s diet, and eating more fruits and vegetables. The top motivating factor for these eating habit changes was weight loss, followed by preventing future health conditions. When Canadian consumers were surveyed what they believed a healthy meal consisted of, more than half responded that more fruits and vegetables made a meal healthier.

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Health and Wellness Food Market Size 2025-2029

The health and wellness food market size is forecast to increase by USD 627.6 billion at a CAGR of 9.8% between 2024 and 2029.

The market is experiencing significant growth due to the increasing preference for nutritious and natural food options. Consumers are increasingly adopting clean label diets, favoring foods with minimal processing and additives. Nutraceuticals, herbal supplements, and dietary supplements have gained popularity as people seek to boost their immunity and overall health.
Trends such as cold-pressed juices, fermented foods, and raw foods are resonating with consumers, offering natural sources of essential nutrients. Prebiotics and adaptogens are also gaining traction as consumers look for ways to support gut health and manage stress. However, the high cost of health and wellness food remains a challenge for some consumers, limiting the market's growth potential.

What will the Size of the Health and Wellness Food Market be During the Forecast Period?

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The market is witnessing significant growth due to the increasing consumer awareness and preference for organic food and natural ingredients. This shift towards healthier food options is driven by various factors, including the desire for gluten-free food, non-GMO, and plant-based food choices. One of the key trends in the market is the demand for probiotics and other functional foods. Consumers are increasingly seeking out foods that provide health benefits beyond basic nutrition. Antioxidant-rich superfoods, fiber-rich whole grains, and low-glycemic foods are gaining popularity as they offer various health advantages. Another trend is the preference for clean-label products and clean-label ingredients. Consumers are becoming more conscious of the ingredients in their food and are opting for products with minimal processing and simple, recognizable ingredients. Cold-pressed juices and fermented foods are examples of clean-label products that are gaining traction in the market. Plant-based, vegan, vegetarian, dairy-free, sugar-free, and low-carb options are also on the rise.
These dietary preferences are no longer considered niche, but rather mainstream, as more consumers seek out these options for health and ethical reasons. High-protein and omega-3-rich foods are also popular choices in the market. Moreover, the protein is essential for building and repairing tissues, while omega-3 fatty acids are important for brain health and reducing inflammation. Herbal supplements, nutraceuticals, and adaptogens are also gaining popularity as consumers seek out natural ways to support their health. Natural sweeteners, such as stevia and monk fruit extract, are preferred over refined sugars as they offer a lower glycemic index and are free from artificial additives. In conclusion, the market in the United States is witnessing a shift towards organic, natural, and functional foods. Consumers are seeking out clean-label products, plant-based options, and ingredients rich in antioxidants, fiber, protein, and omega-3s. Similarly, this trend is expected to continue as consumers become more health-conscious and seek out foods that offer health benefits beyond basic nutrition

How is the Health and Wellness Food Market Segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.ProductNaturally health foodFunctional foodBFY foodOrganic foodFood intolerance productsDistribution ChannelOfflineOnlineIngredient TypeAnimal-Based IngredientsPlant-Based IngredientsFat ContentNo fatLow fatReduced-fatGeographyNorth AmericaUSCanadaAPACChinaIndiaJapanSouth KoreaEuropeFranceGermanyItalyUKMiddle East and AfricaSouth America

By Product Insights

The naturally health food segment is estimated to witness significant growth during the forecast period. In the market, naturally healthy foods are gaining popularity due to their minimal processing and absence of artificial ingredients. Examples include zero trans-fat oils, whole wheat and multigrain bread, unflavored baked potato chips and wedges, and cereal grain flour. Food manufacturers label their products as 'natural' with clear explanations of the term, such as 'no added coloring' or 'minimally processed,' to ensure transparency and avoid misbranding. This approach not only builds consumer trust but also attracts regulatory scrutiny for product quality. Moreover, organic Beverages, such as fresh fruit juices and herbal teas, are popular choices for those seeking natural alternatives to sugary drinks. Natural Sweeteners, like honey and stevia, provide a healthier alternative to refined sugars.

Low-glycemic foods, such as quinoa and lentils, help maintain stable blood sugar levels.

This statistic represents the projected compound annual growth rate of health and wellness food market segments from 2020 to 2027. For the period, the segment Naturally healthy food is expected to have a CAGR of 5.7 percent.

According to Cognitive Market Research, the global Health and Wellness Food market size is USD 805.9 million in 2024 and will expand at a compound annual growth rate (CAGR) of 9.80% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 322.36 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.0% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 241.77 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 185.36 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.8% from 2024 to 2031.
Latin America market of more than 5% of the global revenue with a market size of USD 40.30 million in 2024 and will grow at a compound annual growth rate (CAGR) of 9.2% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 16.12 million in 2024 and will grow at a compound annual growth rate (CAGR) of 9.5% from 2024 to 2031.
The Functional Food, held the highest Health and Wellness Food market revenue share in 2024.

Market Dynamics of Health and Wellness Food Market

Key Drivers of Health and Wellness Food Market

Rising Health Consciousness to Increase the Demand Globally

The growing recognition of the link between nutrition and general health drives demand for functional meals enhanced with vital nutrients. Customers are looking for goods that improve their well-being and provide nourishment. This trend is compelling food producers to innovate and add vitamins, minerals, and other health-promoting components. Antioxidant-infused protein bars and fortified cereals are just some goods flooding the market to satisfy this growing demand. This increased awareness of health issues highlights a trend toward proactive self-care, in which people actively look for food options that promote their physical and mental well-being.

Increased Focus on Preventive Healthcare to Propel Market Growth

Customers are becoming more proactive in preventing chronic illnesses like diabetes and heart disease due to the increased emphasis on preventive healthcare. A strong inclination for eating health-conscious choices is indicative of this mentality change. People are reading labels carefully and choosing foods high in nutrients, such as vitamins, minerals, and other healthy ingredients. As part of this health-preventive strategy, whole foods, plant-based diets, and items devoid of artificial additives are becoming more popular. In response, producers provide a greater range of healthy and minimally processed choices to satisfy this discriminating customer base. This trend indicates a paradigm shift toward putting long-term health and wellness at the forefront of dietary decisions.

Restraint Factors of Health and Wellness Food Market

Higher Price Point to Limit the Sales

Though demand for health and wellness goods is rising, many customers need help to afford their high price point. The price difference between these goods and traditional options might be substantial, making it difficult for people with low incomes to prioritize healthy options. Given that it can potentially worsen already existing health disparities, this income gap highlights a troubling feature of the wellness and health movement. Access to reasonably priced, nutrient-dense food is especially important for underprivileged communities to improve overall health outcomes. To address this problem, efforts must be made to lower costs and increase the accessibility of healthy food options. These efforts may include community-based programs, producer incentives, and subsidies, which all promote equitable access to wholesome meals and nutrition education.

Impact of COVID-19 on the Health and Wellness Food Market

The COVID-19 pandemic has greatly influenced the market for foods that promote health and wellness. Although there has been an increase in demand for goods like vitamins, supplements, and functional foods that are thought to strengthen immunity and general well-being, many consumers are experiencing financial difficulties due to the economic crisis. The market dynamics have also been affected by disruptions in the supply chain and modifications in customer behavior, such as a move toward online purchasing. Lockdown procedures and prohibitions on eating...

Global Health And Wellness Food Market size was evaluated at $935 billion in 2023 and is hit $1,123 billion by the end of 2032 a CAGR of 7% By 2024 and 2032.

In 2023, China's leading health foods brand, By-health, covered 6.2 percent of the total market. China's health food industry is highly competitive, with the three leading brands only taking up less than 15 percent of the market.

As per FMI, the healthy takeout market valuation is anticipated to increase from US$ 19.836 billion in 2023 to US$ 49.4474 billion in 2033. The healthy takeout market is expected to expand at a CAGR of 10.4% through 2033.

In 2023, the size of China’s functional foods market scaled at around 328.2 billion yuan, showing an increase from 289.8 billion yuan in the year prior. With an increasing disposable income and awareness of healthy lifestyle, the desire for a balanced and healthy diet expanded rapidly in recent years. Healthy eating in China The concept of healthy eating has been rooted in Chinese culture for a long time. Many Chinese people believe that food and medicine are isogenic, and that a proper diet could prevent or even cure disease. Chinese families commonly enjoy traditional foods like red dates, goji berries, and honey that are said to promote good health, yet western-influenced foods like cereal and milk powder are also gaining popularity. Functional foods market in China Since the second half of the 2010s, China's functional food industry has been booming. In the last five years, the market value has increased by about 50 percent, and it was expected to continue to grow in the next years. In particular functional foods that aid to boost immunity and relieve fatigue were atmost valued on the Chinese market.

Dataset and associated material used for the machine learning analysis of food choices. The dataset was obtained from an experiment with 154 participants who made 30 choices of the healthiest food within a choice array of 6 options, given nutritional label data. This is a secondary data analysis and the original data collection was not funded by the grant. The dataset contains 4260 observations (response trials) and 51 variables.

Proper nutrition and healthy diets are a key aspect of health, which mandatory food labelling in the UK tries to address by empowering people with the information to help them make healthier choices. The format of this information (e.g., verbal quantifiers like 'low fat' or numerical quantifiers like '5% fat') affects whether people can easily understand and use food labels. Examining how people's judgements and decisions with respect to food differ depending on food label format therefore has wide-reaching impact for health policy decisions, consumer behaviour, and food industry practice. This project will use computational methods to identify different strategies people use to decide what foods are healthiest (e.g., less fat, or less sugar, etc.) I will evaluate which strategies produce the healthiest choices, use these insights to inform policy and conduct knowledge exchange with my industry partner.

The project will consolidate my PhD, which investigated differences in people's decision-making strategies when using verbal and numerical quantifiers on food labels. Using a mixture of behavioural tasks, surveys, and eye-tracking methodology, I identified that different ways of presenting quantities can lead to people relying on different pieces of information to judge food. I intend to extend this research and maximise its impact in four ways.

First, I will apply new and advanced statistical modelling to my research. To classify and predict food choice strategies in my data, I will learn two modelling techniques: multinomial processing trees, a probability-based method to classify choices, and machine learning, which makes predictions based on patterns in data. For example, I would expect the models to identify cues on food labelling that predict the choices people will make. Using the results of these analyses, I will submit a planned research protocol (a 'Registered Report') to test my model on real-life products. Registered Reports receive peer review prior to data collection, so submitting it during the Fellowship supports my future academic research beyond the Fellowship.

Second, I will extend the impact of my work through knowledge exchange with the start-up company Keep Fit Eat Fit Wellbeing Ltd (KFEF). As part of a holistic wellness package, KFEF produces healthy eating advice and recipes with nutritional information for their clients. My research will inform the design of their content for clients. In turn, working with them gives me access to usage metrics from their customer portal that I will analyse to determine if the communication formats are effective. These real-world data will reinforce the lab studies from my PhD and help KFEF improve their product offering.

Third, I will disseminate my research findings to academic and non-academic audiences. For academic audiences, I will produce three new journal articles and present my work at one local and one international academic conference. I will also engage with non-academic audiences through preparing press releases, submitting a policy brief to present at the All-Party Parliamentary Food and Health Forum, and attending a Westminster Food and Nutrition Forum conference. Engaging with policy-makers through these channels will help me lobby for positive change to food labelling guidelines.

Finally, I will prepare a proposal for funding from the Wellcome Trust to create and test a technological system that supports informed food choices. This future proposal will be informed by my PhD data, computational modelling research, and collaborations with: industry (Keep Fit Eat Fit), experts in shaping behavioural policy (at the University of Reading), and experts in technological health interventions (at the University of Konstanz). Ultimately, my research seeks to improve the food choice environment for consumers and empower them to make informed, healthy choices.

According to Cognitive Market Research, The Global healthy takeout market size is USD 19.9 billion in 2023 and will expand at a compound annual growth rate (CAGR) of 10.3% from 2023 to 2030.

The demand for healthy takeout is rising due to the numerous strategies adopted by key participants.
Demand for vegetarian healthy takeout remains higher in the market.
The lunch category held the highest healthy takeout market revenue share in 2023.
North American healthy takeout will continue to lead, whereas the Asia Pacific healthy takeout market will experience the most substantial growth until 2030.

Health and Wellness Trends and Increased Demand for Plant-Based Options to Provide Viable Market Output

The increasing focus on health and wellness has increased the demand for healthy food options. Consumers are becoming more health-conscious and are looking for food that is not only tasty but also good for them. This has led to a rise in demand for healthy takeout options that use fresh, whole ingredients and are free from artificial additives and preservatives. Additionally, the rise of plant-based diets has led to an increased demand for healthy takeout options that are vegetarian or vegan. These options are not only healthier but also appeal to consumers who are concerned about animal welfare and the environment. Healthy takeout providers have responded to this demand by offering plant-based menu items that are both delicious and nutritious.

For instance, in 2021, McDonald's announced the launch of its own plant-based burger, the McPlant, as a response to the growing demand for plant-based options in the healthy takeout market.

(Source: www.forbes.com/sites/rachelsandler/2020/11/09/mcdonalds-is-testing-its-own-plant-based-burger-the-mcplant/?sh=387d97a70690)

Sustainability and Innovation to Propel Market Growth

The increasing awareness of environmental issues has led to a greater focus on sustainability in the food industry. Consumers are looking for healthy takeout options that use sustainable ingredients and packaging. This has led to a rise in demand for plant-based options and food containers and packaging that are biodegradable or compostable. Moreover, the healthy takeout market constantly evolves, with new menu items and delivery options being introduced regularly. Providers that can innovate and offer unique and appealing options are likely to be successful in this market. This has led to a rise in demand for fusion cuisine, which blends different types of cuisine together to create exciting and unique flavors. Providers offering innovative and exciting menu items will likely attract and retain customers in the competitive healthy takeout market.

For instance, in 2020, DoorDash acquired Caviar, a food delivery platform that specializes in high-end and healthy options.

(Source: www.pymnts.com/news/partnerships-acquisitions/2019/doordash-acquires-caviar-from-square-in-410m-deal/#:~:text=Payments%20company%20Square%20has%20announced,and%20cash%20worth%20%24410%20million.)

Rising Consumer Awareness and Education to Boost the Market"

Market Dynamics of the Healthy Takeout

Cost, Limited Shelf Life, and Supply Chain Issues to Restrict Market Growth

The healthy takeout market is facing several key restraints that providers must overcome to succeed. One of the primary challenges is cost. Healthy food options can be more expensive to produce and source, making it difficult for providers to compete with fast food chains and other less healthy options. Additionally, many healthy takeout options are made with fresh, whole ingredients with a limited shelf life. This can make it challenging for providers to maintain inventory and minimize waste. Another challenge is supply chain issues. The COVID-19 pandemic has highlighted the fragility of global supply chains, with disruptions to shipping and production causing shortages of some ingredients. Healthy takeout providers may struggle to obtain the ingredients they need to create their menu items, which can lead to supply chain issues and delays.

Impact of COVID–19 on the Healthy Takeout Market

The COVID-19 pandemic has had a significant impact on the healthy takeout market. While the pandemic has caused significant disruptions to the food industry as a whole, it has also created new opportunities for healthy takeout providers. One of the primary impacts ...

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Healthy Snack Market Size 2025-2029

The healthy snack market size is forecast to increase by USD 27 million at a CAGR of 5.1% between 2024 and 2029.

The market is experiencing significant growth due to several factors. Firstly, the rise in disposable income and lifestyle changes have led consumers to seek more convenient and nutritious options between meals. Secondly, evolving taste preferences have shifted towards healthier alternatives, as people become more conscious of their dietary needs. This trend is further fueled by the growing inclination toward plant-based and gluten-free snacks. As a result, the market for healthy snacks is expected to continue its upward trajectory, providing ample opportunities for businesses to innovate and cater to this health-conscious demographic. Easy consumption formats, including meat snacks and dried fruit snacks, have also gained traction in the market.

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The market has witnessed significant consumer interest in recent years due to the increasing awareness of lifestyle-related ailments and the importance of maintaining a healthy lifestyle. Companies have responded to this trend by offering a diverse range of healthy food products. These snacks are often made from raw materials like nuts and seeds, which provide quick and affordable ways to meet daily nutritional needs.
Processing, preservation advancements, and novel packaging techniques have played a crucial role in the growth of the snacks industry. E-commerce platforms have also facilitated the easy availability of these products, making it convenient for consumers to access healthy snack options.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Supermarkets and hypermarkets
  Convenience stores
  Online


Product

  Savory
  Bakery
  Fruit
  Dairy
  Others


Geography

  North America

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  APAC

    China
    India
    Japan
    South Korea


  South America



  Middle East and Africa

By Distribution Channel Insights

The supermarkets and hypermarkets segment is estimated to witness significant growth during the forecast period.

The market is experiencing significant growth due to preservation advancements and innovative packaging techniques. The snacks industry caters to the demands of the formal workforce and hectic lifestyles, offering ready-to-eat food through various distribution network channels. Grocery store sales of nutrient-enriched products have risen due to the overall health focus, including immunity, on-the-go nutrition, and innovation in snacking. E-commerce platforms enable panic buying and convenience for consumers seeking instant satiety during stressful days. Functional foods, with functional ingredients like micronutrients, proteins, fiber, and organic, plant-based, and clean-label products, are increasingly popular for weight management and chronic disease prevention. Promotions and the rising popularity of convenience foods contribute to the market's growth.

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The supermarkets and hypermarkets segment was valued at USD 29.80 million in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 43% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The North American snacks industry is experiencing significant growth in the healthy snack sector, driven by preservation advancements and novel packaging techniques. The distribution network channels, including supermarkets, hypermarkets, convenience stores, and e-commerce platforms, are key contributors to this expansion. The increasing number of online users and the convenience they offer have boosted sales. The millennial population's rising demand for on-the-go nutrition, a formal workforce, and hectic lifestyles have fueled this trend. Healthy snacks, such as ready-to-eat fruit, savory, bakery, and dairy products, are popular choices. E-commerce platforms have gained traction due to panic buying and the need for hygiene during the ongoing health crisis.

Furthermore, nutrient-enriched products, functional ingredients, micronutrients, proteins, fiber, and organic, plant-based, clean-label products cater to overall health, immunity, and weight manage

The global Skin Health Foods market size reached USD 1,929.7 Million in 2022 and is expected to reach USD 3,459.1 Million in 2030 registering a CAGR of 6.6%. Skin Health Foods market growth is primarily driven owing to increasing public knowledge about consequences of substances on skin, including inflammation and roughness

The global ready-to-eat food market is expected to reach US$ 195.9 billion in 2024 and US$ 391.1 billion by 2034. By 2034, the market is projected to rise at a 9.2% CAGR.

Country-wise Insights

Category-wise Insights

North America Health and Wellness Food market size is USD 322.36 million in 2024 and will expand at a compound annual growth rate (CAGR) of 8.0% from 2024 to 2031.

Access the summary of the Health Foods market report, featuring key insights, executive summary, market size, CAGR, growth rate, and future outlook.

The global natural health product market size was valued at USD 23542.4 million in 2023. It is expected to register a CAGR of 5.3% through 2033. The market is expected to reach a valuation of USD 38555.2 million by 2033.

In fiscal year 2023, the shipment value of the health food market in Japan was estimated to reach almost 900 billion Japanese yen, continuing the ongoing upward trend from previous years. The market was forecast to grow in fiscal year 2024, exceeding 900 billion yen for the first time in the last decade.

Health foods in Japan

Food with health claims in Japan used to encompass mainly foods for specified health uses (FOSHU) and foods with nutrient function claims (FNFC). These products comply to the government’s standards to be marketed as health-promoting products. Following the relaxation of regulations in April 2015, foods with function claims were established as a new market segment. The new product category refers to food products with scientifically supported function claims, which do not need to be approved by the government. 

Consumer awareness

The Japanese health food market has been growing steadily in recent years, garnering the attention of the aging society and catering to the rising interest in a healthy lifestyle. In particular, foods for specified health uses show a high awareness level among consumers, with only one in eight not recognizing the term. However, conscious consumption of FOSHU products is not as widespread yet as consumers are expressing their future intentions to try certified health foods. 

North American Ready-To-Eat Food Market is segmented by Packaging Type (Canned, Frozen, Chilled, Others); Product Type (Soup & Noodles, Meat & Fish, Cereal-Based, Ready Meals, Others), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Stores, and Other Distribution Channels); and Geography (United States, Canada, Mexico, Rest of North America). The report offers market size and forecasts in value (USD million) for the above segments.

The global skin health foods market size is expected to reach USD 3.31 billion by 2030 according to a new study by Polaris Market Research.

The Report Covers Global Functional Food Market Share & Companies. The market is segmented by Product Type (Bakery Products, Breakfast Cereals, Snack/Functional Bars, Dairy Products, Baby Food, and Other Product Types); Distribution Channel (Supermarkets and Hypermarkets, Specialist Retailers, Convenience Stores, Online Retail, and Other Distribution Channels); and Geography (North America, Europe, Asia-Pacific, South America, and Middle East & Africa). The market size is provided in terms of values in (USD Million) during the forecasted years for the above segments.