Research: US consumers using food to manage medical conditions
29 Aug 2019While it is commonly understood that good nutrition promotes general health, consumers are becoming increasingly aware of how their food and beverage choices can help them manage and, in some cases, reverse certain medical conditions, according to health and wellness research by The NPD Group.
NPD finds that about a quarter of U.S. adults are trying to manage a health or medical condition by making healthy food and beverage choices.

Younger adults, ages 18-24, are particularly interested in using foods to improve their health. Last year young adults chose foods and beverages with healthy profiles for 19% of their meals and in-between snacks. For example, nine% of adults say a top nutrition goal is protecting brain health and when asked about foods that promote brain health, young adults were 45% more likely to express an interest in these products compared to 35-44-year-olds, finds NPD’s Health Aspirations & Behavioral Tracking Service.
Growing interest in food as medicine is evidenced by the types of emerging superfoods. Among the emerging superfoods NPD is tracking, consumers expressed the most interest in trying the following: elderberry, which contains antioxidants and is believed to relieve colds, fight the flu, and boost the immune system; cannabidiol (CBD), which is an active ingredient in cannabis and may help treat conditions like pain, insomnia, and anxiety; and Mānuka honey, which is honey from the Mānuka flower and its perceived benefits are wound healing, soothing a sore throat, improving digestion, and more.
Also up and coming as superfoods are reishi mushrooms, an Asian mushroom that is thought to boost immune systems among other health benefits; ashwagandha herb, sometimes referred to as “Indian ginseng” is believed to act as a sedative; and microgreens, young vegetables that have an intense aromatic flavor and concentrated nutrient content.
“There are a variety of superfoods, like kale, quinoa, and acai berry, that have mainstreamed and found their way into a myriad of foods,” said Darren Seifer, NPD’s food and beverage industry analyst. “Rather than being one of many offering a superfood, understanding the trajectory of emerging superfoods helps food marketers be ahead of the curve in making calculated decisions about new product investments.”
Related news

Monterey Mushrooms gets EU approval for vitamin D-rich mushroom powder
16 Jun 2022
Monterey Mushrooms’ vitamin D-rich mushroom powder, produced using ultraviolet (UV) to boost the nutrient content, can be sold in the EU, following novel food approval from the European Food Safety Authority (EFSA).
Read more
Demand for tapioca syrup as a sweetener surges
1 Jun 2022
Seen as a better-for-you, natural sweetener, tapioca syrup is growing in demand, particularly among consumers in Asia and North America.
Read more
Nestlé launches fortified dairy drink in Pakistan to tackle micronutrient deficiencies
16 May 2022
Nestlé is targeting micronutrient deficiencies with Bunyard Iron+, a fortified dairy-based drink that provides a source of iron that it says is “three times more absorbed in the body when compared to existing available sources."
Read more
Tea flavour innovation in China unites tradition with modernity
13 Apr 2022
Chinese tea brands are innovating with new flavours, blends and formats, and even making a foray into food with tea-flavoured food and drink launches.
Read more
China leads the global boom for probiotics
30 Mar 2022
Probiotics are experiencing a boom in global demand - particularly in China - as consumers look for functional ingredients in food and drink products that can improve their health.
Read more
A new brew: Ayurvedic coffee in India, adaptogenic coffee from Finland
10 Mar 2022
Coffee is probably one of the world’s most popular functional beverages, providing millions with their daily caffeine hit. However, some brands are taking its functional benefits further by adding in botanicals, vitamins, and other nutrients.
Read more
Plant proteins' next evolution: Lupin beans
7 Mar 2022
Delivering on taste, texture and health benefits, lupin beans are emerging as a viable contender in the race to dominate the plant-based protein industry. We look at some innovative startups using this ingredient.
Read more
Enhanced ingredients: Using biotech to create highly functional food
4 Mar 2022
Through acquisitions, investments and internal R&D, ingredient companies are harnessing biotechnology to create healthier ingredients and more functional additives.
Read more
Butter is Better: Keto is driving resurgence as a premium product
11 Feb 2022
After years of being shunned as an ingredient, fat is back thanks in large part to the popularity of the keto diet. The market for keto products is growing steadily with the global value of this category forecast to reach $15.6 billion by 2027, accordi...
Read more
‘Humanisation’ of pets creates opportunities in pet food
9 Feb 2022
Clean label, natural, sustainable, luxury and plant-based: The ‘humanisation’ of pets means consumers want premium pet food, and a number of food manufacturers are entering the growing pet food sector to meet their demands.
Read moreAre you a supplier?
Here's what we can do for you
- Generate quality leads for your business
- Stay visible for 365 days of the year
- Receive product inquiries and respond to meeting requests directly
- Improve company online presence through Search Engine Optimisation