How wellness culture is shifting fmcg buying habits

The way consumers approach health and wellness is undergoing a major shift. People are prioritising their wellbeing in ways that were once rare, driving changes in healthcare, beauty, and food choices.

This focus on health is more than a trend – it’s transforming industries, expanding categories, and driving opportunities by encouraging long-term habits that benefit both physical and mental wellbeing.

As we reflect on World Mental Health Day, it’s important to recognise our diet impacts not only physical health but also mental wellbeing. A balanced diet rich in fruits, vegetables, omega-3 fatty acids, and vitamins can help reduce the risk of depression and anxiety, while poor nutrition – especially diets high in processed foods and sugar – can contribute to mental health issues.

Lord Darzi’s recent report highlighted declining public health as a major issue for the NHS. In response, the Labour government plans to implement the remaining HFSS legislation by October 2025, banning ads and promotions for unhealthy products. The success of these measures will be determined by public adoption of healthier eating habits.

Recent analysis shows UK shoppers are already increasingly prioritising healthier options, reflecting a growing consciousness that is partly driven by an improving cost of living situation. In May 2023, a survey by Circana revealed 48% of shoppers considered price the most important factor when buying groceries, while 37% prioritised health. By September 2024, the numbers had shifted. In that survey, 40% of shoppers ranked health as their top priority, above price (39%).

Nutrition is shifting as consumers become more mindful of their food choices. They are now favouring whole foods, plant-based options, and protein-rich products like yoghurts, which are up 10%. Gut health is also gaining attention, growing 12% year-on-year  as more people recognise its link to overall wellbeing.

At the same time, the rise of functional foods with additional health benefits has sparked new trends in the market. Ingredients such as turmeric, mushrooms, CBD, and added vitamins are proving increasingly popular for their impact on mental clarity, driving a 150% surge in adult ‘superfoods’.

Despite the cost of living crisis, consumers are still investing in ill health prevention, as shown by the 8% growth in the vitamins, minerals, and supplements (VMS) category. The demand for vitamins K, D, and B has grown due to lower sunshine levels and the need for energy-boosting supplements has helped to boost sales of vitamin B products by 12%. Additionally, mental wellbeing has become a key focus, as shown by the 14% growth in omega-3 products.

The wellness movement is expanding into the beauty category too, which has seen an uplift of 10%. Beauty routines are now blending skincare with self care and mindfulness, using products like luxurious face masks and aromatherapy oils to promote relaxation and mental wellbeing. This trend reflects how closely physical appearance and emotional wellness are intertwined, driven by consumer demand for transparency and sustainability.

Ultimately, the shift in consumer priorities creates significant opportunities for the fmcg industry. To stay competitive, manufacturers and retailers must innovate to embrace functional foods, clean beauty, and holistic wellness products that align with the growing demand for healthier choices. And to connect with this conscious consumer base, they must do this in a transparent way that offers long-term health benefits.