US consumers' attitudes and behavior around health and wellness are shifting from diets and "can't haves" into whole-body health and lifestyle changes they feel will be long-lasting, according to a new report from the NPD Group.
At the pandemic's beginning, stress and disorientation drove many consumers to indulge. Still, as the pandemic went on, consumers became more focused on health and wellness, according to NPD's recently released America's Health Pulse: Closing the Gap Between Wants and Needs.
Dietperson today for many consumers isn't always about weight loss. To many, it's about good nutrition and their well-being, according to the report.
About a quarter of US adults report to NPD they are on a diet, and 16% of those are on "their own diet" versus a formal diet plan, like intermittent fasting or keto. According to NPD, consumers today customize their diets by adapting formal diet or nutrition plans to meet their individual wellness needs and lifestyle changes.
Health and wellness goals vary by generation. When thinking about the long term, older Gen Zs, born 1997 to 2005, and younger Millennials, born 1990 to 1996, strive to look good or gain weight along with other health and wellness goals. On the other hand, older and younger Boomers are addressing their immediate health needs and want to stay healthy and live longer.
"The pattern of consumer attention to health and wellness shows increasing awareness and adaptation across the board," says Darren Seifer, NPD food and beverage industry analyst. "This means consumers no longer think of health and wellness as an add-on, but as an integrated part of how they live their lives; that, in turn, opens the opportunity for brands to become a permanent solution."
With a plethora of citrus fruits and other vitamin-C-rich foods at our fingertips, you would think getting enough vitamin C each day would be a walk in the park. After all, most people get plenty of vitamin C from their diets—right?
Unfortunately, more U.S. adults struggle to consume adequate amounts of vitamin C each day than you may realize (a whopping 46%, in fact). The reality is this: Even in 2022, vitamin C insufficiency is a national concern that affects 42% of American adults, per results from blood tests.
In case you aren't aware, vitamin C is an integral part of many everyday physiological functions across body systems—from the brain and heart to our skin and joints, it's vital to everyday and long-term health.*
As the body's primary water-soluble antioxidant, it plays a leading role in the antioxidant and anti-inflammatory actions that support vascular function, collagen synthesis and maintenance, innate and adaptive immune response, the scavenging of free radicals, oxidative balance, and more.* So, yes—not getting enough vitamin C is a big deal.
When we're struggling to get the C we need from food, a high-quality vitamin C supplement can bridge the nutrient gap and ensure we're getting the potent, every day antioxidant support we desperately need.* And gaps aside, science clearly indicates the incremental gain of higher potency vitamin C supplementation for robust and optimal health, from your immune function to cardiovascular system.*
For these reasons, at MBG, we wanted to create the best high-potency vitamin C supplement that prioritized cellular absorption, retention, and bio utilization—and so, we did.
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