Health and Wellness in the US

January 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Health and Wellness industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Better For You Beverages
  • Better For You Packaged Food
  • Fortified/Functional Beverages
  • Fortified/Functional Packaged Food
  • Free From
  • Naturally Healthy Beverages
  • Naturally Healthy Packaged Food
  • Organic Beverages
  • Organic Packaged Food

If you're in the Health and Wellness industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Health and Wellness in USA report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Health and Wellness in USA?
  • What are the key health and wellness concerns driving sales in Health and Wellness?
  • Is Health and Wellness a dynamic niche or mainstream concern in USA?
  • Which are the leading brands in Health and Wellness in USA?
  • How are products distributed in Health and Wellness in USA?
  • How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
  • Where is future growth expected to be most dynamic?

Health and Wellness in the US

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in the US

KEY DATA FINDINGS

2020 IMPACT

Reduced sugar beverages continues to rise
Reduced caffeine continues to decline
Reduced fat chocolate-based flavoured powder drinks declines

RECOVERY AND OPPORTUNITIES

Sentiment against artificial sweeteners will affect growth
Energy trends remain strong, which does not bode well for reduced caffeine
More focus on health and wellness will affect other hot drinks

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in the US

KEY DATA FINDINGS

2020 IMPACT

Sales of naturally healthy beverages boosted by sales of NH 100% juice
Tea continues to be the growth driver in NH hot drinks

RECOVERY AND OPPORTUNITIES

Consumer health concerns will lead to higher growth for juice
NH tea poised for high growth

CATEGORY DATA

Table 24 Sales of NH Beverages by Category: Value 2015-2020 Table 25 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 26 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 27 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 28 Distribution of NH Beverages by Format: % Value 2015-2020 Table 29 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 30 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in the US

KEY DATA FINDINGS

2020 IMPACT

Organic tea continues to do well, whilst organic coffee suffers
Organic soft drinks sees a turnaround in growth through organic juice

RECOVERY AND OPPORTUNITIES

Sustainability trends will remain a growth driver for organic hot drinks
Growth in organic soft drinks set to slow as growth in organic juice tapers off

CATEGORY DATA

Table 31 Sales of Organic Beverages by Category: Value 2015-2020 Table 32 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 33 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 34 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 35 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 36 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 37 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in the US

KEY DATA FINDINGS

2020 IMPACT

COVID-19 puts health and nutrition at the forefront of consumers’ minds
Indulgence plays an important role in diets in 2020
Consumers new to cooking may opt for better for you alternatives

RECOVERY AND OPPORTUNITIES

Turnaround for reduced fat products unlikely to last
COVID-19 set to increase sales via e-commerce
Potential for reduced sugar categories as consumers look to clean up their diet

CATEGORY DATA

Table 38 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 40 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 41 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 42 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 43 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 44 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in the US

KEY DATA FINDINGS

2020 IMPACT

Consumers turn to free from gluten and lactose products as attention is paid to food allergies and intolerances
Meat substitutes sees growth alongside fresh meat shortages
Free from dairy milk sees a huge spike in retail sales

RECOVERY AND OPPORTUNITIES

Plant-based products to continue benefiting from their health positioning
Manufacturers look to combine clean label trends with free from dairy products
Sustainability will be a key motivator for plant-based consumption in the future

CATEGORY DATA

Table 45 Sales of Free From by Category: Value 2015-2020 Table 46 Sales of Free From by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Free From: % Value 2016-2020 Table 48 LBN Brand Shares of Free From: % Value 2017-2020 Table 49 Distribution of Free From by Format: % Value 2015-2020 Table 50 Forecast Sales of Free From by Category: Value 2020-2025 Table 51 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in the US

KEY DATA FINDINGS

2020 IMPACT

Naturally healthy products grow along with increased focus on health and wellbeing
Snacking more often takes place at home rather than on-the-go
Naturally healthy rice, pasta and noodles see particularly strong growth

RECOVERY AND OPPORTUNITIES

Naturally healthy pasta and noodles products must contend with opposing trends
Turnaround for NH fruit and nut bars

CATEGORY DATA

Table 52 Sales of NH Packaged Food by Category: Value 2015-2020 Table 53 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 54 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 55 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 56 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 57 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 58 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in the US

KEY DATA FINDINGS

2020 IMPACT

Organic foods appeal to consumers with strong health-consciousness
Growth limited by increased price-sensitivity in an economic recession

RECOVERY AND OPPORTUNITIES

Forecast sales to be aided by interest in sustainability and environmentalism
Education will be key for growth in organic packaged food over the forecast period
COVID-19 will lead to an increase in e-commerce

CATEGORY DATA

Table 59 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 60 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 61 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 62 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 63 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 64 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 65 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in the US

KEY DATA FINDINGS

2020 IMPACT

Functional teas appeal to concerned consumers amidst the pandemic
FF soft drinks sees a slowdown, but is expected to bounce back

RECOVERY AND OPPORTUNITIES

A growing focus on health will benefit functional teas
FF soft drinks will grow in the forecast period

CATEGORY DATA

Table 66 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 67 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 69 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2015-2020 Table 70 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 71 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 72 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 73 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2015-2020 Table 74 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 75 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 76 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 77 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 78 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in the US

KEY DATA FINDINGS

2020 IMPACT

Probiotics benefit from increased interest in immunity-boosting foods
Fortified/functional foods see growth due to more focus on diet and nutrient intake
Decreased mobility leads to declines for FF snack bars and gum

RECOVERY AND OPPORTUNITIES

Immunity expected to be a continuing interest for consumers
Continued growth for FF sweet biscuits

CATEGORY DATA

Table 79 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 80 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 81 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 82 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 83 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 84 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 85 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 86 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 87 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 88 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 89 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 90 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 91 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025
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This report originates from Passport, our Health and Wellness research and analysis database.

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