American consumers are buying packaged foods, beverages and supplements in search of better physical and mental health, with just 13% of the more than 1,000 adults surveyed by Advantage Solutions in mid-February saying they don’t purchase products that claim health-and-wellness benefits.

While those buying these products are looking to enhance their nutrition, energy, immune health and digestive health especially, even those not yet buying them are expressing interest in these and other products touting health-and-wellness claims, according to “U.S. Adults Have Health and Wellness on Their Minds (and in Their Kitchens),” based on the results of the latest Advantage Solutions Pulse Survey.

Among the survey’s findings:

  • While Americans are most often turning to supplements — 60% of adults say they’ve purchased nutritional supplements, for instance — there is significant interest in packaged food and beverages that tout health-and-wellness benefits.
  • In the past three months, about one-third of survey respondents have purchased foods that claim to enhance nutrition, such as those touting extra vitamins or minerals, protein, etc. One-fourth have picked up foods that claim to boost energy, improve digestive health, enhance physical appearance or are marketed to people adhering to a special diet, such as keto or low-carb.
  • Compared to the percentage of those who purchased them during the previous three months, more consumers say in the next three months they are very likely to buy supplements that
    increase energy, drinks that improve digestive health, and food and beverages that support better sleep.
  • Asked which health-and-wellness foods, beverages or supplements they’re interested in — but haven’t purchased yet — consumers most often selected those claiming nutrition, energy, immunity and digestive benefits. Nearly half of the respondents who haven’t yet purchased supplements with nutrition or immune-health claims are considering them.
  • When choosing where to spend money on food, beverages and supplements that have health-and-wellness benefits, U.S. consumers are split: About one-fifth most value a retailer they can trust (21%), another one-fifth (21%) prefer a retailer that offers a variety of these products and a like amount (19%) say competitive prices are key. Nearly as many (17%) want to buy these products at the store they visit for their weekly shopping.

The report also includes nearly two dozen product ideas submitted by survey respondents.

Download the Report