Healthspan over lifespan is reshaping natural CPG
Consumers shift from living longer to living better, driving demand for functional ingredients across snacks, supplements, and beverages.
Supplements
Plant-based proteins power growth in functional nutrition
Health-focused consumers and major CPG investments are propelling steady growth in protein-enriched foods, beverages, and wellness products across the United States.
Vitamin gummies lead rapid growth in U.S. supplement market
U.S. consumers prefer gummy supplements over pills due to their taste, portability, and ease of use.