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How the U.S Healthy Food Market is Growing

Healthy foods are conquering our groceries stores but are you aware of the nature and the origins of this phenomenon?

American are improving their food choices and diet quality. We investigated this trend to find the key areas of improvement and the information that you need to know to leverage this growth opportunity.

In 2018, more than one-third of Americans say they are currently following a specific diet, according to Food Navigator USA. But, with the rise and fall of different diet trends and fads over time, what kinds of healthy diets are U.S. consumers really sticking to?

While eating approaches differ among different groups of Americans—such as Baby Boomers favoring lactose-free diets and Millenials preferring vegetarian diets—as a whole, Americans are making more of an effort to eat healthily. The U.S. healthy food market is steadily growing with consumers turning more and more to food trends and diet decisions such as veganism, gluten-free diets, and non-GMO foods. Keep reading for more insight on just how popular these diets are.

1. Non-GMO: what are the numbers behind this label?

Non-GMO diets have been steadily increasing in popularity over previous years. From 2012 to 2016 alone, non-GMO food sales reached $8 billion in growth and neared $21.1 billion in total sales. Now more than ever, consumers are keeping an eye out for non-GMO verified products, such as those produced by Germinal Organic, which has been certified with the most trusted non-GMO label among consumers—the Non-GMO Project Verified Seal.

2. The decline of gluten is unstoppable! Gluten-free products now attract more and more consumers, not only gluten intolerants.

Along with non-GMO diets, recent years have shown an increased use of gluten-free foods and beverages among American consumers as well.  This year, the gluten-free products market is estimated to be valued at $4.48 billion, PR Newswire reports. This number is only projected to continue to grow through future years. According to the same report, by 2023, the market is estimated to reach estimate 7.6 percent growth. This means by 2023, the gluten-free products market will reach a whopping $6.47 billion.

3. How is the aggressive growth of the bakery sectors supporting the sales of Gluten-Free products?

The growth in the market size of gluten-free products is driven by the increasing demand for foods based on cereals, such as bakery products, pizza & pasta, and this trend has an important impact on consumers affected by wheat allergy, celiac disease on non-celiac gluten sensitivity. To further increment the industry growth, more efforts should be dedicated to increasing the public awareness of health and nutrition, thus encouraging consumers to perform conscious choices on their diets and food quality. Understandably, this approach based on awareness and information is also likely to help consumers affected by high cholesterol levels, and other health issues generally correlated to unhealthy nutrition behaviors.

4. The vegan lifestyle is driving more and more people to join the cause, and most of the brands now offer vegan options in their product portfolio. What explains this choice? 

The amount of consumers following a vegan diet in the U.S. has skyrocketed in recent years. In fact, in the last three years, there has been a 600 percent increase in people identifying as vegans, according to the Food Revolution Network. While millennials are major advocates and central drivers of this worldwide shift toward veganism, the plant-based movement incorporates all generations. Now, people such as celebrities and athletes, and entire companies such as Germinal Organic are supporting the vegan movement.

5. Are you what you eat? Plant-based nutrition is riding the wave and revolutionizing our dietary trends. 

Plant-based diets are escalating in popularity, becoming a national phenomenon with the surge of plant-based food festivals or thanks to revolutionary innovations in the food supply chain. The plant-based diet is based on fruits, vegetables, tubers, whole grains, and legumes, while avoiding or minimizing meat and dairy products, as well as highly refined foods. Thirty-nine percent of U.S. consumers say they’re trying to incorporate more plant-based foods into their diet, Food Navigator USA reports. Generally speaking, the motivation behind people changing their tastes and habits in favor of plant-based diets lies in health benefits – a different driving motive with respect to vegans, mostly concerned about animal welfare into their diet.

GERMINAL ORGANIC: delivering quality food to be the new trendsetter in the industry. 

Germinal Organic stands behind the U.S. healthy food market growth with a commitment to deliver quality foods. Not only does Germinal Organic have more than 40 years of experience crafting healthy foods, but they also designate more than half their staff to guarantee excellent taste with 58 percent of employees in production and quality control.
From altering just one nutritional component of their diet to committing to a complete diet overhaul such as vegan or vegetarian diets, U.S. consumers remain in search of the healthier foods available. Germinal Organic is one supplier that provides consumers with foods to fit their healthy lifestyle by only providing food products that are 100 percent traceable from the field to the shelf. With more than 15 certifications ranging from the product (gluten-free, non-GMO, etc.) to ingredient fair trade and manufacturing certifications (BRC, IFS, etc.), Germinal Organic proudly stands behind a healthy America.


Looking for more information on healthy food trends? Follow Germinal Organic on Linkedin and Instagram for more industry insights!


Food Revolution Network 


Germinal Organic at the Natural Product Expo West 2023

Natural Product Expo West 2023

From 8 to 10 March we will participate in the next Natural Products Expo West 2023 in the Anaheim Convention Center.
Natural Products Expo West continues to be the one of the most long awaited Organic Food & Beverage events in the U.S.
Stop by the North Hall Booth N1507 and meet our team!

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