Why is Nutrition Going to Have a Big 2025?

As we step into our 2025 stride, nutrition is poised to become one of the defining consumer trends of the year. From consumer mobile apps revolutionizing personal health to global movements against processed foods, the cultural and scientific focus on what we eat has never been sharper. Here are some of the key drivers shaping this nutritional renaissance, and why we should all be paying attention.

1. Consumer Trends Driving Nutrition Awareness

The rise of health-conscious consumers has been steady over the past decade, but 2025 is the year these efforts go mainstream. NielsenIQ ’s data shows a 42% increase in consumers actively seeking health-forward food products in 2024, and this trend is expected to accelerate.

• Mobile Apps and Personalization: The proliferation of mobile apps focused on health and wellness is revolutionizing the way consumers interact with food. Apps like MyFitnessPal and emerging competitors are now incorporating AI to provide hyper-personalized nutrition recommendations based on DNA data, real-time activity, and chronic illness management.
• Data Point: According to Statista , downloads of health and wellness apps grew by 27% in 2024 alone, indicating an even larger adoption rate in 2025.

2. Political Impacts: RFK and Trump Administration Policies

The policy environment in the U.S. is shifting in ways that could have profound implications for the nutrition industry.

• Anti-Processed Food Legislation: Both RFK Jr. and Trump have signaled support for policies that reduce the influence of Big Food and encourage cleaner labeling practices through hopeful USDA and FDA . The potential for government-backed campaigns against processed foods could empower consumers with better information and more wholesome choices.
• Incentives for Farmers: A bipartisan push for regenerative agriculture practices could lead to more nutrient-dense crops entering the food system.

3. The “Trad Wives” Movement and Home Cooking

In parallel, the resurgence of the "trad wives" movement—which glorifies traditional homemaking—is impacting how food is viewed culturally. With platforms like TikTok buzzing about scratch cooking and farm-to-table trends, home-prepared meals are becoming a symbol of health and self-care.

• Cultural Insight: 谷歌 searches for "scratch cooking recipes" and "home fermentation" grew by 63% in 2024, reflecting this shift.

4. Healthy African Ingredients Gaining Popularity

Superfoods native to Africa—such as moringa, fonio, and baobab—are making waves in the global market. These ingredients not only pack a nutritional punch but also align with sustainability goals. Their rising popularity reflects a broader interest in holistic and functional foods.

• Data Point: Exports of African superfoods increased by 48% in 2024, according to UN Trade and Development (UNCTAD) , signaling their potential to dominate wellness markets in 2025.

5. Cancer and Nutritional Science Advances

2025 is the year cancer research will deeply intersect with nutrition. Scientists are now mapping how certain diets can prevent or slow cancer progression. Breakthroughs in understanding the microbiome’s role in immunity have spotlighted foods that can reduce inflammation and lower disease risks.

• Key Findings: A 2024 study in The Lancet found that individuals adhering to anti-inflammatory diets—rich in omega-3s, fiber, and phytonutrients—had a 37% lower risk of developing certain cancers.

6. The Anti-Processed Food Movement

The backlash against processed foods is stronger than ever. Consumers are ditching ultra-processed options in favor of whole, minimally processed foods. This shift has been fueled by social media influencers and documentaries exposing the health risks of additives and preservatives.

I will be sharing more on how consumer apps like Yuka , Journey Foods data, and convenings like Sundance Institute will show where movement and culture is shifting.

The Path Forward

2025 will be a transformative year for nutrition. With advancements in technology, science, and policy, we have an unprecedented opportunity to reshape our food systems for the better. As someone deeply committed to improving the health and sustainability of global food ecosystems, I’m thrilled to see these changes unfold. Whether you’re downloading the latest nutrition app or experimenting with ancient grains, there’s no better time to prioritize your plate.

More here: Why is Nutrition Going to Have a Big 2025? Trends I am Seeing