NEW YORK — Natural product shoppers are no longer motivated just by living longer. Instead, they want to live better. That shift from lifespan to healthspan is reshaping natural CPG categories, boosting demand for functional ingredients, and changing how brands merchandise products across supplements, snacks, beverages, and beauty.
According to Acosta Group’s Impact Natural division, consumers are increasingly prioritizing wellness that fits into their daily routines, rather than short-term diets or seasonal resets. Impact Natural collaborates with natural product brands to turn consumer insights into retail execution and positioning strategies.
McKinsey estimates that the global wellness market has reached $2 trillion, driven mainly by Gen Z and millennials, who view wellness as a way of life. These consumers seek benefits related to sustained energy, better sleep, stress management, and cognitive performance.
Six wellness categories are gaining popularity in natural retail: functional nutrition, beauty and aesthetics, longevity and healthy aging, in-person wellness experiences, weight management, and mental health. Brands are responding with product innovations aligned with emerging health behaviors, including consumers using GLP-1 medications and seeking nutrient-dense foods and beverages that support those regimens.
Functional ingredients with strong traction include magnesium, berberine, creatine, lion’s mane, and colostrum. These ingredients are appearing across categories from supplements to ready-to-drink beverages and protein snacks. Their cross-aisle versatility makes them valuable platforms for brand expansion.
Consumer data highlights the trend. Eighty-four percent of U.S. consumers say wellness is a top priority. More than half report knowing which vitamins support their health goals. Cellular health claims in the vitamins and supplements segment grew 135 percent in early 2024. The U.S. supplements market is projected to reach $139.9 billion by 2025.
Generational spending habits reflect different motivations. Gen Z and millennials prefer personalization, tech-enabled wellness, and premium products related to sleep, energy, focus, or appearance. Gen X and Boomers focus on proven ingredients, value, and healthy aging.
Retailers are benefiting from the shift. Sprouts reports that organic items account for approximately 30 percent of sales, reinforcing consumer trust in natural formats as credible wellness solutions.
For brands, Impact Natural highlights five key strategies for success in natural retail: lead with clear benefit statements, simplify in-store wellness navigation, justify pricing by connecting costs to long-term benefits, back claims with science, and maintain consistency across SKU architecture.
“Active nutrition used to be for athletes. Today, it belongs to everyone,” said Scott Dicker of SPINS, noting that wellness has become a universal priority across demographics and channels.
Impact Natural collaborates with natural product brands to turn consumer insights into retail execution and positioning strategies.
