A recent survey revealed that gut health remains a major focus for consumers in 2025. Plant-based eating was top of mind for many consumers, too.
Today’s Dietitian and Pollock Communications have released their annual What’s Trending in Nutrition Survey, with input from nearly 900 registered dietitian nutritionists. The findings illustrate that many consumers are prioritizing health this year.
“Plant-forward, gut-friendly trends were reflected prominently in the healthiest foods and drinks according to consumer interest. This bodes well for consumer awareness of making healthier choices,” Tracy Gensler, MS, RD, told The Food Institute.
The survey provided multiple consumer insights that can help food manufacturers and retailers stay ahead.
Key takeaways from this year’s nutrition trends survey included:
Consumers Seek Superfoods
Fermented foods lead the list of most popular superfoods, with berries like cranberries and blueberries, along with bone broth and leafy greens making their debut, reflecting interest in nutrient dense, functional foods.
Clean eating continues to rise in popularity. Consumers seek whole, minimally processed foods, according to Today’s Dietitian and Pollock Communications.
Social Media Is Majorly Impactful
Instagram has overtaken TikTok as the top nutrition information source, according to survey findings. However, both platforms continue to spout plenty of false information. And they’re not alone.
RDNs said the biggest sources of misinformation are as follows:
- TikTok (85.9%)
- Instagram (75.5%)
- Facebook (72.7%)
- YouTube (50.1%)
- Blogs/Vlogs (46.5%)
“It’s interesting that consumers often seek out nutrition information from social media – with Instagram, TikTok, and Facebook as the top three sources – yet these are the exact same sources of nutrition misinformation, according to dietitians,” noted Gensler, who works with Pollock Communications.
Affordability Drives Purchasing Decisions
It should come as no surprise during a period of rising food prices that budget-conscious shopping is a top priority for consumers – even those that are typically alright with spending a bit more on health items.
The survey revealed that the top attributes consumers look for when making such a purchase include:
- Convenience (88.3%)
- Lower cost (84.7%)
- Taste (71.1%)
- Healthiness (62.6%)
- “Natural” (50.9%)
“This year, convenience, lower cost, and taste ranked the same as 2024’s top three attributes that consumers look for. This could be a reflection of struggles with higher grocery prices and (the) busy lifestyles many consumers are facing,” Gensler told FI.
Supplements Spark Intrigue
In 2025, supplements are a growing focus for health-conscious consumers. Dietitians have increasingly recommended supplements to address nutritional gaps.
Supplements that are most recommended these days include multivitamins, vitamin D, probiotics, protein powders, and calcium. Additionally, the survey revealed that consumers are showing heightened interest in fiber, magnesium, and electrolyte replacements, reinforcing the importance of holistic health and wellness support.
The Food Institute Podcast
It’s tariff time, and companies the world over are working to better understand how their operations will be impacted. Jodi Ader from RSM US LLP joined The Food Institute Podcast to discuss which products and inputs are currently subject to tariffs, and how to best mitigate supply chain risks.
