Today’s consumers, especially younger generations, demand comprehensive nutritional transparency.

Consumers are reimagining their relationship with their food, pushing retailers to innovate beyond the traditional shopping experiences. This shift isn’t just a trend – it’s a structural change in how consumers approach nutrition and how retailers must respond to maintain their trust and relevance.

Post-pandemic, health-and-wellness consciousness has reached new heights. According to a Tebra study, one in four Americans plans to use GLP-1 weight loss medication in 2025, with GenZ leading the charge, at 35%. Food is consumers’ primary tool for managing health, and 76% of Americans are willing to put at least some effort into selecting nutritious and healthy options. In particular, households with kids (43% of American households had at least one member under 18 in them) feel they have a lot more room to eat healthfully. However, industry surveys reveal a growing frustration among shoppers, as they have to spend considerable time finding the right options for their families.

The Trust Crisis in Nutritional Claims

The initial wave of health-conscious consumerism in 2022 sparked a proliferation of nutrition claims on packaging by manufacturers. While that helped consumers in the short term, it has led to an unexpected consequence: widespread skepticism. Social media platforms, especially TikTok, have been influential in exposing the limitations of single-claim marketing. Consumers discovered that their favorite protein and granola bars, which boast of health benefits on the packaging, actually contain massive amounts of sugar and have a high glycemic index. It’s a similar story with the long-adopted oatmilk. This has caused consumers to grow distrustful of single-claim marketing and made it harder for them to find clean, good-for-you products. 

[RELATED: Consumers Hone In on Ingredients in Quest for Transparency]

News stories about misleading advertising, unethical practices and data privacy concerns have further deepened that consumer sentiment. Today’s consumers, especially younger generations, demand comprehensive nutritional transparency. They’re looking beyond individual claims to understand:

• Complete nutritional profiles, including macro- and micronutrients
• Blood sugar impact
• Artificial ingredient content
• Overall health implications