Food systems are transforming structurally as retailers and suppliers embed health, affordability and wellness services into their operations to meet growing consumer demand.
The food industry’s move toward health and well-being is no longer gradual – it has become a structural shift, with suppliers and retailers putting nutrition strategies into action at scale, shared Krystal Register, VP, health and wellbeing, FMI – The Food Industry Association, during the organization’s recent webinar.
“More than three quarters of food suppliers are either in the process of reformulating products or have plans to do so,” Register stated.
This is not a cosmetic change, but a strategic one, she explained. The most common reformulation efforts, she noted, include removing artificial colors and dyes, reducing sodium and added sugars and adding protein and fiber.
“These activities reflect a broader commitment to meet evolving consumer expectations for products that support health and well-being.” For manufacturers and suppliers, this signals a tipping point: nutrition is now a core product attribute consumers actively seek.
Consumers are making health a priority
FMI research highlighted a converging consumer trend. Over 75% of shoppers say they are putting “at least some effort” into making healthy eating choices, and nearly one-third are investing significant effort.
“Shoppers believe including positive healthy attributes [like fruits, vegetables, protein and no added sugar] is more important than avoiding the negative ones,” she said.
That nuance of emphasizing beneficial attributes rather than simply avoiding negatives could have significant implications for product labeling and messaging.
At the same time, industry analysis has shown that healthier food baskets often carry a price premium compared to less nutritious options, highlighting the continued tension between health aspirations and household budgets.
Aligning with national nutrition policy
How industry efforts intersect with updated national guidance is also critical, Register noted. The USDA and HHS’ recently released 2025-2030 Dietary Guidelines for Americans emphasize nutrition as foundational principles, she said.
Register highlighted how FMI members are operationalizing this intersection by “expanding access to more affordable produce, offering counsel from registered dietitians and nutritionists.”
Some members are also promoting healthy cooking at home with nutritious meals costing about $3 per serving, reinforcing that health and affordability can go hand in hand, she added.
While the Dietary Guidelines for Americans emphasize health-focused targets such as limiting saturated fats and added sugars, they also recommend foods that were more restricted in previous editions. Notably, the guidelines suggest increasing animal protein – nearly double the amount compared to the 2020–2025 edition – as well as incorporating full-fat dairy. Critics raise concerns over increased saturated fat intake from consuming these foods, with some organizations calling on the federal agencies to revise the guidelines.
Retailers as health hubs
Register highlighted the evolution of grocery stores into health and wellness platforms.
“These efforts lead to simple swaps, behavior change, improved health, motivation, repeat shopping behavior and trust in a primary food store that helps support consumers on their personal health journey,” she said.
Nearly all retailers surveyed employ dietitians at the corporate level, and many offer direct dietitian consultations, in-store or virtually. This builds credibility and strengthens loyalty, she said. In-store pharmacies further complement these efforts with clinical services, preventive screenings and real-world healthcare touchpoints, she added.
Affordability remains central
Nearly three quarters (74%) of shoppers in FMI’s survey agree that grocery retailers are helping them stay within budget through promotions, coupons and private label options — reinforcing that health does not have to come at the expense of value.
In a K-shaped economy, where higher-income households may continue trading up while more budget-conscious consumers seek value, the ability to deliver nutritious options across price tiers will be critical for brands and retailers alike.
