A recent survey by Bain & Company involving around 9,000 European consumers confirms that health and wellness have become leading drivers in purchasing decisions, influencing not only what people buy but also how they perceive product value. For manufacturers, distributors, and foodservice professionals, this trend sends a clear message: it is essential to meet new expectations related to well-being, transparency, and sustainability - three interconnected factors that shape consumer choices across Europe.
Health awareness as a catalyst for change
The first key finding is that almost 95% of Europeans consider health a top priority. Yet 23% say they struggle to maintain healthy eating habits. Moreover, 30% are actively trying to lose weight, motivated primarily by a desire to improve sleep and boost physical strength.
Concerns about burnout, low energy, and overall well-being are fueling this shift in behavior and priorities.
The implications for food companies can be summarized as follows:
-
Highlight the wellness benefits of each product
It is no longer enough to label a product as "healthy": consumers want to understand why it's good for them. Brands should clearly communicate nutritional benefits, the presence of natural or functional ingredients, and how the product contributes to everyday well-being - from energy and digestion to balance and vitality. -
Combine flavor and lightness in culinary offerings
In the foodservice industry, the most successful dishes are those that balance taste and wellness. Offering light, balanced meals made with fresh ingredients and gentle cooking methods can become a signature element and a driver of customer loyalty. -
Communicate with clarity and transparency
Consumers reward brands and restaurants that are open about what goes into their products. Labels, menus, and promotional materials should clearly indicate ingredients, sourcing, and production methods, helping to build authenticity and trust.
Several recent global studies highlight growing demand for high-fiber foods and increasing interest in gut health, weight management, sleep quality, and healthy aging.
For further insights, see also: "Trends in Food, Health and Wellness: Data and Winning Strategies for the Food Industry".
Where consumers are cutting back
According to Bain & Company, 56% of European consumers have reduced sugar intake - the highest rate across all food categories - while 50% have cut down on processed foods. At the same time, 30% say they are purchasing more local products.
Among other notable findings, 38% plan to eat more fish, seen as a lighter alternative to meat, and 33% report growing interest in vitamins and supplements to support an active lifestyle. Additionally, 82% of consumers are limiting salt intake for health reasons.
Reducing calorie-dense foods is motivated by 45% of respondents for general health reasons, while 44% are focused on weight control.
From an operational standpoint, this shift has wide-ranging implications across the supply chain. For manufacturers, the challenge is to develop or reformulate product lines that are lower in sugar and salt, richer in fiber, and minimally processed - maintaining nutritional integrity and using natural, easily recognizable ingredients.
Distributors can differentiate themselves by curating assortments that feature healthier options and balanced meal solutions, emphasizing nutritional value and local sourcing.
For the foodservice sector, there is a growing opportunity to create menus that offer balanced dishes and health-focused options, combining well-being with culinary pleasure.
Health is not the only purchase driver
The study also shows that, beyond health, other motivations influence consumer choices. When it comes to meat, for instance, 41% avoid it for health reasons, 25% for environmental concerns, and 14% for economic reasons.
The economic factor therefore plays a key role: 45% of respondents do not buy organic products because of their price. This reveals a dual challenge - and opportunity - for companies: on one hand, to communicate real value more effectively, emphasizing health benefits, traceability, ingredient quality, and process sustainability; on the other, to make these products more accessible, as even consumers who are interested often refrain from buying for budgetary reasons.
Overall, consumer choices extend beyond the pursuit of personal health to embrace a broader, more conscious relationship with food - one shaped by ethical, environmental, and cultural values. The growing interest in local products reflects consumers' desire for traceability and production transparency, as well as their appreciation for the authentic identity of local regions and their environmental responsibility.
Italy in line with European trends
Italy mirrors this pattern: 56% of Italians identify sugar reduction as a priority - matching the European average - placing the country third after Spain and Poland. Reducing processed foods and fats also ranks high in Italy, consistent with trends seen across Europe.
Beverages embrace the wellness trend
The beverage sector reflects the same transformation. Across Europe, 43% of respondents intend to cut out alcohol, 35% plan to reduce carbonated drinks, and 25% aim to avoid energy drinks. Among the preferred alternatives, 31% plan to consume more natural juices, 29% more probiotic drinks, and 25% more lactose-free milk.
In Italy - where consumption habits are deeply rooted in tradition and culture - the trend is equally evident: 40% are reducing alcohol intake, 36% are limiting sugary beverages, and 16% report increased interest in probiotics.
Innovation in products, experience, and communication
In summary, health-driven choices are no longer a niche but a central feature of European consumer behavior. For stakeholders across the food & beverage industry - from production to distribution and hospitality - adapting to this evolution has become a strategic priority. Food companies, in particular, have the opportunity to innovate in products, communication, supply chain processes, and customer experience, with clear advantages and the potential to gain market share.
Innovation today goes beyond launching new products: it means rethinking offerings based on consumer expectations. Competitiveness increasingly depends on the ability to combine health, taste, and transparency, integrating these values throughout every stage - from ingredient sourcing to how the product is presented and communicated.
The market is showing growing interest in lighter, functional recipes that preserve sensory quality, as well as in local and natural ingredients as a guarantee of authenticity. At the same time, the overall consumer experience is gaining importance: practical packaging, well-balanced portions, clear labeling, and educational digital content all contribute to building a long-term relationship of trust.
Finally, communication should evolve to be genuinely useful and informative. Instead of generic "healthy eating" messages, brands should craft a credible narrative that explains the product's origin, production methods, and tangible benefits.
