In the ever-evolving landscape of consumer preferences, the Macro Trend of “Better for Us” is reshaping the way we approach our daily food choices. While personal health was largely the focus for a long time, a transformation has led to prioritizing the well-being of our families, which also includes those furry friends that warm our laps. Similarly, for many, the responsibility of parenthood starts to take center stage, and there is a noticeable shift from ‘me’ to ‘we.’ With all of this, we are starting to notice a growing emphasis on clean-label, organic certified, free-from, and nutrient-dense foods becoming household staples. Watch the KeHE “Better for Us” video to learn more.  

Family Focus

A significant aspect of the “Better for Us” trend is the surge in family-focused behavior among consumers. Natural and specialty shoppers, primarily comprising Gen Z, Millennials, and parents, make up nearly three quarters of the market. These consumers are actively seeking healthful options when purchasing groceries, emphasizing the importance of providing wholesome and nourishing meals for their loved ones. With such great buying power, retailers and suppliers alike would benefit from taking note of this trend when it comes to planning displays and thinking about what will make a splash on the market.

The Rise of Clean & Organic

Clean-label and organic-certified products are at the forefront of this macro trend. Consumers are increasingly conscious of the ingredients in their food, opting for products with transparent and minimalistic labels. The Natural Products Expo East’s “State of Natural Growth for Good” in 2023 highlights the growing demand for natural and organic choices, reinforcing the notion that consumers are willing to invest in products that align with their values of health and sustainability.

Early Emphasis on Health

The “Better for Us” trend centers around family well-being but also emphasizes a behavioral shift towards prioritizing health at an earlier age. Gen Z and Millennials, constituting a significant portion of natural and specialty shoppers, are taking proactive steps to care for their whole selves. According to Mintel’s 2023 “Marketing to Gen Z” report for the US, 40% of these consumers prioritize mental health, recognizing the interconnectedness of physical and mental well-being, and cited top priorities as taking care of mental health, managing stress, and taking care of “myself”.

Reduced Alcohol Consumption

Another notable aspect of this macro trend is the reduced consumption of alcoholic beverages, especially among Gen Z and Millennials. The Nielsen Consumer 2022 report on Gen Z reveals that 65% of Gen Z individuals are consuming alcohol less than once every two to three months, with 45% abstaining from alcohol altogether. This shift reflects a growing awareness of the negative impacts of alcohol and a desire to lead a healthier lifestyle. KeHE is noticing more and more imaginative mocktails and mixers splashing into glassware. Retailers take note and make space for these brands on your shelves and in your coolers this spring and summer! Stock your shelves here.

As a food distributor focused on natural & organic, specialty, and fresh products, embracing trends such as “Better for Us” provides opportunities to align with evolving consumer preferences and further the bridge to partner success. By offering a diverse range of clean-label, organic certified, free-from, and nutrient-dense products, KeHE can provide for the increasing demands of health-conscious consumers. Furthermore, understanding the emphasis on family well-being and early health prioritization allows KeHE to curate a selection that resonates with our retailers’ target audience. In this era of conscious consumption, staying attuned to macro trends not only ensures business relevance but also contributes to the collective effort of building a healthier and more sustainable future.