Consumers are prioritizing wellness but need guidance on how to achieve it

As more consumers prioritize foods that can improve their health and wellness, they are also realizing that they might not know which products contain the ingredients that will help them achieve their goals. With terms like "clean label," "whole foods" and "nutrient density" becoming more common, food brands can step up to help consumers navigate this new landscape and minimize confusion. The good news? Consumers not only want this type of guidance; they also expect food brands to provide it.¹

One of the most pronounced outcomes of how people are eating today - consuming less but demanding more nutrient density from each bite - is that consumers want to be healthier but often lack confidence in their own knowledge.¹ "Eating healthy is absolutely top of mind for consumers," said Matthew Schueller, director of insights and analytics at Ardent Mills. "What our research is telling us is that often, unrealized follow-through on the part of consumers is largely due to their perceived lack of knowledge about ingredients and claims, confidence in their ability to make the best choice for their health and their wallets and lack of trust in some of information sources available today."¹

What is driving this new food landscape? The use of GLP-1 medications, evolving governmental guidelines and economic factors have all come together to usher in a reduction in the amount of food people are eating while simultaneously increasing the expectations placed on those foods. When you also factor in recent consumer sentiment findings, which hit all-time lows in June of 2026,² today's shoppers want products that make sense for their health and their wallets. "This drive toward products that provide more but don't necessarily cost more means that there is little room for error," Schueller added. "Consumers need to feel confident in their choices."

Consumer-centered claims can make the difference

It's important to stay focused on the outcomes consumers are seeking versus the science of a particular product or ingredient. For instance, shoppers may seek out benefits for digestive health, heart healthy products or reduced inflammation versus a certain number or threshold, like 10 grams of protein or fiber. "It's important that food brands focus the information on their packaging and in their marketing on what truly matters to consumers," Schueller said. And while taste remains the top priority for consumers, there are key FDA approved health claims/statements that more than 50 percent of consumers prioritize, including "foods that are good for my family; foods I know are made with safe practices and ingredients; better-for-you foods and nutrient-dense/rich foods; and foods that provide fiber, protein or other specific wellness benefits."¹

There is room to grow consumer confidence

Currently, nearly two-thirds of consumers (64 percent) view themselves as only "somewhat confident" in their ability to eat healthy.¹ They also hold a wide variety of sources as responsible for enabling the healthy eating they're seeking. Next to themselves, consumers view food brands and ingredient manufacturers as leaders in enabling healthy eating. "It's clear that consumers have many options for education, including farmers, governmental agencies, grocers, restaurants, social media and online content like blogs," Schueller added. "What we learned through our research is that despite all these choices, the role of food brands as a source for education remains important and desired."

Consumers are seeking to understand the nutritional concepts that currently lack standard, universally accepted definitions. "When we look at terms like ultra-processed foods, clean label, or better-for-you, there is an opportunity to help consumers connect the dots," Schueller said. "What we do know is that consumers mostly align on the ideas of fewer ingredients, ingredients they recognize and whole ingredients."

Nearly half of consumers (47 percent¹) are much more likely to purchase foods made with recognizable ingredients.¹ "Data like this does provide cues for food brands on what ingredients to include in their formulations as well as the type of statements to make about the products that contain these ingredients," said Schueller.

Ingredients that consumer recognize (and are likely to drive product purchases)

Most consumers agree that grains and pulses are a positive contributor to the foods that make up this new eating landscape.¹ By contributing fiber to the diet, supporting clean label trends, and being perceived as minimally processed, whole grains and pulses offer food brands valuable opportunities for education and innovation that align with consumer priorities.

Proactive education can build trust

With so many options for today's shoppers to find information, it's important for food brands to be proactive in how they engage with consumers. This can help to establish leadership in the race for consumer loyalty and build trust with a somewhat skeptical population. Consumers currently trust themselves the most (despite admitting lower confidence), closely followed by educational sources and sites, scientists/researchers and farmers.¹ Both food brands and ingredient manufacturers have opportunity to grow that trust with consumers to become a leading voice in the ongoing need to better understand how to eat healthier and achieve wellness.


As you develop a strategy for ongoing education and engagement, what are the best ways to start?

1. Center your outreach on consumer priorities - think maintaining digestive function, increased fiber and protein, reduced sugar or inclusion of more whole ingredients.
2. Develop clear and concise claims supported by your ingredient formulations that consumers can easily understand and connect to their personal goals.
3. Assess your formulations to align with what you seek to deliver. Make sure your products are full of the whole grains and pulses that consumers trust. Data shows that 52 percent of U.S. consumers agree with this statement: I wish I knew more about grains and what they add to the food products they are included in.¹
4. Work with an ingredient expert that can help you optimize your formulations without changing the taste and texture your products are known for. Today's portfolios need to deliver on all of it - stacked nutritional benefits and sensory performance.
5. Leverage trusted insights to ensure you're focused on what truly matters to consumers and aligning with your greatest opportunity for success.

If you're ready to emerge as the leader in consumer-centered education, we're ready to help. Reach out today to develop a strategy for integrating trusted, whole grains and pulses into your portfolio.