Audiences are looking for nutrition content that supports more choices and achievable goals. The Healthline Nutrition team explains how these insights resonate in their own lives.
As 2022 gets underway, it’s no surprise that consumer audiences are interested in healthy eating. But this year’s five top trends go deeper, revealing unique audience motivations, needs, and expectations that will define nutrition throughout the year. We sat down with some of the Healthline Nutrition editorial team to hear their perspectives and learn about how these trends have shown up in their own experiences.
Hungry for What’s New in Nutrition
Nutrition is a top wellness category in 2022. Data from our Future of Wellness report shows that of all the wellness categories — nutrition, fitness, sleep, and mental health — people are by far most interested to see innovations in healthy eating.
We asked the Healthline Nutrition team about the most exciting trends and innovations they see in nutrition today — not just in terms of eating apps and smart scales, but also the conceptual shifts that are leading the way toward a new definition of nutrition.
After spending a significant portion of my life dealing with an eating disorder as a result of dieting from a young age, I am inspired to see so many people now choosing to opt out of society’s ever-changing food rules, diet trends, and body ideals and to simply eat what makes them feel good. — Jill Campbell, Copy Editor
For me personally, who eats low carb, in large part to manage my daughter’s type 1 diabetes condition but also for my health, I find it inspiring that there are so many brands creating healthy low carb foods… It’s also great to see so many authorities talking about the negative impact of sugar on the body. — Marie Leonte, Director, Consumer Insights
The shift from viewing diet as something restrictive and limiting to more of a “food as fuel” mentality is really refreshing and hopefully will help people to develop a healthier relationship with food. — Hanna Huffman, VP and GM, Commerce
Expecting More from Food
Today, audiences expect more from their food choices. They aren’t just looking to satisfy their appetites but are actively considering which ingredients and meal types will do more: boost immunity, increase hydration, feed their gut microbiome, improve mood, and much more.
307% global search growth for immunity-boosting superfoods in the last 6 months
We asked the Healthline Nutrition team what kind of potential they see for what’s on their plates. What do they want from what they eat?
I believe that good nutrition is important to help us live long and healthy lives, but for each person, their reason may vary. Someone might want to eat for more energy, for a healthy pregnancy, to manage their blood sugars, or for brain health. — Lisa Valente, MS, RD, Senior Editor, Nutrition
If we can think about food through the lens of our culture and connecting with the people we love, chances are “food as medicine” will follow. — Brooke Mathe, MS, CSCS, Wellness Integrity Manager
What you eat dramatically affects your risk of getting all the chronic and killer diseases. And restricting what you eat is, as of today, the only known way to extend life span. To me? The underlying purpose of good nutrition is literally staying alive and well. — Lynn Prowitt, Editorial Director, Special Projects
Taking Bite-Size Steps Toward Goals
Changes in nutrition habits don’t happen overnight, but just about everyone can do one small thing per day to eat better. Audiences increasingly look for and expect content that provides realistic guidance based on small steps — which is ultimately a more motivating and effective way to work toward those bigger goals.
10% month-over-month traffic growth for Healthline Nutrition content that includes simple steps and tips
The Healthline Nutrition team explains what works for them to stay motivated and improve their nutrition habits.
I believe small changes are key when it comes to nutrition. A big overhaul tends to backfire, especially if it means cutting out all your favorite foods. I love focusing on what I can add to my diet, rather than something to take away. — Lisa Valente, MS, RD, Senior Editor, Nutrition
A small step that has helped me is focusing on adding vegetables or fruit at every meal. What keeps me motivated is embracing the idea that food is a way that I nurture and nourish my body. — Brooke Mathe, MS, CSCS, Wellness Integrity Manager
Choosing More Sustainable Eating
In 2022, sustainability is becoming a key factor in how people think about their food purchasing decisions. Sustainable eating has many facets, from locally sourced ingredients to minimal packaging. As demand for eco-friendly yet affordable food grows, there’s hope that this demand will help make these options more accessible to more people.
We asked the Healthline Nutrition team what they prioritize in terms of sustainable food choices.
With our purchasing power as consumers, our choices have an impact. Buying local or country-specific products (we live in Iceland) is important to me too. — Aubrey Wood, Editorial Director
I avoid industrially produced foods and prefer to buy locally grown vegetables, meat, and dairy rather than produce that has been flown in. Also, I like to minimize the packaging that comes into our home and try to recycle 90%+ of it. — Tim Snaith, Newsletter Editor
Demanding More Diversity in Diets
It’s not hard to find content that treats nutrition as one-size-fits-all. But at this point, people are fed up with seeing diet recommendations that don’t attempt to take their full individuality into consideration. For content to stand out to audiences today, it needs to acknowledge and strive to meet the needs of different audiences: their cultural differences, unique health goals, eating limitations and preferences, and more.
The Healthline Nutrition team shared what they wanted to see more of in nutrition guidance in 2022:
I'd like to see more diversity in nutrition — acceptance of and ability to adapt dietary guidelines to different eating preferences, habits, traditions, cultures, etc. And less of a rigid focus on following strict rules or programs, with more of an emphasis on building sustainable, long-term healthy habits. — Aubrey Wood, Editorial Director
It seems like there is so much conflicting information out there, and so many people giving advice who don't necessarily have the qualifications to do so. I appreciate seeing science-backed information from trusted sources, which is one excellent aspect of Healthline Nutrition's content. — Jill Campbell, Copy Editor
There still is too much “diet” advice in our culture instead of healthy eating advice. I believe nutrition advice will become more and more personalized. — Mary Gail Pezzimenti, VP Content
How Healthline Aims to Inspire Audiences
To inspire audiences to read content, enjoy it, and take action, Healthline Nutrition leads the way in meeting the audience expectations expressed in these five trends. The team provides cutting-edge content on innovations and shifts in nutrition, as well as insight into how to make sustainable choices and eat food that provides extra benefits.
From the start, this vertical’s bigger goal has been to democratize wellness and make it achievable for more people. That includes providing step-by-step guidance, speaking to unique audience differences, and making it possible for readers to take action right away, in their own way. In 2022 and beyond, Healthline is here to help people take the next steps with nutrition.
For more information on Healthline Nutrition or to learn how we can work together to empower audiences to eat well, contact your Healthline Media representative or email us today.
SOURCE: Google Trends, July-Dec 2021, global search increase for key term ‘superfoods for immune system’ Global traffic increase, Google Analytics, Nov 2021 vs. Dec 2021