Serving Up Wellness: Pioneering Health-Focused Culinary Innovation

As consumer preferences shift towards wellness, our expertise positions us to not just meet these demands but to lead them. This year’s first theme, “Serving Up Wellness,” underscores our dedication to crafting solutions that merge nutrition, flavor, and purpose, enabling our partners to thrive while uplifting the communities we serve.

Why Wellness Matters: Leading the Transformation

Today’s consumers seek more than a meal; they want choices that fuel their bodies and minds and align with their values.

• With digital access to health information, consumers are making more sophisticated dietary decisions.
• Health is personal and consumers are focusing on long-term wellness by balancing intake with key nutrients: protein (meat and plant-based proteins) and fiber (fruits, vegetables and whole grains).
• Consumers are focusing on whole food-led nutrition which focuses on quality ingredients, lower in sugar, saturated fat, and sodium, and no additives and preservatives.
• As lifestyle-related illnesses rise, there’s a growing demand for functional foods and to create everyday products that unite taste with tangible health benefits.
• Consumers are increasingly concerned about the environmental impact of their food choices.
• Our commitment to sustainable sourcing and regenerative agriculture means we are focusing on ingredients that have a minimal impact on the environment and can improve soil health.

Overcoming Barriers: Strategic and Innovative Solutions

Food First Approach to Wellness at the Core of Wellness with Innovative Ingredients

• Consumer-Centered Nutrition: 72% of consumers in the US prefer products that are naturally lower in sugar, salt and saturated fat and those that do not have artificial ingredients. 
• Global Standards, Local Impact: We make sure our products align with global nutrition standards while supporting public health goals, emphasizing the reduction of key nutrients of concern—saturated fat, sugar, and sodium. 
• Immune-Boosting Snacks: Infused with elements like elderberry and turmeric, our snacks cater to the needs of busy, health-conscious consumers seeking functional benefits on the go. 

Meeting Consumers Through Functional Foods

However, we recognize that access to these benefits is often limited to those who can afford it. It’s essential to also create options that nourish not just the body, but the mind and soul, for people across all economic backgrounds. We are committed to developing solutions that meet the basic needs of hunger while offering nourishing, health-boosting benefits to everyone, ensuring that wellness is within reach for all. 

Functional foods offer additional health benefits beyond basic nutrition. They often contain ingredients like probiotics, prebiotics, antioxidants, proteins, and fiber, known for their potential to support various health aspects. For example, probiotics and prebiotics promote gut health, while antioxidants combat oxidative stress and inflammation. 

Our research shows that consumers are drawn to foods and beverages that aid in stress and anxiety relief, improve calmness and sleep, boost immunity, and support heart and gut health. Ingredients such as chamomile, chamomile, and holy basil are popular for their calming effects, while magnesium and citrus fruits are sought for immune-boosting properties. 

Regional preferences also shape the functional food landscape: 

• 77% of Mexican consumers find low or free-from carbohydrates claims appealing, reflecting a strong interest in managing weight and promoting energy. 
• 54% of Mexicans and 40% of Americans define healthy food as fresh foods, highlighting the importance of freshness in perceived wellness. 

The appeal of functional foods is evident as many Americans associate fruits, vegetables, and lean meats with optimal weight loss. Protein and fiber significantly influence consumer buying decisions across North America, with Canadians willing to pay a premium for protein-rich snacks and ready meals. 

Clean Labels Reflect Clear Values

Food label transparency is essential. Consumers increasingly scrutinize food labels, seeking clarity and assurance about the ingredients in their meals.   

• In the U.S., many consumers prefer low-carb and non-GMO products, showing a trend towards less processed foods.  
• In Canada, there’s a strong demand for high-protein, low-sodium, and organic items, with people willing to pay more for non-GMO snacks.  
• In Mexico, low-carb, high-protein, and non-GMO options are popular, with a significant interest in fresh foods and vitamin-rich products. 

Health-conscious consumers want more than great taste—they seek transparency, quality, and ethical practices behind every bite. 

The Emotional Connection: Food and Mental Health

Wellness extends beyond the physical—food is increasingly seen as a source of emotional and mental support. Across North America: 

• Fermented foods like yogurt and kimchi are celebrated for gut health benefits. 
• Nutrient-dense ingredients like dark chocolate, whole grains, and avocados promote mood and heart health. 

The pursuit of mental well-being through diet is evident as in the U.S. and Canada, there’s a growing interest in foods that offer relaxation and sleep improvement. Consumers seek natural sources of energy and stress relief, indicating a shift towards holistic health approaches. 

In Mexico, there’s a strong appreciation for vitamins and fresh foods, highlighting an understanding of how nutrient-rich diets benefit both physical and mental health. This mindset is reflected in dishes that showcase the diverse and nutritious options embraced by Mexican cuisine, such as: 

• Pan de Zanahoria: This carrot bread offers a healthy twist on a traditional favorite. Loaded with vegetables, it’s a tasty and convenient way to boost nutritional intake. 
• Vegetables Smash: Smashed vegetables, such as potatoes and broccoli, are favored for their crispy edges and ease of preparation. Adding a cheesy or creamy dip elevates the dish to new heights. 
• Queso Cottage: Cottage cheese has gained popularity, mirroring its success in the U.S. It’s praised for its high protein content and serves as a delicious alternative to bread and tortillas. 

The opportunity is clear: create offerings that do more than nourish—they provide peace of mind. From indulgent desserts with hidden health benefits to calming teas, these products meet consumers where they are, blending comfort with care.

From Insight to Impact: Griffith Foods’ Role in Innovation

We act on trends. We leverage emerging trends to drive innovation. By collaborating with food manufacturers and operators, we turn insights into impactful solutions that not only ensure our clients’ success but also promote overall wellness. By partnering with food manufacturers and operators, we transform insights into meaningful innovations that help our clients succeed while advancing wellness. 

Sustainability in Action 

Our responsibility goes beyond crafting exceptional food products; it includes ensuring that our practices have a positive, lasting impact on the environment and the communities we serve. 

Food Wellness and Sustainable Practices

Food wellness is deeply tied to how food is produced. By prioritizing sustainable and ethical farming practices, we not only enhance the nutritional quality and safety of the food we consume but also help safeguard the land for future generations.  

Sustainable agriculture promotes healthier ingredients, ensures better agricultural practices, and supports the creation of a resilient ecosystem—critical for weathering extreme climate events. This approach helps reduce risks for farmers and strengthens the stability of our food systems. 

Regenerative Agriculture and Biodiversity 

Through initiatives like regenerative agriculture and sustainable sourcing, we actively reduce our carbon footprint and promote biodiversity. We build lasting partnerships with farmers and suppliers based on shared values, working to create resilient supply chains that support both people and the planet.  

By integrating sustainability into every aspect of our operations, we pave the way for a future where food systems are regenerative, equitable, and thriving. 

Conscious Sourcing and Production 

Conscious sourcing and production are central to our approach. It’s crucial to understand where our ingredients come from and how they are produced. 

Agricultural practices must foster diversity and resilience, not just to nourish people today, but to maintain the environmental quality and ecosystem health necessary for the future. 

Supporting Farmers and Their Families 

Our goal is to create a food system that benefits farmers and their families—ensuring farming is economically viable, fulfilling, and competitive. We believe in making farming a rewarding profession that allows farmers to earn a good income and enjoy a quality life. 

FlavorIQ® Food & Flavor Outlook Program