Longevity in daily spending: how consumption is changing

Fermented products, microbiota, sugar and alcohol-free options, healthy fats, and high-protein foods:  a YouGov research highlights how new health trends are shaping consumer choices. Retailers are called upon to evolve their product ranges, store layouts, and services.

Health is no longer merely a matter of prevention or treatment; it is becoming a key driver of daily purchasing decisions, shaped by the concept of positive nutrition. Wellness is reshaping product assortments, store layouts, and strategies within modern retail. This picture emerged from the webinar “Longevity Enters the Shopping Cart – moderated by Cristina Lazzati, Editor-in-Chief of Mark Up, Gdoweek, and Fresh Point Magazine (prominent Italian business-to-business (B2B) trade publications focused on retail, marketing, consumer goods, and agribusiness) – which presented research by YouGov on the data and trends currently redefining the market.

Health is now viewed as the third-ranked main concern for Italian consumers and has become the fifth key driver in regards to influencing consumer goods purchases following quality, promotions, budget considerations and local products. At the same time, attention to nutritional information on labels is growing. According to Andrea Corazzon, AST & Retailer Cluster Lead at YouGov, 46% of Italians pay close attention to healthy eating, and 34% engage in regular physical activity. Notably, 51% state that they often or always consider long-term health when making daily purchasing decisions—a mindset that spans all generations.

Kefir, Greek yogurt, and nut-based spreads are reshaping the shopping cart.

The increased focus on well-being is also reflected in purchasing behaviour. A comparison between March 2026 and March 2025 shows growth in the household penetration of vitamin supplements (+5.8%), non-alcoholic beer (+15.9%), soy-based cheeses (+17.9%), and fresh juices (+7.8%), as well as more traditional categories such as extra virgin olive oil (+3.3%) and canned tuna in water instead of oil (+2.1%).

Kefir stands out as one of the most notable trends, having increased its market penetration by nearly 19 points since 2022. Greek yogurt has grown by over 15 points, while oats, avocados, and chia seeds are also gaining ground. Breakfast habits are shifting, too: kefir (+9.3 penetration points), 100% nut butters (+5.1), berries (+5.2), and lactose-free yogurt are on the rise, whereas snack cakes, traditional fruit juices, sugary jams, and conventional drinkable yogurts are losing ground.

In Italy the expansion of ‘free-from’ products also continues: sugar-free, lactose-free, plant-based and gluten-free items are seeing steady growth in household penetration. This trend extends well beyond actual food intolerances, with private-label products growing faster than major manufacturer brands – achieving penetration gains of up to 10 percentage points in certain categories.

Between 2022 and 2025, household penetration for high protein products rose from 41.9% to 56.2%. Alongside the high-protein segment, the role of fibre, probiotics and fermented foods is expanding, while the microbiota – specifically the gut-brain axis – is emerging as a key area for innovation. Other rising trends include functional waters, creatine supplements (which are increasingly moving beyond the sports world), collagen-based products focused on beauty and wellness and also magnesium-enriched products, which cater to increasing demands for products focused on energy, recovery and mental health support.

Retail shelves are increasingly organized by needs rather than categories.

60% of consumers state that in-store support for healthy choices is a key factor when selecting a retailer, while price remains the primary barrier. For retailers, the challenge lies in doing more than simply expanding their healthy product offerings. The response must go beyond merely broadening the assortment. As Corazzon pointed out “retailers need to think in terms of needs rather than categories”. For example, by organizing dedicated lactose-free zones that bring together products from various departments. The goal is to create shopping journeys that address needs such as gut health, energy, immunity or mental well-being, using communication that is simple yet grounded in solid scientific evidence.

Industry and retail rethink their selections.

The growing demand for wellness-oriented products requires an evolution across the entire value chain from research and innovation to the way products are organized at the point of sale. For  Nestlé Health Science, the goal in the supplements sector is to maintain a presence throughout the entire customer journey, not just in pharmacies, by leveraging patents, clinical studies and the expertise of healthcare professionals, who are key partners in conveying knowledge and credibility. This strategy aligns with the company’s Good Food, Good Life purpose. “Longevity is an area where we will continue to invest heavily. The trends we are tracking include cellular renewal and cognitive health. However, the challenge lies not merely in launching a new product, but in supporting that innovation with education, communication, and awareness-building.“

For Alessandra Corsi, Chief Category Officer at Conad, this shift will primarily impact the retail outlet itself. “The future of the store shelf must be organized around people and their needs rather than just products” she explained, emphasizing that retailers capable of creating simple, cross-category shopping journeys stand to gain a significant competitive advantage. This approach will be reflected in the new store Conad is set to open in Florence between mid- and late July, which will feature an assortment vastly different from current offerings. Corsi also highlighted the performance of the “Piacersi” private-label brand, which focuses on holistic well-being; it now spans over 40 categories and recorded 40% growth during its relaunch year. The product range will continue to expand through a collaboration with a nutritionist specializing in the development of new items focused on longevity.

In the end, it is increasingly clear that  developing emerging categories requires collaboration between manufacturers and technology partners. The greatest risk isn’t experimentation but rather entering a rapidly growing category too late. That is why it is essential to invest in expertise, start testing and learn from the market

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