By NCS Marketing
Take note, CPG brands! Something in the water is changing. Strong interest in health and wellness is reaching beyond the athlete to the whole household.
Protein used to be the domain of bodybuilders, and electrolyte drinks were something kids grabbed after soccer practice or a bout with the flu. Not anymore. Both protein-enriched foods and hydration-focused products have gone mainstream and now appeal to just about everyone in the household.
On-the-go moms might pack their tote bags with protein bars, business professionals get a midday boost from a protein shake, and health-focused young adults are sipping on coconut water.
A Hunger for More Protein-Enriched Foods
Nearly two-thirds (62%) of Americans consume protein-enriched foods at least a few times per week with almost a third (31%) consuming them daily, we learned in our recent consumer sentiment survey. Only 12% of U.S. adults said they never consume protein-fortified foods.
When asked what types of protein-enriched products they consume most often, consumers picked the usual suspects as their top choices: high-protein yogurts (34%) and protein bars (33%). Yet, almost a quarter of U.S. consumers (24%) said they most often consume protein shakes/powders and protein-enriched cereals/snacks. Just under a quarter (22%) consume protein-enriched dairy products most often.
But the real trendsetters are Gen Z. When we look at Zoomer preferences, they tend to gravitate towards the same protein-packed products as the rest of us – but in much larger numbers. In fact, Zoomers are significantly more likely to consume products like protein-enriched dairy products and protein shakes or powders than the market average.
Why are Americans so interested in adding protein-fortified foods to their diets? Well, general health and wellness is a top motivating factor, with half of Americans (50%) saying they consume protein-enriched foods for this reason. U.S. consumers also cited weight management (16%), when feeling especially hungry (13%) and athletic performance or fitness goals (12%) as other important reasons why they consume foods fortified with protein.
To Feel Good, Consumers Stay Hydrated
Another health and wellness trend gaining traction across the U.S. is the need to stay hydrated. Fifty-nine percent of Americans said they consume hydration-focused products a few times per week or more often. In fact, over a third (34%) consume hydration-focused products daily! Just 14% of consumers said they never consume any type of hydration-focused products.
When it comes to hydration-focused products, American consumers are spoiled for choice, with many options lining the shelves. Of course we asked about the OG hydration fix – good old bottled water – and 69% of Americans said this was their “go-to” when replenishing body fluids.
Beyond good old high quality H2O, 39% of consumers said they choose electrolyte-enhanced drinks (think Gatorade, Powerade, and Liquid IV) most often to stay hydrated. A quarter (25%) of Americans prefer flavored or vitamin-enhanced options (your Vitaminwaters, Hints, and Propels of the world) to quench their thirst.
As with protein-enriched foods, Gen Z is leading the way in adopting hydration-focused products to their lifestyles. So, which options resonate most with them? Well, three-quarters (75%) still turn to old faithful – bottled water – when their mouths get dry and that fatigue starts to set in. That said, Zoomers are considerably more likely to choose coconut water and flavored or vitamin-enhanced water for their hydration needs than the average American.
Are you curious about what’s driving American purchase habits around these hydration-focused products? Yeah, we were too! Feeling better overall (29%) was the top response followed by replenishing fluids after an illness or dehydration (19%). Both preferring the taste over plain water and achieving peak hydration/boosting energy were cited by 14% of U.S. consumers as their main reasons for using hydration-focused products.
Purchase Insights Point to a Growing Market
An analysis of recent NCSolutions purchase data supports our survey findings. In the protein category, Americans purchased 8% more health/nutrition bars in March 2025 compared to March 2024, while purchases of health/nutrition shakes were up 7% and purchases of protein salty snacks were up 6% over the same period. U.S. households purchased 5% more fully cooked meat alternatives in March 2025 versus the prior year, but only 2% more of fresh meat alternatives. Purchases of performance nutrition bars were up just 1%.
U.S. consumers bought 6% more value-added water in March 2025 compared to March 2024. Sports drink and water enhancer purchases were both up 5%, while sparkling water purchases increased 4% over the same period. Americans also showed an increased affinity for coconut water, with purchases up 10% from March 2024 to March 2025.
Health-conscious consumers already comprise a significant share of the U.S. market and both of these trends are still gaining steam. According to a 2024 NCS consumer sentiment survey, 59% of Americans said they’d purchased items in the last month specifically to improve their health and well-being. Brands manufacturing functional foods and drinks should focus on delivering messages that resonate with these particular customers. Learn how to engage thoughtfully and build brand loyalty with health-focused buyers. Download our e-book on the Conscious CPG Consumer today.