Health is having a moment, and it’s not just hype. With hashtags like #health racking up over 11.5 million posts on TikTok and #healthyeating boasting 47 million on Instagram, consumers are more tuned into their health than ever before. From the rise of GLP-1 medications to the backlash against ultra-processed foods, it’s clear that the wellness wave is still going strong.
To better understand what health really means to today’s consumers, MMR Research conducted a study to uncover the health concerns that are driving shopper behaviour in 2025 and what this means for brands trying to win over consumers. The result? Built from over 65,000 real-world scenarios across the US, UK, and China, the findings paint a powerful picture of the health priorities consumers actually care about.
“We’ve seen a real shift in how people are thinking about health – it’s more intentional, more personal,” explained Andrew Wardlaw, Chief Ideas Officer at MMR.
“This study was about getting beyond what people say to understand how they really make health-related decisions. That’s why we moved away from typical surveys and used a choice-based approach instead. We asked people to choose between more than 20 health claims and over 50 functional ingredients – the kind of trade-offs people actually make in real life.”
Gut Health: The Surprise Climber
While heart, brain, and immune health continue to dominate the top three spots, gut health has made serious moves, jumping four spots since 2021 to land in the number 8 overall. And among 18–24-year-olds, it’s already climbed to number 6, solidifying its crown as the “one to watch.” The interest isn’t just trending online, it’s showing up in real-life behaviour. Over the past year, 29% of British consumers and 37% of Americans say they’ve been paying more attention to digestion. In China, that figure leaps to 53%.
So, should brands be investing in gut health? “Absolutely,” said Wardlaw. “But just because awareness is rising doesn’t mean purchase behaviour will automatically follow. The value perception around gut health still needs work, especially since it still has to compete with more established concerns and in a tough economy where consumers are being forced to prioritise.”
Value Over Buzzwords
One of the biggest takeaways from the research is that consumers are overwhelmed. Long ingredient lists and endless health claims are leading to confusion and distrust. While claims like ‘high protein’, ‘supports immunity, ‘high fibre’, ‘supports gut health’, and ‘supports mental focus’ ranked highly in the study, consumers are becoming more discerning and more skeptical. “Brands need to walk a fine line,” Wardlaw said. “They can’t underplay important ingredients like fibre, probiotics, and prebiotics, but overhyping less familiar ones could do more harm than good. It’s about clarity, not clutter.”
The research also highlighted a growing desire for multifunctional products that deliver more for less. That means products that do double (or triple) duty, whether it’s a snack that boosts focus and immunity, or a beverage that supports digestion and energy. High-ranking ingredients like lion’s mane, ashwagandha, and matcha could also support this, but only when they serve a clear, valuable purpose. Claims like ‘high protein’ and ‘supports immunity’ also ranked especially high in the study, pointing to a consumer base that’s tuned into benefits, but still demands simplicity and value.
Health Reimagined
Perhaps the most interesting shift revealed in the study is how consumers are now thinking about health, not just as a response to age or illness, but as a way to maintain balance in an increasingly stressful world.
“Gut health aligns perfectly with this shift,” added Wardlaw. “It’s not just about digestion anymore, it’s about energy, mood, immunity, and overall health. But for brands to win consumers over, they need to show why gut-friendly products are worth it. That means products that deliver multiple benefits, clear messaging, and real value.”
So while gut health is definitely gaining ground, the real fight for attention, trust, and ultimately, basket space is far from over.
