As more Americans seek to use food as a tool for managing health, businesses across sectors have a growing opportunity to meet this demand. A recent Deloitte survey finds that 76% of U.S. consumers prefer using food over medications to support their health, including those with chronic conditions. This shift reflects a broader recognition of nutrition as a core component of health management, alongside traditional medical treatments. Yet challenges remain: many consumers face limited access to affordable healthy options and struggle with convenience and habits that favor less nutritious foods. For entrepreneurs in health care, retail, technology, and food services, addressing these barriers can unlock new markets and improve health outcomes.
Stakeholders from health plans to grocers are exploring innovative strategies that benefit consumers and their own business goals. Health plans are expanding food-related benefits and partnering with local grocers to increase access to nutritious foods, while health systems are integrating nutrition counseling and healthy food programs to improve patient outcomes. Grocers can attract shoppers by curating healthy, convenient options and leveraging technology to guide purchasing decisions. Employers also have a role in promoting healthy eating to improve workforce productivity and reduce health costs. These combined efforts suggest opportunities for entrepreneurs to create services, technology, and partnerships that make healthy food easier, more affordable, and better understood by consumers.
