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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Ways of Eating: Special Report
Ways of Eating: Special Report
Ways of Eating: Special Report
Ways of Eating: Special Report
Ways of Eating: Special Report
Ways of Eating: Special Report

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Ways of Eating: Special Report


Smart brands are wondering: What motivates eaters in 2022? What key nutritional categories and habits are consumers gravitating toward (or avoiding)? How does this differ by gender and generation and how has it changed over recent years?

The all new Ways of Eating Report, a research partnership between NBJ and NEXT Data & Insights, is here to answer these questions and more. To do so, we performed a robust survey of more than 2,500 US residents (nationally representative across key demographics) to find out the beliefs and behaviors behind why we eat what we eat… and when we do it. We look at nutrients, dietary regimens and lifestyle components for what people do to stay healthy, and we compare key data points to a similar survey performed in 2013 to see how these drivers have change over the last decade.

There isn’t a single major diet that people are embracing today. Rather, they’re picking and choosing to eat elements of many diets for their health. People are customizing their diets to suit their personal needs. Yesterday's marketing strategies of relying on customers being "all in" on keto or paleo are gone; nuance and personalization are in.

Find out what consumers needs are NOT being met by the market by knowing what influences their diet and health. We break down our findings by generation, gender, and lifestyle so you can narrow in on your ideal customers today and plan for tomorrow.

Proprietary Charts & Graphs

Longitudinal data comparing 2013 responses

2,560 Consumers Surveyed

Nationally representative across key demographics

Raw Data + PPT Slides

Cross-tabs of thousands of data points from the base research

Gain a true understanding of today's consumer through the lens of:

Table of Contents

Click through each chapter for detailed list of data charts, survey questions and previews of our top thoughts.

Executive Overview

Shifts in Ways of Eating

It’s all about you

Diet and diversity


The NBJ model pulls from myriad data sources, outlined in our Methodology. Critical to our outputs are partnerships with SPINS, which powers our retail data and understanding, and ClearCut Analytics, whose Amazon data supports our e-commerce projections.

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Gaia Herbs

Director, Brand Strategy

"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."


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Native Botanicals


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