Good news! We're eating healthier!

The big news from the 2015 Natural Products Expo West was that the American consumer is buying healthy foods at volumes never seen before. Health and wellness products are achieving three times the sales growth as conventional food products.

A survey conducted by SuperMarket News found that 80 percent of surveyed food-industry wholesalers and retailers had sales growth in health and wellness products. A third of survey respondents reported an astounding 20 percent increase in annual sales!

Gluten- and allergen-free is now top wellness trend

Gluten- and allergen-free has jumped to the top of America’s wellness focus. Sales have grown beyond consumers with Celiac disease that are forced to eat a gluten-free diet. Consumers of gluten- and allergen-free products are now defined as health-conscious consumers searching for natural and organic ingredients. Interestingly, males are more influenced by gluten-free marketing claims than females. People ages 50 to 64, plus those 25 to 34, are most likely to be influenced by gluten-free marketing.

For retailers, the key fact is that 55 percent of gluten-free consumers spend 30 percent or more of their grocery budget on gluten-free foods. These foods typically cost more and carry higher profit margins than conventional food products. This growing consumer segment is challenging the food industry to provide better tasting gluten-free food, lower prices and more selection. In search of a better experience, 57 percent of these consumers have tried 10 or more gluten-free products in the last year.

Woman deciding to eat healthy image via Shutterstock.

Read more at ENN Affiliate, TriplePundit.