Health and wellness series – Naturally healthy foods and beverages in United States

Retail sales of natural food

Health and wellness (H&W) are the combination of fortified/functional (FF) food and beverages, natural food and beverages, health benefit food and beverages, better for you (BFY) food, organic food and beverages, and beverages and food intolerance products.

This report is focusing on natural food and beverages in the H&W group. Natural sweet biscuits, snack bars and fruit snacks reached US$2,113.1 million in 2022 and the compound annual growth rate (CAGR) is 6.7% from 2019 to 2022. Annual growth 2021 to 2022 of was 7.9% and total growth 2019 to 2022 was 21.6%. Natural snack bars have the negative CAGR growth −2.5% while natural sweet biscuits record the highest CAGR growth 17.4% from 2019 to 2022.

The CAGR of the natural sweet biscuits, snack bars and fruit snacks are 6.6% from 2022 to 2027. Annual growth 2022 to 2023 of was 9.5% and total growth 2022 to 2027 was 37.7%. Natural snack bars are projected to have the highest CAGR growth 8.8% from 2022 to 2027.

Natural confectionery reached US$1,763.5 million in 2022 and the CAGR is 14.3% from 2019 to 2022. Annual growth 2021 to 2022 was 15.2% and total growth 2019 to 2022 was 49.2%. Natural gum has a negative CAGR growth of −12.1% from 2019 to 2022 while natural sugar confectionery has the biggest growth of 21.0%.

The CAGR of the natural confectionery is 5.3% from 2022 to 2027. Annual growth 2022 to 2023 of was 7.7% and total growth 2022 to 2027 was 29.3%. Natural gum is projected to record the highest CAGR growth of 8.9% from 2022 to 2027.

Natural savoury snacks reached US$2,694.8 million in 2022 and the CAGR is 7.2% from 2019 to 2022. Annual growth 2021 to 2022 of was 5.2% and total growth 2019 to 2022 was 23.3%. Natural popcorn has the biggest CAGR growth of 15.0% followed by natural pretzels at a CAGR of 14.3% from 2019 to 2022.

The CAGR of the natural savoury snacks is 2.9% from 2022 to 2027. Annual growth 2022 to 2023 of was 5.9% and total growth 2022 to 2027 was 15.5%. Natural meat, seafood and other savoury snacks are projected to record the highest CAGR growth of 6.7% from 2022 to 2027.

Natural baby food reached US$415.8 million in 2022 and the CAGR is 2.6% from 2019 to 2022. Annual growth 2021-2022 of was −15.5% and total growth 2019 to 2022 was 7.9%. Natural prepared baby food has the biggest growth of 12.3% while the other three subcategory: natural dried baby food (−9.0%), natural other baby food (−3.3%) and natural milk formula (−11.2%) all have negative CAGR growths.

The CAGR of the natural baby food is projected to be −2.0% from 2022 to 2027. Annual growth 2022 to 2023 of was 2.6% and total growth 2022 to 2027 was −9.5%. Natural dried baby food is projected to record the highest CAGR growth of 9.2% from 2022 to 2027 followed by natural other baby food at a CAGR of 6.1%.

Natural drinking milk products reached US$850.3 million in 2022 and the CAGR is 20.4% from 2019 to 2022. Annual growth 2021-2022 was 18.8% and total growth 2019 to 2022 was 74.5%. Natural Yoghurt and Sour Milk Products reached US$2,472.3 million in 2022 and the CAGR is 7.2% from 2019 to 2022. Annual growth 2021-2022 of was 6.8% and total growth 2019 to 2022 was 23.2%. Natural Other Dairy reached US$1,865.6 million in 2022 and the CAGR is 14.7% from 2019 to 2022. Annual growth 2021-2022 of was 5.0% and total growth 2019 to 2022 was 50.9%.

The CAGR of drinking milk products is projected to be −4.5% from 2022 to 2027. Annual growth 2022 to 2023 of was 1.1% and total growth 2022 to 2027 was −20.5%. Natural Yoghurt and Sour Milk Products are projected to grow at a CAGR of 2.3%. Annual growth 2022 to 2023 of was 3.4% and total growth 2022 to 2027 was 11.8%. Natural Other Dairy is projected to grow at a CAGR of 6.0%. Annual growth 2022 to 2023 of was 8.1% and total growth 2022 to 2027 was 34.0%.

Natural meals and soups reached US$1,922.3 million in 2022 and the CAGR is 2.1% from 2019 to 2022. Annual growth 2021 to 2022 of was −1.8% and total growth 2019 to 2022 was 6.4%. Natural pizza has the biggest growth of 6.1% while natural prepared salads have the lowest growth of −4.6% from 2019 to 2022.

The CAGR of the natural meals and soups are projected to be 0.4% from 2022 to 2027. Annual growth 2022 to 2023 of was −0.9% and total growth 2022 to 2027 was 1.9%. Natural soup is projected to record the highest CAGR growth of 3.0% while natural prepared salads are projected to be slowest growth of −8.6% from 2022 to 2027.

Natural sweet spreads reached US$1,189.0 million in 2022 and the CAGR is 7.2% from 2019 to 2022. Annual growth 2021-2022 of was 7.0% and total growth 2019 to 2022 was 23.3%. Natural Nut and Seed

Based Spreads has the biggest CAGR growth of 7.9% followed by natural jams and preserves at the CAGR growth of 6.1% from 2019 to 2022.

The CAGR of the natural sweet spreads are projected to be 4.2% from 2022 to 2027. Annual growth 2022 to 2023 of was 4.6% and total growth 2022 to 2027 was 23.1%. Natural nut and seed-based spreads are projected to record the highest CAGR growth of 4.7% followed by natural Jams and preserves at the CAGR growth of 3.3% from 2022 to 2027.

Natural baked goods reached US$2,110.7 million in 2022 and the CAGR is 7.9% from 2019 to 2022. Annual growth 2021 to 2022 of was −0.3% and total growth 2019 to 2022 was 25.5%. Natural bread has the biggest growth of 12.7% while the natural pastries have the lowest at CAGR growth of −6.6% from 2019 to 2022.

The CAGR of the natural baked goods are projected to be 11.2% from 2022 to 2027. Annual growth 2022 to 2023 of was 14.4% and total growth 2022 to 2027 was 70.2%. Natural cakes are projected to record the highest CAGR growth of 30.0% while natural pastries are projected to be slowest growth of −8.0% from 2022 to 2027.

Natural processed meat, seafood and alternatives to meat reached US$6,250.0 million in 2022 and the CAGR is 15.1% from 2019 to 2022. Annual growth 2021 to 2022 of was 10.4% and total growth 2019 to 2022 was 52.6%. Natural meat and seafood substitutes have the biggest growth of 33.6% followed by the natural processed meat at a CAGR growth of 15.6% from 2019 to 2022.

The CAGR of the natural processed meat, seafood and alternatives to meat are projected to be 4.1% from 2022 to 2027. Annual growth 2022 to 2023 was 5.6% and total growth 2022 to 2027 was 22.3%. Natural processed meat is projected to record the highest CAGR growth of 4.2% followed by the natural meat and seafood substitutes at a CAGR growth of 3.4% from 2022 to 2027.

Top 10 companies of natural food

Top three companies are General Mills Inc (US$501.9 million, market share 23.8% in 2022), Mondelez International Inc (US$329.4 million, market share 15.6%) and Marc Inc (US$169.4 million, market share 8.0%). Among top 10 companies, all companies have the positive growth except General Mills Inc which has the negative growth at a CAGR of −7.5%.

Top three companies are Mars Inc (US$230.7 million, market share 20.2% in 2022), Haribo GmbH & Co KG (US$138.3 million, market share 12.1%) and Chocoladefabriken Lindt & Sprüngli AG (US$134.3 million, market share 11.8%).

Top three companies are Hershey Co, (US$375.6 million, market share 13.9% in 2022), Mondelez International Inc (US$261.0 million, market share 9.7%) and Wonderful Co LLC (US$222.8 million, market share 8.3%). All the top 10 companies have the positive growth except Wonderful Co LLC (−3.8%) from 2019 to 2022.

Top three companies are Nestlé SA (US$217.6 million, market share 52.3% in 2022), Reckitt Benckiser Group Plc (US$90.3 million, market share 21.7%) and Hero Group GmbH (US$49.1 million, market share 11.8%).

Top three companies are Chobani LLC (US$1,559.8 million, market share 63.1% in 2022), Fage International SA (US$227.7 million, market share 9.2%) and Noosa Yoghurt LLC (US$186.4 million, market share 7.5%).

Top three companies are Amy's Kitchen Inc (US$474.9 million, market share 24.7% in 2022), ConAgra Brands Inc (US$376.5 million, market share 19.6%) and Campbell Soup Co (US$142.4 million, market share 7.4%).

Top three companies are JM Smucker Co (US$569.9 million, market share 47.9% in 2022), Hormel Foods Corp (US$216.2 million, market share 16.2%) and Andros SAS (US$61.7 million, market share 5.2%).

Top three companies are Kellogg Co (US$116.0 million, market share 5.5% in 2022), Aras Gida San Tic Ltd Sti (US$105.7 million, market share 5.0%) and Katrin Ko EOOD (US$89.1 million, market share 4.2%). Among top 10 companies, Dr Schär AG/SpA has the biggest CAGR growth of 76.8% while the lowest growth is Mestemacher GmbH at a CAGR of −24.3%.

Top three companies are Tyson Foods Inc (US$1,245.2 million, market share 19.9% in 2022), Hormel Foods Corp (US$860.4 million, market share 13.8%) and Kraft Heinz Co (US$824.3 million, market share 13.2%).

Retail sales of natural beverages

Natural hot drinks reached US$2,300.4 million in 2022 and the CAGR is 15.7% from 2019 to 2022. Annual growth 2021 to 2022 of was 6.9% and total growth 2019 to 2022 was 54.8%. Natural sugar fresh coffee has the biggest CAGR growth of 19.9% while natural instant coffee has the lowest CAGR growth of 2.7% from 2019 to 2022.

The CAGR of the natural hot drinks is 4.4% from 2022 to 2027. Annual growth 2022 to 2023 of was 4.7% and total growth 2022 to 2027 was 24.2%. Natural fruit/herbal tea is projected to have the highest CAGR growth 6.1% from 2022 to 2027.

Natural soft drinks reached US$45,516.1 million in 2022 and the CAGR is 11.0% from 2019 to 2022. Annual growth 2021 to 2022 of was 4.8% and total growth 2019 to 2022 was 36.9%. Natural sports drinks have the biggest CAGR growth of 21.9% while natural concentrates have the lowest CAGR growth of 7.3% from 2019 to 2022.

The CAGR of the natural soft Drinks is 3.1% from 2022 to 2027. Annual growth 2022 to 2023 of was 5.1% and total growth 2022 to 2027 was 16.6%. Natural sports drinks are projected to have the highest CAGR growth 8.1% from 2022 to 2027.

Top 10 companies of natural beverages

Top three companies are Nestlé SA (US$555.2 million, market share 24.0% in 2022), East West Tea Co LLC (US$191.2 million, market share 8.3%) and Ekaterra (US$188.9 million, market share 8.2%). Organic India Pvt Ltd has the biggest CAGR growth of 33.4% followed by Kroger Co at a CAGR of 16.5%.

Top three companies are Coca-Cola Co (US$9,310.6 million, market share 20.5% in 2022), PepsiCo Inc (US$5,762.2 million, market share 12.7%) and Red Bull GmbH (US$4,058.9 million, market share 8.9%). PepsiCo Inc has the biggest CAGR growth of 17.7% followed by Starbucks Corp at a CAGR of 17.5%.

New product launch analysis

According to Mintel's Global New Products Database (GNPD), there were 58,360 natural products launched in US between January 2018 and December 2022. Among which, 43,865 were food, 9,499 were beverages, 2,825 were health and 2,171 were pets.

In 2022, the top five natural food manufacturers were located in USA, Mexico, Italy and Germany. The top five brands were Signature Select, Great Value, Giant Eagle, Good & Gather and Kroger. The top ingredient claims were natural, vegetable Based, organic, enriched and artificial.

In 2022, the top five nutrition of the natural beverages were energy, carbohydrates, fat, protein and sodium. The top five brands were great value, ritual, signature select, Coca-Cola and Meijer. The top ingredient claims were natural, organic, artificial, green, and vegetable based.

Examples of new product launches

Heritage Natural Duroc Pork Traditional Breakfast Sausages

Source: Mintel, 2023

Company	Kroger
Brand	Private Selection
Category	Processed fish, meat and egg products
Sub-category	Meat products
Market	United States
Store name	Kroger
Store type	Supermarket
Date published	December 2022
Product source	Shopper
Launch type	New variety / range extension
Price in local currency	$3.99
Price in Euros	3.77

 

Seamix Bei Ji Xia (Cold Water Shrimp) have been repackaged. They are caught in the North Atlantic, and are described as firm, fleshy and sweet. This protein-rich premium product is microwaveable and retails in a new 365 gram pack bearing the MSC logo, a QR code and Tao Xian Da mobile Apps information.

Onion & Vinegar Baked Crispy Mushroom Chips

Source: Mintel, 2023

Company	MHM Global Manufacturing
Manufacturer	MHM Global Manufacturing
Brand	Mom's Haus of Mushroom
Category	Snacks
Sub-category	Vegetable snacks
Market	United States
Location of manufacture	Philippines
Import status	Imported product
Store type	Supermarket
Date published	December 2022
Product source	Shopper
Launch type	New product
Price in local currency	$7.99
Price in Euros	7.61

 

Mom's Haus of Mushroom Onion & Vinegar Baked Crispy Mushroom Chips are now available, and retail in a 3.53 ounce pack. - Baked- All natural commitment - Free from added preservatives and food colorings - Resealable pack - Logos and certifications: QR code

California Natural Raisins

Source: Mintel, 2023

Company	Dan-D-Pak
Manufacturer	Dan-D-Pak
Brand	Dan-D-Pak
Category	Snacks
Sub-category	Fruit snacks
Market	United States
Location of manufacture	United States
Import status	Not imported
Store name	Seafood City
Store type	Supermarket
Date published	December 2022
Product source	Shopper
Launch type	New variety / range extension
Price in local currency	$0.99
Price in Euros	0.94

 

Dan-D Pak California Natural Raisins are now available, and retail in a 5.3 ounce pack. - Resealable pack - Logos and certifications: Kosher, QR code

Mucho Mango Fruit Juice Cocktail Liquid Water Enhancer

Source: Mintel, 2023

Company	Arizona Beverages
Manufacturer	Arizona Beverages
Brand	Arizona
Category	Nutritional drinks and other beverages
Sub-category	Beverage concentrates
Market	United States
Location of manufacture	United States
Import status	Not imported
Store type	Supermarket
Date published	December 2022
Product source	Shopper
Launch type	New packaging
Price in local currency	$4.49
Price in Euros	4.25

 

AriZona Mucho Mango Fruit Juice Cocktail Liquid Water Enhancer has been repackaged, and now retails in a newly designed 1.62 fluid ounce pack. - All natural flavors- Five calories per serving- Contains 3% juice - Just two squeezes per 16.9 fluid ounces serving - Manufacturer is an American company, family owned and operated - Logos and certifications: Kosher

Lemon Mint Cold Pressed Fruit Juice

Source: Mintel, 2023

Company	Good Crop
Distributor	Good Crop
Brand	Sofresco
Category	Juice drinks
Sub-category	Juice
Market	United States
Store type	Supermarket
Date published	December 2022
Product source	Shopper
Launch type	New packaging
Price in local currency	$2.99
Price in Euros	2.83

 

Sofresco Lemon Mint Cold Pressed Fruit Juice has been repackaged in a newly designed 12 fluid ounce pack. - 100% natural - Cold pressed - No added sugar, GMO - 100% fruit and vegetables juice - HPP processed - BPA free pack - Logos and certifications: High Pressure Certified, QR code

For more information

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For additional information on the Natural Products Expo East (NPEE) or Americas Food and Beverage Show (AFB), please contact:

Cecile Landgrebe
Trade Commissioner
Consulate General of Canada
Government of Canada
cecile.landgrebe@international.gc.ca

Health and wellness series – Naturally healthy foods and beverages in United States
Global Analysis Report

Prepared by: Hongli, Wang, Market Analyst

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