“Wellness” doesn’t mean the same thing to everyone and those differences are increasingly shaping how consumers discover and choose foodservice options. New research from Circana shows that while definitions of health vary by generation, convenience and indulgence still play a central role in foodservice decisions.
Younger consumers tend to prioritize functional, easy-to-fit options that support busy lifestyles, while older consumers are more focused on long-term and preventative health. At the same time, baby boomers continue to drive the largest share of food and beverage spending, reinforcing the need for broad appeal. Social media has become a major discovery channel. Nearly half of consumers report purchasing products they’ve seen in creator-generated content. Expectations remain consistent: food should be convenient, satisfying, and ideally offer more than one benefit in a single experience.
How Foodservice Operators Can Respond
- Reframe, Don’t Replace
Rather than thinking in terms of “healthy vs. indulgent,” focus on how your existing offerings fit different needs and occasions. Comfort foods still matter, especially when they can be positioned as fuel, balance, or a small reward during a busy day.
- Keep Multi-Benefit Choices Simple
Consumers are drawn to products that do more than one thing well, such as offering energy, satisfaction, or a sense of balance. The key is clarity. Highlight benefits where it makes sense, without overwhelming guests with messaging or complicated claims.
- Use Social Media to Show Real Life
Social platforms play a growing role in how consumers discover food brands, particularly among younger audiences. Sharing everyday moments, behind-the-scenes content, and real customer experiences helps your brand feel relatable and relevant, far more than polished promotions alone.
- Don’t Lose Sight of Convenience
Wellness may influence preferences, but convenience still drives decisions. Operators who succeed will be the ones who support evolving wellness expectations without adding friction, making it easy for guests to choose what works for them in the moment.
In short….
Wellness isn’t replacing indulgence, it’s layering onto it. Today’s consumers want food that fits their pace, their priorities, and their lifestyle. For foodservice operators, the opportunity lies in meeting guests where they are and offering flexibility, familiarity, and value, no matter the generation.
