The U.S. Department of Health and Human Services and the Department of Agriculture have updated the dietary guidelines for Americans, shifting focus towards increased protein and dairy intake while recommending reduced sugar and processed foods. These guidelines, released every five years, also notably promote certain controversial saturated fats.
While federal programs such as the Supplemental Nutrition Assistance Program (SNAP), Women, Infants and Children (WIC), and public schools are mandated to follow these recommendations, they serve only as suggestions for the general public.
Consumer behavior has already largely aligned with these new guidelines over several years. Data indicates that over half of Americans prioritize healthy food choices, and 76% prefer using food over prescription medications to support their health. Food brands have been responding to this shift, with healthy food products showing the fastest sales growth in many grocery categories.
Major food companies have adapted their strategies:
- PepsiCo plans to release fiber- and protein-boosted products and has started emphasizing natural ingredients like real potatoes in its Lay's chips.
- Kraft-Heinz announced a split into two companies, partly due to stalled sales of core products like Kraft Mac & Cheese, and committed to removing all artificial colors from its brands.
- Kellogg reorganized in 2023, separating its cereal and snack divisions and establishing a focus on plant-based foods.
The new guidelines highlight protein sources such as meats, eggs, and whole dairy. This aligns with a growing consumer trend where companies are incorporating protein into various products, including pancakes, cereals, and even Starbucks' cold foam. The chief agricultural economist at the Wells-Fargo Agri-Food Institute, Michael Swanson, noted that these guidelines reinforce existing consumer knowledge about nutrition, suggesting a continuous feedback loop between consumer demand and industry response.