Whether it be for weight management, immune health or a number of other motivators, consumers understand the role health and wellness plays in their lives. In New York-based Nielsen’s “Health & Wellness in America,” August 2014 report, the market research firm notes that consumers are seeking information to support a healthy lifestyle and cites a Harris Poll in which three-quarters of Americans report acting on that awareness, including finding the value of fresh food, fiber and whole grains.

The report also cites a longitudinal study by Harleysville, Pa.-based Natural Marketing Institute in which one-third of Americans think that functional foods and beverages can be used to substitute some medicines in an overall health plan.