Part 2. Trends

Eating for vitality: The intersection of food and health

As consumer preferences evolve, the intersection of health and food is emerging as a deeply significant trend of the future within the hospitality industry. The role of food in promoting health and well-being is becoming increasingly central to consumer priorities, and hence, is key in reshaping the future of the hospitality industry.

Concepts such as ‘food as medicine’ are gaining traction, drawing attention to the potential of nutrient-rich diets to help prevent chronic diseases, enhance longevity, mental clarity and emotional balance [78]. Research supports the growing recognition of the way dietary choices impact overall health, from managing conditions like diabetes and cardiovascular disease to improving gut health. As consumers seek meals that align with their wellness goals, the hospitality sector is evolving to meet this demand by offering health-focused options that cater to a wide array of needs [79].

The intersection of food and health

Experts emphasize that nutrition and food impact a broad range of sectors - from pharmaceuticals and food production to public health. This cross-disciplinary influence makes nutrition a key element in addressing chronic diseases and improving population health outcomes. Obesity, celiac disease, cardiovascular issues and increasing oncological conditions are health challenges closely tied to dietary habits and are hence on the rise as many consumers begin to understand the interrelatedness.

"As interest in longevity and healthy living grows, scientific research on food, supplements and habits that promote longer, healthier lives will undoubtedly shape future food demand."

Med. Dr. Anna Schürner Strassburg, CEO and Founder, ANNAlyse.

For example, plant-based diets with plenty of whole grains, fruits, vegetables and nuts have been shown to improve cardiovascular health [29, 80] and benefit glycemic control, HbA1c levels and weight management for those with type 2 diabetes [81, 82]. These diets have been associated with better psychological well-being and quality of life for diabetes patients [81]. Wellness research advocate, Susie Ellis, believes that the concept of Blue Zones, introduced in 2005 by Dan Buettner in collaboration with researchers Gianni Pes and Michel Poulain, has had a profound influence on the food and well-being sector.

According to the Blue Zones [83]concept, these regions—Sardinia (Italy), Ikaria (Greece), Okinawa (Japan), Nicoya Peninsula (Costa Rica), and Loma Linda (California, USA)—are home to populations that consistently live longer, healthier lives. The researchers identified lifestyle and dietary patterns common across these zones, such as plant-based diets, regular physical activity, strong social connections and a sense of purpose. These findings have inspired some hospitality and wellness sectors to embrace and integrate Blue Zone principles into their offerings, creating programs and menus that promote longevity through food. From plant-forward dining and mindfulness retreats to curated experiences based on connection and community, the lessons from Blue Zones serve as an inspiration for fostering healthier lifestyles worldwide.

An interesting observation is the consumer shift from reducing ‘negative’ elements (sugar, salt, bad fats) to adding beneficial components (fibers, prebiotics and functional ingredients) to support mental and physical well-being. This reflects the growing consumer awareness that food is an essential component of preventative healthcare. Ingredients that support gut health, like probiotics, adaptogens and fiber-rich foods, are becoming central to hospitality menus, as the microbiome is increasingly being recognized for its profound influence on well-being [84].

"Conversations around inflammation from food and gut health have grown significantly, moving from being a fringe topic to a mainstream conversation."

Annie Ryu, CEO & Founder of jack & annie's

Incorporating functional ingredients further aligns hospitality offerings with the growing demand for health-conscious options. This approach supports both mental and physical well-being while instilling deeper connections with guests and positioning hospitality providers as trusted partners in their wellness journeys.

Cases:

TUSOL Wellness in the U.S. is an example of a smoothie company that incorporates both probiotics and adaptogens into their offerings. Their smoothies are made with organic, plant-based ingredients designed to support gut health, energy levels and overall well-being. For instance, TUSOL's Balance Smoothie includes a proprietary blend of probiotics and adaptogens aimed at reducing inflammation and supporting digestive healing.

Since 2020, London Nootropics have been blending coffee with specially sourced adaptogens (e.g., medicinal mushrooms, rhodiola and ashwagandha) to promote mental balance and ‘a flow state’. This synergistic mushroom coffee provides a healthier alternative to regular coffee. With an earthy flavor, it can help reduce stress, boost the immune system and, thanks to mushrooms like Lion’s Mane and Cordyceps, is also anti-inflammatory and contains a high number of antioxidants.

A growing body of research points to the importance of nutrition for mental health, with studies that show the link between diet and emotional regulation, cognitive performance and sleep [85]. Studies such as those from Harvard Medical School and McLean Hospital highlight how nutrient-rich foods like omega-3s and antioxidants can support both physical health and emotional balance by improving brain function and neurotransmitter production [86].

"The interaction between food and sleep is underestimated. Eating the wrong foods affects your sleep, and poor sleep impacts your health and dietary patterns."

Malcolm Omond, Senior Director, Workplace - Food, Health and EventsGoogle Asia Pacific, Singapore

For the hospitality industry, these findings present an opportunity to create well-being-focused dining experiences that appeal to health-conscious consumers seeking both indulgence and functionality in their meals. By offering menu options that prioritize mental health benefits and educating guests on their nutritional value, hospitality businesses can differentiate themselves and build stronger connections with their clientele.

Food as medicine

The concept of Food as Medicine is based on the profound impact that diet has on health, healing and disease prevention. Rooted in ancient traditions like Ayurveda and Traditional Chinese Medicine, and supported by modern nutritional science, this approach emphasizes the therapeutic potential of food to address chronic illnesses, improve mental health and promote overall well-being. Core principles include consuming nutrient-dense whole foods, integrating anti-inflammatory ingredients and tailoring diets to individual health needs.

The concept of food as medicine has gained significant traction in recent years, reflecting a growing awareness of the role diets play in preventing disease and improving overall well-being. Advocates of food as medicine highlight its potential to transform healthcare by shifting the focus from treatment to prevention and using food to combat issues such as chronic illnesses, malnutrition and other health problems.

According to the Global Wellness Institute (2024), [40] the food-as-medicine market, encompassing functional foods and beverages, is projected to grow by 7.3% annually from 2023 to 2028, reaching nearly $9.0 trillion by 2028, driven by consumers seeking nutrient-dense options to enhance physical and mental well-being.

"Empowering physicians to educate patients about diet and lifestyle can create systemic shifts in how we approach food, fostering plant-forward diets that benefit both personal health and the planet."

Sara Burnett, Executive Director, ReFed.

However, this framing is not without critique. Chef Kabui, a prominent voice in sustainable gastronomy, challenges the food-as-medicine narrative, arguing that it risks reducing food to a functional tool for addressing sickness. He contends that "food is food" and should be celebrated for its cultural, sensory and communal value rather than being redefined as a substitute for pills. Kabui stresses the importance of eating wholesome, natural foods to maintain health, suggesting that if we consistently consume real and simple food, we wouldn’t need to frame it as ‘medicine’.

This perspective calls for a return to simplicity once again, viewing food not through the lens of treatment but as an essential, nourishing aspect of life. These contrasting views reveal the evolving discourse on how society perceives and utilizes food in the context of health and wellness.

“We have to eat in a way that promotes life."

Njathi Kabui, chef, food designer, anthropologist and writer.

The growth of non-alcoholic beverages

The non-alcoholic beverage market is experiencing significant growth, driven by consumers' increasing preference for health-conscious and mindful drinking options. In the United States, the market was valued at approximately $280.2 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 7.4% from 2024 to 2030 (Grand View Research). Globally, the market is expected to reach $1,223.93 billion in 2023, with a similar anticipated CAGR of 7.4% through 2030. This evolution is largely due to an increased awareness of the health impacts of alcohol and a desire for socially inclusive drinking options (Grand View Research).

Younger generations are at the forefront of this movement. For instance, 78% of Gen Z in the UK report reducing alcohol consumption, with practices like "zebra striping"—alternating between alcoholic and non-alcoholic beverages—gaining popularity. Similarly, in the US, non-alcoholic drinks grew by 20.6% between August 2021 and August 2022, reaching $395 million [87].

Sober bars open as a consequence of the non-alcoholic beverage trend, offering alcohol-free spaces where patrons can enjoy crafted mocktails and connect in a wellness-focused environment. These venues cater to the growing demand for social experiences that align with health-conscious lifestyles and the "sober curious" movement. Examples include Sans Bar in Austin, US, known for its creative alcohol-free cocktails, and The Virgin Mary Bar in Dublin, Ireland, which offers a diverse selection of zero-proof cocktails, beers, ciders, wines and sparkling beverages.

The larger hospitality industry is adapting its non-alcoholic offerings, incorporating innovative mocktails, alcohol-free beers and other alternatives into menus to cater to this growing demand. These beverages not only provide an inclusive experience for diverse audiences but also align with broader health and well-being trends, solidifying their place as a staple in modern dining.

"Liquid gastronomy is evolving, embracing non-alcoholic options and vibrant, culturally rich ingredients. Venues like Bar Ulew in Antigua Guatemala are crafting mocktails that celebrate Mesoamerican heritage.”

Ana Gerlin, Innovation Hub Host, WHO and Founder, NUTRIVERSE.

Cases:

Central (Lima, Peru): At Virgilio Martínez and Pía León's establishment, the beverage team collaborates with Mater Iniciativa, the restaurant group's research arm, to craft non-alcoholic pairings that highlight Peru's biodiversity. These include drinks like an avocado and passion fruit blend and a fermented pineapple with corn beverage, designed to complement the diverse menu.

Disfrutar (Barcelona, Spain): Disfrutar has developed methods to remove alcohol from wine while preserving its flavor and aroma, offering an innovative experience for guests seeking non-alcoholic alternatives.

FYN (Cape Town, South Africa): This fine-dining restaurant has seen a significant increase in demand for its non-alcoholic pairing menu, reflecting a global trend towards sophisticated alcohol-free dining experiences.

These examples illustrate a worldwide shift in the dining industry, with restaurants across continents innovating to provide non-alcoholic beverages that enhance the culinary experience, catering to the preferences of a diverse clientele.

"Your health is your wealth, and hospitality brands that understand this will lead the way."

Susie Ellis, Chair & CEO, Global Wellness Summit and non-profit Global Wellness Institute.

Defining health-driven hospitality experiences

As the importance of health and well-being continues to increase, the hospitality industry will need to adapt and innovate to stay competitive. The future will likely see more collaborations between chefs, nutritionists and health professionals to create menus that deliver both culinary delight and health benefits. Health is expected to continue to be a key consideration in the design of hospitality experiences. The industry players who can seamlessly integrate well-being into their offerings will be well-positioned to lead in this new era. The inclusion of mental health-focused foods, whether through mood-enhancing ingredients or gut-health options, will also be an essential part of this future landscape.

The rise of health-conscious consumers signals a major opportunity for the hospitality sector to reshape its approach to food and guest experiences. By offering innovative, health-focused options, the industry can cater to the growing demand for well-being, positioning itself at the forefront of this transformative trend. Innovators such as Mude, a member of the EHL Innovation Hub, are supporting the hospitality industry in its transition toward well-being centered experiences.

Case:

Swiss startup Mude integrates wellness into hotel operations through in-room guided practices, curated workshops and personalized recommendations for local wellness spots. By addressing common travel challenges like jet lag and stress, Mude transforms hotels into wellness hubs, fostering a sense of community through fitness classes and social events, including food experiences, while utilizing underused spaces to generate revenue.

This movement is not a passing phase but a shift in how consumers view food and hospitality—one that will shape the future of the industry for years to come. The convergence of health and culinary experiences is an exciting area of growth, offering both challenges and opportunities for hospitality providers to redefine what it means to nourish and care for their guests.

Case:

Accor's rebranding from "wellness" to "well-being" reflects its commitment to addressing the holistic health needs of modern travelers. Emlyn Brown, Global SVP of Well-Being, emphasizes this shift, stating that well-being integrates wellness practices like fitness and spa treatments into every aspect of the guest journey. “Wellness is no longer an adjunct; it’s central to the hospitality experience,” notes Brown, highlighting how Accor’s luxury properties focus on health, happiness and vitality throughout the guest stay.

This strategy aligns with strong business potential, as wellness travelers spend 56% more on property and are 38% more likely to rate their stay highly, driving repeat bookings and positive word-of-mouth. Recognizing this, Accor embedded its well-being efforts within its core strategy and marketing framework, ensuring they are not treated as peripheral offerings.

Accor’s six-pillar well-being framework addresses key aspects of holistic health and property examples:

Active nutrition: Raffles London integrates wellness-focused dining through its Pillar Kitchen & Juice Bar.
Holistic design: Properties like Fairmont Chateau Lake Louise feature eco-conscious and sensory-focused designs to promote mental and emotional well-being.
Bodies in movement: Initiatives like Fairmont Fit offer premium fitness options and outdoor activities to encourage movement.
Spa innovation: Advanced treatments like biohacking therapies at Fairmont Spa Century Plaza redefine the hotel spa experience.
Mindfulness, sleep & recovery: Features like Sofitel’s MyBed and Raffles Sleep Rituals prioritize restful, rejuvenating sleep.
Digital balance: Digital detox opportunities and wellness technology enhance personalized experiences while promoting mental wellness.

Accor’s well-being philosophy and business model serve as a benchmark within the hospitality industry, positioning it as a leader in holistic guest experiences that prioritize health, happiness and sustainability. By embedding well-being into its core, Accor not only meets the expectations of modern travelers but also secures a competitive advantage and feeds into long-term guest loyalty in a rapidly evolving market.

Industry recommendations

Seek inspiration from ‘Food as Medicine’ or ‘Blue Zone’ concepts: Prioritize nutrient-rich, whole foods and anti-inflammatory ingredients to promote health and longevity through preventive healthcare principles.
Collaborate with experts: Partner with nutritionists, chefs and health professionals to create menus that blend wellness and culinary appeal.
Incorporate digital tools: Use apps and platforms to personalize guest experiences, improve access to wellness resources, and encourage social connections through food.
Integrate health-focused menus: Include plant-based dishes, gut-friendly ingredients and functional meals to meet the needs of health-conscious consumers.
Leverage wellness trends: Expand offerings like non-alcoholic beverages and wellness-focused dining to align with the demand for socially inclusive, health-conscious options.
Measure impact on guest well-being: Regularly assess guest satisfaction and health outcomes to refine offerings and ensure alignment with trends.
Promote personalized nutrition: Use technology to tailor food experiences to individual dietary needs and health goals, enhancing guest satisfaction and loyalty.

Next chapter :

Planetary well-being: The intersection of food and sustainability

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