These Are the Top Healthy Trends for 2025, According to Thrive Market’s Chief Merchandising Officer

How do you define “healthy”? 

For most people, it involves feeling good from the inside out. From meditation and leafy greens to hydration and protein powder, having the right tools in your healthy living arsenal is the key to feeling your best — and there’s always a new health trend to discover. 

Meet April Lane, Thrive Market’s Chief Merchandising Officer 

Few people are more well-versed in health and wellness trends than April Lane, Chief Merchandising Officer at Thrive Market. Lane’s job involves overseeing all the products you see (and shop) on our site, which means she’s always on the lookout for the latest advances in healthy foods, clean beauty, workout gear, and home cleaning products. 

Lane first became interested in healthy living when she worked at an organic grocery store during college. Today, she spends her days choosing healthy products for both Thrive Market members and her own family, including two young daughters. “We spend a lot of time trying to figure out how to get healthy food into the kids’ meals,” she says. “Generally, we eat lots of fresh fruits and vegetables. We’re fortunate that we don’t have any dietary restrictions in our house, which means that the world is wide open for us, but it means trying to figure out which healthy food my kids will eat and how to hide healthy ingredients in the things that they eat.”

As we’re looking forward to the state of healthy living in 2025, here are Lane’s predictions for the trends she thinks will be on the rise — and one that’s on the way out. 

Trend #1: Prevention & Early Detection

That annual doctor’s visit may tell you if you’re healthy now, but if you’re looking toward the future, prevention and early detection are more all-encompassing ways to take charge of your health. “People have started to realize that health is not just about your annual checkup, and it’s not just about going to the doctor when you feel sick,” Lane says. “It’s really about preventing issues from becoming larger and monitoring [your health] in a more interesting way.” Tools like the Oura ring, blood work, and full body scans are all on the rise as people hope to take a more holistic look at their long-term health. 

Even before early detection, prevention is key to promoting and maintaining health. Consumers are becoming far more conscious of where their food comes from, avoiding certain artificial ingredients, and eating as close to how nature intended as possible in order to prevent stress on the body. 

While Lane recognizes that these types of tools and diets come with a hefty price tag now, she predicts that they’ll become more accessible in the coming years. “I think people are really interested in prevention and early detection, so they’re going to become available to the masses,” she says. 

Trend #2: Gut Health Gastronomy 

“It’s all about gut health right now,” Lane says. “Folks are starting to recognize what foods they should be eating, whether it’s fermented foods like kimchi or it’s just adding prebiotics or probiotics into their wellness routine.” 

While the gut has been a hot topic for a few years now, Lane predicts that in the coming year, we’re going to see gut-supportive ingredients in even more commonplace food and beverage products. “Poppi and other functional beverages combine elements of gut health into things you’re already going to consume, so it doesn’t feel as hard to integrate,” she says. “It may feel a little harder to eat a spoonful of sauerkraut.”

Trend #3: Spruced Up Sleep Hygiene 

When asked, most people would admit that they’d like to get a bit more sleep — or at least higher quality sleep. That’s where sleep hygiene comes into play. “I’m super focused on sleep and recovery,” Lane says. “Sleep is something that for me personally, the minute I get stressed, my sleep goes.” Lane says she tracks her sleep quality using an Oura ring, and she predicts that these and other sleep tracking devices are on the rise. “Tracking my sleep is really important and sets you up for a strong foundation for the day.”

Aside from tracking sleep, Lane predicts a rise in sleep supplements for all ages to help improve sleep quality and relaxation. “I see our members buying a lot of magnesium,” she says. “Making sure that you’re properly supplemented with magnesium glycinate is super important for better sleep quality. When I’m hydrated, when I’ve got enough magnesium, when I don’t drink as much caffeine, I sleep better.” 

Trend #4: Snack Packs, Pouches & Wholesome, On-the-Go Foods 

Snacks might not always seem like the healthiest options, but Lane predicts that a new wave of snack packs and easy-grab foods are on the way in. Smaller sized portions of healthy, whole foods for kids, adults, and even babies are likely to be a huge food trend in 2025, and she says that we’ll likely see even more healthier versions of nostalgic foods like candies, chips, and snack cakes.

Trend #5: Collagen, Colostrum & Protein Galore 

For non-vegan consumers, there’s an exciting world of animal products coming back. Collagen is always a popular supplement, but in 2025, Lane predicts that colostrum from animal sources will be one of the buzziest new ways to supplement. “We’ve ridden a wave of things like collagen for a really long time, but I think that’s slowing down,” she says. “People are exploring colostrum as an alternative, and I think that’s interesting to watch.” 

Protein from animal sources is also a steadfast trend, and while the offerings for non-dairy milks have become seemingly endless, in 2025 we may also see a new shift back toward higher quality milks, yogurts, and cheeses made with real dairy. 

Trend #6: Natural Nonalcoholic Beverages

While nonalcoholic beverages have been popular for the past few years, in 2025, Lane predicts that the space will likely expand to include options with higher quality, more natural ingredients to accommodate health-conscious  consumers rather than simply non-drinkers. 

“We’re coming up quickly on Dry January, but I would say I think these trends are extending year round,” Lane says. “Across the board, I think folks are drinking a lot less, whether that’s going dry entirely or just consuming a lot less frequently. People are becoming a lot more conscious about what they’re putting in their bodies, and I think you’re going to see more and more alcohol-free beverages.”

On the way out: Restrictive Diets 

“We’re seeing more members with a broader palette than we used to,” Lane says. “When we look at our assortment, one of the things I’m encouraging the team to do is to make sure that we have options for everybody.” This means prescriptive diets like paleo, keto, and vegan aren’t quite as popular search terms as they once were. 

“We used to focus really intensely on what we call the ‘diet tribes’,” Lane says. “We still need to do that, but we are seeing a shift toward people going back to eating dairy, going back to eating gluten, unless of course they actually truly have an allergy. I think people are looking at a more well-rounded diet right now, so we’re making sure we’ve got a full assortment.”