“A healthy mind in a healthy body”, “food as medicine”, “you are what you eat” – these insights into food and well-being have been around for millennia, but today they are gaining more traction as consumer trends shift towards an increased demand for healthy, ethically-sourced food.
Post-pandemic attitudes coupled with easy access to nutritional information have contributed to this rise in health awareness and new expectations. Nowadays, food has become more than a source of sustenance or pleasure - there is a growing demand for practices (from recipes to food production) that support personal and planetary well-being.
The hospitality industry is set to play a central role in this transformation. As a part of the daily lives of millions of people, hospitality has the power to shape food systems and advocate for better habits.
This article brings condensed industry-related findings from a recent EHL Groupreport on food and well-being. The aim: to inspire businesses to prioritize well-being through food offerings and realize their unique position to meet evolving consumer demands.
The Deeper Dimensions of Food and Well-Being
At the heart of this transformation of food attitudes is the concept of well-being - a complex and multidimensional construct that has been studied across disciplines ranging from philosophy and psychology to economics and public health. Well-being goes far beyond physical health; it encompasses emotional satisfaction, life purpose, community connection and environmental harmony. In academic literature, three primary lenses frame this concept: hedonia (the pursuit of pleasure), life satisfaction (the subjective evaluation of one’s life), and eudaimonia (the realization of one’s potential and purpose).
These dimensions of well-being are deeply relevant to the hospitality industry. Hospitality experiences regardless of whether through aesthetics, entertainment, mindfulness practices or culinary offerings have been shown to positively influence both hedonic and eudaimonic well-being. Guests who feel their well-being is enhanced are more likely to develop lasting loyalty to a brand.
Beyond its nutritional value, food acts as a cultural touchstone, a source of pleasure, and a means for creating social and emotional connections. The concept of Food Well-Being (FWB) encompasses this wider role, recognizing that food contributes not only to physical health but also to a sense of psychological satisfaction.
From a hedonic perspective, food engages the senses through color, smell, sound, texture and creates joyful, immersive moments of pleasure, particularly when shared socially. From a eudaimonic perspective, food becomes an instrument to purpose and self-realization whether through growing one’s food, learning a new recipe, supporting ethical sourcing, or reducing food waste.
This integrated understanding of food well-being creates an important framework for rethinking how the hospitality industry can contribute to personal, communal and planetary health. It requires moving beyond offering simply “better” food to developing more significant, intentional relationships with food.
Six Major Food Well-Being Trends
The 2025 EHL Hospitality Business School Food and Well-being Trend Report analyzes emerging consumer behaviors and actionable strategies to help hospitality players align their operations with evolving market dynamics. It was designed for hospitality professionals, business innovators, educators, changemakers in the food world—and anyone curious about what impacts good health. The key messages: food contributes to the many pillars of well-being; more than just nutrition, food is both deeply personal and inherently social; today, it stands at the crossroads of tradition and innovation.
Our research, based on over 50 in-depth expert interviews and global case studies, identified six major trends redefining the food and well-being landscape in hospitality today.
1. The Rise of the Conscious Consumer
Consumers today are more informed and ethically driven than ever before. They seek transparency regarding the nutritional benefits and ethical sourcing of their food choices. For them, reliable information is key to building trust and loyalty. Yet, despite increased awareness, the journey from intention to action is often hindered by factors like affordability and misinformation. Hospitality businesses have a unique opportunity to guide these "conscious but conflicted" consumers through responsible and effective communication.
Industry Tips
- Encourage new behaviors: Use menu design to subtly guide guests toward healthier choices by making them more visible.
- Engage consumers: Keep open communication to understand preferences and unmet needs; use feedback to shape offers and improve the guest experience.
- Integrate tech: Use tools like QR codes or blockchain to display nutritional value, ingredient sourcing, trusted certification and other relevant information that demonstrates transparency.
2. Convenience Meets Personalization
Convenience + personalization = tailored health experiences. If these tailored experiences also feature authenticity (i.e., a link to tradition and cultural identity), even better! These are the winning hallmarks of today’s optimal food experience. However, personalization must not come at the cost of convenience. Successful models balance both, offering efficient and meaningful guest experiences adapted to individual health goals.
Industry Tips
- AI-based nutrition: Use AI and data analytics to personalize meal suggestions based on dietary and health needs.
- One-click delivery powered by AI: Offer loyalty programs and flexible ordering systems.
- DIY meals and cooking classes: Provide custom meal kits or creative, experiential options that cater to specific tastes.
3. Eating for Vitality
Consumers increasingly view food as a tool for vitality, in other words, physical and mental energy. This perspective is driving demand for nutrient-dense, plant-rich ingredients known for their functional properties that support well-being over time, (e.g., ‘superfoods’ or adaptogens like ginseng, licorice root and medicinal mushrooms). Hospitality providers are responding with menus that prioritize health benefits without sacrificing taste or enjoyment. The Netflix documentary “Secrets of the Blue Zones” has done much to popularize the relationship between diet and longevity and is a good example of how the secrets of well-being are currently garnering media attention.
Industry Tips
- Collaborate with experts: Partner with chefs and health professionals to create menus that combine healthy options with culinary appeal.
- Digital tools: Offer apps and platforms that personalize guest experiences, provide wellness resources and encourage social connections through food.
- Health-focused menus:Include plant-based dishes, gut-friendly ingredients and alcohol-free drinks among many other health-inspired options.
4. Planetary Well-Being as a Core Metric
Sustainability is today a baseline expectation. From regenerative agriculture to zero-waste initiatives, the hospitality industry should be embracing its role in shaping more resilient food systems. Planetary diets and responsible sourcing are becoming integral to brand identity and guest satisfaction. The effective communication of ethical practices that define the offer is of utmost importance and must be woven into all narratives – from frontline staff to digital presence.
Industry Tips
- Sourcing transparency: Clearly list ingredient origins, nutritional benefits, and as much information as possible about producers and distributors.
- Sustainable sourcing: Prioritize regenerative agriculture and sustainable practices for nutrient-rich foods.
- Waste reduction: Implement strategies like reusing surplus food and better forecasting.
5. Social Eating – Building Community Through Food
In a fragmented world where alienation and loneliness are on the up and up, shared meals are powerful tools for social connection. Hospitality spaces that promote communal dining, intergenerational interaction and cultural exchanges are increasingly valued. Making these moments of togetherness an intentional part of the offer enhances guest enjoyment and provides additional brand identity to the food provider, i.e., a place where one can “eat and meet”.
Industry Tips
- Social connection: Design inclusive dining experiences that encourage shared meals, storytelling and human exchanges—such as family-style formats, shared tables, collaborations with chefs and artists to celebrate heritage.
- Community engagement: Build partnerships with local organizations (schools, retirement homes, community centers) to align hospitality practices with broader social impact initiatives.
- Local ecosystems: Collaborate with local farmers and businesses to boost the regional economy and reinforce ties to place and seasonality.
6. Co-responsibility Across the Food Ecosystem
Change requires a cross-sectoral approach. Chefs, educators, policymakers and operators all share responsibility in building food systems that promote well-being at a societal level. Collaborative efforts and inclusive innovation are key to meeting the evolving expectations of next-generation consumers. Public message: small, conscious changes in how we source, serve, educate and communicate about food can transform levels of food literacy. Actions must be value-driven and involve all stakeholders in order to build food ecosystems from schools to state.
Industry Tips
- Shared responsibility: Work towards collective action among industry and governments to improve nutrition knowledge rather than relying on isolated efforts.
- Empower frontline staff: Train cooks and servers to advocate healthy, locally sourced options so they can directly influence diners’ choices.
- Transdisciplinary education: Refresh hospitality Learning & Development to include nutrition and environmental science.
Education is key. If we teach our employees to be healthier and happier, our customers will feel it too.
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Stefani Bardin, Professor of AI & Food Design, NYU.
Tensions and Opportunities: Reimagining Food’s Role in Hospitality
Insights from the Food and Well-being Report offer a compass for navigating the evolving relationship between food, well-being and hospitality, but it is important to mention that some key challenges emerged from the research.
Hospitality businesses must learn to balance unavoidable contradictions such as tech-driven personalization vs. traditional authenticity; operational efficiency vs. emotional connection; lab-grown innovation vs. handmade integrity; cost-consciousness vs. purpose-driven values. However, rather than choosing one over the other, the future lies in thoughtfully managing these tensions to craft holistic, human-centered food experiences.
While consumers increasingly value health and sustainability, affordability remains a persistent barrier. This gap between aspiration and access is an opportunity for future research. Consumers are generally more willing to pay for food that directly supports their personal well-being, which makes health a strong entry point to broader narratives like ethical sourcing and regenerative practices. Sadly, in today’s world, access to some nutritional options is not available to everyone.
In the meantime, as we face rising complexity and shifting cultural expectations, the role of food in hospitality must be reimagined less as a commodity and more as a connector. In short, food is not just what we put on the plate, it’s what brings us together. The hospitality industry has the power to shape this narrative. By embracing a more integrated vision of food and well-being, it can lead the way toward a future that’s healthier and more meaningfully connected for people, communities and planet.
Innovation Facilitator at EHL Hospitality Business School
