The $800 billion opportunity in health and nutrition

The global food system is entering one of the most consequential decades in its history. Consumer expectations, geopolitical shocks, and resource constraints are disrupting production and supply chains at a time when we seek to feed a population of nine billion by 2050.

Future of Food 2.0, a recent collaboration between Strategy&, part of the PwC network, and PwC industry and function experts, highlights the US$3.1 trillion opportunity amongst these challenges. Specifically, the report highlights nine growth areas that will expand nearly four times faster than the overall food system (CAGR 7.7%).

Of those nine, health and nutrition is the single largest growth area. At a projected market size of $800 billion by 2035, this segment is benefiting from rapidly rising awareness among consumers, who expect food and drink to actively support specific wellness and health goals.

Three health and nutrition segments present compelling growth opportunities. One is fortified and functional foods and beverages, driven by rising consumer demand for products that offer added nutritional benefits such as extra protein, fibre, or other health attributes. The rapid adoption of GLP-1 medications is further accelerating a change in consumer behaviour, including attitudes toward portion size and food choices, and potentially shifting demand toward protein-rich, functional, and nutrition-dense products.

A second promising segment is diet supplements, as consumers increasingly prioritise prevention and daily health management. The industry is seeing increased interest in personalised supplements that are tailored to individual wellness programmes.

Third is personalised nutrition, driven by advances in wearable health trackers, AI analytics, and diagnostics, all of which are connected and coming down in cost. This reflects a broader move toward data-driven, preventive health ecosystems that integrate real-time monitoring, behaviour insights, and nutrition guidance into daily life.

Based on PwC’s interviews with senior leaders at large food ecosystem players worldwide, organisations that want to capitalise on the growth-area opportunities, such as in health and nutrition, should focus on several success factors:

Strong commitment from senior teams. When business models are uncertain, the economics unclear, and investment requirements high, clear-sighted leadership is crucial. C-level leaders must distinguish promising opportunities from distractions, set a long-term direction, and have the courage to stick with the bet even when early results are ambiguous. A key part of success comes from setting the right KPIs.

Partnerships across the ecosystem. In an environment defined by capability gaps, regulatory uncertainty, and fast-moving technologies, connecting with other players across the value chain becomes a critical success factor. Partnerships with suppliers, research institutions, startups, and even competitors enable companies to share risk, accelerate development, and access capabilities they can’t build internally.

Digital transformation at scale. Digitisation isn’t about adopting tools but about building the in-house skills, data foundations, and operating model needed to use technologies such as AI effectively. Whether integrating AI into product development, creating greater transparency from farm to fork to improve supply-chain planning and yields, or harnessing real-time consumer insights, digital maturity determines how quickly companies can close capability gaps and translate partnerships into scalable impact.