The center of the store is growing 2.5%.

The center of the store is growing 2.5%. The wellness aisle is growing more than double that.

Functional foods, the ones people buy for protein, fiber, probiotics, and real benefit, are forecast to grow about 5.5%. Packaged food overall sits near 2.5%.

People are not just buying food anymore. They are buying what it does for them. It is the same demand curve pulling reformulation forward: remove what shoppers distrust, add what they actually want. Two sides of one shift.

The catch is that this market punishes the shortcut. A protein claim bolted onto an unchanged product moves no one. The benefit has to be real, the formulation has to hold, and the label has to be legible. That is a formulation problem before it is a marketing one.

Removing the bad and adding the good are the same job. We are building for both.