Nearly half of U.S. adults are considered “bioactivists”, according to Brightseed’s 2025 Consumer Research report

A recent 2025 Consumer Research report conducted by Brightseed, revealed findings that showed how 45% of adults in the U.S. are now labeling themselves as “bioactivists”, which are “proactive, health-conscious consumers who see health as a foundation rather than a fix, and who are increasingly seeking products with proven health benefits.” In Brightseed’s 2022 survey, the number of bioactivists sat at 27%, a significant increase seen in the updated report.

Key findings in the 2025 report showed:

• Bioactivists now represent 45% of U.S. adults
• High purchasing power & loyalty: Bioactivists skew toward higher incomes and are more likely to be repeat buyers when their health needs are met.
• Proactive health focus:
  • 87% use supplements; 43% use them consistently.
  • 68% regularly check nutrition labels.
  • +20% more likely to follow the latest health trends vs. other consumers.
  • +16% more likely to seek products with added nutrients
• Bioactive-driven purchasing:
  • +25% more willing to pay more for foods, beverages, and supplements containing bioactives.
  • +14% more likely to try a new product because it contains bioactives.
  • +12% more interested in increasing bioactive intake.
• Health mindset: Bioactivists view health as a foundation, not a fix, and are motivated by long-term goals like avoiding future illness, living longer, and maintaining a healthy lifestyle.
• Market opportunity: More than 60% of consumers want brands to improve product healthfulness, communicate bioactive content, and back claims with science.

Research showed that 87% of bioactivists include supplements into their routines, they hold a high regard for products containing bioactives, and 68% of bioactivists look regularly at nutrition labels.

“The Bioactivist is no longer a niche wellness enthusiast – they’re your neighbor, your coworker, and a powerful driver of market trends,” said David Blackwood, senior vice president, commercial, at Brightseed. “For food, beverage, and health companies, this is a prime opportunity to engage a large, motivated, and high-spend audience that is actively seeking products with proven functional benefits.”

Additionally, data highlighted the rise in expectations from consumers for transparency and science in health-related products. The report said that “More than 60% of consumers agree that their favorite brands should improve product healthfulness, communicate bioactive content, and back claims with science.”

“Bioactives are nature’s health drivers, and Forager allows us to discover and unlock them at an unprecedented scale, providing our partners market disrupting innovation and development tools,” said Sofi a Elizondo, Co-Founder and President of Brightseed. “This research confirms that consumers are ready – and eager – for products that harness bioactives to support human health.”

Data from the 2025 Brightseed Health & Nutrition Survey was collected from a nationally representative sample consisting of 1,200 US adults, 18 years old and older, and was conducted online in April 2025.