Wellness customers are becoming highly influential when it comes to redefining the food heritage. The word new healthy can be interpreted as customers’ journey of speculations and discoveries. It won’t be wrong to say that both health and sustainability are beginning to converge at different food outlets and food retail stores. Energy is believed to be a major element of contemporary wellness across all age groups. Allied Market Research weighs upon the growth that is especially driven by different health categories including nutrition, fortified food products and drinks, etc. Moreover, the demand from wellness-focused customers and the fast-maturing segments are thoroughly evaluated during the studies.