The largely successful—though uneven—rollout of vaccines in the U.S. so far, falling case rates of COVID-19, and economic stimulus have helped many businesses reopen. Though the pandemic still rages in many parts of the world, cautious optimism that life is beginning to seem more “normal” in the U.S. is welcome relief. Still, facing higher prices for homes, used cars, lumber, fuel, and food, inflation and the possibility that gains made in recent months could stall, have some experts concerned. At the same time, I’d note, inequality in America shows no sign of receding, with higher prices for essential goods impacting low-income families the most. Sadly, this same group has also been disproportionately affected by the pandemic. 
 
I’d venture to guess there’s no fool-proof playbook for restarting and resetting modern economies amid a once-in-a-century pandemic. But hopefully supply and demand issues are temporary and just signs and symptoms of recovery.
 
It’s a real challenge to decipher what’s a short-term trend and what’s stable ground to build on. With everyone so focused on their health and the well-being of their families, even as some short-term market trends start to fade, the overriding principle that health is foundational for consumers seems a good bet.
 
The recent International Food Information Council’s (IFIC) Food and Health Survey showed that some changes brought about by the pandemic have started to wane. For instance, 85% of Americans a year ago reported having experienced some change to their eating or food preparation habits because of the pandemic. This year that number fell to 72%, which is a significant decline but still a pretty high percentage overall.
 
On the other hand, some changes appear to have accelerated. In 2019, 27% of Americans said they shopped for food online at least once a month. That number increased to 33% in 2020; a year later that number climbed to 42%.
 
Important to note, food insecurity in America has also persisted. Fifteen percent of Americans said they often purchased less-healthy food options because of financial constraints. A similar number (14%) said they often worried about food running out before they had enough money to buy more; the same percentage delayed purchasing food because of other expenses like rent or utility bills. Three-quarters of people who experienced these markers of food insecurity said the pandemic at least somewhat played a role.
 
IFIC also noted 22% of African American respondents said they often purchased less food overall because of money concerns (vs. 12% in 2018), 20% often worried their food would run out (vs. 12% in 2018), and 21% often delayed purchasing food due to other expenses (vs. 10% in 2018).
 
The image of long lines of cars at food banks last year is still imprinted in my memory. I know many companies in this industry work with their local communities to help those in need. And I encourage everyone to keep pursuing those efforts even as life starts to finally resemble itself once again.
 
At the same time, increased consumer focus on prevention spells continued growth for the nutraceuticals industry. I wouldn’t expect people to suddenly forget how important immune health is to their everyday wellness. These trends will linger even if we don’t see the spikes in growth from the early days of the pandemic. And that’s a good thing. Stability and sustainability sound pretty good right now.