BerryWorld Identifies Health And Wellness Marketing Opportunities

BerryWorld has unveiled a campaign to position berries as a natural, nutrient-dense, and convenient health solution, backed by a new report into the consumer habits and health concerns shaping shopper behaviour in 2026. 

Image: BerryWorld

Titled ‘Big 6 for 2026’, the research identifies health marketing opportunities for berry businesses by exploring this year’s most important consumer health priorities.

The insight then aligns these trends – immunity, hydration, gut health, mental wellbeing, and weight management – to the nutritional strengths of different berries. 

The drive forms part of BerryWorld’s wider strategy to educate consumers on the benefits of fresh berries. 

“We unveil how the berry category can capitalise on opportunities to support consumers with their health goals, while boosting berry consumption and market growth,” said Charlotte Knowles, Marketing & Communications Director at BerryWorld, adding that the research has spanned health journals, white papers, consultancy insights, and consumer data. 

Launched during Nutrition & Hydration Week, the Big 6 for 2026 report identifies the following key health trends and associated berries: 

• Mental wellbeing is under pressure – Strawberries are high in vitamin C and folate which can contribute to a reduction in tiredness and fatigue.

• Hydration is a hot topic – Blueberries contain 85.6% water.

• Gut health is growing in awareness – Raspberries are high in fibre.

• Weight management is more important – Blueberries are low in calories and a source of vitamin K which contributes to normal bones.

• Immunity is in favour – Strawberries are high in vitamin C and folate which can contribute to a reduction in tiredness and fatigue.

• Less processed, more flavourful food is in demand

This year BerryWorld is bringing a more benefit-led approach into the berry category, helping consumers better understand how different berries can support various health goals.

“By connecting health benefits with great tasting fruit, we want to help more people see berries as a simple and enjoyable part of daily life,” the company said in a news statement.

Public interest in health and wellness continues to grow. 

A global survey conducted by McKinsey in 2022 showed that 70% of respondents want to be healthier, with 50% believing healthy eating is a top priority for them.

BerryWorld said its new report is designed to demonstrate how berries can help consumers to achieve their health goals as part of an everyday nutritional, balanced diet.

“At BerryWorld, we believe berries have a strong role to play in supporting healthier choices, whether that is through immune support, digestion, bone health or everyday snacking,” the company explained.

Berries offer a “strong combination” of flavour, nutrition, and convenience, while different berry types can play a role in supporting wellbeing thanks to their specific nutritional values, the group said.

These include: combating tiredness (folate), supporting the normal function of the immune system (vitamin C), supporting healthy digestion (fibre), and contributing to the maintenance of normal bone health (vitamin K) and the protection of cells from oxidative stress (vitamin E). 

“Strawberries and raspberries are naturally rich in vitamin C, high in folate and provide fibre,” BerryWorld stated. 

“Blueberries are low in calories, high in fibre and a natural source of vitamin K. Blackberries offer fibre, folate, vitamin C, vitamin K and vitamin E.”

Read the ‘Big 6 for 2026’ report here.