The $800 billion opportunity in health and nutrition

The global food system is entering a pivotal decade as consumer expectations, geopolitical shocks, and resource limits disrupt production and supply chains while the world aims to feed nine billion people by 2050. Strategy& and PwC’s Future of Food 2.0 report identifies a US$3.1 trillion opportunity across nine growth areas that are set to expand nearly four times faster than the overall sector. The largest of these is health and nutrition, forecast to reach about $800 billion by 2035 as consumers increasingly demand food and drink that support specific wellness goals.Three fast-growing segments stand out: fortified and functional foods and beverages, buoyed by demand for added protein, fiber, and nutrition-dense options and accelerated by changing behavior from GLP-1 medication use; dietary supplements, driven by a focus on prevention and personalized regimens; and personalized nutrition, enabled by cheaper wearables, diagnostics, and AI-driven analytics. To capture these opportunities, companies need clear, sustained commitment from senior leaders, broad partnerships across the value chain, and digital transformation at scale to build the skills, data foundations, and operating models required to turn innovation into lasting advantage.