Brightseed Research Finds Nearly Half of US Adults Now Identify as Bioactivists
The fastest-growing health-conscious consumer segment is driving demand for science-backed products with bioactives, signaling major opportunities for brands focused on proactive wellness
IMAGE CREDIT: Nick Roskelly
Brightseed, the bioactives leader unlocking nature with AI to elevate human health and developer of the Forager AI platform, announced findings from its second installment of Bioactivist consumer research. The updated findings revealed that 45% of US adults now identify as Bioactivists – proactive, health-conscious consumers who see health as a foundation rather than a fix, and who are increasingly seeking products with proven health benefits.
This is a sharp rise from 27% in Brightseed’s 2022 survey, making Bioactivists the fastest growing and largest health-focused consumer segment in the US.
KEY FINDINGS
- Bioactivists now represent 45% of US 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.
- Bioactivists outpace other consumers in their commitment to health, with 87% incorporating supplements into their routines, 68% regularly checking nutrition labels, and strong interest in products with bioactives – naturally occurring compounds in plants and other sources that positively impact human health.
These consumers not only represent a large share of the US population, they also hold significant purchasing power, skew toward higher incomes, and are brand-loyal when their health needs are met.
The research also found growing consumer expectations for transparency and science in health products. More than 60% of consumers agree that their favorite brands should improve product healthfulness, communicate bioactive content, and back claims with science.
Brightseed’s proprietary AI platform, Forager – an advanced discovery and development engine for small molecules and bioactives – is uniquely positioned to meet this demand.
The 2025 Brightseed Health & Nutrition Survey was conducted online in April 2025 among a nationally representative sample of 1,200 US adults, ages 18 and older.
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