Brightseed finds growing “bioactivist” consumer base is willing to pay more for actives

“Bioactivists” are the largest and fastest-growing health segment among US adult consumers (45%), up from 27% in 2022, according to new Brightseed research.

The US-based company — having developed an AI phytonutrient mapper called Forager that uncovers hidden bioactives in plants — says these proactive consumers tend to “see health as a foundation rather than a fix.”

Brightseed’s latest market research reveals that 25% of this segment is willing to pay more for foods, beverages, and supplements containing bioactives than others. Additionally, more than 14% of consumers within this demographic are likely to try a new product because it contains bioactives.

Furthermore, over 12% report being interested in increasing bioactive intake, while 16% are more likely to seek products with added nutrients.

“The bioactivist is no longer a niche wellness enthusiast — they’re your neighbor, your coworker, and a powerful driver of market trends,” says David Blackwood, SVP, commercial at Brightseed.

“For food, beverage, and health companies, this is a prime opportunity to engage a large, motivated, and high-spending audience that is actively seeking products with proven functional benefits.”

Bioactive-driven purchasing

Brightseed conducted its 2025 Health & Nutrition Survey online last April, based on a nationally representative sample of 1,200 US adults over 18.

Brightseed’s latest market research reveals that 25% of bioactivists are willing to pay more for foods, beverages, and supplements containing bioactives than others.In the report, bioactivists outpace other consumers in their commitment to health, with 87% incorporating supplements into their routines and more than 20% likely to follow the latest health trends compared to other consumers.

From a commercial angle, bioactivists represent a large share of the US population while holding significant purchasing power, skewing toward higher incomes. The report highlights that they are highly brand loyal and more likely to be repeat buyers when their health needs are met.

The research also underscores growing consumer expectations for transparency and science in health products, with 68% of overall consumers regularly checking nutrition labels.

“Bioactives are nature’s health drivers, and Forager allows us to discover and unlock them at an unprecedented scale, providing our partners market-disrupting innovation and development tools,” says Sofia Elizondo, Brightseed’s co-founder and president. 

“This research confirms that consumers are ready — and eager — for products that harness bioactives to support human health.”

Rounding off the analysis, Brightseed research highlights that more than 60% of consumers agree that their favorite brands should improve product healthfulness, communicate bioactive content, and back claims with science.

Brightseed’s most recent application of its Forager platform yielded a significant discovery in almonds — identifying 530 health-promoting phytochemical compounds in almonds, four times more than previously documented.

Previously, Brightseed harnessed Forager to produce a new gut barrier-supporting two-in-one bioactive. The company extends its technology to commercial partnerships, including for Blue Diamond’s almonds, Ocean Spray’s cranberries, and ADM’s gut synbiotic ingredients for the gut microbiome.