“Health and wellness” has never been more important for Americans and for the suppliers of the foods they eat to help them meet their personal better-for-you goals.

Millennials are thinking differently about their health than older generations, and the shift suggests some interesting potential opportunities for retailers, according to Barrington, Ill.-based consultancy Brick Meets Click. 

The grocery fresh perimeter is so diverse, there are many lenses for studying the evolution of health and wellness over the decades.

Out of the better-for-you food trend emerges another type of consumer seeking balance and holistic wellbeing.