The nutrition industry is changing rapidly. Many companies are merging or acquiring others to keep up with the demand for health and wellness products. H&H Group, a well-known health and nutrition company, highlights that wellness products are thriving even in tough economic times.
Jason Wang, CFO & COO of H&H Group, points out that there’s a growing interest in health and nutrition brands. “Recent merger and acquisition activity shows that established companies see buying successful health brands as a fast track to growth,” he says. He believes that by 2026, we’ll see fewer but more meaningful deals. Successful brands that show strong pricing power and trust will command the highest attention.
Wang emphasizes that health and wellness will continue to attract more investments, especially as other markets become uncertain. He notes how cultural shifts, like an aging population and increasing awareness about health, are changing consumer behavior. People are investing more in preventative health measures, creating new opportunities for businesses.
Recent statistics reveal a wave of acquisitions in the nutrition sector. For example, Unilever recently bought Grüns, a company that makes green gummies, and Danone acquired Huel to strengthen its functional nutrition line. These moves reflect broader changes in the fast-moving consumer goods (FMCG) sector, where brands are focusing on acquiring proven leaders to create stability.
Investors are shifting their focus. Instead of just looking for strong brands, they are seeking out companies that offer leadership across various health categories. “Consumer loyalty and repeat purchases are now key metrics for deals,” Wang states. This means brands need not only to be strong but also adaptable.
A diversified portfolio is essential for growth. Companies that mix their offerings are better positioned to weather market volatility and quickly adapt to changing trends. H&H Group, for instance, has found success by focusing on diverse segments like adult, baby, and pet nutrition. This strategy ensures stability and potential for innovation.
Wang also highlights that health supplements are now often seen as essentials, especially due to shifts in consumer priorities after the COVID-19 pandemic. Products that boost immunity, support metabolic health, and enhance longevity are in high demand. This shift has made health and wellness a resilient sector amid economic uncertainty.
“Strategically, health supplements are considered safe investments,” he explains. In fact, H&H Group’s Adult Nutrition and Care segment saw solid growth in 2025, with the brand Swisse reaching $1 billion in annual revenue. Such growth underscores its importance to investors.
Further, Wang believes that brands must invest in research and development to maintain their premium position. Today’s informed consumers are scrutinizing products closely, and any brand that fails to back up its claims will quickly lose credibility. H&H Group, for example, has established the Biostime Institute for Nutrition and Care to spearhead innovation in family nutrition.
In this competitive landscape, those brands that genuinely connect with consumers and maintain their integrity will thrive. Merging companies must carefully balance new resources with the core values that attracted consumers in the first place. “It’s vital for acquired brands to keep their unique identity while benefiting from their new parent company’s resources,” adds Wang.
This dynamic evolution in the health and wellness sector signals a future shaped by solid partnerships, strategic acquisitions, and a commitment to excellence. As companies embrace these changes, they position themselves for lasting success in the ever-growing nutrition market.
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Mergers & Acquisitions, Nutrition Industry, H&H Group
