The ketogenic diet is intended to not only reduce calorie consumption, but also alter bodily metabolism to utilize fats as a primary fuel. In collaboration between the Innovation Institute for Food & Health, the UC Davis Graduate School of Management, and Barnstorm Foundry, this report profiles the present state of the keto diet market, encompassing products and services. Beyond weight loss, the keto diet has been linked with other health benefits, including cognitive improvement, anti-aging, and diabetes prevention, though there also exist individual health risks stemming from the development of ketosis. Furthermore, cost and effort required pose additional challenges to maintaining the diet. While global interest has risen and fallen over time, there remain opportunities for increased consumer education to better market the comprehensive benefits of the ketogenic diet.
At a high level, the global addressable market for the keto diet is estimated at $11-12 billion in 2022, growing at approximately 5% Ketogenic Diet Market Overview and Opportunities | 3 CAGR. We see white space opportunities in keto products promoting benefits for anti-aging and cognitive health. Both are areas for which there is impressive clinical evidence of keto’s benefits, and few brands are currently marketing products tailored to consumers who care about those issues.
