The health food and nutrition sector has seen significant growth, driven by increasing consumer awareness of health and wellness. This paper explores the evolving consumer behaviour in this sector, focusing on factors that influence purchasing decisions, including health consciousness, dietary preferences, and the influence of marketing strategies. The study analyses how companies in the health food and nutrition industry adapt their management strategies to meet consumer demand, emphasizing the role of innovation, product differentiation, and brand positioning. It highlights the importance of understanding consumer psychology to create targeted marketing campaigns that resonate with health-conscious consumers. The research also examines the impact of digitalization, such as the use of e-commerce platforms and social media marketing, in shaping consumer behaviour. Additionally, the paper discusses challenges faced by companies in maintaining consumer trust and loyalty, particularly in the context of increasing competition and regulatory scrutiny. Through a comprehensive analysis of case studies and market trends, the study provides insights into effective management strategies that can enhance consumer engagement and drive business growth. The findings underscore the need for a dynamic approach to consumer behaviour analysis, integrating data-driven insights and consumer feedback to continuously refine marketing and product development strategies in the health food and nutrition sector.