Sponsored Content
Enjoying healthy eating
1 May 2024
2024 the year of the ‘conscious consumer’
In our latest research on the top trends that will drive food and beverage innovation this year, we have revealed that consumers are moving away from ‘passive consumption’ and seeking out products that fulfil a desire for sustainable choices as well as personal health & wellness.
Trend #2: consumers take health into their own hands
The consumer preoccupation with health & wellness that was fueled by the pandemic has become an enduring trend rooted in a desire to live longer, healthier and better. “Health has been on trend lists for many years as consumers started looking to get more from their food. However, since the pandemic people have started taking more responsibility for proactively managing their health, with one approach being through diet,” says Joanna Self, Americas Strategic Marketing Director at Brenntag.
Going forwards, we see products that support ‘healthy indulgence’ playing a lead role here, as mindsets shift away from diets as denial and towards enjoying healthy eating. “People want to indulge but they also want to ensure that what they are putting into their bodies is good for them. Therefore, products that deliver a wellness factor, either from the addition of something positive or the removal of something negative, as well as delivering on taste, and on the money; Brenntag has a raft of solutions for either of those versions of health, whether that is adding prebiotic fibre or reducing the fat or sugar content,” says Joanna. The theme of healthy indulgence is also in evidence in the supplement space, where playful formats that blur the boundaries between confectionery and supplement are gaining popularity over pharmaceutical-like tablets. “Consumers want to take proactive steps to improve their health, but in their minds, traditional supplements are close to medicine. This is one of the reasons why, in Europe, we are seeing the rise of gummies, shots and drinks,” says Justyna Rynkiewicz, Market Insight Manager, Nutrition, at Brenntag EMEA.Healthy indulgence
Given that health & wellness is a concern for everyone, regardless of age, gender or geography, there is scope to develop healthy indulgence products that target virtually any health area, from gut health to beauty, stress reduction, cognitive performance and sleep. Concepts will vary, depending on demographics and psychographics, but will ultimately be aimed at the common goal of improving quality of life.
Companies mentioned
-comp248703.jpg){kind=logo}
Related news
PharmaLinea’s iron supplement delivers improvements in hemoglobin comparable to ferrous sulfate with fewer side effects
23 Feb 2026
PharmaLinea, a Slovenian developer and manufacturer of private label food supplements, has announced the completion of a clinical study evaluating its finished formulation for iron deficiency.
Read more
LomaChelateX® – power in magnesium bisglycinate
12 Feb 2026
Gentle and effective: magnesium bisglycinate is setting a new standard. Through its LomaChelateX® brand, Dr. Paul Lohmann® delivers magnesium bisglycinate and a broad range of fully reacted mineral bisglycinates made in Germany.
Read more
Fucoidan leader reports record production
22 Jan 2026
The global leader in fucoidan science, Marinova Pty Ltd, reported record annual fucoidan production for 2025. The company's total production volume has more than doubled over the past three years.
Read more
India Honours Ashwagandha with Commemorative Postal Stamp at WHO Global Summit
6 Jan 2026
HYDERABAD, December 20, 2025 – India’s Prime Minister Mr. Narendra Modi, alongside WHO Director-General Dr. Tedros Adhanom Ghebreyesus, released a commemorative postal stamp honoring ashwagandha at the recently concluded Second WHO Global Traditional...
Read more
PharmaLinea delivers actionable 2026 insights at the first ever NutraLoop™ Summit
22 Dec 2025
PharmaLinea held its first-ever NutraLoop™ Summit this December. The virtual event featured 12 speakers from companies such as IQVIA, NHCO, Radicle Science, and BeyondBrands, who provided comprehensive insights across the scientific and commercia...
Read more
FrieslandCampina strengthens its global protein position with acquisition of Wisconsin Whey Protein
11 Dec 2025
Royal FrieslandCampina N.V. intends to acquire Wisconsin Whey Protein, a respected producer of whey protein isolates in the United States. Wisconsin Whey Protein will become part of FrieslandCampina Ingredients, a global leader in proteins and prebioti...
Read more
dsm-firmenich names ‘Frosted Star Anise’ as Flavor of the Year 2026, capturing a global desire for warmth and freshness
11 Dec 2025
Kaiseraugst (Switzerland), Maastricht (Netherlands), December 5, 2025 dsm-firmenich, innovators in nutrition, health, and beauty, announces ‘Frosted Star Anise’ as its Flavor of the Year for 2026. This...
Read more
Balchem Makes Strategic Investment in U.S. Food Ingredients Market with New Microencapsulation Manufacturing Facility
11 Dec 2025
Montvale, New Jersey, (10 December, 2025) – Balchem, a leading global manufacturer of specialty ingredients for human nutrition and health, is pleased to announce the development of a new, high-capacity man...
Read more
Fucoidan specialist takes out top international health award
4 Dec 2025
Marinova has been named Australia's most outstanding contributor to international health in the nation's prestigious Australian Export Awards.
Read more
Prayon inaugurates its new SHMP production unit in Engis
1 Dec 2025
Prayon inaugurates its new SHMP production unit in Engis, a major investment that strengthens its position in the food and technical phosphates market
Read more