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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.
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