MACRO TREND
What’s Happening
People are looking to push on and progress.
Self-optimisation is nothing new, but in a post-pandemic context people are looking to make up for lost time whilst navigating jam-packed schedules, fatigue, and financial constraints.
Optimisation is becoming ever more personalised, with people turning inward to identify what works for them.
At the same time, ‘superfoods’ continue to evolve, offering new benefits for mind and body to people who want to navigate towards ‘better’ versions of themselves in ways that are as convenient as possible.
35%
of UK Adults say ‘tiredness’ is the reason they haven’t made dietary and physical activity changes they intended to.
BEHAVIOURAL TRENDS
Micro Customisation
People are seeking out ever more personalised nutrition.
As wellness is increasingly being embraced as a holistic concept that extends into various facets of daily life, people are actively seeking more personalised options for optimising their health.
Health trackers, DNA dieting, and increasing experimentation with personalised nutrition means people have an evermore granular understanding of what foods might benefit them and what might not.
Fuelled by this heightened understanding and awareness of nutrition, people are moving beyond conventional supplement choices, in favour of seamless and hyper individualised methods to achieve nutritional balance that doesn’t sacrifice flavour.
49%
of US millennials have a strong preference for products, services, or apps that leverage personal data for personalised experiences.
Case Study
Youniq: Goal-oriented personalised diets
Youniq leverages AI to give users personalised nutrition and diet advice based on their goals and their unique qualities. They have also partnered with a number of grocery retailers so that users can shop for their recommended products directly in the app. This limits friction between people and the diets best suited to them.
Founder and CEO, Alvaro Cuesta, explains, “personalised nutrition is not about telling you how healthy food is for you in general, but how this meal is aligned with your main goal or goals: whether you want to sleep better, keep your diabetes under control, or increase your immune system to fight an autoimmune disease.”
Find out more >Function Forward
People want their functional foods to help them feel and think better
People recognise that wellbeing and mental health is not on/off but rather requires constant management. As people explore what works for them, we’re seeing a growing interest in alternative wellness – from exploring the benefits of mood-altering, psychedelic-assisted therapies to the normalisation of CBD-based products in everyday menus.
At the same time, people are seeking out ways to optimise their productivity and brain power, whether that’s through the natural energy-drink boom or adaptogen-enhanced food. Increasingly, people are looking to think clearly in natural ways.
2-1n-3
Americans aged between 50 and 80 use at least one form of integrative medicine to boost health or mood
Case Study
They Are Wearables: patches for seamless supplements
The wellness patches from They Are Wearables promise 'intuitive distribution' of ingredients via the wearer's skin. The brand’s first five offerings include 12-hour patches designed to enhance sleep, energy, relaxation, and mood, all featuring premium ingredients such as Ashwagandha root extract and Copaiba oil.
Learn MoreExplore the new Innovation Pathways
Purposeful Lives
As people look to live with a more defined sense of purpose and meaning, businesses could help reinforce that sense of self through food and drink
