Wholesome Living
What’s Happening
People are striving for ‘better-for-you’ balance and simplicity.
Recent crises have left people fearing for their own health (mental and physical) and the health of the planet. These concerns are compounded by a lack of faith in institutions to provide the requisite support to help. As a result people are relying on themselves to find routes to healthier outcomes, and navigating through what can be a complex and shifting journey towards feeling well.
80%
of people in advanced economies say they’re willing to change how they live and work to help reduce the effects of climate change
Behavioural Trends
Processed Obsessed
People are scrutinising what it means for food and drink to be ‘natural’.
Post pandemic, people are more aware of the impacts that their diets have on their health, which is leading to greater scrutiny over what ingredients they’re putting in their bodies. New questions about whether ‘plant-based’ processed foods are better for health (and the planet) are being asked, especially as trust in alternative meats dips.
Interest in ‘whole’ ingredients is seeing a resurgence, as are clean labels. But consumers are looking for more trustworthy signs and reassurances that they have the permission to eat ‘clean’.
50%
of consumers surveyed stated that healthy eating is a top priority, which included reducing their consumption of processed foods
Case Study
Plant-based and animal-based proteins side-by-side
SixtyForty is an Amsterdam-based restaurant that promotes sustainable and plant-based food alongside traditional animal proteins. Rather than vilifying the idea of eating meat, their mission is to provide food that prioritises whole ingredients above everything else, be they animal-based or plant-based. Instead of alienating audiences, the founders aim to educate people on locally-sourced and quality ingredients.
Read more about these proteinsFermented Fashion
People are looking for even more natural, authentic, and trustworthy routes to gut health.
Interest in immunity-boosting products drove interest in gut health during the pandemic, and that interest is still evolving as people’s knowledge of gut microbiomes grows (see #GutTok trends on TikTok).
And as knowledge grows, people are looking for more trustworthy means of maintaining a healthy gut (beyond the usual kombuchas and kefirs). The fermented market is being driven by consumer interest in ‘fermented vegetables’ in particular, suggesting a wider interest in more natural forms of fermentation (drinks like kombucha and probiotic yoghurts do still drive growth, but slightly less according to data from the US). Alongside this, there is also a desire for culturally authentic fermentation methods and products people feel they can trust.
Case Study
ZOE: precision gut health, driven by tech
As people become more aware of their individual health needs, technology is helping them gain a precise understanding of how to meet those needs. Based on findings from three of the largest nutrition research studies in the world, ZOE is an at-home kit that provides individualised advice on the best foods to eat for people’s gut bacteria, blood sugar, and blood fats. Each food is given a score out of 100 enabling people to build a precise diet plan that works for them on a hyper-individual level.
Read more from Zoe hereExplore 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
