Consumers' Need for Tasty, Nutritious & Honest Food

Consumers' Need for Tasty, Nutritious & Honest Food

Young consumers try to live with a positive mind and attitude. These Millennials and Centennials—also known as Generation Z—want a happy and healthy life. To them, this means living in harmony with themselves, others, and the world around them; their food has to reflect this.

Tasty and good for me

Consumers are increasingly interested in food and drinks that not only taste good, but that also have other positive benefits. Today’s consumers are health-minded and environmentally-conscious, wanting their products to be good for them, good for others and good for the planet.

A similar trend is occurring in confectionery products. For example, chocolates can be produced with a higher cocoa percentage, special cocoa origin or made to contain less sugar.

Additionally, products can be enriched with ingredients—like fruit or nuts—that are perceived as better-for-you.

The chart to the right is the outcome of a recent global research study. It illustrates that consumers showed interest in chocolate confections that were described as both “tasty, good for me and good for the planet.” It also illustrates that consumers showed a preference for chocolate confections and chocolate candy where “bad and unhealthy ingredients were removed” and “good-for-you ingredients are added in.”

Source: Global research in 18 countries with 8051 consumers.

Source: Global research in 18 countries with 11356 consumers of which 4132 Millennials.

Good for the planet

Consumers are increasingly concerned about the planet. In recent years, Millennials and Centennials from all over the world have raised their voice and demanded action to protect the earth and its natural resources.

Supersized panda-shaped solar Field, China

Artistic rendering of the Panda Power Plant in Datong, China.
Source: China Merchants New Energy/Panda Green Energy

This supersized panda-shaped solar field in Datong is a great example of China’s respect for Mother Nature’s beauty and commitment to use renewable energy.

Source: Converse

Converse shoes

These bright, "happy yellow" Converse shoes made from upcycled jeans meet today’s consumers’ desire for eco-friendly alternatives from their favorite brands.

Source: Global research in 18 countries with 8051 — Source: Global research in 18 countries with 11356 consumers of which 4132 Millennials.

One can take action towards protecting the environment through their food choices. Food production that respects nature also respects the future. Transparency in production and transparency in where ingredients come from is of increasing importance.

Are products sustainable? Are products traceable?

These are questions consumers are starting to ask, and it’s influencing product appeal, as demonstrated by this chart.

Good for the community

One consumer said, ‘If I eat chocolate, I do it to feel good. And I don’t feel good if somebody had to suffer for my chocolate.”

This quote exemplifies how young people view their choices and their impact on the world with mindfulness and an active conscience.

They would rather eat chocolate that is sustainably sourced, ensuring that farmers were paid a fair price.

Honest food

“Honest” food is what consumers want.

This food must embody it all: good taste, good nutritional value, and a mindfulness of the planet and its inhabitants.

Consumers desire happy, healthy lives, and food is an integral part of this. They want to exist in harmony with their world, but cannot do so without food that is harmonious with their desires and values.

Tasty & nutritious wholegrain bread

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Happy Millennials enjoying nature on a scooter

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2019-09/Happy%20Millennials%20enjoying%20nature%20on%20a%20scooter.jpg?itok=kyir5q1s
Delicious & healthy sustainable blackberries

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-08/Delicious%20%26%20healthy%20sustainable%20blackberries%20%281%29.jpg?itok=nPtlL4kD