Consumers are looking for Healthy Indulgence

Consumers are increasingly focusing on their health. The pandemic amplified what started some years ago. As a result of Covid, 4 out of 5 global consumers plan to eat and drink more healthily¹. However, people don't want to compromise on taste. This is why they seek healthy indulgences. In particular, Millennials (Gen Y) and Centennials (Gen Z) are looking for foods and beverages that are tasty, good for you, and are also good for the planet. This seemed like a “contradictio in terminis” in the past, but nowadays it’s possible.

[¹]81% for APAC, 76% for Europe, 77% for North America & 82% for Latam - FMCG Gurus, July 2020

Healthy Indulgence - how can you achieve this? Taste is the essence, of course. Here are some ideas for bringing this to consumers:

1. From nature

2. Few ingredients

3. Upcycled

Image credits: Rootles

Rootles Biscuit sticks made with carrot and sweet potato, coated in their best milk or dark chocolate (UK).

From nature

Our trust rests in Mother Nature and she doesn’t let us down. Turning to nature brings consumers relief whenever they are in doubt. Products that are close to what nature intended are perceived as healthier. And, these natural products often taste good, too.

As few ingredients as possible

The more ingredients a food contains or the more complex the product, the less healthy it is perceived to be. So, products derived from single sources or containing fewer ingredients are viewed as healthier. As it is a perfect marriage, this can also have a positive impact on the taste.

Image credits: The One Ingredient Chef

Banana Ice Cream recipe from The One Ingredient Chef. Delicious and very healthy.

Credits image: Upcycled Grain Project

Up bars from the Upcycled Grain Project in New-Zealand. They use grain from brewers around New Zealand to create health-focused snack foods.

From no waste to upcycled

What's good for the environment is also good for people. Waste pollution is a major problem today, and not just packaging needs to be reduced. Food waste is another issue that should be addressed. A massive one-third of all food produced is wasted before it is consumed². If we can avoid food waste, that is good for the planet and indirectly also good for people. Upcycling goes even further in preventing food waste. Upcycling means you use discarded food (or objects) to create a product of higher quality than the original. The consumer interest for upcycling is growing and many start-ups are active in this area. In the coming years, this is sure to grow. Almost all of US consumers plan to buy upcycled food or beverages in the next year and 57% of them plan to buy more³.

[2] World Food Program USA

[3] Mattson, 2021