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HOLISTIC WELL-BEING

After two years in a pandemic with uncertainty, anxiety and gloom, consumers yearn to enjoy the good life. A life that includes taking care of all our needs: body, mind, emotions and social connections.

Therefore, in the middle of all current trends is the concept of holistic well-being. Consumers increasingly understand that health is not just the absence of illness. After enduring a long and stressful crisis, consumers want to thrive, enjoy and feel good about their choices.

Particularly, we have identified four categories of influential consumer trends where holistic well-being inspires product innovation: convenience, self-care, personal health and sustainability. Below, we provide insights into trendy topics within each area.

Trends

HOLISTIC WELL-BEING

After two years in a pandemic with uncertainty, anxiety and gloom, consumers yearn to enjoy the good life. A life that includes taking care of all our needs: body, mind, emotions and social connections.

Functional

‘Foodification’ of functional products is spreading as producers launch regular products with added functional benefits.

Snacks

Snacks are a regular part of our diets and therefore snacks are expected to meet the same nutritional standards as other meals.

Packaging

Consumers admit that they prefer “bite-size” or “single-serving” portions of their convenience products: smaller formats are portable, easy to consume on the go and not in the least, make it easier to control portion size.

Experience

Consumers continue to crave new, exotic and exciting flavours to fill the void in their lives due to inability to travel.

Treat yourself

High quality premium foods and drinks has become a common way for consumers to reward themselves during the pandemic.

Mental health

Another part of holistic well-being that benefits from indulgence trends is mental health. Allowing small pleasures is a part of self-care that makes us healthier in a long run.

Weight Management

Weight management is one of the most popular topics in preventive healthcare and well-balanced lifestyle.

Health Boosters

Functional nutrition is no longer for niche sport products. Claims for improved immunity and digestion continue to receive most attention from consumers and manufacturers.

Low & No

‘Low and no’ alcohol drinks are in trend and in the mainstream. Most brands of alcoholic drinks have launched a range of non-alcoholic products and expect them to represent a significant part of their sales.

Clean living

Consumers are sceptical of artificial and unrecognisable ingredients and aspire to eat more of fresh, clean and less processed foods. Excessive consumption of ingredients like fat, salt and sugar has been a health concern on a global level for years.

Plant-based

Plant-based sector is another trendy area buzzing with innovation. Climate concerns have seriously shifted consumer attitudes towards plant-based products, especially when it comes to younger consumers.

Local

The pandemic has changed the way consumers approach shopping. Initial wave of support for local businesses paired with restrictions on movement has turned everyone to think and shop within their immediate geographical area.

Clean living

Food and beverages obviously have a profound impact on our personal health; however, food production is also one of the biggest contributors to global greenhouse gas emissions.

Well-being: Convenience

Functional

‘Foodification’ of functional products is spreading as producers launch regular products with added functional benefits.

Snacks

Snacks are a regular part of our diets and therefore snacks are expected to meet the same nutritional standards as other meals.

Packaging

Consumers admit that they prefer “bite-size” or “single-serving” portions of their convenience products: smaller formats are portable, easy to consume on the go and not in the least, make it easier to control portion size.

CONVENIENCE

Consumers expect easy solutions for everyday life. Convenient products make life easier and free up time and energy for more important things. Current trends for convenience focus on better and faster ways to get nutritional and practical benefits.

SELF-CARE

If there was only one universal insight from the pandemic experience, it would likely be that overwhelming restrictions and limitations are stressful and damaging for our mental health. Consumers seek surprising new experiences and create space for small treats to spoil themselves and manage stress. Indulgence has shifted from “guilty pleasure” with bad consequences to necessary rituals of self-care that brings balance to our lives.

Well-being: Self-care

Comfort

During the pandemic traditionally indulgent products has turned towards even more comfort. Food and drinks are a simplest and most accessible way to make us feel better.

Experience

Consumers continue to crave new, exotic and exciting flavours to fill the void in their lives due to inability to travel.

Treat yourself

High quality premium foods and drinks has become a common way for consumers to reward themselves during the pandemic.

Mental health

Another part of holistic well-being that benefits from indulgence trends is mental health. Allowing small pleasures is a part of self-care that makes us healthier in a long run.

Well-being: Personal health

Clean living

Consumers are sceptical of artificial and unrecognisable ingredients and aspire to eat more of fresh, clean and less processed foods. Excessive consumption of ingredients like fat, salt and sugar has been a health concern on a global level for years.

Low & No

‘Low and no’ alcohol drinks are in trend and in the mainstream. Most brands of alcoholic drinks have launched a range of non-alcoholic products and expect them to represent a significant part of their sales.

Health Boosters

Functional nutrition is no longer for niche sport products. Claims for improved immunity and digestion continue to receive most attention from consumers and manufacturers.

Weight Management

Weight management is one of the most popular topics in preventive healthcare and well-balanced lifestyle.

Mental health

Another part of holistic well-being that benefits from indulgence trends is mental health. Allowing small pleasures is a part of self-care that makes us healthier in a long run.

PERSONAL HEALTH

Our understanding of “health” has evolved: it’s no longer limited to avoiding illnesses – the goal is for our body and mind to function well. Consumers have embraced the pursuit of mindfulness and well-being as part of their health journey. They strive to maintain good physical and mental performance with help of nutrition, exercise, functional supplements and wellness rituals.

SUSTAINABILITY

The health of our planet is the #1 issue of concern for consumers globally. We are taking more personal actions to help environmental causes, specifically within areas like food waste and moderation of certain foods.

Well-being: Sustainability

Plant-based

Plant-based sector is another trendy area buzzing with innovation. Climate concerns have seriously shifted consumer attitudes towards plant-based products, especially when it comes to younger consumers.

Local

The pandemic has changed the way consumers approach shopping. Initial wave of support for local businesses paired with restrictions on movement has turned everyone to think and shop within their immediate geographical area.

Clean living

Food and beverages obviously have a profound impact on our personal health; however, food production is also one of the biggest contributors to global greenhouse gas emissions.

Packaging

Environmentally friendly packaging is a visible issue and the one where consumers can quite easily contribute by recycling.

Get in touch and learn more about the taste trends

The team at Einar Willumsen are well equiped to identify then react to the latest trends with both global and local focus to ensure multiple category growth for our customers.  Get in touch to see how we can help you.

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