Trend analysis conducted by plant-based colours supplier GNT has identified ‘Healthy Hedonism’, inspiring a radical rethink of what can be achieved with natural colours.
The company explored how today’s consumers see colour in the food and beverage sector. Research revealed a new trend shaped by Gen Z’s desire to embrace creativity while staying true to core values.
Findings showed that the new generation of consumers is radical, diverse and digitally literate, shaping attitudes towards food and drink. Gen Z shoppers are committed to wellness and actively promoting environmental and social agendas through their purchases. Using social media to influence purchase decisions means the visual impact is more important than before.
This kind of consumer behaviour has been identified by GNT as Healthy Hedonism, which is expected to spark a global surge in demand for eye-catching products good for people and the planet.
Further analysis showed it is already generating new directions in natural colour. Cute, pastel shades are being used to indicate health and sustainability, while psychedelic colour schemes work alongside ingredients to reflect wellbeing. Bright, clashing colour combinations can allow companies to create virtuous products to satisfy consumer demand for creativity and self expression, GNT say.
“Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules. To tap into the trend, brands need to celebrate disruption and adopt a new visual language for products that are both healthy and environmentally sound. Earthy colours are no longer a necessity – it’s time to be bold, be creative, and make people smile,” explained Maartje Hendrickx, Market Development Manager at GNT Group.
Julia Meyer, Healthy Hedonism Trend Specialist at GNT Group, concluded: “We have vast experience and expertise in bringing spectacular color concepts to life in food and drink using our plant-based EXBERRY concentrates. We’re here to inspire brands to tap into modern consumers’ emotional needs through color and unleash their products’ true potential.”
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Editor, International Confectionery
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