Behave, US
In this year's food and drink macrotrend, Total Tastes, we examined why consumers are seeking out foods for the functions they offer as well as the nutrition and pleasure they provide.
In response, food and drink brands are breaking out of their traditional confines, elevating everyday choices of eating and drinking as drivers of meaningful lifestyles. As we move into 2021, we can anticipate demand for food and drink that are designed to elevate mood, sustain energy and reduce stress will grow. Soon, as the overall functionality of food will become more important in consumer choices, holistic innovations and approaches will be interwoven throughout the food value chain.
‘We are in the middle of a new era of mindful eating, expanding our understanding of health as we become more aware of the connected relationship between food and drinks and how they affect our mental, emotional and physical wellbeing,’ explains Hamish Campbell, vice-president and executive creative director at branding agency Pearlfisher.
