Consumers have long expected food and beverage products to keep up with their busy lifestyles, but now they are demanding more. On-the-go food must also be on trend with the desire for a holistic and healthy lifestyle.
In our hectic and fast paced lives today’s consumers want freedom from daily chores, but without compromise. Consumers are as concerned with healthy living, fitness and inner-wellbeing as they are with convenience. Think on-the-go that’s fresh and nutritious. Consumers want products to support their healthy lifestyles. This means meal replacements with wholesome, natural ingredients, and added benefits like protein and electrolytes for post-workout refreshments.
Inner well-being is part of the holistic healthy lifestyle today’s consumers are seeking. Increasingly they look for food and drinks that do good for both their inner self and their physical health. However, they still want these food and drinks to remain tasty, desirable, attractive and interesting. Products that can do both are highly prized, and customers are prepared to pay more for them.
Smaller, lightweight packaging that’s easy to drink from is increasingly popular for bringing to the gym, to yoga class or for a juice shot while out and about. And it’s more important than ever that the products’ outside clearly communicates the functional benefits and natural ingredients inside. Packaging can express the quest for calmness and purity through minimalistic, clean design.
Being healthy is a highly status-driven trend. It’s not enough to live a simplified and holistic lifestyle, consumers want their healthy achievements shared and liked on social media. Freeing up time buys freedom for new experiences which can be shown off to peers. This offers opportunities for brands to stand out online.