Consumers are actively searching for goods and ingredients with active claims as part of the Destination Health trend, which focuses on taking a holistic approach to health and actively aiming to improve their mental and physical well-being. People recognise the value of emotional well-being and happiness and are working to enhance it, especially since it has been severely harmed in the previous 18 months.
Every day Starts Now trend emphasises how individuals will take a long-term approach to health maintenance as they strive to stay fit and active as of late in life as possible while acknowledging that existing diets and lifestyles are not as healthy as they should be. Consumers will actively investigate health issues and ingredients, necessitating the need for firms to make nutritional information as accessible as possible while also ensuring that consumers do not misdiagnose themselves with problems.
Prevention versus Cure examines how health priorities evolve toward illness management and proactive approaches to well-being, implying that consumers are interested in functional items that treat health issues even if they are not experiencing particular symptoms. People are becoming more conscious of the impact of intestinal health on overall health, which will become more apparent as the microbiome becomes more well-known. Finally, the Technovate Me trend predicts that, like in many other aspects of life, people will look to technology for new and creative solutions to health concerns, resulting in new and exciting personalising and customising options.
Concerns about the environment have grown in recent years, with many people believing that the Earth is approaching a tipping point. This tendency is expected to continue in 2022, and it will substantially impact consumer behaviour. Path to Net Zero investigates consumer concerns about carbon emissions and the expectations of companies to resolve the issue. The trend also looks at how customers are actively attempting to reverse expanding landfills, the degree of dissatisfaction they have with unnecessary waste at the industry level, and the potential around repurposed components.
Due to the ongoing uncertainty, risk aversion will be a significant topic in 2022, and, regrettably, for consumers, problems that existed before the epidemic will still exist after it (finally) passes. The Peace of Mind movement stems from individuals who want to reduce stress in their lives and place a higher value on trust and security. Consumers want to know more about the items they buy, and packaging innovations that show how the product was maintained secure and in good condition along the supply chain are desirable. There is also a need for shorter supply chains and locally manufactured items, which is linked to this.
One of the most important consequences of this is that barriers to healthy living will persist, even when public awareness about health is at an all-time high. Regardless of the doom and gloom, people will continue to resort to food and drink for taste and enjoyment, and there will be a desire for items that provide moments of Indulgence and a true experience. Conscious Indulgence is a movement that examines how consumers enjoy hedonistic moments and seek true incidents from the things they buy. It also looks at how individuals are approaching well-being in a debit-and-credit manner. While customers want to change their eating and drinking habits, they also don’t want to feel cheated or sacrificed. As a result, they will strive to eat a nutritious diet the majority of the time to justify their rare indulgences. People would also try to change their snacking habits to afford to pamper themselves.
The Plant for the Planet trend also looks at the continuous expansion of alternative nutrition regimens centred on the avoidance and limitation of animal produce… and the demand for green and clean products, with reduced ingredient lists and no-from claims a requirement for many. This trend also looks at the prospects for fortification in the plant-based market, especially as many recent converts to such diets are concerned about missing out on essential elements (undermining overall efforts to lead a healthier diet). Finally, firms will have to demonstrate that they adopt a more proactive approach to environmental protection and emphasise sustainability activities across the whole supply chain.
