The Rise of the Health Conscious Consumer

February 20, 2018



Today’s consumers are very much proactive—and even progressive—in their approach to health and wellness. Health-conscious millennials are gravitating toward healthier mixers while combining exercise with hedonism when it comes to alcohol consumption. 


In addition, non-GMO, organic and "low-sugar" products are impacting purchase behaviors across generations and are on the rise. As a matter of fact, Innova Market Insights notes that savvy consumers are making “mindful choices” and seeking “lighter enjoyment”- these of which are the "Top Two" trends in the beverage marketplace this year.


Innovation Group worldwide director Lucie Greene said: “Today’s food and drink consumers are more sophisticated than ever before. Our research shows that both US and UK consumers are placing increasing importance on food and drink as an experiential luxury and reflection of their personal identity. We also found that millennials, despite their well-documented economic challenges, are demanding higher-quality food, visual stimulation, and technologically enhanced experiences.”


Four in ten U.S. and U.K. consumers have increased their consumption of “healthy foods,” while seven in 10 want to know and understand the ingredient list, the Innova Market Insights report states. In addition, one in five U.S. consumers are most influenced by “real” ingredients, and the increasingly thoughtful and mindful consumer will continue to catalyze changes in the way companies produce, package and label their products, it adds.


“There is a tremendous opportunity for food manufacturers and retailers to lead a healthy movement by providing the products and services that consumers want and need,” said Susan Dunn, executive vice president, Global Professional Services, Nielsen. “While diet fads come and go over time, innovative, back-to-basics foods that taste good, are easy to prepare and provide healthful benefits will have staying power. The first step is knowing where to put your product development efforts.”



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