colour, indulgence and well-being in the same product

Every year the trends that will dominate the following months are detected, and among them, different market consultants point to healthy hedonism as a reference to take into account this 2023.

Specifically, futures research agency FranklinTill collaborated with GNT to identify this trend that accommodates the color innovations expected in the food and beverage industry.

The origin of healthy hedonism

The wave of conscious consumers who are also experts in digital fields places the food industry before buyers with access to issues regarding their health and consumption habits with the desire to improve their well-being.

Now they not only seek to make more accurate choices that benefit their organization, but they also yearn for experiences and demand coherence between what companies communicate and offer to their customers.

The above was demonstrated in a report made by FMCG Gurus, which under the title “‘The Importance of Flavor, Color, & Texture in 2022” reflects very peculiar preferences of consumers worldwide. Regarding color, it should be noted that:

1. 48% of shoppers like new and experimental colors in their food options.
2. These types of colors are also perceived as fun and exciting by 69% of the population.
3. 61% consider that the products they eat and drink are more attractive in this way.
4. 42% say that with new and experimental colors, the products stand out from the rest.
5. In the same way, 42% state that this novelty is a challenge to their preconceived perceptions regarding how a food product should look.

But beyond the fact that color is an aesthetic and merely visual aspect, it is closely linked to inherent needs of mental well-being.

That is why healthy hedonism has managed to become a useful trend for the food industry, because it responds to the following needs:

• Find environmentally conscious products. On the one hand, colorful products that use graphics in their communication are considered “good” among the other options on the market.
• Reconnect the body and mind through wellness practices. Holistic wellness involves improvements in the body and mind alike, but at the same time, it is related to environmental care. In other words, seeking functional benefits in any product will become even more relevant if the source is sustainable.
• Finding moments of joy when eating, especially when it comes to snacks, which, due to their ease of sharing and calming cravings, become products with additional value.
• Celebrate life and creativity through purposeful collaborations that allow storytelling through the meaningful use of color.
• Create a visual language to support a social and environmental stance through the use of vibrant color.

In short, healthy hedonism aims to celebrate disruption, entertain, recapture natural pigments, nurture creativity, and be challenging in the eyes of viewers.

Out-of-the-ordinary shades in foods and beverages that are formulated without artificial ingredients are setting the trend.

Interest in a better quality of life full of color

In the same way that consumers are more interested in consuming better quality products that provide benefits from natural ingredients, they are leaning towards alternatives that also prove to be sustainable.

In this sense the colors of the GNT EXBERRY® line They fit perfectly in the demands of consumers, because in addition to being made from natural ingredients, they offer vibrant shades of color thanks to the fact that they are made from:

• fruits
• Vegetables
• edible plants

All this, without the need to use GMOs or artificial colors that must be declared on the label of any product.

This line of food colors delivers that healthy hedonism with hues that are ecologically and socially conscious, vibrant and bold for food that is good for people and the planet.

Aware that social networks have a growing influence on consumers, we can mention TikTok as the fastest growing platform in recent years, where news can go viral more easily, and where, of course, color stands out in the food-oriented content

Maybe you are interested in: GNT Innovation Enables Unique Clean Label Blue Beverages

3 very hedonistic color novelties

Healthy hedonism has not only gained momentum for its importance in today’s shoppers’ lives, it has also opened the landscape to identify creative color combinations that combine with bold hues to chart three new “color directions” that apply in food and beverages:

1. Pastel Indulgence

The tenderness, ingenuity and comfort provided by the perception of pastel colors is taken up by the line Soft Play Pastels de EXBERRY®. The rise of this color direction stems from conscious, planet-focused goodness, meets the youthful aesthetic that predominates on networks like Instagram. Together, they create food applications that are perceived as:

• emotionally nourishing
• organic
• bulbous figures

The pastel shades can have both sugary and matte and/or glossy finishes under a fresh and calming aesthetic, completely natural and trustworthy.

2. Altered states

Given the need to improve the mood of consumers and provide them with options that focus on their well-being, the Altered States (Altered States). The name of this guideline comes from the spiritual search that has been present in recent years, from the exploration of mystical themes with which an increasing number of people identify.

That being the case, ombré effect gradients, psychedelic color combinations, finishes that convey a sense of flow in motion, and even sparkly and dusty textures play an important role in the acceptance of new products.

3. Unbridled authenticity

As a kind of homage to Generation Z, there is Riotous Joy (unbridled joy). There, terms like indulgence are associated with bright, saturated colors that are sure to grab attention. Looking at it in marketing terms, it’s almost a return to the aesthetic that dominated the ’80s, with blocky pop of color.

Healthy hedonism goes beyond appearances, it involves in-depth analysis of formulations obtained from natural sources.

Don’t stop watching: New trends in food and beverage consumption habits

This content was made in collaboration with Grupo GNT.