HEALTH MEGA-TREND #10: more about positive nutrition

A couple of weeks ago, I shared with you the goals of moderated consumption and healthier choices, as referenced in the mega-trends report by Datamonitor.  

It was one of the 10 most important issues shaping global consumers' buying behavior both now and in the future.

Today, I want to give you the flip-side of simply eating less – and that is “positive nutrition,” or consumers who are eating and drinking for proactively for wellbeing.

Here are the key points:

• Eating for wellbeing: changeable dietary routines mean that consumers are willing to change their dietary habits, even when outside pressures can sometimes make this difficult.

• Embracing diet diversity: a more balanced and varied diet is something which an increasing number of consumers pay attention to.

• Purity and freshness: the pursuit of product choices means that consumers will not compromise on freshness, so products that cannot guarantee this face being overlooked.

• Functional foods and personalized nutrition:  consumers are becoming less skeptical about functional foods, but manufacturers must still win confidence in the key areas of trust, price and taste to widen appeal.

• Being hydrated: more than simply drinking adequate quantities of water, the need for instant and continuous hydration has grown in consumer importance.