People's already growing attention to health and well-being
has been multiplied by the Covid-19 pandemic, accelerating changes in habits
from 2020 onwards. The strong awakening to the importance of self-care and, in
particular, mental and emotional health has caused a revolution in consumer
behavior, who identify in food and beverages a source to manage and satisfy
their needs, now expanded.
It is increasingly known that, much more than nourishing, food
provides a mix of sensations and emotions, such as pleasure, joy, humor , energy, disposition, relaxation and
the possibility of people experiencing new experiences through flavors, colors,
textures, as well as of many others.
A clearer understanding of all these aspects involving
everyday food has stimulated interest in more conscious and intuitive eating,
as noted by Mintel in the Global Consumer Trend 2021 survey. Consequently, this
paves the way for conscious indulgence , since food and drink can help people
celebrate the good and also deal with the most difficult moments in life.
The claims of 'mindfulness' and 'nutrient density' will
increasingly help people to exercise the power of choice for their needs. With
access to now increasingly simplified information offered by brands on the
packaging of their products about the product's benefits to physical, mental
and emotional health, which directly reflect on well-being, consumers feel more
empowered to define the target products of your wish.
And also to play the “I deserve it”, with the purchase of
indulgent products in search of some satisfaction to compensate for the social
distance, the lack of travel, tours and other pleasures in life.
“The more you study behavior, the more you see that the
concept of health is unique for everyone. People create based on their values
and beliefs, their food history and culture. For me, for example, eating a
piece of chocolate cake is very healthy, because I'm happy with it, it gives me
pleasure”, signaled Carolina Godoy, nutrition specialist and Head of BHB Foods
e Suplementos, in an interview with the blog Flavors & botanicals
This movement naturally establishes a universe of
opportunities for brands to invest in innovations, expand their portfolio and
bet on consumption occasions to meet the needs of consumers.
The range of paths to be followed is gigantic, from new
formulations that include reductions in ingredients considered villains or
inclusions of others with functional attributes, changes in formats and
packaging, to clearer and more focused communications on the ingredients and
also on the product benefits.
Including categories considered highly indulgent, such as
chocolate and ice cream, for example.
Reduction of sugar, fat, sodium and even alcohol in
formulations – without compromising taste and texture, for example – is a way
to help consumers consciously maintain their diet without having to give up
indulgences, which play a role important in people's emotional balance .
And there is purchase provision for this. According to
Mintel, 3 out of 4 consumers seek indulgence when consuming ice cream. But 53%
would eat even more ice cream if they had low-calorie, low-added sugar options.
On the other hand, there is room for formulations with
inclusions of proteins, vitamins, probiotics, natural ingredients, which bring
the appeal of functional benefits, without changing the flavor, offering
consumers the opportunity to have ice cream as a permissible indulgence, adding
value to the final product .
Providing new experiences with combinations of flavors,
unusual textures and pre-made gourmet kits in the most varied categories are
also part of the list of alternatives available to industries to satisfy
consumers' desire for indulgences in their home environment.
Check out, below, some examples of betting brands that have
found interesting alternatives to continue providing their customers with the
indulgence they do not give up.
