Wholesome Cravings: Healthier eating trends in ingredients and product development

"Healthy nutrition" is the new norm as focus intensifies on boosting and maintaining health. Consumers have become mindful nutritionists, educating themselves on what they need for health and what the nutrient density and functionality of their food need to be.

Markets show rising demand for healthier foods, as consumers look for cleaner labels; less sugar, salt, and fat; fibre and protein fortification; and choice under the free-from and flexitarian nutrition. They routinely scrutinise ingredients lists and educate themselves on risks such as acrylamide. Product safety, quality, and traceability matter like never before.

From supporting mental health to improving the way we look and feel, self-care is a trend that's gaining more importance for the health-conscious consumer and will continue to guide purchasing choices.

And so is the quality experience which enhances all senses. Taste, texture, flavour, and appearance of goods matter alongside convenience and a healthier nutritional profile.

Sustainable, healthier foods

Today's health-conscious consumers are increasingly demanding that ingredients are Better for Me and Better for the Planet. Delivering more sustainable and nutrient-dense, functional products is becoming a prerequisite for a successful product launch and brand longevity.

Clean Labels are essential in providing the health-conscious consumer with information and therefore confidence in their chosen products, as Front-of-Pack labelling is well established throughout Europe. The concept of "clean conscience" is beginning to supersede clean labelling, as it goes beyond what is good for the body and reflects what is good for the planet, the provenance of ingredients, and their environmental sustainability.

Formulating for this new generation of health-conscious consumers sounds challenging, right? We hope our Wholesome Cravings concept will help formulators, purchasers, marketers, and brand owners alike to advance innovation for stronger consumer choice.

Indulge in the latest ingredients + innovations for healthier eating.