HiE: Mindful consumers look to boost holistic health with food and drink

By Nikki Cutler contact

- Last updated on GMT

getty | fizkes
getty | fizkes
Consumers are choosing food and drink to boost their mood and clear their mind, both physically and ethically, according to new research revealed at HiE Europe.

Emma Schofield, global food science analyst at Mintel revealed new research during the show in Frankfurt, informing that consumers across the globe believe that what they eat has a direct impact on their emotional wellbeing.

The research shows that consumers, and females in particular, are most interested in food and drink that can improve their holistic health, including everything from their energy levels to their ability to relax and sleep, to their brain function.

She said that ancient health systems can offer inspiration to brands looking to offer holistic health benefits.

“Younger shoppers are showing an interest in mindfulness, yoga, meditation classes and other stress relieving techniques.”

She explained that these newly promoted activities provide opportunities for the food and beverage industry.

“For example, products are using new messaging on-pack, such as Nine Bar - they have added a claim onto pack that they ‘promote mindfulness’ due to the magnesium content of their bars.

“Consumers are also very interested in products that allow them to gain a balance between health and indulgence so we are seeing a lot of products with ‘mindful’ written on them.

"For example, the nut butter brand 'Mindful Bites' claims to offer a 'snack with intention' as it offers an indulgent snack with 'mindfully chosen ingredients'."

Irene Kersbergen, market analyst for Innova Market Insights, also presented research which correlated with Mintel's findings. She said that one quarter of consumers say that relaxation is an important aspect of consuming food and beverage.

She pointed out that as brands have become aware of this trend, there has been a 35% increase in food and drink with a ‘feel good’​ claim on the packaging.

Innova's research has also shown an increase in use of the ‘guilt free’​ claim as brands tap into that want for food and drink to make them feel good, not only from the nutritionally, but also psychologically benefiting from feeling they’ve made good consumption decisions.


Kersbergen added than ‘mindfulness’ can also include social responsibility as consumers are mindful of how their purchases impact the environment.

“Consumers are interested in products that are beneficial to their own health as well as the health of the environment.

“Mintel research has shown that people are more likely to sight environmental concerns as a reason for limit the amount of meat they eat, over their own personal health concerns.

“As such, there’s an increase in the number of brands making environmental health call-outs on pack."

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