Healthy food is more of the good and less of the bad

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Food plays an important role in giving a feeling of energy and health. And as consumers more than ever want to live a healthier life, the importance of food is growing. But what do consumers expect of their food? What do they consider as healthy? The latest Taste Tomorrow survey shows that on a global level healthy food is extremely important, and consumer expectations around food and health are continuing to evolve.

Taste Tomorrow: a foodstep into the future
Taste Tomorrow is the world’s largest bakery, patisserie and chocolate consumer survey. It gathers data from over 17,000 consumers in 40 countries and delivers fresh insights about health, taste, convenience, experience, digital trends and more. The latest survey reveals nine key worldwide trends, one of which is ‘health’.

Consumers believe that food will become healthier
The survey shows that most consumers are optimistic about the healthiness of their future food, especially in the Asia-Pacific region, where only 9% of consumers thinks their food will be less healthy in 2030. But also in all other regions of the world, the majority believes that their future food will be as healthy as it is now, or even healthier.

Consumers were not always so positive about the development of healthy food. In 2015, we observed the trend ‘food under pressure’, the worldwide pessimism that food would become less healthy in the future. Today, consumers are still less positive than in 2011. But it seems that the ‘food under pressure’ crisis has stopped and a majority of consumers once more believes that food will become healthier.

Healthy food is more of the good and less of the bad

Healthiness is no longer just about removing ingredients 
What is a healthy product, according to consumers? In the 2015 survey this was mainly about removing ingredients: less sugar, less fat, less salt. Today healthiness has evolved. It’s now simultaneously about removing undesirable ingredients and adding ingredients that contribute to better health, like fibres, proteins and wholegrains.

Healthy food is more of the good and less of the bad

Healthy should never mean compromising on taste
While health is of growing importance for consumers worldwide, it should never be at the expense of taste. Consumers want products that are both tasty and healthy for them. Products that are seen as both healthy and tasty in bread are wholegrains, fibre, grains and seeds. These are recognised by consumers as power ingredients that make products healthier and tastier at the same time.

For chocolate products it’s cocoa, followed by fibre, nuts, super fruits, fruit fillings and seeds. These are all products that consumers recognise as close to nature and thereby full of goodness.

Healthy food is more of the good and less of the bad

Key take-aways from the ‘health’ trend
To summarize the health trend, we can state that healthy food is about consumers expecting more of the good and less of the bad. They look for fewer calories and less fat, sugar and salt. At the same time, they want products with more power ingredients like fibre, wholegrains and proteins. It’s important to highlight the so-called power ingredients that are considered to be both healthy and tasty. Because no matter how important health is, it should never compromise the taste of a product.


Want to discover more about the health trend and how you can respond to it? Get inspired by these three concepts that respond excellently to the consumer need for healthy food. Or capitalise on the health trend with this Bite Root recipe that’s both healthy and tasty. 

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