Article

Is food choice about health or pleasure? The Taste Tomorrow research shows that consumers want the best of both worlds. They are looking for an optimized nutritional balance without compromising on taste.

People clearly want their food intake to be both healthy and tasty. Luckily the global public opinion is that healthy food can be tasty as well. To understand what consumers actually consider to be "healthy food" we asked them if they prefer food that is naturally healthy or food with added health benefits. The results show a potential for adding health benefits to products, without losing sight of "naturalness" in the first place. Read the infographic about our megatrend: Health versus Pleasure.

Downloads

• Mega trend: Health vs Pleasure
  Infographic

 

 

Print the article

Featured

• 

  3 x concepts that understand that healthy is hot

  More than ever, consumers want to live a healthy life. And while consumers' expectations around health keep evolving, food continues to play an important role in a healthy lifestyle....

  Read the story

• 

  The unstoppable health trend: does function beat flavour?

  Food plays an important role in terms of energy and health. As consumers are increasingly striving for a healthier lifestyle, food is becoming more and more important. The Taste Tomorrow...

  Read the story

• 

  How to measure and adapt to evolving taste preferences

  For most consumers, taste is crucial when buying a product. But how can you assess whether the taste of your latest creation is going to appeal to your target audience? Apparently,...

  Read the story