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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.

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• Mega trend: Health vs Pleasure
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