A new era of “Healthy Hedonism” is inspiring a rethink of what is possible with natural colours, analysis by food colour specialist GNT has found.
Research by GNT, the global supplier of plant-based EXBERRY colours, looked at consumer perceptions of colour in relation to food and beverage. It found a new trend being shaped by Generation Z’s “desire to embrace joy and creativity while staying true to core values”.
GNT Group market development manager Maartje Hendrickx said, “Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules.
“To tap into the trend, brands need to celebrate disruption and adopt a new visual language for products that are both healthy and environmentally sound.
“Earthy colours are no longer a necessity – it’s time to be bold, be creative, and make people smile.”
GNT said this new generation of consumers is “radical, diverse, and digitally native – and it is rapidly changing global attitudes toward food and drink”.
“Gen Z shoppers are committed to holistic wellness and are actively promoting environmental and social agendas through their purchases. At the same time, their devotion to social media means visual impact is more important than ever before,” it said.
GNT defines this consumer behaviour as “Healthy Hedonism” that will spark a surge in demand for eye-catching products that are good for people and the planet.
“From seductive healthy snacks to kaleidoscopic TikTok treats, the trend showcases a lifestyle that is playful, considered, and nourishing.”
The colour specialist said new directions in natural colours are already playing out, with soft pastel shades redefining what healthy and sustainable look like.
“Psychedelic colour schemes now work in harmony with mind-boosting ingredients to tap into new-age wellbeing. Bright, clashing colour combinations can also enable brands to create virtuous products that satisfy the desire for creativity and self-expression.”
EXBERRY colours are plant-based concentrates created from non-GMO fruit, vegetables, and plants using traditional physical processing methods. GNT has also set out a commitment to become the leader in its field on sustainability by 2030.
Healthy Hedonism trend specialist at GNT Group Julia Meyer said, “We have vast experience and expertise in bringing spectacular colour concepts to life in food and drink using our plant-based EXBERRY concentrates. We’re here to inspire brands to tap into modern consumers’ emotional needs through colour and unleash their products’ true potential.”
Visit GNT for the full report.
