GNT identifies “Healthy Hedonism” trend in disruptive social media savvy Gen Z

25 Nov 2022 --- GNT has identified a new trend of consumer demand, dubbed “Healthy Hedonism,” characterized as a surge in demand for eye-catching products that are good for people and the planet. GNT hopes to capitalize on this trend with its bright, plant-based Exberry colors.

“Gen Z consumers are radical, diverse and digitally native. They’re making statements through their purchasing decisions – for example, they’re seeking out climate-friendly and ethically produced products. They’re also as much visually driven as by taste, thanks to their intuitive adoption of social media,” Julia Meyer, Healthy Hedonism trend specialist at GNT Group, tells FoodIngredientsFirst.

“This is a disruptive generation that is challenging industry standards and that’s now having a major impact across the whole food and drink industry,” she flags.

“Healthy Hedonism” includes seductive healthy snacks to kaleidoscopic TikTok treats – the trend showcases a lifestyle that is playful, considered and nourishing, notes the company.

Primarily inspired by Gen Z, social media and further demand for sustainable products, GNT is using “Healthy Hedonism” report to inform its NPD.

GNT identifies Healthy Hedonism as a trend towards Gen Z’s demand for intense yet sustainable colors. Devotion to social media
This trend identifies a need for modern brands to appeal to Gen Z’s diverse demands.

GNT notes how this new generation of consumers is radical, diverse and digitally native as well as being committed to holistic wellness and actively promoting their social agendas through purchase decisions – and these aspects are rapidly changing global attitudes toward food and drink.

Meyer is keen to expand on the trend. “Healthy Hedonism is about combining playful indulgence with personal and planetary well-being,” she says. “It’s a purpose-driven theme that resonates with these enthusiastic, optimistic, environmentally and health-conscious Gen Z.”

Maartje Hendrickx, market development manager at GNT Group, is also keen to direct brands toward this brighter future. “Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules,” she adds.

Kaleidoscopic hues 
The key synergy GNT points to is the great potential for high-intensity colors to effectively synchronize with Gen Z’s desire for both well-being and sustainability.

GNT’s report outlines a shift in the way consumers interpret sustainability in products.

“GNT’s analysis found that it is already generating new directions in natural color. For example, cute soft-play pastel shades are being used to redefine what ‘healthy and sustainable’ looks like” it says.

“Instead of eco-consciousness being consigned to earthy colors, this is a movement that celebrates bold, indulgent hues,” Meyer continues.

“‘Soft Play Pastels’ include lemon mousse, vanilla pancake and strawberry sorbet shades, channeling themes of kindness, community and joy – perfect for treats like mochi ice cream and confectionery.”GNT hopes its Exberry color range can help brands to catch the eye of Gen Z.

“‘Altered States’ palette takes inspiration from New Age healing, vibing on psychedelic hues, which are a great match for mood-boosting ingredients like ashwagandha or maca,” she continues.

“‘Riotous Joy’ features loud, clashing, saturated colors, embodying Gen Z’s love of self-expression.”

Gen Z demands sustainability 
GNT’s plant-based offerings will respond strongly to Innova Market Insights’ Top Trend for 2022, “Shared Planet.”

Consumers are far more aware of the need for sustainability, and “trust and transparency are key to building a product life story that stands up to scrutiny,” says the market researcher.

Earlier this year, GNT released a range of uplifting greens to tap into the expanding demand of the growing organic food and drink space.

Meyer explains how GNT is already addressing this trend toward sustainability. “Being plant-based was always a core part of our colors and we are supporting the movement toward more plant-based products,” she says.

“The rising demand for plant-based products is also captured in the Healthy Hedonism trend. Consumers are more demanding when it comes to sustainable and eco-conscious food and drink options.”

Meyer outlines how she feels GNT’s colors are an effective means for brands to catch the eye of Gen Z.

“We’re keen to help brands connect with young consumers who want to support products that embrace their agendas, unleashing the power of color,” she concludes.

By James Davies