By Julia Meyer, Healthy Hedonism trend specialist at GNT Group
Driven by Generation Z’s exuberant creativity, purpose-led ethos, and enthusiasm for wellbeing, a new trend is redefining what healthy and sustainable food and drink look like.
Young shoppers are demanding products that deliver joy and excitement. The more a brand stimulates the senses, the more deeply its products will resonate – and Gen Z’s devotion to social media means the visual impact is more important than ever. TikTok, in particular, has proved a catalyst for viral videos featuring colourful recipes that showcase food as an experimental expression.
While bold colours are crucial, Gen Zers are also conscious consumers. They want ethical, sustainable products that support their commitment to holistic wellness.
A new analysis from EXBERRY® by GNT shows this “Healthy Hedonism” ethos is set to spark a global surge in demand for eye-catching products that are good for people and the planet.
Celebrate disruption
EXBERRY® Soft Play Pastels
It’s clear that “naturally derived” and “sustainably sourced” don’t have to equate to earthy colour in the modern era. To connect with today’s consumers, brands need to adopt a new visual language for products that are healthy and environmentally sound.
With a palette inspired by Gen Z’s playful ingenuity, Healthy Hedonism opens up a wealth of possibilities for everything from the functional food and drink to self-indulgent treats.
Use joyous shades and experiment with innovative combinations. Look around at nature, be inspired by the rainbow, and reflect that kaleidoscopic joy in your products. It’s time to celebrate disruption with bold, playful colour choices that make people smile.
Colour directions
EXBERRY® Altered States
GNT has identified a number of new “colour directions” that are emerging as a result of the Healthy Hedonism trend.
Soft Play Pastels: Soft, luminous, tone-on-tone shades such as blues, pinks, greens, and oranges have a serene, uplifting effect. They are redefining notions of virtuous products with cool, calm-inducing aesthetics.
Altered States: Psychedelic shades combine with mood-boosting ingredients to deliver a powerful impact. Manufacturers can use soft, glowing light, ombré, and diffused colours in products and on packaging to create an aura of cosmic spirituality.
Riotous Joy: This colour direction involves indulgent, sensory pile-ups of bright, clashing, highly saturated colour and congealed and mattified surfaces. Think slick, gooey, sugar-laden syrups and gelatinous flesh.
EXBERRY® by GNT
EXBERRY® Altered States
Our plant-based EXBERRY® concentrates can deliver the visual effects you need to unleash your products’ potential in the Healthy Hedonism era. They can be used to achieve striking shades from across the rainbow in almost any application, and we have vast experience and expertise in bringing spectacular colour concepts to life.
As EXBERRY® colours are made from edible fruit, vegetables, and plants using physical processing methods, they’re ideal for the Healthy Hedonism trend – showing that sustainable, natural colours can be genuinely bright and beautiful.
For more information about Healthy Hedonism, visit https://exberry.com/en/discover-the-trend-that-is-redefining-natural-color/
