GNT reveals ‘healthy hedonism’ natural colour trend research

Latest trend analysis from GNT has revealed a fresh concept of “Healthy Hedonism” that is believed to be inspiring a key reshaping of possibilities within natural colours, what is possible with natural colours, reports Neill Barston.

The company has explored how today’s consumers see colour in the world of food and drink, including within the confectionery and snacks sector, which has found that ‘Gen Z’ consumers are seeking culinary options that embrace joy and creativity, while staying true to core ethical values.

According to GNT’s findings, the new generation of consumers is radical, diverse, and digitally native – and it is rapidly changing global attitudes toward food and drink. This younger demographic of shoppers is reportedly 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.

This consumer behaviour can be described as Healthy Hedonism. This ethos is now set to spark a global surge in demand for eye-catching products that are good for people and planet. From seductive healthy snacks to kaleidoscopic TikTok treats, the trend showcases a lifestyle that is playful, considered, and nourishing.

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

Confectionery Production met with Maartje Hendrickx, Market Development Manager at GNT Group at this year’s Gulfood Manufacturing event (see next edition), and noted that there were indeed strong noticeable shifts in behaviour from consumers in terms of their product requirements.

Speaking on its latest research, she 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.”

Available in shades spanning the full spectrum, the company’s Exberry colour series has been devised from plant-based concentrates created from non-GMO fruit, vegetables, and plants using traditional physical processing methods. Consequently, the company has set out a commitment to become the leader in its field on sustainability by 2030.

Julia Meyer, Healthy Hedonism trend specialist at GNT Group, said: “We have vast experience and expertise in bringing spectacular color 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 color and unleash their products’ true potential.”

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