‘Healthy Hedonism’ is trend that has risen to the fore post-pandemic and is inspiring a radical rethink of what is possible with natural colour, from the use of soft, luminous, tone-on-tone pastel hues to combinations of bright, clashing, highly saturated shades and all the major research points to a new generation of shoppers increasingly searching for products with natural, sustainable ingredients and joyful, vibrant colours.
GNT’s research has revealed a powerful new trend shaped by Generation Z’s desire to embrace joy and creativity while staying true to core values.
The 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.
Tik Tok treats
The company claims that 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 psychedelic TikTok treats, the trend showcases a lifestyle that is playful, considered, and nourishing.
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.
Maartje Hendrickx, Market Development Manager at GNT Group, 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.”
ProSweets 2023
At ProSweets 2023, which runs from 23 to 25 April in Cologne, Germany, GNT will demonstrate how EXBERRY colours can be used to deliver these bold shades in confectionery applications while matching up to expectations on the ingredient list. The company says its EXBERRY Colouring Foods are clean-label concentrates made from non-GMO fruit, vegetables, and plants using physical processing methods, while GNT is also committed to becoming the leader in its field on sustainability.
Petra Thiele, Managing Director for GNT Europa GmbH, said: “Inspired by Generation Z’s joy and creativity, Healthy Hedonism is a disruptive new trend that uses natural colour to deliver spectacular visual effects. Our plant-based EXBERRY colours are available in stunning shades from across the spectrum, allowing manufacturers to create cutting-edge confectionery with completely clean labels.”