2016 – THE YEAR THAT HEALTHY LIVING HIT THE MAINSTREAM The Stir insight team has identified key trends that any brand looking to grow in the healthy snacking/healthy living/well-being category should be aware of. Here are just three:
TREND #1: POLICY BRANDSTANDING
TREND #2: PEERTO-PEER CULTS
v The food market is in the
v Peer-to-Peer buying,
midst of enormous policy shake-up v The confirmation of sugar
tax on soft drinks is predicted to cause mass reformulation of existing products and a wave of new products launching
v Well established
selling, renting and sharing is ubiquitous and thriving v Consumers are looking
to brands more and more for facilitation rather than guidance v Social and digital channels
TREND #3: HEALTH AND HEDONISM v Anti serious, fun and
feel good – the rise of the ‘healthonist’ is very real v In an era of social and
political doom and gloom, consumers are balancing healthy lifestyles with hearty doses of escapist hedonism
‘Celebrity Policy’ will continue to take center stage
are driving health tribes, Kayla Itsines with 4.4m followers is a prime example
v Working out and going
Food for thought: Is your brand going to take a stand?
Food for thought: Are you an essential facilitator for your target market?
Food for thought: Are you ready to cast off being sensible and encourage being fun as well as being good?
out are no longer mutually exclusive
For Stir’s full trends report, please contact our Director and Founder, Alicia, for a chat: Askus@stirpublicrelations.com www.stirpublicrelations.com