Top Trend 4: Strive for Happiness

5th June 2024


Many consumers are prioritising their happiness by seeking products that enhance their well-being, provide enjoyable experiences, and evoke emotions of comfort and escapism. 

This blog explores our fourth top trend, Strive for Happiness. There is a growing trend of self-care in the food and drink industry. This is focused on promoting products and lifestyles that prioritise and support consumers’ physical, mental, and emotional well-being. In addition, our findings explore how consumers are turning to products that promote balance. This can be through moderating and avoiding certain ingredients deemed ‘bad for you’. Additionally, this could also be turning to streamlined product formulations, seeking a back-to-basics approach to their health and happiness.

Strive For Happiness, Emotional Wellness, Emotional Well-Being, Food And Drink, Sleep Health, Sleep Hygiene, Consumer Insights, Market Research, FMCG.

Consumers are Seeking Ways to Strive for Happiness by Uplifting their Mood and Emotional Wellness

In a time of ongoing unpredictability, consumers are increasingly focusing on their emotional health. The instability of recent years has had a significant impact on people’s emotional well-being, leading to emotional exhaustion, decreased energy, and low mood. It is now widely recognised that these emotional states not only disrupt daily life but also increase the risk of health issues. As a result, a significant number of consumers are seeking out methods to boost their mood and improve their mental well-being.

This heightened emphasis on emotional wellness represents a fundamental change in consumer behavior, as individuals strive to actively address the effects of the current environment of uncertainty. Our research indicates that 57% of global consumers have actively sought to enhance their mental well-being in the past two years. Consequently, companies are acknowledging the growing demand for products and solutions that cater to emotional well-being, offering a variety of options aimed at promoting mental health. This trend highlights a shift towards a more comprehensive approach to overall well-being. 

Strive For Happiness, Emotional Wellness, Emotional Well-Being, Food And Drink, Sleep Health, Sleep Hygiene, Consumer Insights, Market Research, FMCG.

Fast-Pace Life and Rising Prices Can Impact on Mood and Happiness

Amid growing consumer worries about rising prices, these economic changes will impact their overall emotional state and well-being. In response to these challenges, FMCG Gurus’ consumer insights reveal that 7 in 10 consumers report making adjustments to their diet. This indicates a shift towards healthier choices to promote a sense of well-being. Furthermore, many consumers are grappling with personal and professional responsibilities, hindering their ability to relax and destress. As a result, a common strategy employed by consumers involves striving for a better work-life balance. Consumers are consciously dedicating more time to relaxation and improving their sleep quality. This trend underscores a shared focus among consumers on adopting a slower pace of life whenever feasible, acknowledging their well-being as a top priority.

Consumers are Focusing on Recharging and Reviving by Focusing on Sleep Hygiene

Over the past few years, there has been a noticeable increase in attention given to the concept of sleep hygiene. This shift is driven by consumers placing importance on recharging and revitalising, acknowledging the significance of adequate rest and recovery. This change reflects an attempt to step back from daily pressures and find more time for self-care.

As a result, there has been a rise in the self-care trend. This trend promotes products and lifestyles that prioritize and improve physical, mental, and emotional well-being. Particularly noteworthy is the focus on enhancing sleep hygiene and the quality of sleep within this trend. This highlights the broader awareness of the negative effects linked to poor bedtime practices. By emphasising sleep as a fundamental element of overall well-being, there is a growing recognition of the connection between relaxation and holistic health. 

This article is based on FMCG Gurus: Top Trend 4 – Strive for Happiness – Global Report 2024. For more information, please click here.

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