Category
Lifestyle
Serial Snacking
Trend cluster
Category
Explicit
Health
Consumers opt for packaging that embodies health benefits.
4.0
Trend score
Trend
What is the Explicit Health trend?
Explicit Health: Nutritional transparency is key for health-conscious consumers, but it's not enough for products to merely advertise their ingredients. Consumers are attracted to products that also emphasize the benefits of healthy eating, whether it be a reduced waist line or increased brain power. Accentuating the benefits of a product through its packaging reflects a consumer desire for results-based goods.
Trend themes
Themes within the Explicit Health trend
Three behaviours holding the trend together01
Results-Based Packaging
Consumers are attracted to products that emphasize the benefits of healthy eating, prompting a trend of results-based packaging that highlights the positive impact a product can have on health and wellness.
02
Transparent Labeling
Transparency in food labeling helps consumers make informed choices about the ingredients in their food, and the increasing consumer preference for natural products and avoidance of artificial ingredients has led to a trend of transparent, informative food packaging.
03
Active Branding
Brands are increasingly using active, quirky, and dynamic characters in their food packaging to convey their message of convenience and health while building an emotional connection with their target audience.
Industry implications
What the Explicit Health trend means for industry
Where the trend changes the playbookFor
Food & Beverage
The food and beverage industry has significantly embraced trend towards results-based packaging and transparent labeling, which serves health-conscious consumers seeking healthier, natural, and better-for-you food products.
For
Packaging Design
The trend towards result-based packaging and transparent labeling has presented opportunities for innovative packaging design firms to translate brand messaging that communicates nutritional transparency and health benefits to consumers.
For
Natural & Organic Products
The trend towards transparent, informative labeling and ingredient transparency is particularly relevant to the natural and organic products industry, which targets consumers seeking alternatives to traditional, artificial, and conventional food products.
Trend signals
Trend signals for Explicit Health
Trend score 4.0 out of 10, from popularity 54%, activity 59%, freshness 8%.
Popularity54%
Activity59%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Explicit Health trend
7 featured examples from Jan 25, 2014 to Jun 18, 2016CategoryLifestyle
Dynamic Food Packaging
Prime Star's Healthy Food Branding is Quirky and Active
Opportunity for disruptive innovation in the design and functionality of food and beverage packaging.
CategoryLifestyle
Slenderized Yogurt Cups
The New Activia Packaging Conveys Its Yogurt is a Slimming Snack
Opportunity for disruptive innovation in reimagining food packaging to convey health, wellness, and slimness to consumers.
CategoryLifestyle
Informative Food Packaging
The Empanada Kitchen Food Box Packaging is Explanatory
The food packaging industry can benefit from creating designs that clearly communicate what's inside the box, as well as other relevant information such as preparation and origin.
CategoryLifestyle
Chemistry-Inspired Food Labels
One Science Teacher Adds Ingredient Labels to Fruits and Veggies
Opportunity for food and beverage companies to differentiate their products by providing comprehensive information on chemical ingredients.
CategoryLifestyle
Bottled Tea Beverages
Vivid's Green Tea Drinks Are Made with 100% Unsweetened Matcha
Bottled tea and energy drink manufacturers can expand their product line by using premium matcha green tea as a key ingredient or by offering unsweetened options.
CategoryLifestyle
Curvy Breakfast Branding
Hourglass Cereal Packaging Communicates a Slimming Effect for Consumers
Incorporating the concept of convenient, healthy breakfast options into the food and beverage industry, particularly targeting busy individuals and health-conscious consumers.
CategoryLifestyle
Free-From Product Labels
The PC Free from Range is Made Without the Use of Antibiotics
Innovations in eye-catching and informative food packaging can help brands stand out and meet the demands of health-conscious consumers.
