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Food and Nutrition Consumers are engaging with food and nutrition like never before. Our in-depth analysis examines the most important implications across the industry, providing market intelligence, original thinking and key insights.

Healthy Habits and Living: Home as the Health Hub

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Healthy habits in the home form an intrinsic part of the preventative health movement. Consumer’s recognition of health detriments associated with lack of sleep, unhealthy kitchen practices, indoor pollution and bacteria exposure are creating new business propositions to address such priorities. Pressures from external stressors and extreme digitalisation are bringing renewed focus on achieving balance in the home as a form of escapism.

Healthy living in the home: Home as sanctuary 

Healthy habits in the home form an intrinsic part of the healthy living movement, further reinforced by increased preoccupation with ‘clean living’ and ‘clean sleeping’ as means to achieving a more balanced and secure environment in the  space of our homes.

Cocooning is an enduring megatrend that has only grown further over the last decade as consumers find fewer reasons to leave their homes now than ever before. As technology such as augmented reality and virtual reality evolves, its connection of perception and reality is expected to enhance the at-home shopping and entertainment experiences even further. Businesses are increasingly dedicated to delivering all types of products and services to them with just a tap of a button, supporting consumer preferences for simplicity, de-cluttering, reducing stress and eschewing conspicuous consumption.

Source: Euromonitor International

Healthy kitchen frenzy: The kitchen as an essential step towards a healthier lifestyle

The shift towards preventative health and healthier nutrition habits entails a closer look at cooking practices and more wholesome ingredients, as well as food storage, which preserves essential nutrients. The trend towards grow-your-own and effective food storage and preservation will provide key opportunities for business moving forward, as will smarter technology, such as increased automation through connected cooking platforms and healthy cooking appliances, which alongside reinvention of traditional concepts serve as an enabler.

Hygiene boost: Eliminating the baddies in the home

Increasing awareness of health detriments associated with certain allergens and indoor pollution is creating commercial opportunities around skin health benefits and air purifying solutions. Laundry and cleaning habits look to eliminate bacteria, but not at the expense of skin and general health. Allergy prevention has become a key tenet of health-orientated consumer lifestyles creating business propositions for preventative solutions, such as self-cleaning home appliances, bacteria-eliminating home and laundry care products, and air quality enhancing and monitoring technology, such as air purifiers. Time-strapped consumers seek products that make it easy, fast, and safe to achieve healthy and hygienic homes.

At home therapy: Mental wellbeing in the home

Heightened pressures from external life stressors and extreme digitalization are bringing a renewed focus on cocooning and securing a state of mental wellbeing in the home. Consumers are increasingly aware of the benefits of quality sleep and took to the sleep movement advocating that a quality sleep regimen was key to better quality of life. As sleep emerges as the “achievable” method to better health a host of sleep-supporting propositions and products that enhance home ambience and balance are on the innovation frontline from mattresses, home textiles, home décor, lighting, and other products essential to creating the ideal home ambience.

High-tech vs. back to basics: A key balancing act

While technology, digitalisation and extreme efficacy are becoming key aspects to product development, at its core healthy living reinforces the importance of simplicity, transparency and a ‘back-to-basics’ approach, the balance of which should be key when building a viable proposition, both in terms of price point and positioning.

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