Insight of the Day: Consumers opt for tried-and-tested food and drink to support health goals, report shows
- InsightTrendsWorld
- Feb 20
- 15 min read
Why it is the topic trending:
Focus on Consumer Health Priorities: The article is trending because it addresses current and widespread consumer concerns about health, specifically sleep, mental wellbeing, and energy levels, which are highly relevant to a broad audience.
Shift Towards Simple and Accessible Solutions: The report highlights a significant consumer trend of favoring simple, everyday foods and drinks over niche supplements and complex trends for health improvement, which is a practical and relatable approach for many seeking wellness solutions.
Relevance to Food and Drink Industry: The findings are directly relevant to retailers and manufacturers in the food and drink industry, providing valuable insights into evolving consumer preferences and market opportunities in the health and wellness sector.
Data-Driven Insights: The article is based on Vypr's Consumer Horizon Report, drawing from a survey of 2,000 UK consumers, lending credibility and authority to the reported trends and making it a noteworthy piece of industry analysis.
Practical and Budget-Conscious Health Choices: In a time of economic considerations, the article's emphasis on affordable and accessible health solutions resonates with consumers who are seeking cost-effective ways to improve their wellbeing.
Overview:
The article "Consumers opt for tried-and-tested food and drink to support health goals, report shows" discusses Vypr's latest Consumer Horizon Report, revealing a trend where consumers are prioritizing health goals like better sleep, mental wellbeing, and energy. Instead of specialized products, they are opting for simple, familiar foods and drinks such as bananas, chamomile tea, and nuts. While weight loss remains a priority, accessible solutions for physical and mental health are gaining importance. Consumers are reducing intake of processed foods, energy drinks, and alcohol, and showing increased interest in gut health and functional foods, though affordability remains a key factor. Supplements, especially Vitamin B, multivitamins, and iron, remain popular for energy. The report emphasizes an opportunity for the grocery sector to provide affordable, everyday health solutions that align with consumer preferences for simplicity and effectiveness, based on a survey of 2,000 UK consumers.
Detailed Findings:
Consumer Health Priorities:
Top Priorities: Improving sleep (25%), boosting mental health (23%), increasing energy levels (20%). Weight loss remains a significant concern.
Shift in Approach: Moving towards accessible, everyday solutions rather than niche or complex trends.
Energy Boosting Solutions:
Popular Choices: Bananas (38%), energy drinks (33%), coffee (25%).
Low Interest in Emerging Ingredients: Guava, yerba mate, goji berries (less than 10%).
Supplements: Vitamin B (25%), multivitamins (24%), iron (20%) are popular for energy.
Sleep Improvement Solutions:
Popular Choices: Chamomile tea (18%), lavender oil (17%), magnesium supplements (16%).
Growing Interest: 26% considering lavender oil, 25% sleep tea blends, 23% magnesium supplements.
Mental Wellbeing Solutions:
Popular Choices: Antioxidant-rich foods (berries, leafy greens) (24%), nuts and seeds (21%), coffee (21%).
Foods to Avoid:
Reducing Intake: Highly processed foods (25%), energy drinks and high-fat foods (19%), alcohol (18%).
Gut Health:
Rising Demand: 25% incorporating beneficial bacteria, 60% open to buying gut health products.
Expected Growth: Popularity expected to increase with affordability and availability.
Functional Foods:
Growing Momentum: 59% purchasing monthly, up from last year.
Retail Examples: Marks & Spencer Brain Food, Holland & Barrett Food with Benefits.
Challenge: Balancing health benefits with affordability.
Key Quote from Ben Davies (Vypr Founder): "Consumers are not buying into every new health trend. Instead, they’re sticking to tried-and-tested foods and drinks that offer a practical way to meet their needs... This preference for the familiar—such as bananas for energy, chamomile tea for sleep, and nuts for mental wellbeing—demonstrates a shift away from the complex and toward the simple and accessible."
Retailer/Manufacturer Challenge: Meeting shifting health priorities while ensuring affordability and fitting into everyday lives and budgets.
Data Source: Vypr Consumer Horizon Report, survey of 2,000 UK consumers from 80,000-strong community.
Key Takeaway:
Consumers are increasingly prioritizing accessible and affordable, tried-and-tested foods and drinks to address their core health goals of sleep, mental wellbeing, and energy, demonstrating a shift away from complex health trends and niche supplements towards simple, everyday solutions that fit into their lifestyles and budgets. This presents a significant opportunity for the grocery sector to cater to these evolving health priorities by offering practical and affordable options. The report emphasizes the importance of simplicity, familiarity, and affordability in the health-conscious food and drink market.
Main Trend:
Back-to-Basics Health
Description of the Trend (Back-to-Basics Health):
This trend describes a consumer shift towards prioritizing simple, familiar, and time-tested approaches to health and wellness, moving away from complex, niche, or trendy solutions. "Back-to-Basics Health" signifies a return to fundamental health principles and everyday foods and drinks as primary tools for achieving health goals, emphasizing accessibility, affordability, and practicality over specialized products or elaborate routines. It reflects a desire for straightforward, sustainable, and easily integrated health practices rooted in traditional wisdom and common sense.
What is Consumer Motivation (Consumer Motivation for Back-to-Basics Health):
Desire for Simplicity and Practicality: Consumers are overwhelmed by complex health information and trendy products, seeking simpler, more practical, and less confusing approaches to wellness that easily fit into their busy lives.
Focus on Affordability and Value: In times of economic uncertainty, consumers are prioritizing cost-effective health solutions. Everyday foods and drinks are perceived as more affordable and accessible than specialized supplements or expensive health trends.
Trust in Familiar and Time-Tested Solutions: There's a growing trust in traditional wisdom and the proven benefits of familiar foods and drinks for health, as opposed to unproven or hyped-up new ingredients and products.
Skepticism of Niche and Trendy Health Products: Consumers are becoming more skeptical of overly marketed or niche health products, viewing them as potentially expensive, ineffective, or unsustainable in the long run.
Emphasis on Holistic and Sustainable Wellness: Back-to-basics health aligns with a holistic view of wellness that emphasizes sustainable lifestyle changes and consistent healthy habits, rather than quick fixes or short-term trends.
What is Driving the Trend:
Information Overload and Health Trend Fatigue: Constant exposure to conflicting health information and rapidly changing trends leads to consumer fatigue and a desire for simpler, more reliable guidance.
Economic Pressures and Cost of Living: Rising living costs and economic uncertainty drive consumers to seek more affordable health solutions, favoring budget-friendly everyday foods over expensive specialized products.
Increased Awareness of Food Fundamentals: Growing health literacy and awareness of the nutritional value of basic foods empower consumers to recognize the inherent health benefits of simple ingredients and traditional diets.
Backlash Against "Wellness Culture" Complexity: A reaction against the often complex, expensive, and sometimes exclusionary nature of modern "wellness culture" pushes consumers towards more down-to-earth and accessible health practices.
Desire for Sustainable and Long-Term Health: Consumers are increasingly focused on long-term, sustainable health habits rather than quick fixes, leading them to prioritize fundamental lifestyle choices and everyday foods over temporary trends.
What is Motivation Beyond the Trend:
Human Desire for Comfort and Reliability: The underlying motivation is the fundamental human desire for comfort, reliability, and a sense of control in health management. In a complex and uncertain world, familiar foods and simple routines provide a sense of stability and reassurance in the pursuit of wellness.
Seeking Authenticity and Naturalness: There's a growing desire for authenticity and naturalness in health and food choices. Everyday foods are perceived as more natural, less processed, and more aligned with a desire for genuine, unadulterated wellness solutions.
Rejection of Over-Complication and Hype: Consumers are pushing back against the over-complication and hype often associated with modern wellness trends, seeking a more grounded, common-sense approach to health that feels less manufactured and more inherently trustworthy.
Description of Consumers Article is Referring to (Practical, Budget-Conscious, Health-Seeking Consumers):
Age: Spans various age groups, as the desire for simple and affordable health solutions is universal. May resonate particularly strongly with older demographics who value traditional remedies and practicality.
Gender: Appeals across genders, as health concerns and the desire for accessible solutions are not gender-specific.
Income: Broad income range, but particularly relevant to middle and lower-income consumers who are budget-conscious and seeking cost-effective health strategies.
Lifestyle: Practical, value-oriented, health-conscious but not necessarily "wellness trend" followers, may be busy individuals seeking easy-to-integrate health habits, may prioritize family health and affordability, may be skeptical of overly marketed health products.
Conclusions:
"Back-to-Basics Health" is a growing trend driven by consumer desire for simplicity, affordability, and trust in familiar solutions.
Consumer motivations include practicality, value, trust in tradition, skepticism of trends, and emphasis on sustainable wellness.
Information overload, economic pressures, awareness of food fundamentals, backlash against wellness complexity, and desire for long-term health are driving the trend.
Beyond the trend, motivations are human desires for comfort, reliability, authenticity, and rejection of hype.
The trend impacts the food and drink industry, health supplement market, consumer health education, marketing strategies, and perception of wellness.
Implications for Brands (Food & Beverage, Grocery Retail, Health & Wellness Industries):
Emphasize Simplicity and Familiarity in Product Messaging: Brands should highlight the simple, familiar, and time-tested nature of their products, focusing on everyday ingredients and traditional health benefits rather than complex formulations or trendy ingredients.
Focus on Affordability and Value Proposition: Promote the affordability and value of products, emphasizing cost-effectiveness and accessibility for everyday consumers seeking practical health solutions within their budgets.
Highlight Core Health Benefits and Practicality: Clearly communicate the core health benefits of products in relation to key consumer concerns like sleep, energy, and mental wellbeing, emphasizing ease of integration into daily routines and practical application.
Build Trust and Authenticity: Focus on building consumer trust through transparent sourcing, clear labeling, and authentic messaging that avoids hype and over-promising, emphasizing genuine health benefits and reliable product quality.
Offer Everyday Food & Drink Solutions: Expand product lines to include more everyday food and drink options that are naturally rich in nutrients and support core health goals, catering to the back-to-basics trend and consumer preference for familiar formats.
Implication for Society:
Democratization of Health and Wellness: The trend can contribute to a more democratized approach to health and wellness, making healthy living more accessible and less intimidating for a wider range of consumers, regardless of income or trend awareness.
Shift Towards Sustainable and Realistic Health Practices: Back-to-basics health promotes sustainable and realistic health practices that are easier to maintain long-term, potentially leading to more lasting positive health outcomes for individuals and communities.
Reduced Reliance on Over-Processed and Specialized Products: The trend may lead to a reduced societal reliance on highly processed foods and expensive, niche health supplements, encouraging a greater focus on whole foods and fundamental dietary principles.
Implications for Consumers (Health-Conscious Individuals, General Public):
Empowerment through Simple and Accessible Health Strategies: Consumers are empowered to take control of their health through simple, accessible, and affordable strategies, reducing feelings of overwhelm and making healthy living feel more attainable.
Cost-Effective Health Improvement: The trend offers cost-effective ways to improve health and wellbeing by leveraging readily available and budget-friendly foods and drinks, reducing the financial burden of pursuing health goals.
Increased Focus on Fundamental Nutrition and Lifestyle: Consumers may benefit from a renewed focus on fundamental nutrition principles and healthy lifestyle habits, leading to a more balanced and sustainable approach to long-term wellness.
Implication for Future:
Growth of "Functional Everyday Foods" Category: Expect to see significant growth in the "functional everyday foods" category, with grocery retailers and food manufacturers increasingly focusing on fortifying or highlighting the natural health benefits of staple food items.
Personalized "Back-to-Basics" Health Recommendations: Technology and personalized nutrition may evolve to provide tailored "back-to-basics" health recommendations, leveraging data to guide individuals towards simple, everyday foods and drinks that best suit their specific health needs and preferences.
Re-emergence of Traditional Food Wisdom: Expect a re-emergence of interest in traditional food wisdom and dietary practices, as consumers seek time-tested and culturally relevant approaches to health and nutrition rooted in simple, whole foods.
Consumer Trend (Lifestyle Trend):
Name: Simplified Wellness Movement
Detailed Description: This consumer trend describes a broader lifestyle shift towards "Simplified Wellness," where individuals are actively seeking to simplify their approach to health and wellbeing, prioritizing essential practices, accessible solutions, and sustainable habits over complex routines, niche products, and fleeting trends. "Simplified Wellness Movement" signifies a move away from the often overwhelming and expensive nature of modern wellness culture and towards a more manageable, practical, and integrated approach to health that emphasizes fundamental principles and everyday actions.
Consumer Sub Trend (Food Trend):
Name: Essential Foods for Health
Detailed Description: A key sub-trend within "Simplified Wellness Movement" is "Essential Foods for Health." This focuses specifically on food and drink choices, highlighting a consumer preference for simple, everyday, and time-tested foods and drinks as primary tools for achieving health goals. "Essential Foods for Health" signifies a shift in food consumption towards prioritizing familiar, affordable, and readily available whole foods and beverages known for their core health benefits, moving away from niche supplements and complex dietary trends.
Big Social Trend (Cultural Trend):
Name: Pragmatic Wellbeing Culture
Detailed Description: The broader social trend of "Pragmatic Wellbeing Culture" reflects a cultural shift towards a more practical, realistic, and less idealized approach to wellbeing. This trend signifies a societal move away from aspirational and often unattainable wellness ideals and towards a focus on actionable, everyday strategies for improving health and happiness, emphasizing practicality, accessibility, and tangible results in the pursuit of wellbeing.
Worldwide Social Trend (Global Trend):
Name: Global Health Accessibility Imperative
Detailed Description: The worldwide social trend of "Global Health Accessibility Imperative" signifies a growing global recognition of the need to make health and wellbeing resources, knowledge, and solutions more accessible and equitable for all populations, regardless of socioeconomic status or geographic location. This trend reflects a global shift towards prioritizing health equity and addressing health disparities by promoting affordable, practical, and culturally relevant health strategies that can be widely adopted and sustained across diverse communities worldwide.
Social Drive (Human Motivation Trend):
Name: Desire for Practicality & Reassurance
Detailed Description: The underlying human drive behind these trends is the "Desire for Practicality & Reassurance." Consumers are fundamentally motivated by a desire for health solutions that are practical, easy to implement, and provide a sense of reassurance and control in managing their wellbeing. "Simplified Wellness Movement" and "Essential Foods for Health" tap into this core human motivation by offering consumers straightforward, reliable, and accessible pathways to health that feel less overwhelming, more trustworthy, and more aligned with their everyday realities, fostering a sense of confidence and empowerment in their health journey through simple, time-tested, and fundamentally sound practices.
Learnings for Brands to Use in 2025 (for Food & Beverage, Grocery Retail, Health & Wellness Industries):
Simplicity and familiarity are key drivers in health-focused food and drink choices.
Affordability and value are paramount for health-conscious consumers.
Practical, everyday solutions resonate more than complex or niche trends.
Trust and authenticity are crucial for building consumer confidence in health products.
Focus on core health benefits related to sleep, energy, and mental wellbeing.
Strategy Recommendations for Brands to Follow in 2025 (for Food & Beverage, Grocery Retail, Health & Wellness Industries):
Establish a "Center for Essential Nutrition & Practical Health Innovation": Create a dedicated innovation center focused on developing next-generation essential nutrition and practical health solutions, exploring innovative ways to enhance the natural health benefits of everyday foods and drinks, simplify product formulations, and create accessible, value-driven health offerings that align with back-to-basics principles, positioning the brand as a leader in practical and trustworthy health innovation.
Develop "AI-Powered 'Essential Health Profiling' Platforms for Personalized Simplicity": Invest in AI technology to create essential health profiling platforms that analyze individual consumer health goals, lifestyle factors, dietary habits, and budget considerations to create unique "Essential Health Profiles," enabling brands to offer hyper-personalized recommendations for simple, everyday foods and drinks, customized practical health plans, and AI-driven essential nutrition guidance services that precisely match individual needs and preferences for back-to-basics wellness, setting a new standard for personalized and AI-enhanced health driven by simplicity and practical application.
Launch a "Global 'Health Made Simple' Movement & Authentic Brand Manifesto": Create a global marketing campaign promoting "Health Made Simple" and the power of everyday foods and drinks to support wellbeing, showcasing diverse examples of simple, accessible health solutions, challenging conventional marketing hype around complex health trends, and fostering a cultural shift towards embracing food as a fundamental and practical tool for health, positioning the brand at the forefront of a global health simplification movement that champions individual empowerment and experiential authenticity through straightforward wellness practices.
Partner with "Public Health, Nutritional Education & Community Wellness Organizations for Deeper Social Impact": Forge strategic partnerships with public health organizations, nutritional education initiatives, and community wellness programs to gain deeper, more nuanced insights into real-world health challenges and practical needs, co-create food products and educational campaigns that are experientially aligned with accessible health solutions and emotionally resonant with consumers seeking reliable and trustworthy guidance, and demonstrate a genuine commitment to consumer health empowerment and enriching lives beyond just product promotion, leveraging expert partnerships to enhance brand trust, social leadership, and practical innovation in the health and food industry.
Build a "Metaverse 'SimpliHealth' Immersive Practical Wellness & Essential Nutrition Universe": Develop an expansive metaverse experience called "SimpliHealth" that immerses users in a virtual world of practical wellness and essential nutrition, featuring interactive health guidance modules, personalized avatar customization with everyday health-promoting tools and resources, AI-powered simple health coaches and practical wellness mentors, virtual brand destinations representing ideal back-to-basics health locales and community hubs, and a global social hub for consumers to connect and share simplified health experiences in a digital environment, creating a persistent digital destination for practical wellness immersion and experiential engagement in the metaverse, establishing the brand as a pioneer in the metaverse future of health education, practical innovation, and the digital embodiment of simplified wellness and essential nutrition in its most accessible and empowering forms, transforming the digital landscape into a vibrant and practical "Health Utopia" where simplicity and wellbeing converge in a symphony of self-care, empowerment, and the enduring pursuit of a healthier, more balanced, and globally connected life through the transformative power of simple, everyday health practices and the boundless creativity of human ingenuity in making wellness accessible to all.
Final Sentence (Key Concept):
The "Consumers opt for tried-and-tested food and drink to support health goals, report shows" trend underscores that "Back-to-Basics Health," amplified by "Essential Foods for Health," is transforming the food and drink industry, requiring brands to prioritize "Desire for Practicality & Reassurance," navigate "Pragmatic Wellbeing Culture," and capitalize on "Global Health Accessibility Imperative" by strategically blending essential nutrition innovation, AI-driven essential health profiling, authentic marketing, public health partnerships, and metaverse technologies to create resonant and successful back-to-basics health offerings that meet evolving consumer expectations and redefine the future of food and wellness in a world increasingly driven by simplicity, practicality, and the enduring human desire for accessible, reliable, and fundamentally sound health solutions, especially within the dynamic and ever-evolving realms of food culture and personal wellbeing, pushing the boundaries of practical health innovation and democratizing wellness for all in the 21st century and beyond.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Food & beverage, grocery retail, and health & wellness industries should strategically capitalize on the "Back-to-Basics Health" trend in 2025 to achieve market leadership, build brand trust, and drive significant revenue growth by:
Establishing a "Global Institute for Essential Food Science & Practical Wellbeing": Create a world-leading research and innovation institute dedicated to the study and advancement of essential food science and practical wellbeing, bringing together top nutritionists, public health experts, behavioral economists, and community health leaders to conduct pioneering research, develop cutting-edge essential food technologies, and establish industry standards for practical wellbeing creation and accessible health experiences globally, positioning the brand as the ultimate authority and innovator in the science of essential foods and experiential wellbeing globally.
Developing "AI-Powered 'Practical Health Curation' Engines for Hyper-Personalized Essential Nutrition": Invest in developing AI-powered "Practical Health Curation" technology that analyzes individual consumer practical health profiles, essential food preferences, lifestyle contexts, and socioeconomic factors to create unique "Practical Health Profiles," enabling brands to offer hyper-personalized essential nutrition recommendations, customized back-to-basics health experiences, and AI-driven practical health curation services that precisely match individual desires for accessible wellbeing and simple, effective health solutions, setting a new standard for personalized and AI-enhanced health driven by deep practical health understanding and essential nutrition precision.
Launching a "Global 'Wellbeing Simplified: Health for All' Movement & Trustworthy Brand Manifesto": Create a global marketing and cultural movement celebrating "Wellbeing Simplified: Health for All" and the power of essential foods and practical health practices to empower individuals and communities to achieve sustainable wellbeing, showcasing diverse examples of accessible health solutions, challenging traditional marketing complexities around health trends, and fostering a cultural shift towards embracing food as a fundamental and democratizing tool for health, positioning the brand at the forefront of a global wellbeing simplification movement that champions individual empowerment and experiential trustworthiness through straightforward wellness practices.
Partnering with "Community Health, Food Access & Affordability Organizations for Deeper Social Impact & Equity": Forge high-profile partnerships with community health organizations, food access initiatives, and affordability advocates to gain deeper, more nuanced insights into real-world health disparities and practical barriers to wellbeing, co-create food products and community-based programs that are experientially aligned with accessible health solutions and emotionally resonant with consumers seeking reliable and trustworthy guidance, and demonstrate a genuine commitment to consumer health equity and enriching lives beyond just product promotion, leveraging expert partnerships to enhance brand trust, social leadership, and equitable innovation in the health and food industry.
Building a "Metaverse 'Welltopia' Immersive Practical Health & Accessible Wellbeing Universe": Develop an expansive metaverse experience called "Welltopia" that immerses users in a virtual world of practical health and accessible wellbeing, featuring interactive essential nutrition guidance modules, personalized avatar customization with everyday health-promoting tools and resources, AI-powered practical health coaches and accessible wellbeing mentors, virtual brand destinations representing ideal back-to-basics health locales and community support hubs, and a global social hub for consumers to connect and share simplified health experiences in a digital environment, creating a persistent digital destination for practical wellness immersion and experiential engagement in the metaverse, establishing the brand as a pioneer in the metaverse future of health equity, practical innovation, and the digital embodiment of simplified wellbeing and essential nutrition in its most accessible, trustworthy, and empowering forms, transforming the digital landscape into a vibrant and equitable "Health Utopia" where simplicity and wellbeing converge in a symphony of self-care, empowerment, and the enduring pursuit of a healthier, more balanced, and globally connected life for all, through the transformative power of simple, everyday health practices and the boundless creativity of human ingenuity in making wellness universally accessible and fundamentally sound.
Final Note:
Core Trend: Back-to-Basics Health - Prioritizing simple, familiar, and time-tested health approaches.
Core Strategy: Essential Foods for Health - Focusing on everyday foods with core health benefits.
Core Industry Trend: Global Health Accessibility Imperative - Global recognition of the need for equitable health access.
Core Consumer Motivation: Desire for Practicality & Reassurance - Seeking reliable and easy-to-implement health solutions.
Final Conclusion:
The "Consumers opt for tried-and-tested food and drink to support health goals, report shows" trend signifies a transformative "Back-to-Basics Health" era, particularly amplified by "Essential Foods for Health," that necessitates strategic capitalization in 2025. By strategically embracing "Essential Foods for Health," prioritizing "Desire for Practicality & Reassurance," navigating "Pragmatic Wellbeing Culture," and capitalizing on "Global Health Accessibility Imperative," food & beverage, grocery retail, and health & wellness industries can effectively leverage essential nutrition innovation, AI-driven practical health curation, authentic marketing, public health partnerships, and metaverse technologies to create resonant and successful back-to-basics health offerings that not only dominate the evolving health and wellness market but also establish lasting brand leadership and shape a future where "essential nutrition," "practical wellbeing," and "accessible health" are paramount in a world increasingly driven by health equity, practicality, and the enduring human desire for reliable, simple, and fundamentally sound health solutions for all, especially within the dynamic and ever-evolving realms of food culture and personal wellbeing, pushing the boundaries of practical health innovation and democratizing wellness for all in the 21st century and beyond, creating a global "Health Utopia" where wellbeing is simplified, accessible, and rooted in the power of essential foods and the enduring human quest for a healthier, more balanced, and universally thriving world.
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