Where Health Meets Indulgence in Food

How do consumers balance health and pleasure when it comes to food?

This is the question central to the EIT Food Consumer Observatory’s latest study - Finding harmony: Where health meets indulgence in food - developed in collaboration with global food ingredients brand  and EIT Food partner Puratos. 

The study uncovers what ‘healthy indulgence’ really means to consumers, and delves into the emotional and practical factors that shape their food choices. It reveals the importance of trust, naturalness and credibility in influencing purchasing decisions, and examines how brands can position products that feel both nourishing and rewarding. 

The study finds that:

• To build trust, products should use natural, recognisable ingredients and clear claims, avoiding overly scientific or abstract health claims which often provoke scepticism.
• Positive, inclusive messaging that focuses on care and enjoyment resonates far more strongly than ‘guilt-free’ or restrictive messaging.

Health and enjoyment are becoming increasingly intertwined in consumer expectations; the findings of this study highlight how businesses can bridge the gap between aspiration and everyday behaviour, unlocking new opportunities in this fast-evolving category.

This study has been conducted in collaboration with Puratos, a global leader in the bakery, patisserie, and chocolate ingredients industry. If you would like to learn more about opportunities to collaborate with the Consumer Observatory, please get in touch via co@eitfood.eu. 

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