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What’s driving the trend for nourishing neon foods?
Imagine Beverly Hills, summer 2023 – a sun-drenched morning at Erewhon, where Gen Y health enthusiasts and influencers line up in pursuit of the Instagram-famous $22 rainbow smoothie collab with Cactus Plant Flea Market. The limited-edition elixir was a vibrant organic blend: bananas, blue spirulina, chlorophyll, coconut, and a medley of strawberries, mangoes, and yuzu lemon, all mixed in with matcha cream and oat milk. It had its 15 minutes of Hollywood fame for being a vivid statement of elite wellness. Now flash back a couple decades to a time before mobile phones – where some of those same fans could be found in their youth, in the fluorescent-lit aisles of a 7-11, eyes sparkling at the neon slushie machines. With a couple of crumpled dollars in their back pockets, they could mix sour apple, extreme cherry, and wild berry flavours that promised nothing more than a sugar-induced brain freeze. While the smoothie and slushie look quite similar – they symbolise a massive shift in aesthetics where fun has ‘grown up’ to be healthy and natural as well.
In this juxtaposition lies a narrative arc: the transformation from the neon-bright, artificial, sugar-laden indulgences of the past to today’s nutrient-packed, all-natural wellness foods that double as symbols of health-conscious living. Today, health trends tout the importance of ‘eating the rainbow’, giving rise to the popularity of bright purple acai bowls, golden-yellow lattes with immune-boosting turmeric, and deep red beetroot hummus at hip restaurants. It’s an important trend that food colouring manufacturer GNT is calling ‘Healthy Hedonism’, which ‘combines playful indulgence with personal wellbeing, alongside the wellbeing of the planet, a theme that resonates with optimistic, motivated Generation Z. From seductive healthy snacks to kaleidoscopic TikTok food trends, it showcases a lifestyle that is playful, considered, and nourishing’.
A report by FMCG Gurus focusing on trends in flavour, colour, and texture revealed that consumers often place a higher value on the taste and flavour of products than on other factors such as cost, potential health advantages, or sustainability features. In fact, 43% of consumers worldwide show a preference for food and beverage items featuring novel and innovative colours – 66% of those perceive these unique colours as enjoyable and stimulating, while 60% believe they enhance the attractiveness of the products.At the intersection of health, aesthetics, and the powerful influence of social media, what does the ever-changing landscape of food colour preferences signal about modern-day wellness and self-expression?
NOTE THAT THIS IS AN EXCERPT