Carcupholders are replacing dinner plates at home. At the same time people are pursuing more active lifestyles, combining hectic daily life with a drive to stay more healthy and energetic. Because of that, not only the “how” we eat but also the “what” is changing.
Consumer concerns about providing the right nutrients and their combinations in recommended amounts to the body, are increasing. Although awareness of healthy food is growing, it is difficult to understand and apply this awareness in one’s individual lifestyle. People just love their food and how it tastes. This is often the case with “bad” foods. 65 percent of US consumers say they try to eat healthily, but unhealthy food just tastes so much better (1). However the social pressure to eat more sensible and healthy, “good” foods, which are often seen as less tasty, is growing. The major challenge for the industry is to come up with highly nutritious concepts that simply taste good and thus do not impact food enjoyment.