Wellness is probably the most significant shift in mindset that the 21st century has brought about. In the post-Covid era, the concept of wellness has gained more ground than possibly ever before with more people now aware and willing to make progressive lifestyle changes in order to live a more balanced and healthy life today, which is why yoga, dietary supplements, organic vegetables and other fitness trends have gained popularity. This has been a trend for quite a while now, but its adoption rate has increased significantly over the last year.
Future of food is going to be B2B – back to basics.
Food intake has (direct) impact on the gut microbe; what is digestible and non-digestible will depend on an individual’s genetics. Genetic makeup coupled with our gut microbes will decide, how much food will convert into micronutrients & how many toxins will remain. Consumption of packaged foods, processed foods, and the impact of certain cultural influences have been harmful. Because of this, health issues such as IBS, gut-brain excess, migraine, etc. affect mental health and cause a general feeling of not feeling well all the time.
As per an EY report, Indians report more anxiety about their family’s health than the global average with 94 % expressing worry about their family’s health against the global 82%; fortunately, 52% felt changes in their approach to mental wellbeing will last beyond Covid-19. This is higher than the global average of 39% as.
For the longest time, Indians viewed health from a sickness-and-care perspective i.e. healthcare professionals were only resorted to in times of illness. However, with the Covid-19 pandemic having put a premium on our body’s immune defences, people are beginning to understand the benefits of preventive healthcare and overall well-being. Wellness is now being viewed with a holistic approach that encompasses our mind and body. Food has now become a fashion and nutrition has become medicine. Ideally, food should be consumed as medicine.
Mindful eating should not be an enforced regimen; it (will eventually become natural behavior. In the future, augmented foods, fortified foods, and customized foods will be the order of the day. All food such as Keto and detox diets are time-bound and cannot sustain in the long run.
Our understanding of our mental health has been advanced by the pandemic. We know how fast our moods and behaviors can shift depending on our physical health and external circumstances. Even better, we understand how strong and resilient our minds can be.
Over the next few decades, wellness will become a standard feature of almost all products and services. Solutions will be built around wellness. Increasingly food and nutrition companies will shift their focus towards delivering products that are conducive to improved health and fitness.
The idea of ‘going back to roots’ has gained popularity among the younger generation in recent years, especially among millennials, which involves embracing traditional and herbal remedies for enhancing immunity. As per Google Trends, Indian households have been consuming more herbal ingredients like Tulsi, Ginger, Turmeric, Amla, etc.
When they demand a better version of themselves, they will demand a protein drink or protein bar. As they demand more outcomes from their body and the augmentation with nutraceuticals has increased. Nutraceuticals will not be restricted only to gym-goers and move towards all individuals.
The wellness industry must take immediate notice of the shift in consumer preference and socio-economic trends. We are already witnessing an increasing move towards more personalized products and services that are tailored for individual needs, encapsulating the true meaning of wellness – caring for the mind, body, and soul.
Views expressed above are the author’s own.