There is a more holistic view of health today, thinking not just of the body but also the mind. Food and beverage products are expected to be natural, healthy and tasty.
“'Health’ is no longer conformed into one type of expression,” say analysts. “We have the soft, organic, wholesome design on one end and the medicinal and functional food approach on the other end. Brands dare to challenge the established category codes and create new and hip aesthetics to express health in different ways, and therefore achieve stand out on the shelf.
“Some brands don’t even use traditional health cues more than the naming of the product. Could this be a reaction to the fact that there are so many health claims, consumers are getting confused?”