What Does Building a Lifestyle Mean?
At the most basic level, consumers buy food because they need to eat. But their choice of foods is based on a variety of factors, such as taste, health, price, and convenience. More recently though, consumers are also considering whether a brand or product is a good match to their lifestyle and self-identity.
Whether they’re fitness buffs or foodies, consumers are drawn to brands that speak to them in their language and offer products that exemplify their lifestyles. While it may not be possible to be everything to everyone, keeping up with the biggest trends in this area can help manufacturers have the widest reach and ensure they aren't missing key opportunities.
Strong Emerging Lifestyle Trends
As more consumers are choosing brands that help build and support their lifestyles, some strong trends are emerging. Vegan and vegetarian eating, which were once niche, have expanded into a spectrum that ranges from vegan to vegetarian to flexitarian eating, with the latter decidedly mainstream. Eating on the spectrum is becoming a lifestyle that is driven by taste, discovery, health, and the rise in conscious consumerism to make choices that are better for animals and the environment.
Consuming foods and beverages with functional benefits is also becoming a lifestyle as more consumers are taking a do-it-yourself approach to optimize their health. Consumers can choose functional products to help with digestive health, energy, sleep, performance, weight loss, and more—depending on what they need and when they need it. Expectations for functional options continue to grow as consumers become more accustomed to “hacking” their health.