Now that Spring has officially sprung and warmer months are on the horizon, PR agencies and digital marketing gurus are bombarded by the usual onslaught of products and plans that promise the best beach bods. Listicles and ads point the way to flatter tummies, that youthful glow and even spiritual wealth – but ringing out over the usual din are a few major standouts that are getting more attention than the rest this year. So, what do these buzzy new dietary trends say about us as consumers? Let’s have a look, shall we…
Adaptogens, especially hemp/CBD oil – “Everybody chiiiiiiiillllll.” That seems to be the resounding sentiment as legalized weed becomes a reality in more states and the benefits of hemp and cannabinoids continue to surface. We’re seeing more drinks and snacks infused with hemp and CBD, which seems to be a nod to the recent focus on mindfulness and balance in our daily routines and the ways we’re eating. CBD won’t get you “high,” but it will relax your mind and positively affect your mood – now, who doesn’t want that?
Transparency – With the boom in popularity of local farmers’ markets in the past several years, we saw a new consumer trend really take off: the conscious consumer. Now you hear about it all the time, but just a few years back we didn’t yearn for a connection with the sources of our food because we didn’t know we could get that kind of information. Now, we’re seeing a rise in grocery store products that can introduce you to the sweet family that responsibly harvested your grains, the kindly fisherman who reeled in your sustainably-caught fish and the gentle farmer who pasture-raised your chicken. Beyond making for a nice dinner table topic, shoppers now have an easily accessible way to affect change on non-sustainable industries by voting with their dollars for companies that align with their ethos of caring for people and the planet.
Bone broth & collagen – Skin, hair and nail health still reign supreme on the beauty fix spectrum, and now people are looking more closely at what they put in their bodies to help put their best face forward. Bone broth brews and collagen supplements are proving to be a convenient dietary addition to those on the Keto Diet (we’ll get into that in a bit) and people looking to brighten their glow from the inside out. Basically, this isn’t new – but it does point to a larger trend (more on that in a sec).
Keto – If you haven’t heard of the Keto Diet or met someone who is seeking ketogenesis, you’ve probably been off the grid for a couple months getting your mind right and eating all the CBD things (see above). The Keto Diet has taken America by storm and is helping people achieve some pretty incredible body goals. Basically, it’s a diet in which you consume large amounts of “good” fats and protein and almost cut out carbs – it’s today’s Atkins Diet without the phases. This diet has found its way into grocery store aisles with products that promise to satisfy cravings and replace that piece of bread you know you want. The Keto Kraze trends well with the folks who, unlike our friend who’s been off the grid for a while, are constantly on-the-go and dashing to their next high-intensity interval training (HIIT) class.
What this boils down to (and what it always seems to boil down to) is that there are two basic consumers: the mindful do-gooder and the busy go-getter. Which one are you? And which one is your target consumer?
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