Natural Goodness

The Natural Goodness trend is driven by nature under threat.

Climate-friendly practices are becoming the new norm and a modern business imperative as consumers realize that their consumption habits have a direct effect on the planet's health. Circular consumption and sufficiency have become a central part of the agenda. Today, with younger generations fighting for the planet's health, it's no longer about "eco" as a status symbol. Consuming in a planet-friendly way has become a necessity. “Climatarianism” with its diversified diet is seen as a central contributor to environmental well-being, while biodiversity and regenerative agriculture are defining a new frontier in the name of the planet.

There are 3 key consumer subtrends driving innovation within the Natural Goodness trend cluster:

  • Touching Nature
  • Second Love
  • Climavore

Would you like to learn more about the flavor trend Natural Goodness flavor trend? Download your copy of the white paper: