The Premium Indulgence trend is driven by the concept of ethics meeting aesthetics. "Humanity is becoming the new premium" is the latest credo, and younger generations in particular are investing in so-called woke brands. These brands are perceived to be more genuine and advanced as they come with ethical and environmental claims. As Gen Zs and millennials search for experiences rather than products, food and beverage innovation is focusing on "eatertainment" and multi-sensual conceptual approaches. In the future, technology will play a key role in premium food and beverages, with hyper-personalized offerings adapted to individual health needs and preferences.
There are 3 key consumer subtrends driving innovation within the Premium Indulgence trend cluster:
- Conscious Hedonism
- Immersive Experiences
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