Healthy Hedonism: disruptive new colour trend

A bold new era of “Healthy Hedonism” is inspiring a radical rethink of what is possible with natural colors, according to a trend analysis by GNT.

A bold new era of “Healthy Hedonism” is inspiring a radical rethink of what is possible with natural colors, according to a trend analysis by GNT.

GNT, the global supplier of plant-based EXBERRY colours, explored how today’s consumers see colour in the world of food and drink and beyond. The research revealed a powerful new trend shaped by Generation Z’s desire to embrace joy and creativity while staying true to core values.

The new generation of consumers is radical, diverse, and digitally native – and it is rapidly changing global attitudes toward food and drink. Gen Z shoppers are committed to holistic wellness and are actively promoting environmental and social agendas through their purchases.

Generation Z, colloquially known as zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid to late 1990s as starting birth years and the early 2010s as ending birth years.

At the same time, their devotion to social media means visual impact is more important than ever before. This consumer behaviour can be described as Healthy Hedonism.

This ethos is now set to spark a global surge in demand for eye-catching products that are good for people and planet. From seductive healthy snacks to kaleidoscopic TikTok treats, the trend showcases a lifestyle that is playful, considered, and nourishing.

GNT’s analysis found that it is already generating new directions in natural colour. For example:

  • Cute soft-play pastel shades are being used to redefine what “healthy and sustainable” looks like.
  • Psychedelic colour schemes now work in harmony with mind-boosting ingredients to tap into new-age wellbeing.
  • Bright, clashing colour combinations can also enable brands to create virtuous products that satisfy the desire for creativity and self-expression.

Maartje Hendrickx, Market Development Manager at GNT Group, said: “Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules.

“To tap into the trend, brands need to celebrate disruption and adopt a new visual language for products that are both healthy and environmentally sound. Earthy colours are no longer a necessity – it’s time to be bold, be creative, and make people smile.”

Available in shades spanning the full spectrum, EXBERRY colorus are plant-based concentrates created from non-GMO fruit, vegetables, and plants using traditional physical processing methods. GNT has also set out a commitment to become the leader in its field on sustainability by 2030.

Julia Meyer, Healthy Hedonism trend specialist at GNT Group, said: “We have vast experience and expertise in bringing spectacular colour concepts to life in food and drink using our plant-based EXBERRY concentrates.

“We’re here to inspire brands to tap into modern consumers’ emotional needs through colour and unleash their products’ true potential.”

GNT EXBERRY distributors in South Africa are Carst & Walker.