Trend Familiar consumption occasions are recast through specific health goals
Summary
PwC argues that as health, nutrition, and fitness culture becomes ubiquitous, the consumption occasions that food and retail companies have long designed for are being redefined by explicit health goals, so that breakfast now carries decisions about energy and performance.
Classification
Main topicValues & Lifestyles
Region menusGlobal
Impactscope:global
Time horizon0-3 years (2026-07-26)
Last updated2026-07-29 04:49:52
Evidence 2
- Voice of the Consumer 2026: The rise of everyday health PwC page=3;section=When health becomes an occasion 2026-06 accessed 2026-07-26
- Voice of the Consumer 2026: The rise of everyday health PwC page=4;section=When health becomes an occasion 2026-06 accessed 2026-07-26
Observed signals 5
- SignalConsumers plan more fresh produce and supplements, less processed food and alcohol
- SignalKerry Group's CMO frames the next wave as timing protein intake through the day
- SignalPwC identifies the 'carer shopper' choosing health tools for an older relative
- SignalPwC states the sector opportunity lists are indicative examples, not a complete demand map
- SignalVitamins, minerals, and supplements were the leading health purchase of the past year
Part of issues 2
- IssueInterest does not convert if the health proposition makes the consumer work too hard2 trends · 2 signals
- IssueNot every occasion can be healthified; some resist reformulation1 trends · 1 signals
Relation types: constitutes · supports
Public id: fm-e704ce5f3b1e