Issue Not every occasion can be healthified; some resist reformulation

Summary

PwC cautions that not every consumer moment is waiting to be made healthier. Some occasions are fundamentally about indulgence, and changing the core product can undermine the reason people buy it. The report cites ice cream as an example, where conventional reformulation such as cutting sugar is hard to sell. In such cases, health-oriented innovation works better when it respects the occasion. That can mean naturally lighter formats such as sorbet, new packaging, or portion control rather than altering the original proposition.