Herbal 'infused' drinks in a wellness key?
Gluten-free shampoo?
Fitness bars?
Ice creams that strengthen the immune system?
That's enough thank you, Gen Z seems to answer, those born between 1997 and 2012. Children and young adults,
bombarded with messages on foods in a wellness key
(for a supposed physical and mental well-being), are showing a sense of intolerance starting not to disdain chips, cheese snacks, gummy candies and other goodies that you like, even if they are less good.
Do the flavors that satisfy the palate win over clean and healthy foods in a fitness key?
Junk food seems to be a counter-trend of the moment.
“Aspirations are changing, - reports Beth McGroarty, head of the recent survey on fitness trends at the Global Wellness Institute.
- The pressures to be perfectly happy, beautiful and "healthy" are being replaced by a more realistic and relaxed culture, even less consumerist ".
The key to respect for the environment still holds true, but are wellness intentions in free fall?
The Los Angeles Times also asks for it, titled 'The Goop-ification of wellness is on the way out' taking as an example the whole philosophy of consumerism in terms of well-being - which made the fortune of Goop, the millionaire portal founded by Gwyneth Paltrow , which contaminates from clothing to food - as a lifestyle that Gen Z now has a more critical look at.
She was referring to the new wellness product launch of the renowned Oscar-winning actress and alternative (luxury) wellness guru: Gwyneth Paltrow was inundated with ferocious comments from her loyalists for the launch of baby diapers with 'crystals for emotional serenity. of the little one '.
Already the jade eggs for vaginal washes caused a sensation (but sold out), now instead her initiatives are followed by Gen Z to make memes and teases that bounce on social networks.
In the US, even healthy cannabis products, stuffed almost everywhere in snacks and drinks to strengthen the memory and feel better, are becoming a less attractive business, - reports the American newspaper.
Even the make-up is affected by the transformation and the new slogans point to more 'daring' tricks rather than in a 'wellness' key.
What emerges is a movement that can hardly tolerate aggressive marketing, saving well-being, better the 'moderation' in the slogans of brands that want to be appreciated by the new generations that demonstrate a high and nascent sense of skepticism towards promises that have also been found to be exaggerated. .
Covid seems to have had an impact in increasing the level of knowledge of consumers on scientific issues in order to make them evaluate the real benefits of so much 'wellness hype'.
This is just the tip of the iceberg with a generation at its base that is championing a new behavior more oriented towards seeking flavors that satisfy the palate rather than foods that are good for you and wanting to see what's behind a slogan that focuses on everything. health, even when it shows nothing.
Rather, they check that the production chain has followed strict rules of respect for the environment and animals.
It's Italy?
While our supermarkets have made plenty of shelf space for fitness drinks, with draining, slimming and healthy waters and teas (with actions still to be demonstrated), we'll see what happens.
There are many recent market surveys that show how
in Italy, the search for organic foods and products that respect the environment is mainstream
especially among Generations Z and Millennials, but younger people seem less and less interested in brands, which often do not even know why they watch TV in passing and, therefore, they see little publicity.
They get information on social media, the home of rebels with an imperative fitness and exaggerated health promises.