Food is one of life’s great pleasures – not that you’d know it from how we often talk about the challenges. Whether it’s headlines about ultra-processing, carbon footprints or the travails of farmers, much of the public conversation is about issues facing the industry.
It’s not just the media either. Reflecting increased interest in health and sustainability, the way many brands communicate with consumers has also become more issues-driven in recent years.
Robust conversation about the food industry and its impact on health, people and planet is, of course, important. At the same time, though, there’s a huge opportunity for brands to talk more about the sheer joy that can come from eating and cooking.
Current consumer trends and behaviours back this up. Despite so much global uncertainty and amid concern about the economy, many people are prioritising joy, pleasure and comfort when buying food.
In its latest food and drink trends report, Waitrose highlighted joy as a red thread underpinning consumer choices in the current climate. “As the world lurches through the unknown,” executive director James Bailey wrote, “sourcing, preparing, sharing and enjoying great food has become a constant pleasure – and Waitrose shoppers see this as a way of life, not an added extra.”
The growing popularity of ‘luxury groceries’ offering little upgrades to everyday ingredients (think high-end olive oil in Instagram-worthy bottles or premium pulses from Bold Bean Co) speaks to this trend.
More broadly, strong sales of premium ranges at Christmas and Marks & Spencer's stellar performance over the past year show that consumers remain willing to pay a little extra for food that feels like a treat, even when finances are tight.
And it’s not just food. A desire for happiness and simple pleasures is evident in many areas of life right now. Take the craze for Jellycat stuffed toys among adults, recently covered in The Guardian and the FT.
So, how can food and drink brands tap into the shift to joy, especially those committed to offering healthier options?
Linking joy and health
It’s easy to conflate joy with (over)indulgence.
‘Treat culture’ can certainly lead to less healthy choices (we know that health often takes a backseat during economic downturns), but seeking comfort and pleasure from food needn’t be unhealthy – nor does a desire to be healthy mean denial and deprivation.
Several examples show how the industry can talk about health in more positive and joyful terms.
When Finland’s Food Authority recently released new national nutritional guidelines, it encouraged citizens to consider pleasure when choosing what to eat. “The recommended diet is diverse, varied, moderate and enjoyable – without forgetting the joy of eating,” its guidelines state.
The Waitrose report, meanwhile, draws attention to the rise of ‘health plus’, a more positive approach to healthy eating focused on adding in nutrition instead of taking out the ‘bad’. As an example, Waitrose cites research from Mintel that shows 67% of consumers now include foods that promote good gut health in their diet.
“Rather than health being about taking things away, we’ve seen more interest in positive health, and adding nutrition to your plate,” Waitrose nutritionist Jo Lunn adds. “It’s not about cutting out certain foods or even whole food groups.”
Further opportunity could come from highlighting how cooking and eating can contribute to positive mental health, not just through functional ingredients but also by engaging the senses and fostering community.
In a world of doomscrolling, brain rot and desperate loneliness, many people are looking for experiences that make them feel present and grounded in the physical world, and connected to others. Food and drink brands have a huge role to play here, whether through exciting flavours that stimulate the senses, inspiring people to do more scratch-cooking or offering healthy meal solutions that are easy to prepare and share with friends and family.
As we look ahead to what is likely to be another challenging 12 months for the world, food and drink can offer consumers much-needed respite – and forward-thinking brands can make a positive difference by showing how pleasure, health and wellbeing can go hand in hand.
Here’s to making 2025 the year we do more to celebrate the simple joy that comes from choosing great-quality foods that nourish and restore us.
