3 ways to adopt a holistic approach to dieting
Emma is the Associate Director, Global Food Science, covering nutrition health and wellness, ingredients and additives, new trends, food labeling and regulation across all categories.
Mental and physical health are inextricably tied, with evidence pointing to a strong relationship between the mind and body, with a number of physical health conditions linked to mental health, such as the link between irritable bowel disease and stress, and the link between stress and cardiovascular system. Many consumers understand this mind-body link in respect to health, with over three quarters of UK consumers agreeing that it is important to manage stress to maintain immune health. In this blog, we explore three ways that food and drink producers can help consumers achieve enjoyment in a holistic mind-body approach to dieting.
1. Understand why people eat, as well as what they eat
In the UK, one in three consumers agree they deal with stress by consuming healthy foods, with almost the same number of consumers dealing with stress by consuming unhealthy foods. ‘Unhealthy’ foods are also reliable sources of comfort and pleasure that help one to relax and escape, in addition to healthy foods. But why is this so?
Intuitive eating embodies the view ‘diets don’t work’ and instead focuses on making peace with food, rejecting the notion of good and bad foods. It suggests dialling into your body to listen to your intuition to make food choices that are right for you, thereby distinguishing between physical (the biological need to replenish nutrients) and emotional hunger (emotional needs like boredom/stress). The relationship between mood and food is complex, with consumers’ mood impacting their choice of food, as well as consumers’ food choices impacting their mood.
Areas of health such as immunity, weight and mental stress were particularly relevant during the pandemic, and will continue to be so for consumers. Source: Mintel.
Although the type of food relied upon by an individual for comfort is very subjective, comfort foods are typically defined as foods that are carb-, fat, and sugar-, and/or salt- heavy, such as cakes, French fries, salty snacks or ice cream. Foods typically defined as ‘unhealthy’ are often those that are those that consumers turn to for support with negative mood states. To support stress-induced eating, consumers could consider fibre-gummy supplements for satiety, or supplements with the micronutrient chromium for ‘craving control’.
2. Engage the senses with mood-boosting aroma
Mindful eating applies the ancient techniques of mindfulness and meditation to food, whereby followers stay present while eating, raising sensual awareness of the experience of food. For mindful eating, producers can engage the senses with aromatic ingredients that are linked to mental and emotional wellbeing. Aroma has long been linked to mental and emotional wellbeing – it is not uncommon for consumers to try aromatherapy and continue to practice it to improve their emotional wellbeing.
Coca-Cola launched a carbonated soft drink with blackberry and spruce flavour in Serbia in 2020, imitating forest flavours. Source: Mintel Global New Products Database (GNPD).
Certain aromas are linked with emotional wellbeing, with ingredients that engage the senses evoking positive feelings, such as those of nostalgia, or escape. Our research shows that well over half of Chinese consumers associate floral aromas with emotional wellbeing, while a vast majority of Brazilian consumers agree that familiar flavours and ingredients bring them emotional comfort. New product development in consumer goods is increasingly incorporating the ‘forest bathing’ concept, an ancient Japanese process of relaxation, which includes taking in the forest atmosphere through all five senses in a conscious and contemplated effort. There is definitely an opportunity for food, drink and supplement producers to take inspiration from techniques such as aromatherapy or forest bathing, when considering ingredients for sleep, relaxation and focus.
3. Promote mood-boosting ingredients and nutrients in everyday diet
Many foods and ingredients are linked to mood. Certain vitamins and minerals have EU approved health claims linked to mental and emotional wellbeing, such as magnesium “contributes to normal psychological function”, and certain B vitamins (such as B12 and folate) “contributing to the reduction of tiredness and fatigue”. Omega 3 fatty acids are linked to brain health, as are carbohydrates, as glucose fuels the brain. Caffeine-containing ingredients such as kola nuts, Guarana seed, and green tea are consumed to increase feelings of alertness, and to counter tiredness. Ginseng is a botanical that is linked to aspects of mental wellness, such as focus and concentration, and accordingly, holds potential as an alternative to caffeine for ‘mental energy’. Certain botanical ingredients have a long history of use as remedies for mental health issues like relaxation or sleep, with botanicals such chamomile, lavender, lemon balm, used in “night time” or “calming” herbal teas.
Ichitan Green Lab Calming Chamomile Terpene Flavoured Green Tea is made with natural terpene extract that features a unique aroma. Source: Mintel Global New Products Database (GNPD).
Existing tactics adopted by consumers who are looking to counter stress (and related mental or emotional wellbeing problems) include exercise, meditation, taking a social-media detox, talking with supportive people, and prioritising work life balance. However, many consumers also look to their diet to support their mental and emotional wellbeing, with some French and Italian consumers agreeing they would like their diet to improve their mood (e.g. support with relaxation). Brands can therefore spell out the complementary benefits of mood-boosting ingredients and nutrients in food, drink and supplement products for consumers, showing that components in everyday diet can support good emotional wellbeing.
What we think
Currently in food, drink and supplements, physical aspects of health (such as digestive health or immune health) are more a focus than mental or emotional health. Today’s unsettled times bring mental wellness to the fore, in addition to typical stressors like employment or finances, aspects of health linked to mental and emotional wellbeing such as stress, have been exacerbated by world crises such as the pandemic, and geopolitical tension in regions such as Europe. As more and more consumers link diet and nutrition with both physical and mental health, brands would need to increasingly adopt a holistic approach to health and nutrition to ensure consumers feel supported in their physical and emotional wellbeing.
24World Media does not take any responsibility of the information you see on this page. The content this page contains is from independent third-party content provider. If you have any concerns regarding the content, please free to write us here: contact@24worldmedia.com