Healthy body, happy mind: co-creating food experiences that foster wellbeing
Prioritising health and prevention
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New European consumer research can help deliver nourishing food experiences for every lifestyle.
Consumers’ growing interest in diet and functional foods reflects their desire to prioritise health optimisation and prevention rather than treatment.
In today’s digitally connected world, dominated by screens and steered by convenience, prioritising wellbeing can come in many forms. By understanding European consumer lifestyles, needs, and convictions, we can drive innovation that addresses the interconnected nature of mind and body.
Expectations driven by lifestyle
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Expectations driven by lifestyle
From sedentary to active lifestyles, no two consumers are exactly alike. Givaudan’s European proprietary segmentation research sheds light on consumer expectations based on five unique profiles.
Taking a consumer-oriented approach
Multi-Taskers
- Conflicted jugglers
- On-the-go consumers
- Health conscious
Activity Enthusiasts
- Ultra-connected
- Unconventional
- Highly inquisitive
Active Rejuvenators
- Healthy ageing
- Socially and intellectually active
- Loyal
E-Gamers
- Brain energy and eye focus
- Health and indulgence
- Socially active
Balancing physical and mental health can be challenging, and each profile requires a tailored and holistic solution that can fuel both body and brain.
Fulfilling European lifestyle needs with targeted food experiences
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Fulfilling European lifestyle needs with targeted food experiences
Understanding each consumer segment allows us to design food experiences that optimise the physical and mental performance of consumers throughout their day.
With the right ingredients, functional foods can support everything from cognition and energy to joint and gut health.
Get inspired
Explore our product concepts and see how our solutions can be used to translate consumer insights into personalised wellbeing experiences
For Multi-Taskers
- Full Up gummies
- Maca/green coffee bean extract, acerola and vitamin C
For Active Rejuvenators
- Bright Mind chocolates
- Panax ginseng and acaï juice powder
For E-Gamers
- Snacktastic puffs
- Oat fibre, guarana and acerola
For Performance Perfectionists
- High Set granola bar
- Svetol® and acerola
Download PDF guide with recipes
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Your partner for co-creating nutritious food experiences
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Givaudan: your partner of choice to co-create innovative and nutritious food experiences
These targeted concepts are just the beginning. We’re dedicated to supporting our customers in harnessing the power of nature to create exceptional wellness experiences.
With our extensive expertise in the botanical world and a diverse portfolio of natural and clean-label products, we help you deliver consumer experiences that promote a healthy body and happy mind.
We offer solutions to suit every consumer profile: from well-loved botanical extracts to branded ingredients, such as OatWell™, which are backed by science and authorised health claims.
We’ll help you source the most sought-after benefits from nature to effectively support consumers in their pursuit of optimal wellbeing.
This page is intended to provide business-to-business information. It is not for communication to end consumers.
The information provided and its uses must be checked for compliance under appropriate local regulations.
There is currently no harmonised legal definition for naturalness of food ingredients.
Any communication to end consumers must be done according to the appropriate local regulations/guidances.